Function of Beauty Custom Straight Hair Shampoo Base with Coconut Water - 11 fl oz: Deep Hydration, Paraben-Free, Sulfate-Free
Only at target
Highly rated
$9.99 ($0.91/fluid ounce)See 1 deal for this item
In Stock
Eligible for registries and wish lists
At a glance
About this item
Additional product information and recommendations
Discover more options
$9.99($0.91/fluid ounce)
$5 Target GiftCard with $30 beauty products purchase
3.6 out of 5 stars with 1611 ratings
Highly rated
$9.99($0.91/fluid ounce)
$5 Target GiftCard with $30 beauty products purchase
4.2 out of 5 stars with 655 ratings
$9.99($0.91/fluid ounce)
$5 Target GiftCard with $30 beauty products purchase
3.8 out of 5 stars with 753 ratings
$9.99 - $17.99
Buy 3, get 1 free on select beauty minis on select items
4.4 out of 5 stars with 3137 ratings
$9.99 - $17.99
Buy 3, get 1 free on select beauty minis on select items
4.4 out of 5 stars with 3137 ratings
$21.83
$5 Target GiftCard with $30 beauty products purchase
Frequently bought together
Highly rated
$9.99($0.91/fluid ounce)
$5 Target GiftCard with $30 beauty products purchase
4.2 out of 5 stars with 655 ratings
$9.99($0.91/fluid ounce)
$5 Target GiftCard with $30 beauty products purchase
3.6 out of 5 stars with 1611 ratings
$11.99($1.20/fluid ounce)
$5 Target GiftCard with $30 beauty products purchase
4.5 out of 5 stars with 4762 ratings
$12.99
$5 Target GiftCard with $30 beauty products purchase
4 out of 5 stars with 210 ratings
Highly rated
$8.89($0.32/fluid ounce)
$5 Target GiftCard with $30 beauty products purchase
4.5 out of 5 stars with 2025 ratings
More customized collections and boosters from FOB
$3.49 - $12.99
$5 Target GiftCard with $30 beauty products purchase
$3.49 - $9.99
$3.49 - $16.99
$5 Target GiftCard with $30 beauty products purchase
Highly rated
$3.49
$5 Target GiftCard with $30 beauty products purchase
4.4 out of 5 stars with 505 ratings
$3.49
$5 Target GiftCard with $30 beauty products purchase
4.4 out of 5 stars with 480 ratings
Related Categories
Guests are saying
The Function of Beauty shampoo has received mixed reviews. Guests appreciate the customizable options, pleasant scent, and the ability to address specific hair needs like hydration and volume. However, some guests experienced issues such as hair breakage, dryness, and scalp irritation. The product's effectiveness varies, with some finding it beneficial for their hair type while others faced adverse effects.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
3.8 out of 5 stars with 1028 reviews
effectiveness: 2.71 out of 5
quality: 2.77 out of 5
value: 2.74 out of 5
52% would recommend
386 recommendations
1 out of 5 stars
Thumbs down graphic, would not recommend
17 March, 2026Verified purchase
Horrible purchase
Don’t bother buying this. It leaves my hair feeling so dry after I completely rinse the shampoo out. My hair literally feels like straw! Going to be sticking with the L’Oréal Elive hydrating pump shampoo.
1 reply from Function of Beauty team - 16 days ago
Hi Alyssa, Thank you for sharing your experience! After reviewing your feedback, we believe that adding a conditioner to your routine will help add moisture into your hair. Please reach out via our contact us page to get more recommendations.
1 out of 5 stars
Thumbs down graphic, would not recommend
9 March, 2026
DONT USE
WORST BODY WASH EVER I GOT AN ALLERGIC REACTION AND IVE NEVER BEEN ALLERGIC TO ANYTHING IN MY LIFE. I GOT THIS BODY WASH A COUPLE WEEKS AGO AFTER 2 USES MY BODY STARTED GETTING BUMPS AND OVERTIME INTO LITERAL HIVES. NEVER GET THIS PRODUCT. (real time pictures used also)
1 reply from Function of Beauty team - 16 days ago
Hi Ashley, We appreciate you sharing your experience and take all feedback very seriously. We stand behind all of our products and are confident in their safety. Please send us an email to gather more information via our contact us page.
5 out of 5 stars
24 February, 2026Verified purchase
(no review title)
Smells so good!
1 reply from Function of Beauty team - 27 days ago
We love hearing that your straight hair shampoo is working so well for you. It is designed with the structure of straight hair in mind, helping manage oil distribution while keeping hair feeling clean, balanced, and lightweight. Thanks for sharing your experience with us.
