Founded in 2017, Prose offers custom-made haircare options tailored to your unique needs. Using an in-depth online consultation powered by AI, the brand formulates personalized products based on factors like hair type, lifestyle, and even environmental conditions.
Prose's product lineup includes shampoos, conditioners, masks, and styling options, all crafted with natural, cruelty-free, and sulfate-free ingredients. However, are Prose's custom offerings worth trying?
In this review, we will explore the product options offered by Prose, along with the brand's limitations, advantages, pros, and cons. We have also discussed some alternative brands like Prose, which will help you make an informed choice.
Prose is a personalized beauty brand that focuses on making custom haircare and skincare products that are custom-made for your skin and haircare needs.
The brand's approach lies in its detailed online consultation process. When you order, you fill out a comprehensive questionnaire that collects over 85 data points. This includes details about your hair texture, scalp condition, lifestyle habits, and environmental factors such as water quality and UV exposure.
Using their proprietary algorithm called Singular, Prose formulates a custom product lineup just for you, including shampoos, conditioners, styling gels, and skincare items.
Prose emphasizes clean beauty by using natural ingredients that are free from parabens, sulfates, and GMOs. The brand is also cruelty-free, and it holds certifications as a B Corporation and Climate Neutral Certified company.
Prose Custom Shampoo may help meet your unique needs based on your hair biology, lifestyle, and environmental factors. The customization process starts with an in-depth online consultation that gathers information about your hair type (straight, wavy, curly, or coily), scalp condition (oily, dry, or sensitive), and specific hair goals like volume, repair, or curl definition. It also considers external factors such as climate, pollution levels, and UV exposure, as well as personal lifestyle habits, including diet, stress, and activity levels. This data-driven approach, grounded in cosmetic science and the principles of trichology, guides the selection of every ingredient in your formula.
To cleanse the hair gently without compromising the scalp's natural barrier, Prose includes sulfate-free, plant-based surfactants like sodium cocoyl isethionate or decyl glucoside in its custom shampoo. These mild cleansers are chosen for their ability to clean effectively while preserving the scalp's natural sebum and microbiome. These cleansers also have a lower critical micelle concentration (CMC), which means they're less likely to irritate compared to traditional sulfates like SLS or SLES.
Your formula may also feature hydrating agents such as glycerin or sodium PCA, which act as humectants to draw moisture into the hair shaft by mimicking your skin's natural moisturizing factors. Emollients like jojoba oil, argan oil, or squalane can be included to enhance shine, improve elasticity, and protect against moisture loss by reinforcing the cuticle layer of the hair.
Depending on your concerns, targeted ingredients may be added to customize the formula further. For example, niacinamide may be included for its anti-inflammatory and circulation-boosting properties, which could support healthier hair growth. Zinc PCA might be used to reduce excess scalp oil and help manage microbial overgrowth associated with dandruff.
Prose features Custom Conditioner, which is a personalized formula that targets your specific goals, like hydration, volume, breakage, oil control, or color care. For example, the makers may include horsetail extract (Equisetum arvense) in this conditioner, which is rich in silica, a mineral known to strengthen hair strands by supporting collagen production and increasing tensile strength. Spirulina, a nutrient-dense cyanobacterium, is high in proteins, B vitamins (especially biotin), iron, and copper can also be added, which are essential cofactors for keratin synthesis and follicular health. The conditioner also commonly includes Pequi oil (Caryocar brasiliense), which is rich in oleic and linoleic acids, beneficial for improving the lipid barrier of the hair cuticle, thereby reducing porosity and frizz.
The Prose Custom Scalp Mask is a personalized pre-shampoo option designed to rebalance and refresh your scalp. Made around your unique hair profile, determined through a detailed online consultation, it addresses issues like dryness, oiliness, buildup, or sensitivity with a formula tailored specifically for you. While every Prose mask is different, common ingredients include purifying bamboo charcoal to lift impurities, gentle clays like kaolin and pink French clay to absorb excess oil, and biodegradable jojoba beads for mild exfoliation. Ingredients like panthenol help hydrate and strengthen, while prebiotics and probiotics support a balanced scalp microbiome. Depending on your needs, your formula might also include soothing botanicals such as eucalyptus, grapefruit oil, CBD, or maca root.
As per the official website, the Custom Hair Mask by Prose is a personalized formula that may help address your unique hair and scalp needs. Unlike one-size-fits-all options, Prose starts with a detailed online consultation, which helps create a custom formula designed to improve scalp health, enhance hair strength, and support long-term hair vitality.
