Prose

Prose develops custom hair care products and hair care routines based on responses to an online quiz. The quiz obtains customer information about hair type, current hair care habits, diet, stress level, physical activity and factors such as ultraviolet (UV) exposure, pollution, humidity, wind, and other micro-local factors . The quiz also takes customer’s preferences such as vegan or gluten-free requirements into consideration. The information is processed through Prose’s proprietary algorithm to create individualized products. Prose uses a semi-automated approach to manufacturing where the production is carried out by a chemist with the aid of automated mixing and packaging.

In April 2021, the company introduced “Root Source,” a hair supplement to treat environmental causes of hair loss. The product consists of two pills, a universal soft gel and a customized capsule, and, as of January 2024, was priced at USD 57.2. The product was developed based on insights derived from information collected through Prose’s online quiz, which revealed that around 85% of the brand’s customers experience hair loss. Root Source’s clinical trials claim around 93% of users experiencing improved hair growth after taking the supplement for 90 days. Prose also introduced a personalized styling gel specifically targeting curly hair in August 2022.

In June 2023, Prose expanded into skincare with an AI-powered system offering customized formulas based on individual needs, targeting multiple skin concerns, and addressing factors such as skin type, diet, stress, pollution, and climate while allowing fragrance and texture customization. In April 2024 , the company launched an AI-based beauty tech customization platform, Singular. The company claims to have completed over one million consultations in the 11 months leading up to November 2019.