Formulate Review: Are custom haircare products a do or a don’t?

As a self-professed beauty junkie. I’m always excited to try new beauty products especially when they are from start-ups.

Formulate is a hair care brand start-up that creates sulfate free, paraben free, dye free, preservative free, and cruelty-free customized shampoo and conditioner formulas specific to your hair needs. The way that it works is that you take a survey that goes through your hair type, hair problems/issues that you what to address, and some of your hair goals. You even answer questions based on the type of smell you prefer your hair care to be – when they say that it is customized, it’s customized. After filling out the survey, you can expect your shampoo and conditioner delivered in about 2 weeks, so it’s fast.

So, what happens if the formula that you chose doesn’t really work for your hair? No worries, you can contact Formulate and they will help you make an adjustment and then send you out a new formula based on your changes.

What happens when you get your goodies?

Well, you get excited! The packaging is modern and pretty good looking. Inside you get your customized shampoo and conditioner with pumps for both and a card insert that details the ingredients in your shampoo and conditioner and how to use them. The card insert was one of my favorite things and something that I ended up keeping to help inform me of ingredients I should keep an eye out on in my styling products.

Sounds good. Now, what did you think about them?

I actually really like Formulate from start to finish. I loved the idea of taking the survey to feel like I had a hand in creating a product that I will be using on my hair. The survey was easy and kind of fun to complete. I also loved the modern packaging and the information that is included with your shampoo and conditioner (y’all know I love great packaging and branding).

The Pros

I’ve been using Formulate for about 6+ weeks now: shampooing and conditioning my hair once a week. The shampoo and conditioner had a moderate density in terms of thickness and did not strip my hair. After shampooing with Formulate, my hair felt moisturized, so I was excited to see what the conditioner would do. The conditioner was heavenly. The instructions suggest that you should leave it in for about 2 minutes or longer, so I decided to try it at different times. After two minutes my hair felt moisturized, shiny, and my natural curls looked bomb! The longer that I left the conditioner in (I even did it overnight), the better it worked on my hair. My hair was extremely manageable and soft. I was actually surprised by how much I liked this product.

The Cons

Every product has cons. Formulate isn’t exempt. The one thing that I’m not a huge fan of would be the smell. However, I could always adjust this for my next batch so this is something that can be fixed. It smelled citrusy, but with a strong plant and natural scent if that makes sense. It was not bad but definitely was not my favorite. Another con, but not really, would be how my hair was when I straightened it after using the shampoo and conditioner. I say that this isn’t really a con since like most curly products, you cannot use this if you plan on straightening your hair as it leaves your hair heavy and not light like how’d you want your hair after a blowout. However, my hair looked super healthy and shiny, so the product has been doing my hair good from a health standpoint. Review

So, would you recommend it?

ABSOLUTELY! You’ll love how you’re able to customize your shampoo and conditioner along with the results after using them. You can tell that Formulate puts a lot of energy into your product and the customer service is incredible. I’ll definitely be using them again. For more information on Formulate, go here.

Giveaway time!

So, since I love Formulate so much, I want you to experience them too. I’m hosting a giveaway for your chance to win your own shampoo and conditioner from Formulate. Go to this link to enter: You’ll also see some details on my shampoo and conditioner that I created from my survey.


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