Prose focuses on using natural, science-backed ingredients and avoids unnecessary additives. The mask works by deeply cleansing and nourishing your scalp before shampooing, helping to reset your routine and prep your hair for better moisture retention and manageability. Whether your concerns are dryness, oiliness, sensitivity, or buildup, Prose's Customer Hair Mask is tailored for your hair needs. Priced between $49 and $41.65, it's available as a one-time purchase or through a subscription with perks like free shipping.
The Prose Custom Styling Gel is designed to support curly and coily hair with a tailored approach. When you order, Prose uses your hair type, styling goals, and local climate to customize the formula, adjusting the ingredients to suit your needs.
Depending on what your hair requires, whether that's more moisture, better frizz control, or added strength, Prose includes specific ingredients like aloe vera for hydration, okra extract for antioxidant support, or sea moss to help with definition and elasticity. The gel is also free from alcohol, silicones, parabens, and phthalates, making it a cleaner option for sensitive scalps.
With the ingredient personalization and adjustable hold levels available through Prose Custom Styling Gel, you can control the appearance of your hairstyle.
Root Source by Prose may help enhance your hair and scalp needs while using insights from an in-depth online consultation. To make your formula truly personalized, Prose lets you review detailed ingredient information and adjust your blend based on your preferences or sensitivities. This transparency empowers you to choose which botanicals and nutrients best align with your health needs and hair goals, ensuring your supplement feels as customized as possible. Root Source is also part of Prose's broader commitment to sustainability.
As per the official website, each supplement is made to order, minimizing waste, and comes in biodegradable packaging. The makers include scientifically supported natural ingredients that target hair thinning, shedding, and scalp nourishment in Root Source, as per your needs, to provide better support for your hair. For example, your formula may contain millet oil that has miliacin, a bioactive triterpenoid shown in research to stimulate hair growth by activating the β-catenin signaling pathway, which is essential for hair follicle regeneration and cycling.
Prose's Custom Scalp Serum is a personalized leave-in formula that might promote a healthy scalp environment, which is critical for strong and vibrant hair growth. Its formulation is tailored based on factors such as scalp type, lifestyle, and environmental exposures, allowing for a highly customized approach. The makers state that the serum's lightweight, fast-absorbing base is microbiome-friendly, meaning it supports the balance of beneficial microorganisms on the scalp, which plays a vital role in preventing inflammation, dryness, and excess sebum production.
Key ingredients in this scalp serum by Prose commonly include beta-glucan polysaccharide, known for its anti-inflammatory effects that soothe irritated skin, and tetrapeptide-30 peptide that might improve skin brightness and reduce hyperpigmentation by influencing melanin production pathways.
Citric acid, an alpha hydroxy acid (AHA), can also be added as it gently exfoliates dead skin cells and helps maintain an optimal pH (~4-5) for scalp health. The antimicrobial agent sodium anisate helps preserve the formula and may also contribute to reducing scalp microbial imbalances.
As per the official website, Custom Hair Oil by Prose blends up to seven natural oils tailored specifically to your hair's needs. The brand claims that its hair oil uses a clean beauty approach, avoiding parabens, sulfates, silicones, and GMOs, and is vegan and cruelty-free.
Prose Custom Hair Oil can include some common components such as avocado oil, rice bran oil, acai fruit oil, and others, which contain bioactive compounds like fatty acids (oleic, linoleic, and palmitic acids), antioxidants (vitamins E and C, polyphenols), and phytosterols, which contribute to hair and scalp health. These ingredients may help strengthen your hair cuticle, reduce oxidative stress, and improve moisture retention by enhancing the hydrophobic barrier of the hair shaft. For example, hyaluronic acid, included in some formulations as per your hair needs, is a humectant that attracts and retains moisture in the scalp, supporting hydration and elasticity of skin cells. Plant collagen peptides in the blend may stimulate keratinocyte proliferation, promoting scalp regeneration.
Prose's Custom Curl Cream is a personalized styling product scientifically formulated to enhance and define your natural curl pattern, whether you have Type 2 waves, Type 3 curls, or tight coils from Type 4A to 4C. It delivers light hold without stiffness, helping you style your curls without sacrificing softness or movement.
Customization begins with an in-depth online consultation that assesses your curl type, porosity, scalp health, and environmental factors like humidity and pollution. Based on your responses, Prose's algorithm builds a formula that meets your unique needs, supporting the structure and health of your curls.
Because Prose's Curl Cream is custom-made, the exact ingredients in your formula will vary based on your hair's specific needs. The brand uses your assessment results to select ingredients that target your goals. For example, your cream might include Pequi oil to smooth the hair cuticle and decrease excess frizz or Flaxseed extract to boost curl clumping and definition by forming a light, flexible film around each strand.
