If you love the idea of creating a hair care routine that's 100% unique to you, you're probably already familiar with Function of Beauty. They put bespoke hair care on the map by letting you pick everything from your formula's goals to its color and scent, making personalized products accessible and fun.
But the world of custom hair care has grown, and there are now tons of cool brands offering their own take on tailor-made shampoos, conditioners, and treatments. Whether you're looking for clean ingredients, science-backed formulas, or products for a very specific hair concern, here are 20 brands like Function of Beauty to check out next.
Prose takes personalization to the next level with an incredibly detailed online quiz that covers your hair type, lifestyle, and even your zip code to account for environmental factors like water quality and humidity. They focus on clean, natural ingredients and offer sustainable options like refill pouches for their signature amber bottles.
If you like Function of Beauty's customization but want a formula that's even more dialed-in and leans into natural, botanical ingredients, Prose is a perfect match.
Shop now at prose.com
Proven uses powerful AI and scientific data to create its personalized hair care. By analyzing your hair needs, local environment, and lifestyle, they develop targeted formulas focused on everything from moisture to scalp health. Think of Proven as the science-nerd version of customized hair care.
Compared to Function of Beauty, Proven places a stronger emphasis on data-driven results and clinical-style effectiveness, making it great for anyone who wants a hyper-effective solution backed by research.
Shop now at proven.com
Formulate offers a straightforward and clean approach to custom hair care. Their online quiz helps you design your ideal shampoo and conditioner, with a major focus on ingredient transparency and sustainability. You get full control over your benefits, from frizz control to color protection.
It's similar to Function of Beauty but with a more streamlined process and a strong commitment to clean, clear ingredient sourcing, making it a dream for conscious shoppers.
Shop now at formulate.co
If you believe great hair starts at the root, BergaCare is for you. This brand specializes in personalized formulas that target both hair and scalp health, offering custom shampoos, conditioners, and even scalp masks based on your specific conditions and goals.
While Function of Beauty lets you add scalp health as a goal, BergaCare makes it a core focus, making them an excellent choice for anyone with scalp sensitivities or concerns.
Shop now at bergacare.com
Bringing a skincare-inspired approach to hair, Atolla uses microbiome science to optimize your custom formula. After a detailed hair and scalp quiz, they craft personalized products designed to balance your scalp's biome for healthier-looking hair.
Like Function of Beauty, it's all about personalization, but Atolla's unique focus on hair and scalp microbiome health adds a fascinating, science-backed layer to the process.
Shop now at atollahair.com
From celebrity hairstylist Jen Atkin, Ouai offers a curated approach to customization. While you don't build a formula from scratch, you can mix and match their salon-quality shampoos, conditioners, and treatments to create a routine tailored just for you. Known for its luxurious textures and addictive scents, Ouai feels effortlessly chic.
It's less bespoke than Function of Beauty but perfect if you want a high-performance, stylish brand with easy-to-navigate options.
Shop now at theouai.com
Verb makes effective, no-fuss hair care that just works. Their product lines are designed to address different hair types and concerns - like a Ghost line for fine hair or a Curls line for textured hair. You can build a personalized routine by choosing products that match your goals.
It's a more straightforward and budget-friendly alternative to Function of Beauty, ideal for anyone who wants tailored results without a lengthy quiz process.
Shop now at verbproducts.com
For those who love luxury without the markup, Beauty Pie's custom hair care line hits the spot. The members-only club formulates personalized shampoos and conditioners based on your scalp and hair needs, using high-quality ingredients you'd find in premium brands at a fraction of the cost.
It shares Function of Beauty's personalization but with an emphasis on a more premium, luxury feel and transparent pricing.
Shop now at beautypie.com
Lusso offers personalized hair care created via a simple quiz that covers your hair type, goals, and sensitivities. Their formulas are notably clean, cruelty-free, and packaged with sustainability in mind, focusing on delivering tangible results.
If you're drawn to Function of Beauty but prioritize natural ingredients and eco-conscious business practices, Lusso is a fantastic greener, more transparent alternative.
