Prose vs. Function of Beauty vs. Formulate vs. Aura: Which Brand is Best for Custom Haircare?

| Prose

Prose is a fully personalized hair care brand and subscription service that sends you custom formulas based on your needs (whenever you want and/or need product). Before Prose gets your order, it asks you to complete a comprehensive hair quiz so it can better understand your hair type, texture, and condition. It even takes your location into consideration (since if you live in a city, pollution can be play a big role), as well as water type (soft or hard). You're also asked to list the "issues" you're having with your hair.

In terms of types of products, Prose offers shampoos and conditioners, but they also have styling and maintenance products, like a styling gel, curl cream, dry shampoo, pre-shampoo mask, pre-shampoo scalp mask, hair oil, leave-in conditioner, and scalp supplements. A custom shampoo, conditioner, and hair mask, each made from a combination of 76 possible ingredients, with instructions on how and when to use each product.

Prose prides itself on utilizing natural ingredients devoid of parabens, sulfates, GMOs, mineral oils, and animal cruelty; supplements are also gluten-free. You'll be provided with a list of product recommendations based on your hair and scalp needs, and then can purchase the items one time or on a subscription basis. Subscribers will receive Prose products on a monthly, bimonthly, or quarterly basis, and also receive a 15 percent discount and a free product for every 10 products purchased. The best part? Prose has a 100 percent satisfaction guarantee, so if you're not happy with your results, you can request a full refund or request for an adjusted formula free of charge within 30 days of delivery.

Key Specs

• Types of products offered: Shampoo, conditioner, hair masks, leave-in conditioner, dry shampoo, hair gel, hair oil, curl cream, root supplements

• Free shipping? Free with subscription; $7 for all other orders

• Subscription required? No

Pros:

Dedicated to reducing the carbon footprint

Personalized hair products

Millions of formulas available

No sulfates

Healthier, shinier, and much softer hair

Alcohol-free

Cons:

No international shipping

A small number of customers have reported opposite effects

Not many other products

WHERE TO BUY: 

Prose (up to 4% cashback)

| Function of Beauty

Function of Beauty is the world leader in customizable beauty, with hair, skin, and body care products made for you (and only you). Each product is individually formulated using the latest science and technology to help ensure that your formulas are every bit as unique as you are. With literally trillions of possible formulations, a new custom self-care ritual awaits, just for you.

Function of Beauty's hair quiz takes into account your hair type, goals, and fragrance preferences before matching you with a personalized combination of uniquely formulated haircare products. You can further customize your products by choosing a color and adding a label with your name or initials. Formulas won't automatically update according to the season or your reported progress; however, you can make changes manually through the subscription settings page or contact Function of Beauty's team of Beauty Nerds for further assistance.

Subscribers will receive products such as shampoo, co-wash, and serum every month, two months, or three months with free shipping, in addition to members-only access to new fragrances, colors, and products. There's also a 20 percent discount on the 16-ounce shampoo and conditioner for subscribers. 

Key Specs

• Types of products offered: Shampoo, conditioner, hair masks, hair serum, leave-in conditioner, styling primer, purple shampoo, purple conditioner, purple hair mask, co-wash

• Free shipping? Free with subscription; $10 for all other orders

• Subscription required? No

Pros:

All products are vegan and cruelty-free; silicone-free options are also available

Live chat support available

Ability to choose shampoo and conditioner color as well as personalize bottle label

Shampoo and conditioner bottles made from 100 percent recycled plastic

Also offers custom body and skincare products

Cons:

Prices are relatively high compared to other hair care products

Subscription discount only available for shampoo and conditioner

Brief quiz that only asks the basic questions

WHERE TO BUY: 

Function of Beauty (up to 3% cashback)

Cult Beauty UK (up to 5% cashback)

Money Saving Tip: If you like online shopping, don't forget to sign up at Extrabux！(What is Extrabux) , then you can enjoy up to 5% cashback on your purchase from Extrabux! Sign-Up Bonus: Free to join it & get $20 welcome bonus! Student Benefits: As long as you are a student at school, you can get a free whole year long VIP Card worth $199.

| Formulate Hair Care

Formulate takes a "chemist-to-consumer" approach that combines technology with haircare to create a personalized shampoo and conditioner to meet your specific hair needs.

