About Formulate
Formulate is a Consumer company based in Menlo Park (United States) founded in 2019 by Tammy Lisi and Chris Schmich. Personalized hair care products are provided via an online platform. It operates on a Direct-to-Consumer (D2C) model in Consumer and Healthcare sectors. Formulate has raised $2.84 million across 3 funding rounds from investors including Jason Calacanis and LAUNCH Accelerator. Its website formulate.co draws about 39 thousand monthly visits. Formulate offers products and services including Formulate Experience. Its focus areas include Consumer Goods, Personal Care and Customized Products. Its competitors include Function of Beauty, SpoiledChild and The Mad Optimist; 2 of its 3 listed competitors have raised funding.
Company details
Personalized personal care solutions for him and her are offered by Formulate. The company focuses on customized experiences in the consumer goods sector. Access to products is currently limited to an invitation-only basis. Interested customers can join a waitlist to be considered for future availability.
- Headquarters Menlo Park, United States
- Founders Tammy Lisi, Chris Schmich
- SectorsConsumerHealthcare
- Email••••••••
- Website formulate.co/select-experience
- Social LinkedIn X Facebook Instagram
- Total Equity Funding$2.84M (USD)
in 3 rounds
- Latest Funding Round$1.39M (USD), Seed
Jun 2025
- InvestorsLAUNCH Accelerator
& 1 more
Products & Services of Formulate
Formulate offers a comprehensive portfolio of products and services, including Formulate Experience.
Personalized experience for him and her is offered.
Funding Insights of Formulate
Formulate has successfully raised a total of $2.84M across 3 strategic funding rounds. The most recent funding activity was a Seed round of $1.39 million completed in June 2025. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $2.84M
- Total Rounds 3
- Last Round Seed — $1.39M
- Investors Count 2
All 3 funding rounds of Formulate with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jun 2025 | $1.39M | Seed | – | – | – |
| Sep 2020 | $1.44M | Seed | – | Jason Calacanis | – |
| Jul 2020 | Seed | – | LAUNCH Accelerator | – |
2 investors in total: 1 institutional and 1 angel.
Investors in Formulate
Formulate has secured backing from 2 investors, including angel and venture fund investors. Prominent investors backing the company include Jason Calacanis and LAUNCH Accelerator.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
A startup accelerator program is offered to early-stage founders. | launchaccelerator.co | San Francisco, United States | ||
JC Jason Calacanis | American angel investor, entrepreneur, and podcaster, active in Indian startups | unknown_9f034c5b03f840328 |
Investor details for Formulate
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
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- Investor portfolios
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People of Formulate
4 people are tracked at Formulate (3 in leadership, 1 in team).
| Name | Role | Group |
|---|---|---|
Tammy Lisi | Co-Founder | Leadership |
Chris Schmich | Co-Founder | Leadership |
Osmaan Shah | Co-founder, CEO | Leadership |
Caroline S. | Content Marketing Associate | Team |
Complete people profiles for Formulate
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
- Full employee list
- Team structure
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Timeline of Formulate
3 dated milestones of Formulate across 6 years, from founding to its latest funding, stage changes and deals.
- Founded Formulate is founded.
- Funding First funding round.
- Funding Latest funding round, Seed, of $1.4M.
Competitors of Formulate
Formulate has 3 listed competitors in our database, 2 of them funded. They include Function of Beauty, SpoiledChild and The Mad Optimist.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| functionofbeauty.com | 2015 | New York, United States | $166.17M | 335 | Customized skin and hair care products are provided online. | |
| spoiledchild.com | 2022 | New York, United States | Offers a direct-to-consumer brand with customized beauty products across multiple categories. | |||
| themadoptimist.com | 2012 | Bloomington, United States | $50,000 | Customized skincare and body care products are offered online. |
Detailed competitors of Formulate
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
- Benchmarks
- Competitive positioning
Verified entity values are shown only after access is granted.
Web traffic of Formulate
The website of Formulate (formulate.co) receives about 39.2K visits a month.
- Monthly visits39.2K
▲ 16% vs previous month
Websites whose visitors overlap most with Formulate. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
avedapdx.com | avedapdx.com | 100% | #2,033,440 | – | |
| prose.com | 85% | 2.6M | #30,415 | View details | |
| avedafi.edu | 83% | 680.7K | #642,143 | View details | |
| duradry.com | 70% | 38.4K | #826,304 | View details | |
| cloudninehair.com | 63% | 256.9K | #123,341 | View details | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 12 similar websites and full traffic analytics for Formulate
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- 12 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
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Top companies in Beauty & Personal Care Products
3 companies that operate in the same segment as Formulate (Beauty & Personal Care Products) in United States, ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
3M is recognized as a global leader in industrial innovation. | 1902 | United States | USD 24.95 B | 74 | ||
Provider of FMCG conglomerate products | 1837 | United States | USD 457.23 M | 923 | ||
Subscription-based men's grooming products are provided by Harry's. | 2012 | New York, New York, United States | USD 755.88 M | 431 |
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Related news about Formulate
Complete news archive for Formulate
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Frequently Asked Questions about Formulate
Formulate was founded in 2019 and raised its 1st funding round 1 year after it was founded.
Formulate is headquartered in Menlo Park, United States. It is registered at Menlo Park, California, United States.
Formulate is a funded company, having raised a total of $2.84M across 3 funding rounds to date.
Personalized personal care solutions for him and her are offered by Formulate. The company focuses on customized experiences in the consumer goods sector. Access to products is currently limited to an invitation-only basis. Interested customers can join a waitlist to be considered for future availability.
Formulate's top competitors include Function of Beauty, The Mad Optimist and SpoiledChild.
Formulate offers Formulate Experience.
Formulate has 2 investors. Key investors include Jason Calacanis, and LAUNCH Accelerator.