Prose, a developer of custom haircare products, has introduced a personalized styling gel specifically targeting curly hair. The product is available on the Prose website for purchase in the US and Canada. 

Customers can answer a set of questions on the Prose website to receive personalized hair gel to match the requirements, hair texture, and environmental conditions unique to each individual. The product priced at USD 30 is also available in three hold levels–soft, medium, and strong, and a range of fragrances to choose from.

The gel was co-developed in Paris in partnership with Curl Experts Giovanni Ferrer; The Quann Sisters, Cipriana Quann, and TK Wonder; founder of Naturally Curly Michelle Breyer; and hairstylist and curl expert Ona Diaz-Santin. The product was developed in four phases.

The company has also launched a new campaign named “Curl Outside the Lines” starring brand ambassador celebrity Lauren Ridloff. The campaign will launch this week across digital platforms and on out-of-home advertisements later.