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Function of Beauty Custom Straight Hair Shampoo Base with Coconut Water - 11 fl oz
Only at target
$9.99 ($0.91/fluid ounce)
In Stock
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At a glance
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About this item
Highlights
- 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.
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: Peach
Hair Type: Straight
Health Facts: Paraben-Free, Mineral Oil-Free, Sulfate-Free, Vegan, Gluten-Free, Phthalate-Free
Product Warning: Keep out of reach of children
Product Form: Liquid
Sustainability Claims: Cruelty-Free, Recyclable
Beauty Purpose: Basic Cleansing, Deep Hydration
Net weight: 11 fl oz (US)
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.
Ingredients:
water, sodium lauroyl methyl isethionate, glycerin, sodium methyl cocoyl taurate, peg-120 methyl glucose dioleate, cocoamidopropyl hydroxysultaine, sodium methyl isethionate, cocos nucifera (coconut) fruit juice, lauric acid, acrylates crosspolymer-4, trisodium ethylenediamine disuccinate, glycol distearate, phenoxyethanol, sodium chloride, propoxytetramethyl piperidinyl dimethicone, sodium laurate, methyl gluceth-10, caprylyl glycol, chlorphenesin, potassium sorbate, polyquaternium-7, trideceth-6, c11-15 pareth-7, ethylhexylglycerin, hexylene glycol, guar hydroxypropyltrimonium chloride, hydroxypropyl methylcellulose, sodium benzoate, sodium benzotriazolyl butylphenol sulfonate, citric acid, fragrance, citral, citronellol, limonene, linalool, blue 1, red 33. *92% naturally-derived ingredients. never any nasties. naturally-derived = plant-derived & water ingredients
Allergens & Warnings:
CAUTION: FOR EXTERNAL USE ONLY. AVOID CONTACT WITH EYES. KEEP OUT OF REACH OF CHILDREN.Shipping details
Estimated ship dimensions: 2.461 inches length x 2.461 inches width x 6.64 inches height
Estimated ship weight: 0.394 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, shipped, delivered by a Shipt shopper, or made ready for pickup.
See the return policy for complete information.
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 - 5 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 - 4 years agoA: 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 - 5 years agoBrand expert
Q: What fragrance does the shampoo have?
submitted by AI Shopping Assistant - 2 months ago
A: The shampoo has an exclusive Nude Peach fragrance with notes of peach nectar, lemon zest, and jasmine.
submitted byAI Shopping Assistant - 2 months agoAi generated
Q: What are the sustainability features of the packaging?
submitted by AI Shopping Assistant - 2 months ago
A: The packaging is made with recycled materials and is 100% recyclable, supporting sustainable practices.
submitted byAI Shopping Assistant - 2 months agoAi generated
Q: What is the main ingredient in the shampoo?
submitted by AI Shopping Assistant - 2 months ago
A: The main ingredient in the shampoo is Coconut Water, which provides hydration without weighing down hair.
submitted byAI Shopping Assistant - 2 months agoAi generated
Q: Is this shampoo suitable for sensitive skin?
submitted by AI Shopping Assistant - 2 months ago
A: Yes, the shampoo is suitable for sensitive skin and is dermatologist tested.
submitted byAI Shopping Assistant - 2 months agoAi generated
Q: How can I customize this shampoo?
submitted by AI Shopping Assistant - 2 months ago
A: You can customize the shampoo by adding up to 3 Hair Goal booster shots to meet your unique hair goals.
submitted byAI Shopping Assistant - 2 months agoAi generated
Q: What is the fragrance in the shampoo and conditioner? Love the scent
submitted by kirby - 1 year 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 - 1 year agoBrand 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 agoBrand expert
Q: are there silicons in this product?
submitted by Rachel - 3 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 - 3 years agoBrand expert
Q: is it color safe? my hair is bleached
submitted by thata - 3 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 - 3 years agoBrand expert
Function of Beauty Straight Hair Club
About the collection
Function of Beauty's Custom Straight Hair Collection covers all of your haircare needs - Shampoo, Conditioner, Leave-in Milk Mist, Mask, and Texturizing Spray for your best hair. Each product is formulated with specific ingredients to care for your hair type and can be customized with up to 3 #HairGoalBoosters to fit your hair needs. For straight hair, we recommend adding Volumize, Strengthen, & Anti-Frizz Hair Goal Boosters to any Function of Beauty product.
To mix in your selected Hair Goal Boosters, snap open each booster shot and pour it into each product base. Shake (or stir!) for 15 seconds before your first use. All of our custom products are over 91% naturally derived*, sulfate-free, cruelty-free, and 100% vegan.
To mix in your selected Hair Goal Boosters, snap open each booster shot and pour it into each product base. Shake (or stir!) for 15 seconds before your first use. All of our custom products are over 91% naturally derived*, sulfate-free, cruelty-free, and 100% vegan.
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4.5 out of 5 stars with 19 ratings
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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 1023 reviews
effectiveness: 2.73 out of 5
quality: 2.79 out of 5
value: 2.76 out of 5
53% would recommend
376 recommendations
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 - 28 days 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 - 5 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 - 7 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 - 10 months 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 - 11 months 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 - 11 months 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 - 1 year 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 - 1 year 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 - 1 year 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 💙
5 out of 5 stars
Thumbs up graphic, would recommend
3 January, 2024Verified purchase
Good shampoo
Good value, great smell, doesn’t weigh down fine straight hair.
1 reply from Function of Beauty team - 2 years ago
Hi there, Yay! Thank you so much sharing the wonderful news 💙
2 out of 5 stars
Thumbs down graphic, would not recommend
28 December, 2023Verified purchase
Wanted to love
I want to love this shampoo so badly. I used it for about a month now and my hair started falling out. I’ve also noticed I don’t have that clean feeling I use to have the first few times I used it. Now it’s more greasy now.
1 reply from Function of Beauty team - 2 years ago
Hi there, We would be happy to assist you with this. Our highest priority is customer safety and satisfaction. Please reach out via our ‘Contact Us’ page so we can discuss further.
5 out of 5 stars
Thumbs up graphic, would recommend
14 December, 2023Verified purchase
Great customizable shampoo & conditioner
Love the smell, the feel, it’s lightweight, that you can customize with mix-ins to target specific things for your own hair.
1 reply from Function of Beauty team - 2 years ago
Wow! Thanks for giving our shampoo a try! It's fun to have a say what goes in your hair, isn't it? ✨
4 out of 5 stars
Thumbs up graphic, would recommend
2 December, 2023Verified purchase
Love this shampoo! should be in a bag when shipped
This shampoo works wonderfully for me and i love the smell. makes my hair soft, clean, and easier to brush. however i am slightly disappointed as i did order this online as my store has been out of it for a while, and i ordered it with an apple watch thinking the shampoo would be put in a plastic bag to prevent leaks on other products. one of the bottles leaked all over the inside of the box and got on the apple watch box. i know the fulfillment system tells the employee when they’re supposed to use a bag / zip tie for chemicals but this product and any other gel or liquid toiletry product that can leak, should be in a bag. not sure if it was employee error or not, but like i said i love the product.
1 reply from Function of Beauty team - 2 years ago
Hi Emily, Thank you so much for taking the time to share your feedback! We're thrilled your shampoo is working so well for you 🌈