We tried customized shampoo and conditioner from a $110 million beauty startup - here's what we thought

New York-based startup Function of Beauty offers a line of customized shampoo and conditioner. Each customer fills out an online hair quiz including their hair profile, goals, and color and scent preferences. The company will then whip up a personal concoction. There are a mind-boggling 12 billion different possible combinations. We had six Business Insider employees with vastly different hair types try Function of Beauty to see if it's worth the hype.

The company is less than a year old, but it's already generating revenue with its sets of colorful concoctions. CEO and founder Zahir Dossa launched Function of Beauty last October after coming to the realization that the beauty industry hadn't changed much in the last 100 years and wasn't very efficient. "There were all these middlemen in the way," Dossa told Business Insider. Dossa decided to build a direct-to-consumer company that focused specifically on hair care. But rather than a "one size fits all" product, he built an algorithm that could create a customized shampoo and conditioner for each individual customer.