73,000 5-star reviews
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This product is amazing. My hair has never looked better.
elayne
Honestly, no other shampoo will ever make you happy again after using this.
trish
I'm a customer for life! softest & smoothest hair I've ever had.
robin
This company keeps exceeding all of my expectations. 1000% impressed – will never go back!
liliana
My hair has never felt so healthy, light, super shiny, and thick.
kiki
My waves are really wavy and I love it. I think I've found my new hair products.
miranda
I absolutely love this its made my hair 10 times curlier and a lot softer.
lily
Not to be dramatic, but it is a bit life changing. Thank you for saving my hair!
alyssa
high-performing, personalized formulas
how it works
the customization process
1/3
you take the quiz
You tell us a little about your hair, choose your goals, fragrance, and color, and then name your unique formula.
2/3
we formulate + customize
Our in-house chemists create your 100% custom formula based on your answers, and individually fill it.
3/3
you experience the benefits of custom hair care
Your formula(s) are delivered right to your door, along with extra good stuff (think: pumps, stickers, gifts, + a personalized regimen card).
your hair deserves all of the exclusives
- Get 20% off your first large shampoo + conditioner set
- Free shipping as always!
- EXTRA customization
- Exclusive access to launches + deals
- Product testing (be the first!)
- Maximum flexibility: access to large and small sizes + single bottles
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