1 out of 5 stars
Thumbs down graphic, would not recommend
1 February, 2026Verified purchase
(no review title)
Like all the reviews mentioned, my hair also started to fall out. Def dont recommend. Will be returning.
1 reply from Function of Beauty team - 2 months ago
Hi Yevgenia, We appreciate you sharing your experience and take all feedback very seriously. We stand behind all of our products and are confident in their safety. Please send us an email to gather more information via our contact us page. Thank you.
2 out of 5 stars
Thumbs down graphic, would not recommend
9 November, 2025
Left my hair dry and brittle
I wanted so badly to love this shampoo! I've been using Function of Beauty's custom haircare for years. I ran out of my custom shampoo but still had some conditioner, so I didn't want to order my custom products because they usually ship as a pair. I figured that this shampoo would be a nice substitute until my next shipment. I normally don't write reviews, but this product left my hair dry and brittle. When rinsing and drying my hair, it left a filmy residue which made my hair feel dirty.
1 reply from Function of Beauty team - 5 months ago
Hi there, We appreciate you sharing your experience and we would like to hear more about your regimen. Please reach out to us via our Contact Us page.
1 out of 5 stars
18 July, 2025Verified purchase
Bad bagged.
The person who put the order together put this item and the conditioner in the same bag- the shampoo was open so the shampoo got everywhere. These items were double bagged so clearly the person know and did not fix it period. How awful. First it’s expensive shampoo and second what an awful thing to do to someone. What a mess.
1 reply from Function of Beauty team - 9 months ago
Hi There, We regret hearing that you received your order in this condition. Pleases email us via our Contact us page so we can make this right. Thank you, Function of Beauty
2 out of 5 stars
Thumbs down graphic, would not recommend
27 March, 2025Verified purchase
Strips hair
Wanted to love this but it strips my hair. Love the smell but I can’t keep drying and stripping my hair with it
1 reply from Function of Beauty team - 11 months ago
Hi there, Our shampoo should not be stripping your hair. It is created with a gentle cleansing agents to clean your hair and keep it moisturized. Please feel free to reach out to us via our contact us page.
1 out of 5 stars
Thumbs down graphic, would not recommend
26 February, 2025
Your hair will fall out!
This brand has an effective ingredient that causes your hair to fall out! Everything from this brand , leave in conditioner, volume spray , shampoo and conditioner. The smell is amazing but it is so unfortunate do not recommend!!!!!!!!!!!!!!
1 reply from Function of Beauty team - 1 year ago
We appreciate you sharing your experience and take all feedback very seriously. We stand behind all of our products and are confident in their safety. Please reach out via our ‘Contact Us’ page so we can discuss further.
5 out of 5 stars
Thumbs up graphic, would recommend
12 January, 2025Verified purchase
Love this product
Great for straight hair, leaves it so soft and silky, don't have to blow dry it at all because it will dry out nicely
1 reply from Function of Beauty team - 1 year ago
Hi there, We are so excited about your results! Enjoy your soft, silky hair ✨
2 out of 5 stars
Thumbs down graphic, would not recommend
31 December, 2024Verified purchase
Skip this one
Very drying and stripping and caused a bad scalp reaction with itching burning for days. Smells so good and the smell lasts but im having to heal from what it did to my scalp
1 reply from Function of Beauty team - 1 year ago
Hi there, We’re sorry you are going through this. We stand behind all of our products and are confident in their safety. Please reach out via our ‘Contact Us’ page so we can discuss further.
5 out of 5 stars
Thumbs up graphic, would recommend
12 November, 2024Verified purchase
Love this for my fine, high porosity hair
I have fine hair and my scalp is very oily. I've been on the look out for an affordable, cruelty-free shampoo and I think this is the one for me. I used to use the Verb Ghost shampoo for the longest time, but my hair was always flat and still get easily greasy. I've been using this shampoo for a week now and I love it! It definitely gives my hair some shine without additional products, and my hair doesn't get greasy as fast!! I love it. The only thing is, this shampoo is HEAVILY frangranced, so if you have a sensitive scalp, it might be irritating. It also suds up a lot and easily dispersed into my hair, which I appreciate.
1 reply from Function of Beauty team - 1 year ago
Hi there! We are so glad that you are loving our Straight Hair Shampoo! Sounds like Function is #justrightforyou! We appreciate your feedback! ✨
1 out of 5 stars
Thumbs down graphic, would not recommend
1 November, 2024Verified purchase
Don't buy or you will be sorry!
