Consumers with 4C hair types know the difficulty in caring for their coarse hair.   Formulate is ushering in the “chemist-to-consumer” movement, putting an end to the guesswork and product waste.    Formulate’s shampoo and conditioner duo ($39) works directly with a consumer’s personal chemist to dial-in their formulas. Over time, the result is healthier hair, scalp and skin. Each custom formulation is designed based on the consumers’ unique characteristics and adjusted based on ...