Yes — and it's often a smart move. Recommended products are starting points, not requirements. Here's how to substitute without breaking your routine.
Why you might want to substitute
The recommended product is out of stock or hard to find where you live
It's outside your budget
You already have something similar at home
You've had bad experiences with a brand or ingredient
You'd prefer a vegan, fragrance-free, or specific-formulation alternative
The substitution principle
Match the function, not the brand. Each product in your routine plays a specific role: cleansing, conditioning, sealing, defining, repairing, etc. A good substitute does the same job with a similar enough formulation.
Three things to match
Product type: shampoo for shampoo, leave-in for leave-in. Don't replace a deep conditioner with a regular conditioner — they aren't the same.
Key ingredient categories: if the recommended product is moisture-rich and protein-light, look for the same. If it has a humectant as a top-3 ingredient, your sub probably should too.
Weight and finish: a heavy butter-based cream and a lightweight whipped cream are very different products even if they're both labelled "cream."
Quick way to find a sub
Open Ask Rituala and ask:
"What can I use instead of [product name]?"
"Cheaper alternative to [product name]?"
"Drugstore sub for [product name]?"
"Is [product I already own] a good substitute for [product in my routine]?"
Ask Rituala will compare ingredient lists against your hair profile and suggest matches.
What not to substitute lightly
Bond repair treatments (Olaplex-type products) — the active chemistry varies a lot between brands. Stick close to what's recommended.
Protein treatments — strength and protein source matter a lot. Switching can cause overload or under-treatment.
Clarifying / chelating products — different active ingredients work on different types of buildup.
If a substitute isn't working
Give it 2–3 wash days before deciding. If it's clearly not right, check the ingredient list against the original recommendation — there's usually a specific ingredient mismatch that explains the problem.
When in doubt, ask. Ask Rituala can talk through the trade-offs of any specific substitute.