The Custom Cleanser by Prose addresses your unique skin characteristics through an AI-driven customization process. Its formulation centers around a blend of bioactive ingredients chosen for their proven dermatological benefits. For example, the common ingredients in this cleanser may include glycerin, which may work as a humectant, attracting and retaining water molecules in the stratum corneum, thereby maintaining skin hydration and elasticity. Niacinamide (Vitamin B3) can also be added, an anti-inflammatory and barrier-repair agent that enhances the production of ceramides and free fatty acids, which strengthen the lipid barrier and reduce transepidermal water loss (TEWL).
Prose's Custom Serum is designed to target your skin concerns by combining evidence-based active ingredients tailored specifically to your skin's needs. The typically used ingredients in this serum, based on your skin condition, include vitamin C derivatives, such as ascorbyl glucoside, a stable and less irritating form of vitamin C known for its antioxidant properties that neutralize free radicals, promote collagen synthesis and inhibit melanin production, thereby brightening skin and reducing photoaging. Some Serum formulations may also feature bakuchiol, a natural phenol extracted from Psoralea corylifolia, which serves as a gentler alternative to retinol, activating retinoid-responsive genes to stimulate collagen and elastin without causing the typical irritation or photosensitivity associated with retinoids.
As per the official website, Custom Moisturizer by Prose is created by analyzing your unique skin profile through a detailed online questionnaire. This customization considers variables such as skin type (oily, dry, combination), specific concerns (acne, sensitivity, aging), lifestyle habits, and environmental exposure (pollution, climate). Prose maximizes efficacy by targeting your skin's distinct physiological and biochemical needs, which generic moisturizers often fail to address, by personalizing the formulation.
The formulation avoids alcohol, synthetic fragrances, and essential oils, lowering the risk of irritation and allergic reactions, which is especially important for compromised or sensitive skin. The custom Moisturizer may combine key ingredients like glycerin, a triol compound that attracts and binds water molecules from the dermis and environment, enhancing the skin's hydration through its hygroscopic properties. Prose's Custom Moisturizer combines scientifically validated ingredients that synergistically hydrate, protect and renew the skin. The moisturizer's lipid-restoring agents, antioxidants, and mild exfoliants work together to reinforce the skin barrier, decrease inflammation, and protect against premature aging, which is caused by oxidative and environmental stressors.
Also Check: ScalpMED Review – Does It Really Work for Hair? A Critical Review
Prose starts with a detailed online consultation that evaluates over 80 personal factors, including your hair type, goals, lifestyle, and even environmental factors like local humidity and pollution. This information is used to create a completely customized formula. Unlike one-size-fits-all products, Prose ensures your hair care routine addresses your unique concerns. Whether you need more volume, less frizz, or better moisture, the formula adapts to your needs. This approach helps improve results over time as your hair changes.
Prose claims to use only clean, high-quality ingredients, free from parabens, sulfates, phthalates, and GMOs. The brand also offers formulas that are vegan, fragrance-free, dye-free, and silicone-free upon request. As per the official website, Prose's products are cruelty-free and responsibly sourced, aligning with conscious consumer values. Prose is a Certified B Corporation, meaning it meets rigorous standards for environmental and social impact.
Prose is committed to minimizing its environmental impact through sustainable manufacturing in its Brooklyn facility. The company uses recyclable packaging and adopts low-waste production methods to reduce its carbon footprint. You can view detailed information about every ingredient used on the official Prose website, which enhances trust and encourages informed choices.
Prose's custom haircare products may cause side effects such as hair feeling stripped, dry, or limp, and some people might experience scalp irritation or increased hair shedding. This indicates that their formulations are not suitable for all hair types. A major limitation is the lack of full ingredient transparency before purchase, preventing customers from assessing potential allergens or irritants in their personalized formulas. The brand also uses certain ingredients like quaternary ammonium compounds and ethoxylated substances, which have been linked to potential health risks, undermining claims of clean formulations.
The customization process involves an extensive online questionnaire that asks personal questions, such as dietary habits and environmental factors. Some people have found these questions to be unnecessary, raising concerns about data privacy. The relevance of certain questions to hair care formulation is unclear, leading to skepticism about the effectiveness of the customization process.
Function of Beauty offers a broader scope of personalized beauty products, including hair, skin, and body care. The brand uses an online quiz to gather customer preferences and formulate products that are sulfate-free, paraben-free, and vegan, with customization options like color, fragrance, and personalized labels.
