Formulated with Coconut Water, Function of Beauty's Shampoo for Straight Hair delivers hydration without weighing down strands.
CUSTOMIZABLE: Build your own shampoo by adding in up to 3 Function of Beauty #HairGoal Booster Shots
FRAGRANCE: Our exclusive Nude Peach fragrance – with notes of peach nectar, lemon zest, and jasmine
SAFETY: Tested at home on hundreds of human heads (never animals!) & independent 3rd party clinical tests on humans
CLEAN: 93% Naturally-Derived (per ISO 16128), Sulfate-Free, Paraben-Free, Target Clean
CONSCIOUS: Cruelty-Free, 100% Vegan
SUSTAINABLE: Bottle made with Recycled Plastic & 100% Recyclable
Description
Function of Beauty’s custom haircare line allows you to create the perfect mix of shampoo and conditioner for your unique hair type, hair moisture level, and hair goals.
HOW IT WORKS: Step 1 – Choose a Shampoo or conditioner base for your unique hair type. Step 2 – Select up to 3 booster shots to meet your unique hair goals. Step 3 – Pour one booster from each into your shampoo and the other in your conditioner. Step 4 – Shake vigorously for 15 seconds and say hello to custom haircare!
Our custom Shampoo for Straight Hair is formulated with Coconut Water to hydrate hair without weighing it down. The gentle foaming ingredients have been specifically formulated for Straight Hair, with conditioning silicones to soften strands.
Customize this shampoo base and boost benefits by mixing in up to 3 Hair Goal booster shots. For Straight Hair, we recommend mixing in Volumize, Strengthen, and Anti-Frizz Hair Goals. Formulated with our exclusive Nude Peach fragrance – with notes of peach nectar, lemon zest, and jasmine – delivers a spa-like experience in the shower.
All Function of Beauty customizable haircare is suitable for sensitive skin and is dermatologist tested. We believe in clean and conscious care - that’s why our custom straight hair shampoo is 93% naturally-derived, sulfate-free, cruelty-free, and 100% vegan. Packaging contains recycled content - Our bottles are made with recycled materials & are 100% recyclable.
Scent: Jasmine, Lemon, Peach
Hair Type: Straight
Health Facts: Paraben-Free, Mineral Oil-Free, Sulfate-Free, Vegan, Phthalate-Free, Gluten-Free
Product Warning: Keep out of reach of children
Product Form: Liquid
Sustainability Claims: Cruelty-Free, Recyclable
Beauty Purpose: Deep Hydration
TCIN: 80159968
UPC: 850018240406
Item Number (DPCI): 063-00-9660
Origin: Assem USA w/foreign/dom. parts
If the item details aren’t accurate or complete, we want to know about it.
Estimated ship dimensions: 2.4 inches length x 2.51 inches width x 6.64 inches height
Estimated ship weight: 1.12 pounds
Return details
This item can be returned to any Target store or Target.com.
This item must be returned within 90 days of the date it was purchased in store, delivered to the guest, delivered by a Shipt shopper, or picked up by the guest.
A: Hi there! Our products at Target are formulated to be 100% sulfate-free. They will not strip your color. Woo-hoo.
submitted byFunction of Beauty - 7 months ago
Brand expert
A: Hi Coco,
Our shampoo and sulfate free and is safe for color-treated hair.
submitted byFunction of Beauty team - 7 months ago
Brand expert
Q: I have straight, fine hair. Will this product make my hair oily? I plan on getting it with the volume boost and color protection.
submitted by beckywiththegoodhair - 6 years ago
A: Hello,
I have fine, straight, oily hair in a pixie cut.
As much as I LOVE the scent of their Straight Hair shampoo, I did find my hair felt heavy. It didn't feel oily for at least 6-8 hours, but my hair felt weighted. I rarely use conditioner, and the two times I used their Straight Hair conditioner my hair became oily within 4-6 hours. This is without their booster packs added in. I really hope Function of Beauty reformulates for oily scalps. This formula is better suited for normal hair in my opinion. If it didn't weigh my hair down or leave my hair feeling oily after 8 hours I'd be all in.
Hope this helped. <3
submitted byUnboxing with Kat - 5 years ago
A: Hi there! For our straight-haired friends, we recommend the Straight Hair Shampoo Base, and the Straight Hair Conditioner Base for weightless hydration.
