Arnaud Plas's founding vision of redefining the industry standard means focusing on a culture that fosters creativity, collaboration, and social responsibility. The direct-to-consumer beauty-tech company is pioneering the next generation of consumer packaged goods, one that offers truly customized products and counters mass production. As a certified B Corporation, a public benefit corporation, and climate neutral, Prose proves that good business is always sustainable. With Prose, there’s nothing sacrificed to deliver high-quality products—not trees, materials, wages, or performance.
Arnaud’s overall goal for Prose is to create a customized beauty destination, powered by AI. In 2023, Plas led the company through its first category expansion with the launch of Prose Skincare. The goal was bolstered by Prose reaching profitability in May 2023, demonstrating a well-executed DTC model. Profitability followed in 2023 and mid-single digit-positive EBITDA in August.
To further Prose’s positioning as a global leader in AI-powered personalization, Arnaud also aimed to define the technology enabling Prose to provide personalized products at scale. Most recently, the company unveiled Singular, the AI-powered BeautyTech platform that allows Prose to offer custom beauty at scale through both innovative software and hardware technologies.
Plas has built an energetic team that collaborates to deliver creative solutions transforming how people think about beauty. Prose operates with humanity at its core, the company assumes good intentions, fosters a culture of kindness and authenticity, and prioritizes sustainability in both its business practices and environmental stewardship, striving to create a positive impact on people and the planet.
BeautyMatter sat down with Arnaud Plas, CEO & Co-Founder, Prose, and NEXT 2024 Entrepreneur of the Year Finalist.
The most common trait in entrepreneurs is passion. What fuels your passion as an entrepreneur?
What drives me is a passion for continuous improvement and innovation. After spending over a decade in traditional CPG companies, I found myself constrained by the standardized model of hair and skincare within that system. Entrepreneurship became the natural next step. Launching Prose was my way of disrupting the mass-produced, one-size-fits-all beauty industry model—something I couldn’t achieve from within the traditional system.
Together with my co-founders, Nicolas Mussat and Paul Michaux, I set out to redefine industry standards through personalized products. Our vision has always been rooted in innovation, creativity, and social responsibility. We remain committed to fostering a culture that embodies these values, pushing the boundaries of what’s possible in the beauty industry.
What is the accomplishment you are most proud of?
Prose achieved profitability in 2023, a significant milestone for any start-up, particularly in the DTC space. This accomplishment was driven by our strategic expansion into skincare—a category our customers had asked for. Their enthusiastic adoption of our new line fueled this new phase of growth. Coupled with our efforts to optimize operations, expand manufacturing capabilities, and increase marketing investments, we were able to navigate economic challenges and thrive. Last year, our net sales exceeded $140 million, establishing Prose as the global leader in personalized beauty.
On the flip side, failure is part of being an entrepreneur. What is the best mistake you’ve made?
Our initial launch of Prose relied on off-the-shelf software, but it quickly became apparent that it lacked the speed and precision required to achieve our vision of fully customized beauty products. This realization led us to develop our own technology—now patent pending—that powers a detailed online consultation process. This AI-driven system provides a comprehensive view of everything impacting an individual's scalp, hair, and skin, allowing us to deliver 100% customized care. From that initial misstep, we built the core of our business, and since then, we've conducted over 6 million consultations and sold more than 10 million unique products.
In the past decade, the word “entrepreneur” has been glamorized and romanticized. In reality, it’s really hard and comes with a lot of ups and downs. What keeps you going?
The people around me are my driving force. Working closely with my co-founders, Paul Michaux and Nicolas Mussat, we've built a team of innovators, dreamers, and builders who show up every day to push the limits of what's possible in the beauty industry. Their creativity, energy, and relentless pursuit of excellence inspire me daily. They are the reason we continue to transform ideas into reality, redefining beauty standards along the way.
Being an entrepreneur isn’t something that can be taught in a classroom. What’s been the biggest learning from being in the trenches and operating a business you wish you’d known?
Being an entrepreneur is arguably one of the hardest jobs because it demands a broad set of skills that evolve as your company scales. Early on, you might need to be a visionary, hands-on leader, but as your company grows, the most important skill shifts towards empowering others and building a strong, capable team. What I’ve learned is that the ability to attract and inspire the best talent becomes crucial. A company’s success is deeply tied to its people, and having an inspiring vision that resonates with them is the foundation. As an entrepreneur, your role is to guide, empower, and create an environment where talented individuals can thrive and drive the company forward.
The dark side of entrepreneurship can be isolation, loneliness, and burnout. How do you take care of yourself?
Being a CEO, especially a CEO entrepreneur, can indeed be a lonely role, particularly when things aren't going as planned and tough decisions need to be made. To manage this, I’ve found a few things to be incredibly helpful. First, building a strong family support system provides a sense of calm and perspective, offering a "blue sky" even during the stormiest periods of the entrepreneurial journey. Second, maintaining a regular fitness routine is essential for me. I run 5-6 times a week, covering about 40 miles. I often say that I start my runs with problems and return with solutions. This routine not only helps me manage stress, but also clears my mind, allowing for creative thinking and problem solving.
What is the best piece of advice you’ve received that has guided you?
Kirsten Green, the founder of Forerunner, once told me, “Build a good company, and it will naturally become a big company.” This advice resonated with me deeply, and I’ve embraced it by focusing on creating a collaborative culture and an exceptional workplace. By dedicating myself to fostering this kind of environment, we've seen sustainable growth. A strong, positive culture attracts great talent, encourages innovation, and ultimately drives the company’s success. It’s about building something meaningful and impactful first; growth will follow naturally.
