STEP 1 · CLEANSE
Clarifying Shampoo
Strips clay, wax and pomade buildup without stripping the scalp.
8 oz · $21.95 separately
STEP 1–3 · THICK / COARSE HAIR
The Forte Performance Kit - 90 days
8 oz · Removes clay, wax & pomade buildup
ALEX RECOMMENDS
"This is the routine I actually run. Wash, condition, style — in that order, every time." — Alex Costa, founder
Includes : Clarifying Shampoo, Hydrating Conditioner and Chrome Clay
Ships free · every routine clears the threshold · 60-day money-back guarantee
1. Thoroughly wet hair (cold water recommended). 2. Lather a quarter-size amount in palms. 3. Work into roots while massaging scalp. 4. Rinse out thoroughly.
Use 2–3× per week, or after any heavy styling day.
Three full-size products: Clarifying Shampoo (8 oz), Hydrating Conditioner (8 oz) and Chrome Clay (2.5 oz) — the complete wash, condition and style routine.
Sized to last about 90 days when used together as directed.
Across the routine: apple cider vinegar, aloe vera, peppermint oil, coconut oil, laurel oil and shea butter. Sulfate-free surfactant base, no parabens, no phthalates, never tested on animals.
The complete INCI list for each product is printed on its bottle and carton.
Use it for a full 60 days. If your scalp doesn't feel cleaner or your hair doesn't hold a style better, email customercare@forteseries.com and we'll refund you in full — even if the bottle is empty.
No return shipping to pay, and no need to send anything back.
Free shipping on all US orders over $95; $8.95 flat below that. Subscriptions always ship free.
Orders placed before 2pm ET ship the same business day and typically arrive in 3–5 business days. Unopened items can be returned within 30 days of delivery.
ALEX'S FAVOURITES
What's in the routine
STEP 2 · CONDITION
Hydrating Conditioner
Puts moisture back so thick hair stays workable.
8 oz · $21.95 separately
STEP 3 · STYLE
Chrome Clay
Strips clay, wax and pomade buildup without stripping the scalp.
8 oz · $21.95 separately
Clarifying Shampoo, 8 oz
Hydrating Conditioner, 8 oz
Chrome Clay, 2.5 oz
Standard shipping
Bought separately vs the routine
$21.95
$21.95
$26.95
$8.95
$79.80
$21.95
$21.95
$26.95
FREE
$59.12
WHERE IT FITS
Your routine, in order
STEP 1Clarifying Shampoo
STEP 2Hydrating Conditioner
STEP 3Chrome Clay
HOW TO USE
Four steps, twice a week
- 1Thoroughly wet hair (cold water recommended).
- 2Lather a quarter-size amount in palms.
- 3Work into roots while massaging scalp.
- 4Rinse out thoroughly.
Choose your routine
Every routine is built to last 90 days.
ROUTINE
Shampoo
Conditioner
Clay
Sea Salt
Argan Oil
PRICE
Essential
$38.95
Extreme Control
$59.12
Full Regimen
$38.95
Ask us anything
Packed with natural-based ingredients like apple cider vinegar, aloe vera, peppermint oil and shea butter, our Clarifying Shampoo nourishes your scalp while providing an intense root-to-tip cleanse.
Two to three washes a week suits most men. If you use styling clay daily, train hard or run oily, you can go up to every other day without over-cleansing your scalp.
It is formulated to lift out product and excess oil without stripping your scalp. If your hair runs dry or you are in hard water, follow with our Conditioner.
Yes. Most men use it as a weekly reset alongside their usual shampoo — this one on the days you need buildup cleared out, your regular wash in between.
Yes. Because it is a deep cleanse, colour can fade a little faster with very frequent use, so once or twice a week is the sweet spot if you colour.
Give it a full 30 days. If your scalp does not feel cleaner and lighter, get in touch and we will make it right — bottle empty or not.
Whenever you like, from your account. Skip a delivery, change the frequency or cancel outright in a couple of clicks — no emails, no phone calls. Changes made before your next billing date apply straight away.
REAL CUSTOMERS
Don't take our word for it
Unscripted videos from men who use it — swipe through.
Customer reviews
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ALEX'S FAVOURITES
The routine Alex actually uses
Conditioner
Molding Clay
Sea Salt Spray
The Complete Kit
The Extreme Control Routine