Popular #hairgoal booster shots for straight hair include Strengthen, Volumize, Deep Condition. - but the world's your oyster! We also have a Soothe Scalp booster shot that helps to moisturize and energize your scalp to soothe skin and reduce buildup!
submitted byFunction of Beauty - 6 years ago
Brand expert
Q: What is the fragrance in the shampoo and conditioner? Love the scent
submitted by kirby - 2 years ago
A: Hi Kirby,
We're glad you love it! Our Custom Straight Hair Shampoo comes in our fragrance nude (p)each.
submitted byFunction of Beauty - 2 years ago
Brand expert
Q: Hi, I am wondering if Function of Beauty shampoo and conditioner work well without the boosters.
submitted by Hyung - 3 years ago
A: Hey Hyung,
The Function of Beauty Straight Hair Shampoo Base is formulated with Coconut Water to hydrate hair without weighing it down! It works great on its own or with the help of the optional boosters! For all your future beauty questions, get real-time answers using the “Chat with a Virtual Beauty Consultant” button, found on every product page.
submitted byTarget Beauty Consulting - 3 years ago
Brand expert
Q: are there silicons in this product?
submitted by Rachel - 4 years ago
A: Hi Rachel, our Straight shampoo and conditioner contain a silicone called Propoxytetramethyl piperidinyl dimethicone (we know, it's a mouthful!) - we use it because it's an excellent conditioning and protecting agent that protects hair from thermal damage, adds shine, and helps give a soft, silky texture. I hope this helped!
submitted byFunction of Beauty - 4 years ago
Brand expert
Q: is it color safe? my hair is bleached
submitted by thata - 4 years ago
A: Our products at Target are formulated to be 100% sulfate-free. They will not strip your color. Woo-hoo!
submitted byFunction of Beauty - 4 years ago
Brand expert
Q: is this shampoo considered to be a clarifying shampoo?
submitted by anonymous - 4 years ago
A: Hi there,
Great question! Our straight hair shampoo is not considered to be clarifying.
submitted byFunction of Beauty - 4 years ago
Brand expert
Q: Will it make my hair straight? I have semi wavy hair.
submitted by Leah - 5 years ago
A: Hi Leah! This particular shampoo base is best for straight hair. Function of Beauty has a lot of options for other hair types. Hope this helps!
submitted byTarget Beauty Consulting - 5 years ago
Brand expert
Q: I have straight hair underneath my frizzy wavy hair. Will this make my hair straight?
submitted by Lou - 5 years ago
A: Hi Lou! The Function of Beauty Straight Hair Shampoo Base with Coconut Water is designed to hydrate without weighing hair down with for smoother frizz free hair, hope this helps :)
submitted byTarget Beauty Consulting - 5 years ago
Brand expert
Q: Will I be able to refill my shampoo?
submitted by Mina - 5 years ago
A: Hi Mina! You cannot 'refill' the shampoo; however, you can always go in to your Target order history and re-order your Function of Beauty Shampoo with whatever Booster Shots you selected previously. You can also recycle these bottles after use. Hope this helps!
submitted byTarget Beauty Consulting - 5 years ago
This product has garnered mixed feedback from guests, with many praising its pleasant scent and the ability to customize the formula to suit individual hair needs. However, several guests reported adverse effects such as hair loss, dryness, and scalp irritation. While some found it effective for their hair type, others experienced significant issues, leading to a lack of overall satisfaction. Guests appreciate the innovative concept but caution potential buyers about possible negative reactions.
Summary created by AI from text of reviews reflecting recent feedback provided across different star ratings (includes incentivized reviews)
3.8
3.8 out of 5 stars
1036 star ratings
3.8 out of 5 stars with 1036 reviews
effectiveness
2.7 out of 5
effectiveness: 2.72 out of 5
quality
2.8 out of 5
quality: 2.77 out of 5
value
2.8 out of 5
value: 2.75 out of 5
52% would recommend
387 recommendations
5 out of 5 stars
Thumbs up graphic, would recommendWould recommend
17 July, 2026Verified purchase
(no review title)
Love this brand!
1 reply from Function of Beauty team - 2 months ago
Hi Jen, We love having customers who love their hair and Function!
Jen
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
Did you find this review helpful?
