The product recommendations in your routine aren't random, and they aren't the result of brand sponsorships. Here's the actual logic behind what we suggest.
What we match against
For each step in your routine, we look at:
Your hair profile — type, porosity, density, texture, current condition, damage history.
The function of the step — does this step need moisture, protein, hold, slip, cleansing strength, scalp soothing, etc.?
Ingredient compatibility — which ingredient categories (humectants, proteins, oils, surfactants) work for your specific hair, and which to avoid.
Your stated preferences — budget, vegan/cruelty-free, fragrance sensitivity, ingredient exclusions.
Geographic availability — where you are and what's reasonably accessible.
How we score products
For each candidate product we evaluate:
Ingredient fit — does the formula match what your hair needs at this step?
Anti-pattern check — does it contain anything you should avoid (wrong-porosity ingredients, allergens you flagged, build-up risks)?
Real-world performance — how does the product actually behave (consistency, scent, finish), based on aggregated review data and trichology-informed evaluation.
Value for money — at your budget tier, is this the best option, or is there something better at the same price?
What we don't do
We don't take payment to feature products. None of our recommendations are sponsored.
We don't only recommend our own products — we don't make products. Recommendations span the market.
We don't recommend the same product to everyone. If two people get the same recommendation, it's because their hair profiles converge on it.
Affiliate links
Some of our product links are affiliate links, meaning we may earn a small commission if you buy through them. This never affects which products we recommend — recommendations are generated from your hair profile and ingredient fit, before any link is added. We use affiliate links to help fund the product database and routine quality, not to bias what shows up.
What if I disagree with a recommendation?
Tell Ask Rituala. "I don't want to use [product] because [reason]" — it'll suggest alternates that hit the same function with different ingredients, brand, or price.
Recommendations should make sense to you. If one feels off, push back — that's how the system gets better.