Prose, the DTC haircare company that formulates personalized products for its customer base, is moving into skincare. A trio of new skin care products, which were in soft launch with select customers, debuts today on its website.

The company provided a sneak of the new line inside its production facility in Brooklyn, NY last week.

Officials say Prose skincare is the first AI-powered skincare line to drive “true personalization” through 15 million-plus possible formula combinations that target multiple skin concerns.

Prose’s Chief Scientific Office Marie Mignon lead the development and oversight of the custom skincare line.

According to Mignon, Prose has been developing this skincare system for more than two years.

Each product features a blend of ingredients to strengthen the skin barrier, balance pH and maintain a healthy skin microbiome.

Prose Skincare Products 

The new range has three products:

• Cleanser, which offers gentle yet effective cleansing for oily, dry and sensitive skin and supports a healthy skin barrier.

• Serum, which moisturizes and softens skin with a smoothing effect with a formula that contains of a range of active ingredients such as allantoin for cell renewal and hyaluronic acid for hydration.

• Moisturizer, which moisturizes the skin, improves cell renewal and protects the skin from blue light.

The bespoke formulas can also be tailored by texture and fragrance preference. For example, the cleanser is available in gel or cream consistency and the moisturizer is available in three textures from a light gel to a rich cream. A fragrance-free option for those with sensitive skin.

All of the products in the range are vegan, cruelty-free, silicone-free, alcohol-free, paraben-free, mineral oil-free, phthalate-free and GMO-free.  Prose cleanser starts at $29, the moisturizer at $52 and serum at $64.

The system is clinically tested to show results in four weeks, according to Prose.

According to Mignon, the testing was rigorous; Prose worked with dermatologists and tested the products on 2,000+ unique skin types and tones.

Production in Brooklyn

Much like its haircare process, a user-led online consultation provides custom insights which are pulled from more than 80 key factors such as skin type, diet, stress, pollution and climate where the user lives and/or will be spending time ahead of their order. The company’s Paris-based, in-house R&D team works with a proprietary algorithm to identify the right blend of actives.

Prose will manufacture the skincare products in the same Brooklyn, NY where it formulates its customized haircare products. Prose has installed a new custom-built line for the skincare products at the site.

“Prose’s number one priority is ensuring we deliver on our products' promises and on our customers' expectations. Innovation is at the heart of our business, and as a company, we never stop ideating on how we can better serve our customers,” Prose CEO and Co-Founder Arnaud Plas said a statement. Plas was also on site in Brooklyn to celebrate the line with members of the media.

Prose’s Growth

Prose is Climate Neutral, a Public Benefit Corporation and a Certified B Corporation. Since 2017, the company has completed more than 3.4 million haircare consultations. The brand says it also 400K 5-star product reviews on “Review & Refine,” its feature that helps Prose users evolve their custom formulas to meet their unique needs month-to-month.

In January 2022, Prose expanded its retail reach to Canada.  The new skincare products will be available to customers in Canada as well as the US.