Prose Review: The Bitter Truth About AI-Personalized Hair Products

Prose offers customized formulations that may support diverse haircare and skincare needs.  The brand provides an online consultation service that collects detailed information and uses AI-powered algorithms to personalize your formulations and skin and haircare routine.

The Prose brand offers custom shampoos, conditioners, hair masks, and skincare formulas such as cleansers and moisturizers. These formulations may help tackle various concerns, including dry/oily scalp, hair thinning, skin sensitivity, frizzy hair, or flaky skin. The Prose brand claims that all offerings use clean ingredients, which are free from sulfates, parabens, and other harsh additives.

In this review, we cover everything you need to know about the Prose brand, including its product lineup, customization process, advantages, brand limitations, and pros/cons. The review also discusses two potential substitutes for the Prose brand.

About Prose

Prose is a beauty brand that offers haircare and skincare formulations which are tailored to your specific hair and skin profile. Through an in-depth online consultation, the brand analyzes multiple factors, including hair type, lifestyle, skincare routine, environmental conditions, etc., to craft personalized formulations for your needs.

In the haircare category, Prose offers custom shampoos and conditioners to cleanse and hydrate according to specific scalp conditions, hair types, and external factors like climate. The brand provides a hair mask to help repair and replenish moisture in damaged or dry hair. Prose also provides curl-specific formulas, such as the custom curl cream, which utilizes ingredients like pequi oil to control frizz and flaxseed extract to define curls.

Under the skincare category, Prose offers the custom cleanser (available in both gel and cream textures) formulated to remove impurities while supporting a healthy skin barrier gently. The brand also provides a custom serum with active ingredients such as hyaluronic acid that may promote hydration and allantoin to promote skin cell renewal.

The makers state that all Prose offerings are made in their Brooklyn factory and designed to adapt over time. The Prose formulations take into account factors like your hair type, lifestyle routine, and even environmental factors (like your zip code and seasonal changes). External conditions such as humidity, pollution, and UV radiation may influence hair and skin health, and these factors often vary with location and season. Prose considers these factors before crafting personalized formulations.

As a certified B Corporation, the Prose brand is committed to transparency and environmental responsibility. Prose operates a carbon-neutral production process and sources ingredients sustainably to minimize its ecological footprint.

Prose Offering Products

1. Haircare

   • Custom Shampoo

     Custom Shampoo by Prose is formulated to increase the strength of hair strands and minimize breakage. Based on an online consultation that analyzes over 80 factors, such as hair type, scalp condition, and environmental influences, the Prose brand personalizes the Custom Shampoo.

     Depending on your personalized profile, the Custom Shampoo may include ingredients like hyaluronic acid for deep hydration of hair strands, tocopherol (vitamin E) for antioxidant protection, and spirulina extract to strengthen hair fibers and promote scalp health.

     The base formulation of Custom Shampoo uses gentle, sulfate-free cleansing agents, which remain free from parabens, phthalates, and harsh sulfates. Therefore, the Custom Shampoo may help effectively remove impurities without stripping essential natural oils, thereby maintaining your hair’s natural moisture balance.

   • Custom Conditioner

     Prose’s Custom Conditioner aims to help enhance hydration to hair strands, reduce frizz, and decrease scalp buildup. The makers state that the Custom Conditioner may be suitable for use on most hair types and textures, including curly, delicate, and colored hair.

     The Custom Conditioner features humectants like glycerin and hyaluronic acid, which might help draw moisture into the hair shaft and help retain hydration. It may also include emollients like shea butter and jojoba oil to provide essential nourishment, which may help smooth the hair cuticle for improved softness and manageability.

     Custom Conditioner may also contain plant-based extracts rich in alpha hydroxy acids (AHAs), like caviar lime extract. The AHAs in the lime extract may help gently exfoliate the scalp, which can remove buildup and stimulate hair growth.

