Custom hair care startups are riding the wellness wave into Millennials’ daily routines.

Custom hair care startups are riding the wellness wave into Millennials’ daily routines. Prose, Function of Beauty, and Belle Bar all cropped up in the past year to cater to young consumers’ strands. The brands are funneling shoppers from social media to their sites, where quizzes and custom options use information like hair thickness and zip codes’ pollution levels to tailor shampoo, conditioner, and more. Some even go so far as to print the purchaser’s name on each product. (Adweek)