At Prose, custom means more than matching a generic formula to your hair type. We create your personalized formulas based on 85+ factors — like your diet, the weather, and even local water hardness — because real results start with understanding everything that affects your hair.

In a third-party clinical study, we proved that personalization outperforms off-the-shelf alternatives to visibly reduce damage, frizz, and more.* Behind every formula is our world-class team of cosmetic chemists, dedicated to science-backed results and dermatologist testing.

*Based on expert scoring in a 4-week, double-blind, controlled clinical study of 206 subjects who tested either custom Prose Custom Shampoo + Conditioner or 1 of 6 premium haircare alternatives, 3 times a week.

Unlike off-the-shelf products that sit in warehouses for months (or even years), Prose formulas are made to order and bottled fresh in Brooklyn for peak potency. We include only the actives your hair needs, carefully selecting from 185+ clean ingredients to meet your unique goals.

Prose simplifies your self-care by eliminating the wasted time, money, and trial-and-error of haircare that was never designed to work for your unique needs. Every product in your routine is custom-formulated for multiple benefits in every bottle — so you can do more with less.

Prose products are never one-and-done. You can always change it up with Review & Refine^®, our revolutionary feature that fine-tunes your formulas alongside the changing seasons and your evolving needs — for better hair with every order.