Similar to the other custom haircare brands on this list, you'll answer a few questions about yourself and your strands to let their team know what you need. Once you've provided that info, they'll match you with a chemist who will design your personal shampoo and conditioner formulas. They'll even check in with you regularly to make sure the products are still working as they should.

What's especially unique to Formulate is the ability to communicate with your chemist via the paired app, all while your chemist will check in with you and take note of any changes you'd like to make. 

For $49, you can get a 14oz bottle of shampoo and conditioner or just the shampoo or conditioner for $29.

The brand sources the cutting-edge ingredients based on peer-reviewed scientific studies. Thanks to groundbreaking, made-to-order manufacturing process, every bottle is cold-mixed without harsh preservatives and delivered fresh.

Key Specs

• Types of products offered: Shampoo, conditioner, scalp serum

• Free shipping? Yes

• Subscription required? No

Pros:

Chemist-curated formula caters to your specific needs

Communicate with your personal chemistry team via the Formulate app

Free shipping on all orders

Cons:

Selection of haircare products is limited

Customer service is only accessible through email

WHERE TO BUY: 

Formulate

| AURA Hair Care

AURA was created by the makers of award-winning custom hair color company eSalon, which revolutionized women's home hair color when it launched in 2010. After a decade of barrier-breaking success in hair color, it was time to shake things up in a different direction.

With the creation of AURA in 2020, the founders sought to challenge the traditional confines of beauty by introducing a personalized, more sustainable approach to hair care.

Using their quiz, the Aura team will determine the best shampoo, conditioner, and masque formulas based on your hair goals. It's as easy as that.

AURA's personalized hair care Rituals — featuring a custom Shampoo, Conditioner, and hair Masque — are designed to fit your unique hair goals and include the option to add a semi-permanent pigment and aroma at your desired strength. Their hair goals include Repair, Volumize, Moisturize, Scalp Care, Enhance Curls, Smooth, and Color Protect. You can combine more than one goal in your personalized formula and adjust it at any time to reflect your hair's current needs.

Key Specs

• Types of products offered: Shampoo, conditioner, pigmented conditioners, pigmented hair masques, balayage highlighting kit 

• Free shipping? Yes, for orders over $60; $6 for orders under $60

• Subscription required? No

Pros:

Unique and patented technology

Thought out ingredients

Vegan

No sulfates

Packages are made from recycled materials

Good washing power

Cruelty-free

Cons:

Confusing shopping process

Branding is bland

Some scents are overpowering

WHERE TO BUY: 

AURA

Extrabux.com cooperates with many merchants, such as: Walmart (Up to 4% cashback), Sephora（4% -5% cash back), Moosejaw (5% -6% cash back), LOOKFANTASTIC (Up to 10% cash back), Sam's Club (Up to 15% cashback), Norton(Up to 20% cashback), Microsoft (Up to 7% cash back) and so on. You can save on buying daily necessities, fashion, beauty, electronic products, broadband installation, mobile communication, air tickets, hotels and other aspects of life! 

Extrabux is an international cashback shopping site, offering up to 30% cashback from 10,000+ Stores!

LOOKFANTASTIC, SkinStore, SkinCareRx, Feelunique, Cult Beauty, Sephora, Belk, Estee Lauder, Lancome, La Mer, Kiehl's, Clinique, Elizabeth Arden, Adore Beauty, Sol de Janeiro, Hourglass, Lancer, Shiseido, FOREO, Macy's, etc.

Join to get $20 welcome bonus now! (How does Welcome Bonus work?)