   • Custom Scalp Mask

     Custom Scalp Mask by Prose comes in an 8.5oz bottle and aims to support your specific scalp needs, be it balancing oil production, soothing irritation, or eliminating buildup. The makers state that the Custom Scalp Mask is alcohol-free, cruelty-free, GMO-free, phthalate-free, and silicone-free.

     The formulation of Prose’s Custom Scalp Mask may include panthenol (Pro-Vitamin B5), which could help provide soothing and moisturizing properties to the scalp. Probiotics like kombucha extract may help balance the scalp’s microbiome, supporting a healthy environment for hair growth. Bamboo charcoal is also included in the Custom Scalp Mask formula, which may further help remove impurities and excess oils from the scalp.

   • Custom Hair Mask

     Prose’s Custom Hair Mask could help provide moisture to hair strands, repair damaged hair follicles, and smoothen hair from lengths to ends. Through an in-depth online consultation, Prose gathers information about your hair type, scalp condition, lifestyle, and environmental factors to create a mask specifically formulated for you.

     The formulation of Prose’s Custom Hair Mask includes ingredients like sunflower oil (rich in fatty acids and antioxidants), which could help nourish and strengthen hair strands. Mango butter acts as a natural emollient, which may provide hydration, thereby reducing dryness and enhancing shine. Oat oil is also included to help minimize hair discoloration and maintain natural hair color and texture.

   • Custom Styling Gel

     Custom Styling Gel by Prose could help define and hold your specific curl patterns. It may also help minimize frizz and help you achieve long-lasting hold. The formulation of Custom Styling Gel includes aloe vera, which may help retain moisture in your hair and promote hydration. Hydrolyzed okra extract could help nourish and strengthen your hair, thereby enhancing elasticity and reducing breakage.

     Sea moss powder is also included in Custom Styling Gel, which may provide nourishment and support healthy hair growth. The formulation of the Custom Styling Gel may provide a lightweight, non-crunchy hold that may further enhance curl definition.

   • Custom Root Source

     Custom Root Source® Hair Supplements contain a proprietary blend of PureCatalyst, which may stimulate the hair bulbs to support faster hair growth and minimize shedding. Dermatologist and toxicologist approved the Custom Root Source supplement to remain free from synthetic fillers, artificial flavors, and colors.

     The Custom Root Source® Hair Supplements utilize natural ingredients to support hair growth, thickness, and density. The makers suggest taking two Custom Root Source® supplement capsules once a day. The Custom Root Source® supplement also avoids the inclusion of hormone disruptors and DHT blockers, which could make it potentially safe for various haircare needs.

   • Custom Scalp Serum

     Prose’s Custom Scalp Serum offers a lightweight formulation that may support multiple scalpcare needs, such as dry scalp and excess oiliness. It could help restore balance to the irritated scalp, support hair fullness and density, and soothe sensitivities for daily comfort.

     The Custom Scalp Serum has a fast-absorbing formula that claims to support a healthier scalp and stronger hair with consistent use. The formulation features ingredients like rosemary extract, plant collagen, rice peptides, and maca root, which could help nourish your scalp microbiome and improve hair volume/density.

   • Custom Hair Oil

     Custom Hair Oil may help tackle your haircare needs, whether it’s enhancing shine, reducing frizz, or providing nourishment. The Custom Hair Oil is compatible for use on both wet/dry hair, is silicone-free, and may help minimize hair damage and color fading.

     The formulation of Prose’s Custom Hair Oil includes rosehip oil that serves as a natural emollient by providing a silky, non-greasy finish. Rice bran oil is included to help provide hair nourishment and repair split ends. Barbary fig oil, Pequi oil, and chicory oil may contribute to further nourishment and conditioning benefits.

   • Custom Curl Cream

     Curl care requires precision, and Prose’s Custom Curl Cream takes into account this philosophy to support natural texture and curl definition. The Custom Curl Cream may be used as a styler or for touch-ups, which may provide hydration to hair strands and minimize frizz.

