In the grooming industry, 2019 will be known as the year of customized care. More and more brands are allowing consumers to identify concerns and goals as they pertain to skin, hair, hygiene, and more.
They ask you to complete online questionnaires—some simple, some insanely extensive—and pack their products with ingredients, and even scents, that address your wants and needs on a granular level. After all, if you’ve got curly, coarse, and oily hair as well as dandruff, your shampoo and conditioner should have different ingredients than the guy with straight, fine hair with no flaking. Think of all the possible skincare combinations, too, when you factor in oil levels, age, environmental factors, and more.
Here are seven brands that helped launch the phenomenon, and each company’s approach to customized products. If you’re less than satisfied with your current regimen, it might be time to invest in something tailored precisely to you.