Why Customizable Hair Care, the Latest Trend in Beauty, Is All Over Your Feed

Brands like Prose, Belle Bar and Form offer products to fit consumers' specific needs

Beauty is big business: In 2017, it was valued at over $532 billion, according to Orbis Research. That’s thanks in large part to disruptors in the space, like Glossier and Drunk Elephant. But the latest wave of brands shaking up the beauty world are bringing with them a new trend: personalization.