     The formulation of Custom Curl Cream includes pequi oil with anti-frizz properties, which may help smooth the hair cuticle and enhance curl definition. Baobab extract could help strengthen the hair shaft, reducing breakage and enhancing elasticity. Meanwhile shea oil could offer hydration, thereby improving hair softness and manageability.

2. Skincare

   • Custom Cleanser

     Custom Cleanser by Prose is formulated at a low pH to support a healthy skin barrier and maintain skin hydration. It is designed as a facial cleanser, which is safe for use on most skin types, including dry, oily, and sensitive skin.

     The Custom Cleanser formulation includes ingredients like niacinamide (vitamin B3), which could help improve skin elasticity, even skin tone, and diminish fine lines. Panthenol (Pro-vitamin B5) functions as a moisturizer and has anti-inflammatory properties, which may soothe skin irritation.

     Other ingredients in the Custom Cleanser include glycerin, which could help draw moisture into the skin to minimize dryness and flaking. Xylitylglucoside is also included to help enhance the skin’s water reserves and strengthen the skin barrier.

   • Custom Serum

     Prose’s Custom Serum offers a dewy, highly concentrated face serum that may help boost radiance, hydrate skin, and potentially fade the appearance of fine lines. The formulation is also free from parabens, sulfates, phthalates, GMOs, and mineral oils.

     Custom Serum features ingredients like hyaluronic acid, which could help retain skin moisture and improve elasticity. Vitamin C is also included to help support collagen production, which may help support skin firmness and texture. Ingredients like sea lily extract and peptides could help fade the appearance of dark spots while supporting a brighter, more even skin tone.

   • Custom Moisturizer

     The brand claims that Custom Moisturizer can boost skin firmness and elasticity and also help maintain skin hydration up to 8 hours. It is also vegan, alcohol-free, paraben-free, and GMO-free, making the formulation typically safe for most skin types.

     Prose’s Custom Moisturizer may include ceramide NP (a lipid naturally found in the skin), which could aid in restoring the skin barrier and retaining moisture. Ectoin (a molecule known for its protective properties) is also included to help shield your skin from environmental stressors. Other ingredients like squalene and glycerin provide emollient properties, which may help maintain the skin’s moisture balance.

Prose Advantages

1. Focuses On Fragrance and Fragrance-Free Formulations

   Prose provides signature fragrances like Glacia, meleni, and Arcadia, as well as fragrance-free options across its haircare and skincare lines. This means you can also customize your formulations to be completely free of added scents, which is especially important if you have sensitive skin or allergies or prefer not to use fragranced products.

   Fragrance is a common allergen in cosmetics and is often linked to skin irritation, contact dermatitis, and even respiratory discomfort. By giving you the choice to go fragrance-free, the Prose brand may ensure a safer and more comfortable experience tailored to your needs. The approach may also reflect Prose’s broader philosophy of personalization and wellness.

2. Maintains Sustainable And Ethical Business Practices

   Prose adopts a made-to-order production model by developing formulations only when you order them. The approach sharply reduces waste compared to traditional mass production, which may often lead to excess inventory and millions of tons of unsold cosmetic products ending up in landfills.

   The brand’s commitment to sustainability goes beyond production. Prose carefully selects natural and ethically sourced ingredients, working with suppliers who prioritize environmental health and fair labor practices. For example, Prose avoids harmful chemicals like parabens and phthalates, which are known to harm ecosystems and aquatic life.

   Prose’s packaging also comes from recycled materials, and the brand is actively reducing single-use plastics by offering pump opt-outs and exploring refill systems. Prose’s B Corp certification further demonstrates its dedication to balancing profit with purpose.

3. Offers Fully Personalized Formulas

   Through an in-depth online consultation, Prose analyzes over 80 unique data points, such as your hair type, scalp condition, skincare routine, and even environmental factors like local humidity or pollution. Based on the analysis, Prose’s AI algorithms help make formulations that may help tackle your specific skincare or haircare needs.

   Whether you need extra hydration, frizz control, scalp soothing, or color protection, your Prose formulations are tailored to suit your lifestyle, preferences, and environment. You may even request options like vegan, silicone-free, or fragrance-free formulas, making it easy to avoid ingredients you don’t want.

