Brooklyn, NY-based direct-to-consumer beauty-tech brand Prose has launched a new custom styling gel, the latest addition to its line of made-to-order haircare products. The DTC brand said the clean, highly efficacious custom multi-use gel provides endless versatility of style and adapts to the customer’s life, specific to where they live and their personal hair texture.

According to CMO Megan Streeter, Prose “dug deep” into internal data and feedback from consumers and “wanted to create a product that represented Prose’s core value of inclusivity and ensure we were addressing all hair type needs with our full product lineup. With this information we saw the opportunity to launch a styling gel, as gel products are the fastest growing segment in the premium styling category—a 53% growth in the last year alone.”

To develop the gel—which is specifically formulated for curls and coils—Prose embarked on a collaborative process, co-developing the formulation in Paris over four phases in partnership with industry leaders who included curl expert and stylists. The group included Giovanni Ferrer; Cipriana Quann and TK Wonder (the Quann Sisters); Michelle Breyer (founder of Naturally Curly); and hairstylist and curl expert Ona Diaz-Santin.

“At Prose we know that no two curls are the same and wanted to bring our hyper-custom and clean formulations to curly and coily customers. When building the team to formulate the product, we went to those with life-long personal and professional curl expertise,” said Streeter.

In addition, Prose expanded its own R&D team, adding Yaele Nasso to spearhead curl research and custom styling gel formulations. She worked with the group on the formulation for over a year.

Inside the Gel Formulation

More than 97% of the gel’s ingredients come from natural origin including aloe vera, okra and sea moss. Free from alcohol and parabens, the gel is said to deliver results without compromising on its clean formula.

Each aspect of the formula was carefully crafted to ensure the desired level of hold, longevity of style, and versatility of looks while infusing hair with hydration, defining curls and preventing frizz, according to Prose, which is Climate Neutral, a Public Benefit Corporation and a Certified B Corporation.

“We wanted to be sure we were formulating specifically for the needs of the curly/coily consumer so we reached out to true experts in the space, who we know are trying products all the time and could give us true insights on what would deliver. We chose our partners because of their deep expertise and worked with them over a four month time period, evaluating and integrating their feedback throughout the process to truly develop a one-of-a-kind custom styling gel,” said Streeter.

That collaborative development process also led Prose to form its first-ever haircare advisory board. In addition to the team assembled to bring the gel to fruition (Ferrer, the Quanns, Breyer and Diaz-Santin), the board includes Camille Friend, celebrity hairstylist and founder of Hair Scholars, a mentorship and guidance group.

A New Campaign

Prose also unveiled a new campaign to herald the launch. “Curl Outside the Lines” debuts this week across Prose’s digital platforms and digital media. Out-of-home advertisements with video and select campaign imagery will follow. The creative, featuring actor and activist Lauren Ridloff, depicts a variety of unique curly and coiled hairstyles.

“At Prose, we believe that curls have no limits and we’re proud to introduce this incredible new Custom Styling Gel, specifically catered to curly and coily hair types,” said Streeter. “We are honored to spotlight Lauren Ridloff in this campaign—she authentically embodies our ‘Curl Outside the Lines’ mantra in her everyday life and is an inspiring advocate for expressing individuality, and the freedom to style and experiment. We hope this helps encourage our community to continue using their hair as a form of personal expression.”

“When my hair is natural and I have the freedom to play with it, I feel most comfortable,” noted Ridloff, who is perhaps best known as the first deaf actress to play a Marvel superhero and also starred in The Walking Dead.

“Go big, go slicked back, go braided, go crazy. I honor my hair and that is how I style it. I love my hair. My hair doesn’t understand rules, doesn’t understand rigidity. It isn’t wild or crazy or difficult—my hair is natural. And to be natural is revolutionary. That’s why I’m thrilled to work with Prose, a company that celebrates all unique personalities, hair types, and expressive freedom,” said Ridloff, who is the brand’s first “Curl Advocate.”

Prose Custom Styling Gel ($30) is available in three hold levels (soft, medium and strong), comes in a range of fragrance options made-to-order for customers. It can be purchased across the US and Canada on Prose.com.