Shop now at lussohair.com
Viori provides personalized, plant-based hair care solutions steeped in tradition. Their standout product is shampoo and conditioner bars inspired by the hair rituals of the Red Yao tribe, featuring Longsheng rice water. You can select bars tailored to your unique hair profile.
Viori shares the customization spirit of Function of Beauty but centers on herbal ingredients and sustainable, solid formulas for a holistic experience.
Shop now at viorihair.com
Curly Co. is a custom hair care specialist specifically for curly, coily, and textured hair types. Their insightful quiz helps formulate shampoos, conditioners, and styling products based on your unique curl pattern, porosity, and main concerns like definition or frizz.
They offer the same deep personalization as Function of Beauty but with a highly specialized focus on the nuances of curly hair, ensuring a perfectly suited routine.
Shop now at curlyco.com
For lovers of green beauty, Matcha & Co. offers personalized shampoos and conditioners with a strong emphasis on natural, organic ingredients and eco-friendly packaging. A detailed quiz about your hair type and goals guides the creation of your bespoke formula.
Think of it as the super-clean, organic version of Function of Beauty, perfect for eco-conscious shoppers seeking a bespoke and green hair care routine.
Shop now at matchaandco.com
Best known for its "New Wash" cleansing cream that replaces both shampoo and conditioner, Hairstory brings a salon-professional angle to customized hair care. While they don't create fully bespoke formulas, stylists who use their products help clients choose the right blends for their individual hair needs.
Their approach is focused on high-performance ingredients and reimagining the washing process altogether, making them a great professional alternative to Function of Beauty's model.
Shop now at hairstory.com
Instead of being a single brand, Shampoo.com is a marketplace that offers custom shampoos and conditioners from a wide range of brands. You can easily tailor products based on hair type, concerns, and personal preferences, making it simple to find what you need.
It gives you the personalized experience you love from Function of Beauty but with the freedom to explore and compare different brands all in one place.
Shop now at shampoo.com
Synonymous with luxury hair care, Kérastase offers personalized treatments and routines backed by professional expertise. Their custom regimens are typically developed after a professional hair assessment, using their high-end formulations to deliver salon-quality results at home.
It's the ultimate premium alternative to Function of Beauty, ideal for anyone looking to invest in a bespoke experience with a touch of French luxury.
Shop now at kerastase.com
Aveda's approach to personalized hair care is rooted in its plant-based, eco-conscious philosophy. Customers can select from their various lines - like Nutriplenish for hydration or Botanical Repair for damage - to build a routine that suits their exact hair needs.
While not a blend-from-scratch service like Function of Beauty, their mix-and-match system is perfect for those who want a personalized, natural, and sustainable regimen.
Shop now at aveda.com
If you have color-treated hair, consider Pureology your go-to. This brand specializes in sulfate-free formulas that protect color while addressing other concerns, from hydration to volume. You can personalize your routine by mixing products from their different lines to achieve your hair goals.
Like Function of Beauty, they help you get a tailored routine, but with an unwavering focus on keeping your color vibrant and fresh.
Shop now at pureology.com
Olaplex is famous for one thing: its patented bond-building technology that miraculously repairs damaged hair. While not fully customizable in the same way as Function of Beauty, their system of shampoos, conditioners, and treatments allows you to build a personalized routine focused intensely on hair health and strength.
If your main goal is repairing damage from color or heat styling, Olaplex is an unmatched, results-driven choice.
Shop now at olaplex.com
Rahua offers luxurious, organic hair care made with potent ingredients sourced from the Amazon rainforest. Their different product lines cater to specific goals, like strengthening, hydrating, or adding volume, all while using beautifully scented, plant-based formulas.
Swap Function of Beauty for Rahua if you're in the market for a customized routine that feels elevated, eco-friendly, and deeply nourishing.
Shop now at rahua.com
Viviscal takes a different approach to custom care by focusing on hair health from the inside out. Known for its hair growth supplements, the brand also offers shampoos and conditioners designed to promote thicker, fuller hair. Their system targets hair thinning and supports overall growth.
While not a bespoke formula brand, Viviscal is an excellent option for anyone whose primary hair goal is growth and strength, offering a targeted solution.
Shop now at viviscal.com
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