The combination of polymers and surfactants is an important means to create various functions in recent detergents and personal care products. In particular, detergents mixing oppositely charged anionic surfactants and cationic polymers induce coacervation by the dilution of the washing and rinsing process, and the complexes effectively adsorb onto surfaces and can change their characteristics. The driving force of the coacervation is electrostatic interaction between the anionic groups of the surfactant and the cationic groups of the polymer. Normally, the coacervation is controlled by selecting the molecular structure or the amount of polymer and surfactant. In shampoo and body wash compositions, we studied the complex precipitation (CP) regions and the morphology and rheological properties of precipitated complexes by focusing on the number of ionic groups in the anionic surfactants and cationic polymers, the mixed electrolyte and the ionic strength as a whole. This clarified the factors related to complex functions. For coacervation in shampoo based on alkyl ethoxylate sulfate (AES), the degree of cationization of the cationic cellulose (CC) and coexisting electrolyte greatly contributed to these functions. In a combination of moderately cationically charged CC and AES mixed amphoteric surfactant, the precipitated complexes became a loose mesh-like morphology, which was also formed when the charge shielding effect was enhanced by adding electrolyte. The precipitated complexes with a looser mesh-like morphology gave a smooth texture to the hair surface during rinsing.On the other hand, for coacervation in body wash based on fatty acid salt, the complexes were effectively precipitated in a combination with a synthetic polymer, poly diallyldimethylammonium chloride (PDADMAC), which has a higher cationic charge than CC. The precipitated complexes had high adsorbability onto skin and contributed to a moisturizing effect by lowering transepidermal water loss (TEWL).In this review, we introduce the controllable factors of coacervation in shampoo and body wash systems by focusing on the relationship between dilution processes and precipitation behavior.