What is Haircare Product Match?
A haircare product match recommends shampoo, conditioner, and treatment categories likely to fit your hair type, texture, primary concern, scalp condition, routine time, and goal. It is a category-level starting point based on hair science; specific product brand selection benefits from sampling and adjusting based on how your hair actually responds.
The Formula
Best Match = (Hair Type) + (Texture) + (Primary Concern) + (Scalp Condition) + (Routine Time) + (Goal)
Concern and scalp condition together usually predict product fit better than hair type alone.
Worked Example
A shopper has wavy fine hair, primary concern of frizz and lack of definition, balanced scalp, 10-15 minutes for daily routine, with the goal of more defined waves.
- Hair type: wavy
- Texture: fine
- Primary concern: frizz, definition
- Scalp: balanced
- Routine time: 10-15 minutes
- Goal: defined waves
📌 Likely match: lightweight sulfate-free shampoo, lightweight conditioner, leave-in detangling spray, curl-defining cream or gel applied to wet hair, plopping or microfiber towel scrunch (e.g., Bumble and bumble, Ouidad, DevaCurl Wave Maker family). Air dry or diffuse for definition.
Why This Matters
Haircare quizzes are among the highest-performing DTC quiz categories
Function of Beauty's personalized haircare model passed $100M in annual revenue largely on the strength of its product-finder quiz. Statista placed it among the most-completed DTC beauty quizzes; it converts at materially higher rates than generic haircare landing pages.
Most adults misidentify hair type
Surveys consistently show shoppers underestimate texture (most "straight" hair is actually 1c-2a wave) and overestimate dryness (scalp can be dry while hair is fine and lightweight). Matching to actual hair type rather than perceived hair type drives most of the satisfaction lift.
Scalp health drives hair health
Trichologists consistently emphasize that the scalp is the foundation of hair quality. An oily, flaky, or inflamed scalp produces weaker hair regardless of the conditioner or treatment used on the lengths. Matching shampoo to scalp condition rather than hair texture is the most commonly overlooked product-selection principle.
Common Mistakes
❌ Using rich products on fine hair
Heavy butters, oils, and creams weigh down fine hair within hours of washing. Fine hair almost always does better with lightweight products in the same category (lightweight conditioner over rich, mousse over cream, light oil over butter).
❌ Washing too frequently
Daily washing strips natural scalp oils and triggers compensatory overproduction; most hair types do well on 2-4 washes weekly. Curly and coily hair often thrives on weekly washes with co-washing in between.
❌ Applying conditioner to the scalp on fine hair
Conditioner is formulated for the mid-lengths and ends where hair is oldest and most damaged. Applying it to the roots and scalp on fine or oily hair types weighs down volume within hours and can contribute to scalp buildup. Apply from mid-shaft to ends only and rinse thoroughly.
Industry Benchmarks
| Category | Good | Average | Poor |
|---|---|---|---|
| Wash frequency by hair type | Matched to scalp and texture | 2-4 times weekly | Daily for all types |
| Deep conditioning cadence | Weekly or biweekly | Monthly | Never |
| Heat protectant use | Every heat session | Some sessions | Never, repeated heat damage |
Source: Function of Beauty quiz-funnel performance data and Statista 2025 DTC Beauty and Personal Care Report
Benchmark data sourced from Function of Beauty quiz-funnel performance data and Statista 2025 DTC Beauty and Personal Care Report.