1 out of 5 stars
6 June, 2026Verified purchase
seal your products!!
wasn't sealed properly and spilled all over my car on the way home.
1 reply from Function of Beauty team team - 3 months ago
Thank you for your feedback. We're so sorry to hear about your experience. Since this purchase was made through Target, we recommend reaching out to them directly for assistance.
brynlea
quality
1.0 out of 5
quality: 1 out of 5
Did you find this review helpful?
1 out of 5 stars
Thumbs down graphic, would not recommendWould 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 - 6 months 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.
alyssa
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
1.0 out of 5
quality: 1 out of 5
value
1.0 out of 5
value: 1 out of 5
Did you find this review helpful?
1 out of 5 stars
Thumbs down graphic, would not recommendWould 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 - 6 months 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.
Ashley
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
1.0 out of 5
quality: 1 out of 5
value
1.0 out of 5
value: 1 out of 5
Did you find this review helpful?
5 out of 5 stars
24 February, 2026Verified purchase
(no review title)
Smells so good!
1 reply from Function of Beauty team - 6 months 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.
Ashley
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1 out of 5 stars
Thumbs down graphic, would not recommendWould 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 - 7 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.
Yevgenia
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
1.0 out of 5
quality: 1 out of 5
value
1.0 out of 5
value: 1 out of 5
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2 out of 5 stars
Thumbs down graphic, would not recommendWould 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 - 10 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.
Michaela
effectiveness
3.0 out of 5
effectiveness: 3 out of 5
quality
2.0 out of 5
quality: 2 out of 5
value
2.0 out of 5
value: 2 out of 5
2 guests found this review helpful. Did you?
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 - 1 year 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
Bad employee
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2 out of 5 stars
Thumbs down graphic, would not recommendWould 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 - 1 year 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.
kdarst
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
3.0 out of 5
quality: 3 out of 5
value
2.0 out of 5
value: 2 out of 5
1 guest found this review helpful. Did you?
1 out of 5 stars
Thumbs down graphic, would not recommendWould 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 - 2 years 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.
1233
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
1.0 out of 5
quality: 1 out of 5
3 guests found this review helpful. Did you?
5 out of 5 stars
Thumbs up graphic, would recommendWould 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 - 2 years ago
Hi there, We are so excited about your results! Enjoy your soft, silky hair ✨
D
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
5.0 out of 5
quality: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
1 guest found this review helpful. Did you?
2 out of 5 stars
Thumbs down graphic, would not recommendWould 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 - 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.
Marie57
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
value
3.0 out of 5
value: 3 out of 5
quality
1.0 out of 5
quality: 1 out of 5
Did you find this review helpful?
5 out of 5 stars
Thumbs up graphic, would recommendWould 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 - 2 years ago
Hi there! We are so glad that you are loving our Straight Hair Shampoo! Sounds like Function is #justrightforyou! We appreciate your feedback! ✨
CoffeeCreamer21
3 guests found this review helpful. Did you?
1 out of 5 stars
Thumbs down graphic, would not recommendWould 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 - 2 years 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.
Mommalogger
3 guests found this review helpful. Did you?
1 out of 5 stars
Thumbs down graphic, would not recommendWould 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.
Sad It Didnt Work
effectiveness
1.0 out of 5
effectiveness: 1 out of 5
quality
1.0 out of 5
quality: 1 out of 5
value
1.0 out of 5
value: 1 out of 5
3 guests found this review helpful. Did you?
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!
Soph
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
quality
4.0 out of 5
quality: 4 out of 5
value
4.0 out of 5
value: 4 out of 5
2 guests found this review helpful. Did you?
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
j
quality
3.0 out of 5
quality: 3 out of 5
effectiveness
2.0 out of 5
effectiveness: 2 out of 5
value
2.0 out of 5
value: 2 out of 5
2 guests found this review helpful. Did you?
5 out of 5 stars
Thumbs up graphic, would recommendWould 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 💙
happy
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5 out of 5 stars
Thumbs up graphic, would recommendWould 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 - 3 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 💙
Kellylaia81
quality
5.0 out of 5
quality: 5 out of 5
effectiveness
5.0 out of 5
effectiveness: 5 out of 5
value
5.0 out of 5
value: 5 out of 5
1 guest found this review helpful. Did you?
1 out of 5 stars
Thumbs down graphic, would not recommendWould 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 - 3 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.
