Formulate

Formulate is a developer of personalized hair and skin care products. Formulate operates on a direct-to-consumer model, selling personalized products to individual customers through its website and mobile app. Formulate’s product portfolio includes customized face wash, serum, and moisturizers for face care and shampoo and conditioner sets for haircare.

The company used a web-based questionnaire to obtain customer’s hair- and skin-related conditions and concerns. A chemist then reviews the results and designs a personalized formula suitable for the customer’s unique skin and hair care needs. The company uses an app to facilitate ongoing communication between customers and chemists after the customer receives the product. The chemists will monitor the progress and make changes to the formulation if necessary.

The company utilizes a cold-pressed production method, which allows it to incorporate ingredients like KGF, EGF, and MSR that cannot be used by brands that use a hot-pressed method. The products are also developed taking into consideration regional humidity levels and other atmospheric conditions.

Formulate's products are reportedly sulfate-free and cruelty-free by default and are packaged in bottles made from 100% recyclable plastic. Customers can also choose vegan product options and choose to exclude other ingredients like silicones and gluten. Customers can also choose from a range of 11 product fragrances or fragrance-free options.

Key customers and partnerships

As of July 2024, more than 175,000 customers had used Formulate’s hair and scalp products.