Prose launched in 2017, with a primary goal: to reconceptualize the beauty industry by pioneering a new approach to consumer packaged goods (CPG)—one that offers truly customized products and an alternative to mass production. Marrying a technology-driven approach with an apothecary-style concept, Prose products are not only made-to-order but provide the highest quality of clean and natural ingredients. Uniquely, the brand has in-house chemists (rare for an emerging direct-to-consumer (DTC) beauty brand), who collaborate with the larger R&D team to continuously optimize formulas. With a commitment to customer centricity, the team analyzes customer feedback to introduce new ingredients and help advance the brand’s proprietary algorithm. As a company built on personal care, we have a mandate to care for the planet too. We continue to cut carbon emissions and have offset the rest through strategic investments in regenerative farms and energy efficiency. Prose wants to change the standard of beauty practices, which means that reducing waste and being as sustainable as possible are always at the forefront

Brand Founder: Arnaud Plas, Paul Michaux, Nicolas Mussat

Founded: 2017

Leadership:

• Arnaud Plas, CEO and Co-Founder
• Paul Michaux, Co-Founder, VP of Product and Customer Experience
• Nicolas Mussat, Co-Founder, CTO
• Mike Nathenson, CFO
• Megan Streeter, CMO

2023 Full Year Expected Revenue Range: $100MM to $125MM

Categories: Haircare, Skincare, Fragrance

Distribution Channel: DTC

Funding Rounds: Venture Capital

Total Funds Raised: $50MM

Prose raised a $1.8 million seed round from Lerer Hippeau Ventures and Maveron in July 2017.

In December 2017, the New York-based start-up raised  $5.2 million to kick off its launch. The round was led by Forerunner Ventures, with participation from Correlation Ventures.

In November 2018, Prose closed an $18 million Series B financing round led by Insight Venture Partners, with participation from existing investors Forerunner Ventures, ISAI, Lerer Hippeau Ventures, and Correlation Ventures.

Notable Investors: Forerunner, Insight Partners, Lerer Hippeau

Notable Advisor: Kirsten Green

What are some of your key business initiatives for 2023?

Influencer marketing and social media are key marketing tools to drive awareness while building a community of advocates and loyalists at Prose. It allows us to tell our brand story while creating meaningful, authentic relationships to push our message forward.

What are you most proud of having accomplished?

• We are the first and only climate and carbon-neutral, custom beauty brand.
• Last year Prose became one of only 1,200 public benefit corporations in the US.
• All Prose packaging is 100% recyclable, using PET plastic bottles and 100% recyclable paper with carbon neutral printing.
• Made from 99% naturally derived ingredients and all ingredients are sustainably sourced.
• Prose never tests on animals and is a PETA-approved, cruelty-free company.
• Prose’s waste is 3% compared to the industry average of around 40%.
• Prose grew to 270 employees at the end of June 2022 (34 at the end of 2018).
• 57% of employees are women and 40% of leadership roles are women; 23% of employees in the US are Black.
• For three years in a row, we have achieved a 2 to 3x revenue growth

Revenue year over year:

• 2022: We’re on track to do $100M+.
• 2021: $80M+.
• 2020: $40M+.
• 345,000 5-star product reviews through our proprietary Review and Refine feature.
• Over the last year, Prose’s proprietary automation machine has allowed our business to increase production output by 4x and precision by 5x.
• We had our first international expansion to Canada.
• The recent launch of our newest product innovation, New Custom Styling Gel, the first clean, custom styling gel on the market.

What aspect of your brand DNA fuels your competitive advantage?

Our mission is to nurture the power of the individual. We recognize that one size fits none, and have created hypercustom products to accommodate everyone’s unique needs.

Please share your insight on the future of the beauty industry.

I expect to continue to see an increase in demand from consumers for a truly personalized experience that traditional retail stores will find difficult to offer. Modern consumers want to be addressed as individuals—not mass audiences. And customer segmentation like damaged, frizzy hair is no longer enough.

The pandemic reinvigorated DTC as many shoppers relied on DTC channels versus traditional retail. Stores may have reopened, but we're seeing the shopping habits formed during the pandemic continuing to influence consumer behavior. Selling DTC allows us to be in control of our messaging, collect data, and understand and build a relationship with customers—resulting in better products and innovation.

What is the best piece of advice you’ve been given?

Be stubborn enough to give directions you believe in and flexible enough to take feedback.

Paying it forward, what advice would you give to someone contemplating launching a beauty brand?

Having great mentors, take risks, and be curious.