Prose Limitations

1. No Retail Presence

   Prose operates exclusively through a direct-to-consumer (DTC) model, selling its offerings only on its website and not in any physical stores. It is because the formulations are tailored based on an in-depth online consultation, which considers your specific hair/skincare needs and even environmental factors.

   If you prefer to test a formulation’s texture, scent, or effectiveness in person, the online-only approach of Prose can be a significant limitation. There is no opportunity to browse shelves, ask for live recommendations from beauty advisors, or take a product home the same day. Instead, you are forced to rely on digital descriptions and reviews, which may not fully capture the real experience of using the product. You can miss out on the in-store experience that many consumers find enjoyable and reassuring.

2. No In-Person Consultation

   While the Prose brand offers a detailed online questionnaire to create personalized formulations, the process is entirely digital. You never have the chance to meet with a dermatologist face-to-face or receive a hands-on evaluation of your scalp and hair.

   The lack of in-person consultations can be a significant limitation. Prose cannot directly assess your scalp’s health or identify subtle issues like psoriasis, seborrheic dermatitis, or other dermatological conditions that sometimes require a professional touch or specialized imaging.

   Absence of in-person expertise means you have to rely exclusively on your self-reported information and the brand’s algorithms, which may not always capture every detail of your unique haircare or skincare needs.

Prose Alternative Brands

1. Function Of Beauty

   Function of Beauty provides a customization experience through a detailed online quiz that considers hair type, skin texture, scalp moisture, and specific haircare/skincare goals. Customers can also select from nine fragrance preferences, with the option to choose factors like color, size, and bottle type of the formulation. Prose also provides a detailed questionnaire that considers over 80 data points, which considers lifestyle factors such as diet, environment, and stress levels when customizing formulations.

   The Function of Beauty and Prose brands also differ in terms of pricing. For example, one unit of Custom Shampoo and Custom Hair Serum from Function of Beauty costs $29 and $31, respectively. In contrast, one unit of Prose’s Custom Shampoo costs $35, and Custom Scalp Serum costs $56.

   Customer experience also reflects these brand philosophies. Function of Beauty emphasizes a shareable experience, building community through user-generated content and visually appealing branding. Prose seeks to empower customers through education, offering resources and consultations that foster a sense of expertise and informed decision-making.

   Sustainability and ethical practices are present in both brands, but they are weighted differently. Function of Beauty communicates its vegan and cruelty-free credentials, though sustainability is a secondary message. In contrast, Prose places sustainability and ethical sourcing at the forefront, with initiatives like carbon-neutral shipping and refillable bottles forming a central part of its brand identity.

2. Formulate

   Prose and Formulate both offer personalized haircare and skincare formulations but differ in how they approach customization. Formulate connects customers directly with a personal chemist who creates and adjusts each formula based on individual feedback over time. Meanwhile, Prose uses a proprietary AI algorithm that evaluates more than 8o personal and environmental data points to generate tailored haircare/skincare formulations.

   In terms of product offerings, Formulate provides a customized skincare and haircare lineup catering to the diverse needs of men and women. Based on an initial questionnaire, Formulate provides offerings like shampoo and conditioner to tackle haircare needs, as well as skincare items such as face wash, serum, and moisturizer.

   On the other hand, Prose’s haircare lineup is diverse and caters to various hair types. Including frizzy, dry, or oily hair. The haircare formulations from Prose include custom shampoo, hair mask, styling gel, hair oil, conditioner, etc. In the skincare category, Prose offers formulations like custom serum, cleanser, and moisturizer.

   When it comes to updating formulas, Formulate emphasizes ongoing interaction with customers, allowing users to communicate directly with their chemist to refine formulations over time. Prose, while less personal in approach, uses AI algorithms to update formulations based on user feedback and environmental conditions regularly.

