Freewill claims to provide support for your haircare needs, including concerns regarding dryness, frizz, sensitivity, and damage. It focuses on personalization in its approach and products, which may align with your haircare needs that can change with time, seasons, or changing scalp conditions.
The brand features shampoos, conditioners, hair oils, styling products, and hair masks. As per the manufacturer, these offerings offer compatibility for use across different hair types, including straight, wavy, curly, or color-treated hair.
In this review, we explore the brand’s background, range of offerings, and real user experiences. The review also covers the brand’s personalized haircare approach, associated brand advantages, and potential limitations.
Freewill is focused on plant-based formulations, non-aerosol formats, and routines that adapt to changing hair needs. Its catalog covers different hair types and goals, including restore and repair, frizz control, volume boost, curls and coils, and scalp and detox. Such an arrangement may improve convenience by helping guide selection based on your specific haircare needs.
Among its featured offerings, the brand offers products like the Color Preserve Shampoo, Restorative Repair Conditioner, Clarifying Detox Shampoo, and Volume Boosting Conditioner.
The brand also offers products such as Soothing Scalp Serum, Nourishing Edge & Curl Oil, Overnight Restorative Mask, Vibrant Shine Color Preserve Routine, and Gentle Exfoliating Scalp Scrub Special.
The manufacturer states that all formulations from the brand exclude sulfates (like SLES and SLS), parabens, silicones, PEGs, and phthalates. They also emphasize that all offerings are manufactured in the USA under strict quality standards.
Blonde Preserve Shampoo & Conditioner may support the brightness of natural or color-treated blonde hair. This duo may enhance vibrancy while keeping your hair strands feeling smooth and nourished.
The Blonde Preserve shampoo contains surfactants such as sodium C14-16 olefin sulfonate and cocamidopropyl betaine. Such surfactants may help lift away scalp buildup while keeping the hair surface clear for even toning.
Violet pigments (Ext. Violet 2) in the formula bind to the outer cuticle layer and create a visual counterbalance to yellow and orange tones by absorbing warm light wavelengths. Grapefruit peel oil and lemongrass oil contribute aromatic components and light surface refreshment, while ginger root oil offers a warm, bright scent profile.
Conditioning agents such as polyquaternium compounds and guar derivatives are included in the Blonde Preserve Shampoo. They may help smooth the cuticle and reduce static, promoting a shinier and more reflective surface that improves blonde luminosity.
The makers also included panthenol, which may support moisture balance by binding to water molecules and improving softness during and after rinsing.
Color Preserve Shampoo & Conditioner may help retain the natural hair color and improve vibrancy. The duo may support scalp cleansing while reducing dullness and dryness often associated with repeated coloring.
The Color Preserve Conditioner contains conditioning agents such as cetearyl alcohol and behentrimonium chloride, which help coat and soften the hair fiber that could potentially reduce tangling and improve slip. Cinnamidopropyltrimonium chloride is also included, which may help provide UV-absorbing support to help maintain color longevity.
Color Preserve Shampoo uses cinnamidopropyltrimonium chloride to help absorb UV light, which might support color stability by reducing photo-induced fading.
Grapefruit peel oil, lemongrass oil, and ginger root oil are also included in the shampoo. These oils may provide natural aromatic notes while contributing mild surface refreshment.
Clarifying Detox Shampoo may help cleanse your scalp and hair while minimizing the dryness that often follows scalp washing. The formulation might eliminate excess oil, styling residue, and product buildup, creating a cleaner surface for the scalp and strands.
The formulation features surfactants like cocamidopropyl betaine and sodium C14-16 olefin sulfonate, which may help detach and remove buildup from the hair surface.
To minimize stripping of natural moisture from the scalp, the makers also included propylene glycol and sodium laureth-5 carboxylate, which could help retain moisture and leave the hair strands smoother after washing.
Clarifying Detox Shampoo also comprises aloe vera, which provides moisture-retaining, soothing, and anti-inflammatory effects to help reduce irritation and scalp dryness. Tea tree oil is also added for its antimicrobial and follicle-clearing qualities, which might help reduce flakes by addressing microorganisms linked to dandruff.
