Formulate

Closed.The website no longer loads.

What's in the box: A box typically held a personalized shampoo and conditioner made from the customer's quiz answers, in bottles labeled with their name.

Formulate is no longer operating, and its website at formulate.co does not load, so new orders and sign ups are not possible. When it ran, Formulate was a US personalized hair care brand built around an online quiz. Shoppers answered questions about their hair type, scalp, goals and preferences such as fragrance, and the company made shampoo and conditioner to match those answers. Bottles were labeled with the customer's name, and products could arrive on a recurring schedule as a subscription. The appeal was simple: instead of guessing at store shelves, you got a formula aimed at your own concerns, like frizz, dryness or volume, and you could adjust it later if the first batch did not suit you. The weakness of any quiz based product is that results depend on how well the questions capture your hair, and custom bottles tend to cost more than mass market ones. With the site down, there is no way to manage an existing subscription, contact support or reorder through the brand. If you were a customer, check your bank or card statements for any recurring charges and cancel them through your card provider if needed. If you liked the idea, look for a personalized hair care service that is currently active and clearly lists its policies.