Prose

Prose is a direct-to-consumer personal care brand built around made-to-order haircare and skincare. Customers complete an online consultation covering hair and scalp characteristics, lifestyle, water quality, and goals; Prose then generates a personalized formula that is produced to order and shipped directly. The brand markets itself as offering "truly custom haircare and skincare," with personalized formulas made for each individual customer. The company was founded in 2017 by Arnaud Plas, Paul Michaux, and Nicolas Mussat, and is headquartered in New York City. Prose operates primarily through its own e-commerce site, prose.com, rather than through traditional retail distribution, and has expanded its reach into several international markets including Canada and parts of Europe. Its product range spans custom shampoo, conditioner, hair masks, scalp treatments, and a growing line of custom skincare including cleansers, moisturizers, and serums. Prose positions itself at the intersection of personalization technology and clean beauty, emphasizing made-to-order manufacturing, recyclable packaging, and formulas free from certain controversial ingredients. The brand has attracted venture funding and has become one of the better-known examples of mass-customization in consumer packaged goods. It remains a privately held company.

Prose was founded in 2017 by Arnaud Plas, Paul Michaux, and Nicolas Mussat, with the aim of bringing mass customization to the beauty industry. The founders combined backgrounds in technology and consumer goods to build a system in which each customer's order triggers a unique formula rather than a selection from pre-made SKUs. The company launched with custom haircare, asking customers to complete an online consultation about their hair type, scalp condition, lifestyle, and environment. Prose then used that data to generate a personalized formula produced in its own facility. This direct-to-consumer, made-to-order model differentiated the brand from traditional off-the-shelf haircare. Over subsequent years Prose expanded its product range into skincare, adding custom cleansers, moisturizers, and serums based on the same consultation-driven approach. The brand also grew its geographic footprint beyond the United States, serving customers in Canada and several European markets. Prose has raised venture capital to fund its growth and manufacturing capabilities, and it remains privately held. Its emphasis on personalization, made-to-order production, and recyclable packaging has made it a frequently cited example of customization in consumer packaged goods.

• 2020

  Extends service to international markets including Canada and Europe.

• 2019

  Expands into custom skincare.

• 2017

  Prose founded by Arnaud Plas, Paul Michaux, and Nicolas Mussat.

• 2017

  Launches direct-to-consumer custom haircare with online consultation.

Personalized, made-to-order haircare and skincare sold direct-to-consumer.

• Custom Shampoo

  Personalized shampoo formulated from the customer's consultation.

• Custom Conditioner

  Personalized conditioner matched to hair and scalp needs.

• Custom Skincare

  Made-to-order cleansers, moisturizers, and serums.

1. 1Truly Custom Haircare and Skincare | Proseprose.com
2. 2Prose Beautywikidata.org