Made my hair super brittle and caused a lot of breakage. Also noticed a lot more split ends on my daughter's hair now too after using it for 6+ months.
1 reply from Function of Beauty team - 1 year ago
Hi there, We appreciate your feedback. We're sorry to hear about your disappointing experience with this product. We would love to speak with you further regarding your concerns and invite you to reach out to us via email on our Contact us page.
1 out of 5 stars
Thumbs down graphic, would not recommend
18 July, 2024Verified purchase
BEWARE!!!! Please read!
BEWARE! Literally made my hair brittle and start breaking off and falling out!! I loved the scent but when I noticed in two weeks enough hair was out of my head to clog my drain (i have a choppy layered above the shoulders haircut), I knew there was a problem. Bought my fiancée the wavy hair one and he was also loosing hair and the formula made him break out across his forehead and the back of his body. Not worth risking your hair over!!
1 reply from Function of Beauty team - 2 years ago
Hi there, We appreciate you sharing your experience and take all feedback very seriously. We stand behind all of our products and are confident in their safety. Please reach out via our ‘Contact Us’ page so we can discuss further.
4 out of 5 stars
17 July, 2024
Does everything well but lather well :/
At first, when I saw this product, I was so happy to find that they were so specific on hair types! When I tried it out, I loved that it was blue, and it smelled very clean and refreshing. I started with a quarter-sized amount, but then slowly had to go back and add more. I was sad that it didn't lather as much as I wanted only because I felt like I would run out soon based on the amount I was forced to use every wash. But despite this, I have to say it did make my hair soft, healthy, and smell great. Even though there were many good things about it, I would probably change shampoos only because for the price it was at for how much it didn't lather didn't add up to me. :/
1 reply from Function of Beauty team - 2 years ago
The reason your shampoo isn’t lathering as much as a conventional shampoo is because we don’t include any sulfates in our formula, which is what causes the lathering and foaming effect in most generic shampoos. If this continues to bother you, we suggest pre-lathering your shampoo by wetting your hands well before dispensing the shampoo and rubbing your hands together. We hope this helps!
2 out of 5 stars
14 July, 2024Verified purchase
itchy
made my scalp itchy!
1 reply from Function of Beauty team - 2 years ago
Hi there, We appreciate you sharing your experience and take all feedback very seriously. We stand behind all of our products and are confident in their safety. Please reach out via our ‘Contact Us’ page so we can discuss further
5 out of 5 stars
Thumbs up graphic, would recommend
7 March, 2024Verified purchase
Like it
I have sensitive skin and this is one of the few brands I can use.
1 reply from Function of Beauty team - 2 years ago
Hi there, Thank you so much for taking the time to share your experience with us! We are absolutely thrilled your formula is working so well for you 💙
5 out of 5 stars
Thumbs up graphic, would recommend
12 February, 2024Verified purchase
Excellent and does not weight hair or coat hair in garbage!
I’ve used this on my son’s hair who is fine and curly. I wasn’t concerned about buying the curly option or adding in any of the shots. I guess I wasn’t getting that you can mix and match. This stuff is awesome. Using with the leave in milk mist as a conditioner and his hair stays gorgeous. Not stringy at all. Even after two days. I’m going to try this on my own hair!
1 reply from Function of Beauty team - 2 years ago
Hi there, This is fantastic news! We are so happy your shampoo is working so well. Thank you for taking the time to share with us 💙
1 out of 5 stars
Thumbs down graphic, would not recommend
8 February, 2024Verified purchase
flaking and itching
caused some flaking and itching. giving one star for the scent but overall do not recommend.
1 reply from Function of Beauty team - 2 years ago
Hi there, We’re sorry you are going through this. We stand behind all of our products and are confident in their safety. Please reach out via our ‘Contact Us’ page so we can discuss further.
5 out of 5 stars
Thumbs up graphic, would recommend
5 February, 2024
Love it.
I'm picky about scents, scent is amazing, I have a lot of hair and this made my hair soft and light. It's my new "the one" after 2 yrs of searching
1 reply from Function of Beauty team - 2 years ago
Hi there, We are thrilled you're loving your shampoo! Thank you so much for sharing with us 💙
5 out of 5 stars
Thumbs up graphic, would recommend
29 January, 2024Verified purchase
Awesome!
It’s great. No dandruff and I bought once and now it’s my regular go to
1 reply from Function of Beauty team - 2 years ago
Hi Angie, Thanks for sharing your amazing results! We are absolutely delighted to hear your shampoo is meeting all your expectations 💙