Formulate is a brand that offers consumers customized hair, scalp and skin care. The product website takes users through a series of questions to pinpoint specific needs so a chemist can create a formula individualized to them—giving consumers a "chemist-to-consumer" experience.
The four-step process involves answering the questionnaire, being matched with a personal chemist, receiving the initial formulation and making adjustments after the product has been used by the consumer. Modifications may incorporate preferences, environmental or other changes.
According to Formulate, by optimizing formulas for individuals, it reduces the trial and error approach of purchasing products. The formulas also have a shorter shelf life and are preservative-free, supporting a healthier skin microbiome and making them more eco-friendly, the company reports.
The company offers refillable packaging in an effort to reduce waste. Product bottles range in size from 4 to 14 ounces, and prices range from $10-$25.