A good hair day, every day, for every woman.

YES, even you.

theFORMULA Natural Hair








The Best Natural Hair Products

We believe that every woman deserves to have a good hair day, every day. Our 100% natural product line is specially formulated to protect against daily styling, preserve hair, defend against humidity and frizz, detangle, and nourish your hair. The FORMULA by Sage products ™ are even safe to use on relaxed or permed hair – just apply it after your relaxer has been rinsed out and before drying. You won’t find another product line that works like this. Our proprietary blend of essential oils, fatty acids, antioxidants, and vitamins combine to make your soft, touchable, and gorgeous – all day. In addition to being your best defense against heat styling and humidity, The FORMULA cuts drying time, is safe to use on chemically-treated hair, is safe for use on human hair wigs, weaves, and extensions, and conditions and seals each strand at the molecular level. Our natural products from Natural Hair to Untangled are also vegan, gluten-free, and is never tested on animals. Keep your hair looking fabulous between shampoos and ease the transition from permed to naturally heat-styled hair with our fantastic formula. We also offer bulk options for stylists so that you can share The FORMULA by Sage products with your clients. Learn more about our breakthrough, all-natural styling products today.

Upcoming Events

Hunt & Gather

Grab your bottle of The FORMULA while enjoying Hunt+Gather. This annual curated artisan & makers market, created to highlight creativity in North Alabama & the Tennessee Valley

October 26, 2019


(Former) Regions Drive-Thru

At the corner of Holmes & Spragins (underneath the parking garage)

Learn and Lunch

Join our owner, Julie, as she discusses the amazing uses of The FORMULA.



BizTech - Huntsville

Check Out Our Reviews!

"This is especially miraculous on my daughter's very thick and curly hair. For me, I only need a tiny bit so a little goes a long way. Great product!"

"My straightened hair did not revert after a very humid day. For me, that’s a big deal. The new formula is great. My hair feels soft and silky. I can’t wait to see the results after a full summer of use."

"It works great with my other hair products! I love that it is 100% Natural. I know its safe for my kids hair. "

"The Formula is the best product I've ever used to help control frizz in my hair. The strands of my hair are kind of fine. So the slightest humidity in the air and my hair is rising like bread. I love this product! The smell is great & the shine is ridiculous."

"I was skeptical of my natural hair bouncing back after I straightened my hair, but it came right back and is healthier than ever."

"I absolutely love this product. I refuse to let any heat touch my hair without this product."