To accommodate a client's ever-changing lifestyle, Prose features a custom model that can adapt and revise each formula as needed.
ProseThe team at Prose, the upscale beauty startup selling direct to consumers, had a vision from the get-go: “To pioneer a new approach to hair care.”
Based in New York City and Paris, the sustainable company uses proprietary technology and has created more than 50 billion bespoke formulas specifically designed to treat each client’s hair and scalp. “At Prose, we’re hyper-focused on the individual,” says Arnaud Plas co-founder and CEO.
Former vice president of Digital and E-commerce Strategy at L’Oreal, Plas, 39, established the high-tech hair care brand in 2018 in partnership with Paul Michaux, Nicolas Mussat, and Catherine Taurin. The entirely French team—Plas and Michaux are based in New York, and Mussat, and Taurin are in Paris, where the laboratory is located—began the company with performance, values, environment, and technology in mind. “We made a commitment to use the highest quality clean and natural ingredients to ensure the performance of our products is unmatched,” Plas says.
Since every person’s hair is unique, Prose’s personalized approach analyzes factors that could potentially influence one's hair. Those factors even include ZIP Code, because climate dramatically impacts hair’s look, feel, and manageability. According to Michaux, making beauty personal is making beauty better.
To accommodate a client’s ever-changing lifestyle, Prose features a custom model that can adapt and revise each formula as needed. “If a customer decides to become vegan, we are able to make our products vegan, and they can continue to buy from a brand that they know, love, and trust,” Michaux explains. “We understand that today, consumers want to shop from brands they believe in.”
THE ITEM
The brand’s cruelty-free products include shampoo and conditioner, pre-shampoo scalp and hair masks, hair oil, curl cream, leave-in conditioner, and dry shampoo. Prose also offers a limited-edition collection of bristle hair brushes, available with a monogram of up to three initials.
PRICE
Hair care prices range from $25 to $48. Brushes retail for $72.
DESCRIPTION
All of Prose’s formulas can be made to a client’s preference to be vegan, gluten-free, silicone-free, and without dyes or fragrances. Products are also free of parabens, sulfates, phthalates, mineral oil, alcohol, and GMOs. The brand’s safe and sustainable list includes ingredients such as apple cider vinegar, coconut oil, kombucha tea, and kale extract. In-house chemists test each component.
To order, clients answer 25 questions covering everything from scalp condition to exercise routines to diet.
“Once a customer has completed his or her consultation, our proprietary algorithm uses 85 different points to develop a custom formula in real-time,” Michaux says. From there, the client can purchase from Prose’s menu of products.
Customers typically receive their orders within five to 10 business days. They have the option of a subscription—choosing how often they’d like to receive their products—to receive 15% off and free shipping.
The company recently launched a “Review and Refine” tool, a new type of technology analyzing customer feedback. Clients critique their hair care, and the tool optimizes and improves their custom formula. Because of this new technology, Prose’s business has doubled in the past six months.
All of Prose's formulas can be made to a client's preference to be vegan, gluten-free, silicone-free, and without dyes or fragrances.
ProseWHAT’S THE GOOD?
Prose is a Certified B Corp (a company meeting high social and environmental standards, using business as a force of good) and “everything we do is in response to better our environment, community, and company culture,” Plas says. Since all products are made-to-order, there’s less waste than ready-made hair care. “Being a custom brand means that nothing is left sitting on a shelf,” he says.
Charitable giving is part of Prose’s business plan as well. The company participated in several Covid-19 relief efforts. The company made a $30,000 donation to New York City health workers and hospitals to contribute to protective gear, food, and hotel and transit expenses. Prose also made and donated 21,000 bottles of hand sanitizer to New York and Paris organizations.
Keeping the salon community in mind, Prose recently launched its Stylist Open Call Program. “When Covid-19 hit, we knew we needed to develop a new content stream,” Michaux says. “But we also realized there was a major opportunity to support stylists across the country.”
In the program, Prose invites certified stylists to submit themed hairstyle photos and video tutorials every two weeks when the company posts new projects. The team will choose from the submissions and feature winners on their blog and social channels. Selected stylists could receive between $300 to $800 in cash rewards. For another income stream, they can join the Prose affiliate program to earn additional commissions on product sales.
“Both of these programs will be ongoing for the foreseeable future,” Michaux says. “We strongly believe that stylists are invaluable to us and serve as the creative heartbeat of the industry, and we want to continue to support their talents and ambitions.”
WHAT’S NEXT?
While things might feel uncertain at the moment, Plas says, Prose is optimistic about the future. “We have a great team in place, so we are continuing to do what we do best—create custom hair care products that use the highest quality of clean and natural ingredients.”
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