Formulate is part of the wave of custom-formulated hair brands that ship you a personalized shampoo and conditioner based on a quiz. The pricing is more accessible than some competitors, but you are still locked into one brand's formulary and limited to two products.
Rituala approaches personalization at the routine level. We evaluate your hair across pattern, porosity, density, scalp condition, and goals, then build a step-by-step routine using the best products available — whatever brand they come from. The result is a more complete plan than any pair of custom bottles can deliver on their own.
What Formulate does well
- More accessible pricing than other custom-formulation brands.
- Solid intake quiz with sensible defaults.
- Reasonable shipping and subscription flexibility.
Where people get stuck
- Two-product scope. A real hair routine is more than just shampoo and conditioner.
- Single-brand formulary limits ingredient variety.
- Slow to update when your hair changes — you re-take the quiz and wait for the next ship cycle.
- No guidance on technique, frequency, or styling — you still have to figure out the rest of your routine alone.
Reasons to consider Rituala alongside Formulate
Consider which approach fits the way you want to care for your hair.
They want a routine, not just bottles.
They want to use products from multiple brands they already trust.
They want technique and frequency guidance, not just a quiz-to-bottle pipeline.
Formulate vs. Rituala
A side-by-side look at the practical differences.
| Feature | Formulate | Rituala |
|---|---|---|
| Scope | Custom shampoo + conditioner | Full routine: cleanse, condition, treat, style, plus frequency and technique |
| Pricing | $20–$30/bottle, subscription | The quiz builds your hair profile. Discover matches products and Learn to you. Journey is $10/month (7-day trial on the web) or $59/year. Journey adds a summary of your check-ins, your photos side by side, routine reviews, and more Ask. Products are purchased separately. |
| Brand flexibility | Formulate only | Any brand, scored against your profile |
| Update speed | Re-quiz + ship cycle | Update your profile and review your routine with Journey tools |
Pricing reference: Custom shampoo and conditioner around $20–$30 per bottle, subscription model.
Curious how Rituala would handle your hair?
The quiz builds your hair profile. Discover matches products and Learn to you. Journey is $10/month (7-day trial on the web) or $59/year. Journey adds a summary of your check-ins, your photos side by side, routine reviews, and more Ask. Products are purchased separately.
What Rituala adds
The specific reasons our approach tends to win for routine-builders.
Whole-routine guidance, not just two bottles.
The quiz builds your hair profile. Discover matches products and Learn to you.
Brand-agnostic ingredient analysis.
Journey tools help you adjust your routine as your needs change.
Rituala is best for
People who want a complete, evolving hair routine rather than a single subscription pair, and who want to spend less while getting more comprehensive guidance.
When Formulate may suit you better
If a custom-formulated shampoo and conditioner from a single brand is exactly the experience you want, Formulate delivers that at a relatively accessible price.
Frequently asked questions
Common questions when considering a switch.
Can I keep using Formulate products inside a Rituala routine?
How does Rituala personalize without making custom formulas?
What if I want to keep my custom shampoo subscription?
Compare other alternatives
Considering other options? Here is how Rituala compares to similar services.
Explore Rituala for your hair
The quiz builds your hair profile. Discover matches products and Learn to you. Journey is $10/month (7-day trial on the web) or $59/year. Journey adds a summary of your check-ins, your photos side by side, routine reviews, and more Ask. Products are purchased separately.
Start the quiz