Compare King

Prose

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Pros & Cons

Detailed quiz asks about hair type, hair routine, lifestyle, and more

Seven fragrance options to choose from

Ingredients are listed on the site

Bottles aren't especially pretty

How it Works

Prose develops a custom formula based on users' quiz results. Users then give feedback so Prose can refine the formula. Can be purchased as a subscription.

Products available

Hair mask, scalp mask, shampoo, conditioner, hair oil, dry shampoo, curl cream, leave-in conditioner, hair supplements

Base Pricing

Shampoo and conditioner are $25 each for an 8.5 ounce bottle, or $21.25 each with a subscription.

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Function of Beauty

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Pros & Cons

Also sells customizable skin care products like lotion, face cleanser, and more

Color and fragrance are customizable

Hair quiz isn't as detailed as the quiz Prose gives

How it Works

Function of Beauty designs a formula based on users' quiz results. Products can be purchased once or on a subscription basis.

Products available

Shampoo, conditioner, leave-in treatment, hair mask, hair serum, skin care products

Base Pricing

Eight-ounce bottles of shampoo and conditioner are $29.99 individually or $39.99 when bought together.

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Strands

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Pros & Cons

Tests help the Strands team learn about hair texture, cuticle integrity, and more

No need to spend time filling out a quiz

Doesn't have as many product options as other brands

How it Works

Users must test their scalp, send in a hair sample and select a fragrance. After studying the samples, Strands creates a custom formula. One-time purchase or subscription.

Products available

Shampoo, conditioner

Base Pricing

Starter set (eight-ounce shampoo and conditioner) is $40 with a subscription and $50 for a one-time purchase.

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Formulate

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Pros & Cons

Twelve fragrances to choose from, as well as a fragrance-free option

Users are paired up with a personal chemist who designs and modifies their formula

Products may make hair feel greasy the first few times they're used

How it Works

After the initial quiz, users can give feedback so their formula can be improved. It's a subscription, so products arrive on a regular basis.

Products available

Shampoo, conditioner

Base Pricing

A set of shampoo and conditioner (eight ounces each) costs $44.

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Ouai

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Pros & Cons

Lots of products, including skin and body products and perfumes

Quicker and easier than having a custom formula made

Users are given recommendations, but not a custom formula

How it Works

After taking a hair quiz, users are given a list of Ouai products that would be best for their hair type.

Products available

Shampoo, conditioner, styling sprays and creams, dry shampoo, hair masks, hair oil, hair supplements, skin care products, and more

Base Pricing

10-ounce bottles of shampoo and conditioner start at $28 each.

Ouai Full Review

Custom Hair Care