Hair care is personal
FORM takes out the guesswork for consumers with coily and curly hair who wear their hair in natural, protective and straight styles.
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Introducing FORM
Inspired by your story
The days of not knowing what to buy, where to get it and how to use it are over. Finally, hair care that’s as versatile, uncompromising and as beautiful as you.
Learn MoreTrending Products
What it does
- Mildly cleans your hair and scalp without stripping your natural oils.
- Helps make hair more manageable.
- Preps your hair for conditioning.
Made without
Sulfates , Parabens , Phthalates
What it does
- Moisturizes and conditions for improved manageability.
- Protects against breakage.
- Preps hair for better styling.
Made without
Silicones , Sulfates , Parabens , Phthalates
What it does
- Helps prevent breakage.
- Delivers improved slip for easier detangling.
- Restores moisture to your hair without weighing hair down.
Made without
Silicones , Sulfates , Parabens , Phthalates
What it does
- Helps protects hair from heat damage up to 450°F.
- Prevents 90% of breakage after a single use.
- Enhances your hair's natural shine and bounce.
- Controls frizz and flyaway hair all day.
Made without
Sulfates , Parabens , Phthalates
Not sure what to get?
It all starts with your hair goals, your life and your style. Get a custom FORM Regimen with selected products, styling techniques and care tips.
Get PersonalFeatured Testimonials
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I have to say, my curls have never been this defined especially after just one use of a product 🙈 thanks @formbeauty!!
AYORINDE, BOSTON
i learned more about my hair doing the @formbeauty hair consultation than i have my whole life
AMY, NYC
@formbeauty I'm legit in danger of going door to door to tell ppl. I feel like I found curl-Jesus.
MIMI, SF
In the News
I mean, look at how bouncy my curls are. You can't put a price on hair that great.
Read MoreIt's so refreshing to see an inclusive hair-care company like FORM creating products with an array of hair textures in mind and their thoughtfulness behind their process really shines through.
Read MoreForm wants to be both inclusive and minimalist, serving a diverse audience with just a handful of products and guiding women who feel overwhelmed by all the choices available to them.
Read MoreWe all need Slip. Slip is key.
Watch the Review#formbeauty
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Try FORM at home for 30 days.
If you're not happy, return the bottles even if empty.