Prose Stock

While some believe that silicones are required to "tame" frizzy or curly hair (via John Frieda), there are alternatives if you want to go silicone-free. Prose suggests capryloyl glycerin, a humectant derived from coconut oil, as a great silicone alternative.

The company’s “naturally high-performing formulas” stem from an in-house lab in Paris, where non-toxic products that target individual needs were born (though you’ll find these concoctions are bottled in Brooklyn). Basically, Prose recognizes that one formula does not fit all, and that everyone’s specific issues can’t be treated the same—thus, the brand’s incredibly personalized customizations are no joke.

For the launch of its newest hero product and marketing initiative, the team at Prose enlisted an actual superhero. The personalized haircare brand partnered with actor, producer and “curl advocate” Lauren Ridloff for its “Curl Outside the Lines” campaign, which launched Aug. 9.