In particular industrial sectors, such as the cosmetic, there is a considerable amount of heuristics during the formulation stage, namely regarding qualitative function of ingredients, their incompatibilities, synergies and antagonisms, as well as their impact on sensorial attributes. In this work, the heuristic knowledge around the formulation of cosmetics emulsions has been incorporated into a systematic CAMD methodology. The methodology was tested in the creation of rinse-off hair conditioners. From an initial list of ingredients (i.e. twenty-four emollients, six thickeners and five emulsifiers) and a set of heuristics for their incorporation into cosmetic formulations, a group of optimized alternatives under specific performance and economic targets was obtained. Nine of the resulting formulations were prepared and then analyzed using instrumental methods. The rheological, textural and microstructural characteristics were similar for most of the samples, confirming the potential of this proposed methodology in designing and tailoring formulated products.