   Both Formulate and Prose brands offer a range of fragrance options tailored to specific preferences. Formulate provides 11 scent profiles, allowing users to switch fragrances without altering the core formula. Some of the scent profiles provided by Formulate include Midnight Musk, Peppermint, Berry Bloom, Cool Coconut, and Tea Tree, among others. Meanwhile, Prose collaborates with perfumers to create seven signature scents (such as Glacia, Meleni, and Arcadia) and also includes a fragrance-free option for sensitive users.

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How Did We Evaluate Prose?

1. Brand Credibility

   When evaluating Prose, we took a close look at its credibility as a brand, particularly through its history, public reputation, and presence on third-party review platforms. The brand offers customized haircare and skincare formulations tailored to each customer’s hair type, skincare needs, lifestyle routine, and environmental factors.

   The Prose brand has not claimed its profile on the popular review platform Trustpilot, indicating a lack of consumer engagement and a missed opportunity, as consumers widely use Trustpilot to gauge brand trustworthiness and customer satisfaction.

   Looking at the Better Business Bureau (BBB), Prose is not an accredited business. However, the Prose brand holds an “A+” rating on the BBB platform. The score may indicate that Prose typically handles customer complaints responsibly and maintains ethical business practices.

   We also searched Reviews.io, another popular review platform, but found no active page for Prose. The absence might indicate limited activity or consumer engagement on the Reviews.io platform.

2. Refund Policy

   As part of our evaluation of Prose, we looked closely at the brand’s refund policy, an essential factor in determining consumer trust and satisfaction. Prose offers a 30-day refund window for first-time orders through what they call the Prose Promise. The refund policy covers the brand’s skincare and haircare products, although the makers suggest allowing some time for your hair or skin to adjust to the new formulas.

   The process to initiate a return is straightforward, as customers simply need to contact Prose’s support team to request a refund. In some cases, the support team may offer personalized usage tips before completing the return. If a return is still requested, Prose provides a prepaid return label, making the process more convenient and time-saving for the customer.

   However, it’s worth noting that shipping and duties incurred in returning the formulations are non-refundable. Also, the complimentary (free) items provided by the Prose brand are not eligible for return or formula adjustments. While the Prose refund policy does limit eligibility to first orders only, it is a reasonable safeguard that still provides a fair and low-risk opportunity for new customers to experience the brand’s offerings.

Frequently Asked Questions

1. Does Prose Offer Free Samples?
   No. All formulations from Prose are customized and made-to-order, due to which the brand does not offer any samples before purchase. Prose also does not offer any fragrance samples before committing to the final purchase.
2. Can I Get Gift Cards From Prose?
   Yes, the Prose brand provides digital gift cards for $50, $75, $100, and $150 (USD). You may also enter a personalized message, and the brand shall email your digital gift card to the recipient on the date of your choosing.
3. Are The Skincare Formulations From Prose Safe for Sensitive Skin?
   The makers state that Prose can customize formulations based on your skin sensitivity. They suggest opting for Prose’s fragrance-free formulations if you have sensitive skin or allergies. When trying new formulas, it is advisable to patch-test the product on a small skin area to test for potential allergies.

Conclusion

The Prose brand may offer personalized formulations tailored to your skin/haircare goals and skin type. The formulations from Prose may help tackle multiple skincare and haircare concerns, such as dry skin, hair thinning, fine lines, brittle hair, skin flakiness, and hair discoloration, among others.

With Prose, you also get the benefit of AI-driven customization that adjusts formulations to factors like your hair type, goals, and even local weather. The brand also provides the option to choose from seven different fragrance profiles or go for fragrance-free formulas. Prose also provides access to informative blogs, a flexible subscription model, and gift cards to add more value to your experience.

However, Prose does not have a retail presence in physical stores, so you can’t try its offerings before committing to a final purchase. The brand also does not offer samples, and there is no facility for in-person consultation with a dermatologist. These limitations could be particularly concerning if you have complex skincare or haircare concerns, such as contact dermatitis, psoriasis, or seborrheic dermatitis.