Freewill, launched in August 2018, is the first beauty company in India to create custom hair products based on each individual’s unique requirements, lifestyle habits, and environmental conditions.

A user can visit their site to take an online consultation. Freewill’s proprietary algorithm then analyses over 1.7B formulations to create exclusive, custom-made formulas for each user from up to 68 high-impact ingredients.

Created from scratch in their own labs, the collection includes shampoos, conditioners and hair serums, all freshly made-to-order, prepared from natural ingredients and shipped to the customers’ doorsteps.

The company is founded by Mohit and Rahul Yadav and is led by a team of tech entrepreneurs and former R&D heads at Estée Lauder and  L’Oréal with 40 years of rich experience in the beauty industry. Mohit has 14 years of experience in startups and investment banking. He was previously CEO, SE Asia for CarDekho and expanded their business in the region. Rahul was Head of Product at CarDekho, scaling it from 5M to 30M active users. They also co-founded MangoStreet.com, an e-commerce platform for children’s products that was acquired in 2012.