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Alyssa Powell/Insider
We're at a time in the beauty industry where there is an oversaturation of products. The haircare aisle is riddled with one-size-fits-all (or, god forbid, two-in-one shampoo and conditioner) formulations that often fall flat. Even with the more tailored formulations for colored hair or increased volume, it ignores the personalization necessary for your unique hair.
Recently, customization has been at the forefront of our minds — the future of personalization lies in data and algorithms, which are used to make everything from personalized vitamin packs to personalized pillows. In women's haircare, Function of Beauty, founded in 2015, and Prose, founded in 2017, are popular startups hoping that you never settle for catch-all shampoo and conditioner again. Function of Beauty and Prose share many similarities, including their basic business models (personalized haircare, delivered), a ton of funding ($12.2 million and $25 million, respectively), and even founders utilizing their MIT smarts.
By using your answers to a "hair quiz" to create a unique formulation filled with natural, effective ingredients, they both make haircare personal, which, considering the multitudes of hair types and needs out there, is the way it should've been all along.
Which is better, Function of Beauty or Prose?
We've tried both Function of Beauty and Prose's shampoo and conditioner so that we can attest to their quality, customer experience, and ingredients.
While we enjoyed the formulations from both brands, we lead in favor of Prose because its hair quiz is more in-depth and thoughtful, and it offers a more extensive selection of products for different hair types. However, it's more expensive and is only available in the US. If you don't want to spend quite as much, Function of Beauty is still a great choice.
Ultimately, we'll let you make the final decision after comparing the factors that matter most to you. To help you distinguish between these two leading personalized haircare companies, we compared them head-to-head on important factors like the level of customization, customer experience, price, and ingredients.
First, take a hair quiz, the answers of which will be used to create your customized formula. Then, choose which products or set of products you want to buy.
Prose sends you your haircare products in 10 to 15 days, while Function of Beauty takes seven to nine business days. Both services let you go back to your profile and readjust your hair quiz answers, and thus your formulation, when you want to reorder.
The hair quiz
Prose
Function of Beauty asks you a few basic questions about your hair and scalp type, then have you select up to five hair goals (choices include volumize, color protection, anti-frizz, and curl definition). By asking what you want out of your shampoo and conditioner, the company assumes you already at least partially understand your hair and its various intricacies.
Prose's hair quiz is more in-depth, resulting in over 80 data points, and inquires about everything from what products you usually style your hair with to your diet and stress levels to your geographic location. It also asks about hair goals (though there are only seven choices) but seems to focus more on your current hair characteristics to create whatever solution is most appropriate for your hair.
Products and pricing
Prose
Function of Beauty
Shampoo
$34 (8.5 oz)
$21 (8 oz)
$27 (16 oz)
Conditioner
$34 (8.5 oz)
$21 (8 oz)
$27 (16 oz)
Hair mask
$48 (8.5 oz)
$24 (7.5 oz)
Leave-in conditioner
$30 (5.1 oz)
$24 (8 oz)
Hair serum/oil
$48 (1.7 oz)
$29 (3 oz)
Scalp mask
$48 (8.5 oz)
x
Dry shampoo
$30 (1.4 oz)
x
Curl cream
$30 (5.1 oz)
x
Styling primer
x
$29 (0.67 oz)
Hair supplements
$62
x
Hairbrushes/combs
$72
$6
Function of Beauty and Prose both offer haircare basics. Function of Beauty offers a shampoo-conditioner set for a discounted price, which is excellent for first-time customers. However, Prose has a slight leg up with unique offerings like its pre-wash scalp treatment and dry shampoo powder. Prose also launched custom hair supplements and a hairbrush collection with bristles to match every hair type.
The look and smell of the products
Function of Beauty
After inputting the name or nickname to print on your Function of Beauty bottles, you can choose from at least seven different colors (limited-edition colors are sometimes available) or go dye-free. Since the bottles are clear, these glittery colors will be displayed front and center in your shower. The company offers six main fragrances with adjustable fragrance strengths, or you can go fragrance-free. The scent with the best reviews is the peach-citrus blend.
You cannot customize the name or color of your Prose products. There are seven fragrances in total to choose from, including limited edition fragrances. Some standouts include the floral, powdery Signature scent and herbal, sweet Botanica scent. Like Function of Beauty, you can also forego the fragrance.
Ingredients
Prose
Function of Beauty
Parabens
x
x
Phthalates
x
x
Sulfates
x
x
Mineral oil
x
x
Dye
Dye-free option available
Dye-free option available
Silicone
Silicone-free option available
Silicone-free option available
Fragrance
Fragrance-free option available
Fragrance-free option available
Vegan
Vegan option available
Yes
Gluten-free
Gluten-free option available
Yes
Both Function of Beauty and Prose emphasize the use of carefully sourced and tested natural ingredients. Function of Beauty and Prose defer to the EU's regulations on safe cosmetics, which bans 1,400 ingredients. Meanwhile, Prose includes the EWG scores for its entire ingredients list. The majority have a score of 1, meaning they've been vetted for high safety.
Subscription perks
Prose
Function of Beauty
Delivery frequency
Every 1, 2, or 3 months
Every 1, 3, or 6 months
Discounts (with subscription)
15% off your total order, free shipping
Free shipping
Shipping
US only
Worldwide to multiple countries
Additional benefits
Complimentary products, limited edition gifts, new product testing, 1:1 virtual haircare appointments, exclusive content like guided audio series
Access to exclusive and past limited-edition colors and fragrances, invitations to help test-drive new products
Since shampoo and conditioner are hair products you'll always need, it's wise to consider a subscription to either service. You'll get a discount, free shipping, and other perks. If you're not yet ready to commit, the products are also available for one-time purchases.
Refunds and reformulations
Prose
Function of Beauty will give you a free one-time reformulation if you're not happy with your first order. Just reach out to hello@functionofbeauty.com within 30 days of receipt. However, it does not offer refunds or returns beyond your first order.
If you're not happy with your Prose products, reach out to hello@prosehair.com within 30 days of the ship date to get a free reformulation or a full refund. Under the Review and Refine section of your account page, you can also add your feedback and make updates to your hair goals. Then, Prose will make any necessary adjustments to your formula in real time and save the information for the next time you place an order.
The bottom line
Prose
Ultimately, Function of Beauty and Prose both offer excellent customized haircare solutions, but one will be better than the other based on your budget, preferences for customization, and hair needs.
Function of Beauty's hair quiz isn't as in-depth, but the customizable features (name, color, fragrance) make it feel more personal. There are multiple sizes and combinations to choose from, so you can find the perfect set for your needs. Its products are cheaper than Prose's and are a great gift option.
What Prose lacks in camera-ready packaging, it makes up for in its use of detailed data to create your unique formulation. Plus, it's the first and only carbon-neutral custom beauty brand and a certified B-corp. Its products are more expensive, though there are more product types, and you aren't constrained to pre-made bundles. If you're willing to spend a little more, try Prose.
Thankfully, with whichever one you choose, you can enjoy high-quality ingredients, great customer service, and the convenience of customized haircare delivered right to your door.