Reset & Refresh Dry Shampoo might help with the removal of sweat, surface impurities, and excess sebum from your scalp. The manufacturer added oil-absorbing starches, such as corn and tapioca starch, which function as lightweight mattifying agents. These ingredients may help disperse the product quickly across the scalp, drawing in sebum and contributing to a more voluminous appearance.
Ginseng extract is added for its adaptogenic and antioxidant effects, which may help nourish follicles and encourage healthier scalp function through improved microcirculation. Absorbents like silica silylate and bentonite clay are included to minimize excess oil production, which may leave your hair with a cleaner, more refreshed finish.
Reset & Refresh Dry Shampoo also comprises rice protein, which may form a protective coating around hair strands. It may potentially minimize breakage and improve hair resilience over time. Glycerin and biotin could help round out the blend by supporting moisture balance, making the hair feel softer and easier to manage.
As per the official site, Freewill collects information about your hair type, scalp condition, lifestyle habits, and goals instead of offering a single formula for everyone. Such customization allows it to deliver products tailored to your specific haircare needs rather than relying on a one-size-fits-all approach.
Such identity is reflected directly in the brand’s product range, including products like the Blonde Preserve Shampoo and Conditioner, Color Preserve Shampoo and Conditioner, and Volume Boosting Shampoo and Conditioner. These formulations may suit different hair textures, concerns, and performance expectations.
Freewill claims to use customization to differentiate itself from traditional hair care companies that promote fixed product lines. It states that hair care should adapt to factors like hair texture, exposure to styling, and environmental changes.
Freewill consistently communicates that hair care should avoid unnecessary chemicals and follow modern quality standards. Instead of relying on standard cosmetic formulas that often include aggressive cleansing agents or harsh additives, the brand frames its product development around gentle and performance-focused ingredients.
Freewill highlights that all its formulations do not contain any harmful ingredients like sulfates (like SLES and SLS), phthalates, silicones, parabens, or PEGs. Such a clean beauty focus is applied across the brand’s entire product range, including offerings like Clarifying Detox Shampoo, Reset & Refresh Dry Shampoo, and Volume Boosting Shampoo and Conditioner. The brand positions these formulas as compatible with sensitive scalps, daily routines, and different hair conditions.
Launched in August 2024, Freewill is a U.S. haircare brand, co-developed with Sally Beauty Holdings. This places the brand in an early growth phase where market reach and brand recognition are still developing. As the brand is a new entrant in the haircare space, it has not yet built the same long-term credibility or consumer trust that more established competitors have.
The brand’s product lineup reflects an expanding catalog, but the scale is still limited as a newly launched brand. Distribution, customer reviews, and long-term performance feedback are still growing primarily through Sally Beauty stores/online, the brand site, and Amazon.
When comparing the brands, both Prose and Freewill function in the personalized-haircare space, focusing on customizing formulations to specific haircare needs and profiles. However, the brands have some differences in terms of their approaches to customization, range of offerings, quality standards, and accessibility.
As per its official website, Prose structures its identity around complete algorithmic personalization built from more than 80 consultation factors and a library of over 185 vetted ingredients, including coconut oil, eucalyptus oil, glycerin, and baobab oil. Freewill frames its model around goal-based hair-cycling that adapts to shifting haircare concerns but does not offer the same level of customization as Prose.
Prose generates entirely custom routines through its consultation-driven system, producing made-to-order Shampoo and Conditioner, a Custom Scalp Mask, Custom Hair Mask, Custom Hair Oil, Custom Scalp Serum, Custom Curl Cream, and Root Source® capsules.
The brand also provides a dedicated Skincare range, which features customized offerings like the Custom Cleanser, Custom Serum, and Custom Moisturizer. Such offerings may target common skincare concerns such as dullness, hyperpigmentation, dryness, sensitivity, or oil control.
Freewill highlights a pre-structured product catalog segmented into Scalp & Detox, Frizz Control, Curls & Coils, Volume Boost, and Blonde Preserve categories.
