Prime Highlights
- Prose has pioneered fully personalized hair and skincare solutions, analyzing individual profiles to create custom formulas for each customer.
- The company became profitable in 2024, combining science, data, and consumer feedback to revolutionize the beauty industry.
Key Facts
- Since its 2017 launch, Prose has served over two million customersand earned USD 165 million in revenue.
- Products are made on-demand in Brooklyn and Los Angeles, with a proprietary system of “formulation building blocks” ensuring safety and stability.
Background
Prose, a U.S.-based personalized beauty company, has emerged as a leading force in custom hair and skincare. Since it launched in 2017, the company has served over two million customers. It became profitable in 2024 and earned USD 165 million in revenue. The company mixes industrial production with fully personalized formulas, breaking new ground in a market long filled with standard products.
Speaking to Premium Beauty News, Chief Scientific Officer Marie Mignon said Prose set out to provide beauty solutions tailored to each customer’s unique needs. Instead of relying on broad categories such as dry or oily skin, Prose analyzes personal profiles through online consultations. The data is translated into customized formulas using algorithms capable of generating millions of possible combinations. Mignon said this approach resonates strongly with U.S. consumers, where most people report multiple hair or skin concerns.
Prose operates manufacturing facilities in Brooklyn and Los Angeles, where products are made only after an order is placed. Each formula is assembled using “formulation building blocks,” which represent specific functional needs. The company mapped how these blocks interact and made sure they stay stable and safe. This proprietary system forms the basis of a patent application covering its full technology platform.
Consumer feedback drives Prose’s work. Using its Review & Refine system, the company collects over two million reviews. The company uses these reviews to improve its formulas and track customer satisfaction in real time.
To ensure safety, Prose developed a regulatory framework that validates all formula combinations under both EU and U.S. standards. Mignon said this allows the company to maintain one regulatory file despite millions of possible variations.
Looking ahead, Prose plans to deepen personalization, explore new product categories, and consider global expansion. Mignon said the goal is to merge science, data, and individuality, a model she sees as the future of the beauty industry.
