Tailored formulations based on an individual's specific hair type, structure (curly, straight, coily), and porosity. Often involves an online quiz or AI-powered analysis to determine unique hair and scalp needs.
Trend signals, demand data, and market insights for this product
65/100
growing
$3 - $70
Real data showing search growth, social buzz, and consumer demand signals.
Google Trends (12 Months)
Prose
Glen Oropeza is a Los Angeles-based celebrity hairstylist known for creating stunning looks for a clientele that includes A-list stars like Sydney Sweeney, Lisa, and Ariana Greenblatt.
Prose
Ericka Verrett is another prominent Los Angeles-based celebrity hairstylist with an impressive client roster that includes Miranda Kerr, Katherine McPhee, and Jamie King.
Function of Beauty
Kendall Toole is a well-known fitness instructor, primarily recognized for her role as a Peloton instructor.
Current bestsellers and viral hits defining the consumer expectation.
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These brands are driving demand and shaping what consumers want to buy.
MARKET LEADER
Prose has established itself as a leader in the customizable beauty space by combining a deep understanding of hair science with a highly personalized, data-driven approach. The brand's custom conditioner is formulated based on an extensive online consultation that analyzes over 85 factors, including hair type, texture, lifestyle, and even environmental factors like the water hardness and UV index in the user's zip code. This allows Prose to create a truly unique formula with precisely chosen ingredients from a portfolio of over 185 options to meet individual hair goals. The ability to continually refine the formula based on customer feedback and seasonal changes ensures that the product evolves with the user's needs, making it a dynamic and highly effective solution. Prose's commitment to clean, high-quality ingredients and transparent formulation has made it a favorite among trend-aware consumers seeking a scientific and sophisticated approach to personalized haircare.
Key Product: Custom Conditioner
MARKET LEADER
Function of Beauty has been a major force in popularizing the customizable haircare trend, thanks to its vibrant branding and user-friendly process. The brand allows customers to build their own conditioner by taking a quiz about their hair type and selecting up to five hair goals, such as "deep condition," "strengthen," or "color protection." A key part of the fun is the ability to customize the conditioner's color and fragrance, making the experience highly personal and enjoyable. Co-founded by an MIT graduate, the brand leverages algorithms to create a unique formula for each customer from a wide array of ingredients. Function of Beauty's products are also vegan and cruelty-free, appealing to the conscious consumer. Its direct-to-consumer model and strong social media presence have made it an iconic and top-of-mind brand for those looking to dip their toes into the world of personalized haircare.
Key Product: Custom Conditioner
MARKET LEADER
Formulate takes a unique "chemist-to-consumer" approach, connecting users directly with a personal chemist to co-create their hair and skin care formulas. The process begins with a detailed questionnaire, and then a chemist designs an initial formulation for the user's conditioner. What sets Formulate apart is the ongoing dialogue with the chemist; users can provide feedback to have their formulas tweaked and perfected over time, ensuring optimal results. This collaborative and scientific process helps to demystify haircare and empowers consumers to take control of their routines. The brand emphasizes its use of modern science, sulfate-free and paraben-free ingredients, and a commitment to reducing waste, which resonates with today's trend-conscious and environmentally aware shoppers.
Key Product: Custom Conditioner
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