The brand’s catalog extends only to haircare support, including offerings like the Volume Boosting Conditioner, Color Preserve Shampoo, Restorative Repair Conditioner, and Clarifying Detox Shampoo. It also offers products such as Vibrant Shine Color Preserve Routine, Soothing Scalp Serum, Gentle Exfoliating Scalp Scrub Special, Nourishing Edge & Curl Oil, and Overnight Restorative Mask.
Prose supports accessibility through its online consultation, made-to-order production cycle, free shipping on subscription orders, and 30-day returns. Manufacturing in Brooklyn and Los Angeles reinforces its positioning around personalization and small-batch quality.
On the other hand, Freewill prioritizes accessibility through frequent promotional offers, BOGO offers, and national retail availability through Sally Beauty.
Both Function of Beauty and Freewill function within the haircare segment while differentiating in their core positioning, approaches to personalization, range of offerings, and convenience.
Function of Beauty positions itself as a customized, algorithm-driven platform capable of producing made-to-order formulas, while Freewill organizes its routines around the concept of “hair-cycling” and product compatibility to varying haircare needs and hair styles.
The Function of Beauty brand’s haircare range covers personalized formulations, such as Custom Shampoo, Custom Conditioner, Custom Hair Serum, and Custom Hair Mask. Beyond customized offerings, the brand’s retail haircare range includes products like the Wavy Hair Conditioner Jumbo, Coily Hair Conditioner, Wavy Hair Zero Gravity Styling Mousse, and Curly Hair Shampoo Jumbo. Function of Beauty also maintains a dedicated bodycare range that includes offerings like the Custom Body Wash and Custom Body Lotion.
On the other hand, Freewill maintains a structured catalog segmented into categories like restore & repair, volume boost, curls & coils, and scalp & detox. Some featured offerings in the brand’s lineup include the Overnight Restorative Mask, ACV Rinse, Scalp Scrub, Scalp Serum, Texture Boosting Spray, Vibrant Shine Color Preserve Routine, and Nourishing Edge & Curl Oil.
Function of Beauty highlights precision personalization, as its formulas are specifically made for different hair types, scalp conditions, styling habits, chemical histories, fragrance preferences, and aesthetic choices. Meanwhile, Freewill highlights a concern-based pathway that allows you to rotate routines based on your shifting haircare priorities.
In evaluating Freewill, we analyzed the real user reviews for the brand’s core products on Amazon. Its Blonde Preserve Shampoo has a rating of around 4.2 out of 5 based on fewer than 25 global reviews. Many users described the product as a strong-performing purple shampoo that effectively toned brassiness in blonde, highlighted, and even white or gray hair. Some noted that the shampoo left their hair clean and soft, with a light citrus-leaning fragrance. However, a few users shared that the shampoo’s texture felt quite thin and watery compared to thicker salon-style purple shampoos.
The Curl Moisturizing Conditioner maintains a 3.3 out of 5 rating based on a limited number of reviews shared on Amazon. Many users described the conditioner as a deep moisturizer that left their hair soft, while those with curly hair types noted it helped their curls clump together into more defined ringlets even in hot, humid weather. Some mentioned a light citrusy scent and noted that their curls felt more manageable and smelled pleasant after use. However, a few users noted that the conditioner felt heavy on thin or fine hair, while some users felt dissatisfied with the product’s premium pricing.
These user reviews on Amazon for the brand’s key products indicate that many users found them to provide noticeable benefits in hair styling, curl definition, and softness. However, the recurring concerns about high pricing, variable performance, and texture issues show critical aspects of the brand’s products.
Freewill organizes its positioning around an adaptive haircare philosophy, which relies on online assessments rather than fixed formulas.
The brand builds its identity on customization, gathering details about hair texture, scalp behavior, styling habits, and goals to create formulations that align with your specific haircare needs. It also follows a clean-beauty philosophy by excluding the use of harmful additives like silicones, PEGs, phthalates, or harsh cleansing agents in its offerings.
However, the brand’s long-term performance data and broad user feedback appear limited. The formulations do not have published clinical trials or peer-reviewed efficacy studies. Some of the brand’s formulations might also feel heavy in texture. These gaps in evidence may create more variability than you may encounter with older, clinically documented brands. It would be helpful to evaluate the brand incrementally by patch testing and trying single products before adopting a full routine.
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