Intriguing!
That was the first word that came to mind when Sam from Formulate reached out to me about trying their personalized hair care products.
Let’s be real! Wouldn’t you be intrigued if a tech-based beauty company told you they could solve all your hair woes AND help you save money? Wouldn’t you be interested in trying “top tier quality hair care products customized specifically for you?”
I would, and I did after a little research. BTW, Formulate gifted these products to me in exchange for my honest opinion. So, here goes nothing.
Don’t feel like reading? Check out my demo and video review here.
Want to skip the tea and enter to win your very own customized shampoo and condition? Click here.
THE TEA ON FORMULATE
WHAT IS FORMULATE?
Formulate is a company that’s “on a mission to solve the world’s personal care struggles.”
In other words, Formulate is in the business of creating personalized beauty products for everyone. They employ unique tools and methods to develop products that address your personal hair woes and goals.
HOW MUCH DO FORMULATE PRODUCTS COST?
The 4oz Shampoo and Conditioner Starter Set is $19.95.
The 14oz Shampoo and Conditioner Set is $49.00.
HOW DOES FORMULATE WORK?
The process is simple.
Go to the Formulate website. Select “Get Your Formula,” which will re-direct you to the Formulate hair wizard. The hair wizard will walk you through a series of questions about your hair, styling activities, hair concerns, geographical location, and hair goals.
Check out the video below to get a sense of how the hair wizard works. Better yet, try it out yourself by clicking here.
Once you answer all the questions in the hair wizard, you will be prompted to purchase the 4oz set or the 14oz set. And, voila! Formulate will ship your products to you.
WHAT’S IN FORMULATE PRODUCTS?
It varies from formula to formula because each shampoo and conditioner is made specifically for you. That being said, Formulate uses “natural and naturally derived materials.” Each product is sulfate-free, paraben free, and cruelty-free.
If you have particular sensitivities or issues with specific ingredients, you should let Formulate know so they can keep those ingredients out of your products.
SHOW ME THE PACKAGING PLEASE!
MY HAIR JOURNEY WITH FORMULATE
FORMULA NO.1
I was expecting a hydrating shampoo and conditioner; instead, I got a clarifying shampoo and strengthening conditioner (or protein treatment).
Although this shampoo and conditioner made my hair smell good and feel strong, something about this formula made my hair feel dry. It probably had something to do with the coconut based soap shampoo – my hair doesn’t respond well to coconut – or the amount of Keratin in my conditioner. All I know is this combination was a little too drying for my kinky curly hair. I had to follow-up with an intense hydrating DEEP conditioner to rehydrate my hair after using this set.
That being said, these products do have good strengthening properties that could probably help with my length retention goals. However, I needed more moisture. So I contacted Formulate, and they worked with me to reformulate my products.
FORMULA NO. 2
My kinky curly low porosity hair welcomed this updated formula with happy hair strands.
This shampoo felt like a co-washing shampoo.
- My hair and scalp felt super clean without feeling stripped
- My hair felt soft and hydrated right after shampooing
- The shampoo had a thin consistency
- I only had to use 3-4 pumps per section
This conditioner was an upgrade from the last formula.
- It was a little bit thicker than the first formula
- It had good slip
- My hair felt hydrated but strong
- My curls were popping
- My hair smelled great for a while
- I only had to use about four pumps per section
This formula was bomb.com! My hair was clean, manageable, and soft.
Click here to check out images from my Formulate hair journey.
MY FULL ANALYSIS
THE PROS
- Each shampoo and conditioner is made to address your specific hair goals.
- My re-formulated shampoo and conditioner worked well together.
- My hair felt hydrated and strong after using my re-formulated products.
- These products worked well with my extensions. The product viscosity/consistency made it easy to wash and condition my hair.
- Formulate has excellent customer service. Whenever I reached out via email, they responded to me within 2-3 hours, if not sooner. They were even responsive over the weekend.
- They have an app that allows you to communicate with the Formulate team in real-time.
- Formulate is willing to work with you to make whatever adjustments you need. For example:
- If your hair doesn’t like your shampoo or conditioner, Formulate will work with you.
- If you want to change the scent of your products, Formulate with work with you.
- If you want to make adjustments to your hair goals, Formulate will work with you.
THE CONS
- The conditioner was a little too thin. It needed to be a little bit thicker to avoid product waste.
- These products are a little pricey but, if you give Formulate the right info, you will get your money’s worth.
- I had to use more pumps of each product than instructed, but that’s not surprising because my hair is pretty thick.
HOW I USED FORMULATE TO GET GREAT RESULTS
RECOMMENDATIONS FOR KINKY CURLY GIRLS USING FORMULATE
- For best results, always follow-up with a deep conditioner after shampooing and instant conditioning your hair with these products.
- Sit under a hooded or soft bonnet dryer after applying the Formulate conditioner. Using indirect heat helps with product absorption, especially if you have low porosity hair.
- Rinse your conditioner out with cold water to close your hair cuticles.
- Wash and condition your hair in sections to minimize product waste and keep your hair detangled.
RECOMMENDATIONS FOR FORMULATE
- Factor in porosity when formulating each personalized product because it makes a big difference in moisture retention.
- Develop a deep conditioner for girls with tight curly hair.
FINAL THOUGHTS
I have been using different variations of this product since October, and I like what this brand is doing.
I love the concept of formulating custom products for customers and bridging the gap between the chemist who creates your hair products and the consumers who use it. The truth is different strands require different ingredients and levels of TLC.
I think a personalized approach to hair care is the future.
More importantly, I like that Formulate is a customer-centric company! So, the fact that the Formulate team was responsive, open to receiving feedback, and asked meaningful questions when it came to reformulating my products meant a lot to me. I appreciated the excellent customer service.
I can’t wait to see where Formulate goes and what products they add to their beauty collection.
THE GIVEAWAY
One lucky person will win a code to receive their very own Formulate shampoo and conditioner!
GIVEAWAY DETAILS
- To enter, click here.
- This giveaway will run from Monday, January 7th through Thursday, January 31st.
- It’s open to US Residents only!
- All entries will receive a $5 discount off their purchase and free shipping.
Good luck loves!!!
Xoxo, Michelle Ijeoma