Function of Beauty is known for its flexible subscription model and greater product customization, making it suitable for people looking for a fully personalized beauty experience across multiple categories. It also emphasizes sustainability with recyclable packaging and eco-conscious practices.
On the other hand, Prose specializes in custom haircare with a focus on small-batch production, tailoring products based on over 85 factors, including hair type, scalp condition, lifestyle, and even scent preferences. Known for its clean formulations, Prose creates products free from sulfates, parabens, and silicones and uses sustainably sourced ingredients. The brand is particularly popular for catering to diverse hair textures, especially curls, with an emphasis on handmade, personalized care. However, its subscription model can be limiting for some customers, and there have been occasional concerns regarding scalp irritation and thinning hair.
While both brands share a commitment to clean beauty and sustainability, Function of Beauty provides more options for overall body and skincare care. In contrast, Prose excels in catering specifically to tailored haircare and skincare.
Formulate provides a chemist-driven customization process, which means you need to fill out a detailed quiz, and then a professional chemist formulates a personalized product tailored to your needs. The brand follows a continuous refinement process, where you can provide feedback on its formulas, allowing for adjustments over time. This focus on science-backed formulations makes Formulate suitable for people who want ongoing improvements and a closer relationship with the formulation process. Like Prose, Formulate also prioritizes clean ingredients and sustainability, offering recyclable and refillable packaging. However, they operate on an invitation-only basis as of 2025, which could be a barrier for some customers.
Prose uses a detailed online consultation to analyze your hair type, lifestyle, environment, and even scent preferences to create highly customized formulas. Their products are handmade in small batches in New York, focusing on clean, cruelty-free, and vegan ingredients. Prose is particularly well-regarded for catering to textured and curly hair types, offering a wide range of products like shampoos, conditioners, curl creams, hair oils, and supplements. The brand's emphasis on eco-conscious packaging and sustainability further appeals to people seeking ethical beauty options.
Prose is a Brooklyn-based beauty company known for its custom hair and skincare products. While it is not accredited by the Better Business Bureau (BBB), Prose holds an A+ rating from the BBB. This rating reflects the company's responsiveness to consumer complaints and its efforts to resolve issues.
Over the last three years, Prose has received 159 complaints, with 98 resolved in the past 12 months on BBB. The majority of these complaints focus on product quality, service and repair challenges, delivery problems, and billing issues. Notably, many customers report difficulties with Prose's subscription model, including unexpected charges and problems managing or canceling subscriptions.
Prose has addressed many of these concerns by issuing refunds, canceling subscriptions when requested, and clarifying its policies. However, some customers remain unhappy with the communication and refund processes.
To evaluate Prose, we looked closely at the flexibility, clarity, and fairness of its return and refund policy, key factors that reflect how much a brand values customer experience. Prose offers a 30-day satisfaction guarantee on its Haircare, Skincare, and Root Source Supplements, allowing you to request either a full refund or a free formula adjustment if your first order doesn't meet expectations. This shows a genuine commitment to personalization and customer satisfaction, especially for first-time buyers. The process is made easier with prepaid return labels and access to a dedicated support team that can offer tips or recommend changes to your formula before moving forward with a return.
We also considered potential limitations. Once you accept a free formula adjustment, your order becomes ineligible for a refund, a tradeoff that can limit your options if the second version still doesn't work. Shipping and duties aren't refundable, which can be a drawback for international customers or anyone paying extra for delivery.
While Prose encourages giving products time to work, especially for skincare and supplements that may take weeks to show results, the 30-day return window remains fixed, which may not align with the timelines needed for noticeable changes.
Prose offers a personalized approach to hair and skincare by using an in-depth online consultation to create custom formulas.
The brand's customization model is supported by the idea that a range of internal and external factors influence hair and scalp health. Adjusting formulations based on porosity, oil levels, and local climate can align with cosmetic science principles. However, personalized products do not guarantee better outcomes for everyone. Some people may experience scalp sensitivity, dryness, or hair shedding with the brand's topical formulas.
The brand's extensive questionnaire can also feel intrusive to some, and its higher price point may not suit all budgets. While many people might notice favorable results, outcomes can vary significantly based on personal sensitivities and consistency of use.
If you choose to try Prose, consider patch testing and reviewing your formula carefully. To support or enhance results over time, you may also benefit from general practices like maintaining a balanced diet that includes B vitamins and protein, staying hydrated, reducing stress, and incorporating antioxidant-rich or fermented foods, factors known to influence hair and skin health naturally.
Contact us at [email protected] or follow @leafsnap on Twitter! View our Privacy Policy.
