Pure & Mine has announced its plans to launch a new customisable shampoo, conditioner and body wash service that formulates products based on customers’ hair and skin types.

The brand allows customers to complete a short quiz to determine their hair and skin requirements. Customers can also set hair and skin goals with parameters such as shine, strength and moisturisation, as well as choose the product’s fragrance and colour.

This information is entered into an algorithm to create customised formulations. The formulation algorithm is a result of more than a year of product testing and research.

“During our testing, we found that each person’s idea of their perfect shampoo or body wash differs.”

The brand aims to produce safe and functional bath products using natural and organic extracts. The shampoo, conditioner and body wash products do not contain any sulfates, silicones or parabens.

The company lists its products’ ingredients and third-party safety ratings on its website to maintain transparency.

Priced at $36, the Hair Essentials Bundle comprises a customised shampoo and conditioner, while the $48 Bath Essentials Bundle includes the shampoo, conditioner and body wash.

Pure & Mine co-founder and CEO Hamish Patel said: “During our testing, we found that each person’s idea of their perfect shampoo or body wash differs. One off-the-shelf product cannot cater to different hair / skin types or achieve widely varied beauty goals. So we knew, customisation was the only way.”

The Pure & Mine products are claimed to be cruelty-free and there is a vegan-friendly option.