Prose, The First Fresh and Custom-Made Hair Care Products Co-Created By Hair Stylists, Launches From Former L’Oréal and Phyto Beauty Industry Vets

The company has also raised a $5.2 million Series A round led by
Forerunner Ventures to enable a technology-first approach, using AI to
identify hair and scalp needs, and create one-of-a-kind products with
purposeful ingredients

the first fresh and custom-made hair care products co-created by hair
professionals, today launches its platform and announces a $5.2 million
Series A funding round led by Forerunner Ventures with participation
from Correlation Ventures. This brings Prose’s total funding to $7
million, which includes capital from early investors including Lerer
Hippeau Ventures, Maveron, ISAI and Red Sea Ventures.

Whether clients collaborate with their own hair stylists, or go directly
to Prose, they benefit from hair professionals’ expertise and
algorithm-driven formulations for the most unique and essential hair
care products. The Prose collection includes Shampoo, Conditioner and
Hair Mask, which are freshly made-to-order in NYC.

The brand is founded by a team of former L’Oréal and Phyto executives
with 40 years of combined experience in beauty, science and technology
and includes CEO Arnaud Plas, R&D Advisor Catherine Taurin, CTO Nicolas
Mussat and VP of Product Paul Michaux. Prose was created to fix
diversion, in which mass-produced haircare systems labeling themselves
as professional-grade are being sold everywhere from Amazon to Costco,
bypassing professionals. This problem has plagued the salon industry for
decades. Prose is not only an innovative, hyper-tailored hair care
service for its customers, but also a reimagined retail solution for the
new generation of independent stylists and salons.

The Prose experience begins with a holistic consultation that clients
can take with their stylist or on their own on,
assisted by a Prose professional, to assess scalp needs, hair goals,
lifestyle habits and environmental exposure (pollution, UV, humidity,
etc.). This guarantees only the most essential ingredients are bottled
to effectively treat and nourish hair for long-term health. Each
exclusive formulation also accounts for personal preferences, whether
they are vegan, gluten or fragrance-free. Prose’s in-house team of
chemists and engineers have sourced 76 highly effective natural
ingredients and developed a proprietary algorithm that evaluates 85 data
points to create exclusive, custom-made formulas with more than 50
billion combinations.

Funds from the Series A will be used to continue building Prose’s U.S.
team of seasoned industry professionals with global expertise. Capital
will also be used to amplify the brand’s scientific research on
utilizing artificial intelligence in its hair and scalp diagnostic
process and further engineer its distribution platform as the service

“With an experienced group of investor partners by our side, we’re
thrilled to be able to build Prose and offer a true and unique
salon-quality experience,” said Arnaud Plas, co-founder and CEO of
Prose. “We’re reinventing the way that stylists retail products by
enabling them to co-create the unique hair care solutions that their
clients need. With Prose, salons and stylists can now grow sustainable
retail businesses with made-to-order products that can’t be found

Prose is currently building a network of hair-obsessed stylists through
its proprietary platform, and 1.2 million hairstylists in the U.S can
now register on the brand’s website,,
and download the app
(iPad only) to join the community. Stylists make a commission on the
initial and repeat purchases from their clients.

“The team at Prose is in a unique position to unveil the discord between
salons and manufacturers of traditional hair care brands.” said Kirsten
Green, founder and managing director of Forerunner Ventures.
“Traditional professional quality products, which have been
commoditized, can now regain their value through the power of
custom-made. With a proven track record of excellence, Arnaud, Paul,
Nicolas, and Catherine bring years of expertise to reinvent the U.S.

Prose’s Shampoos and Conditioners cost $28-$38 each and Hair Masks
$38-$58, depending on the ingredient combination. All formulas are
cruelty-free, non-toxic and free of sulfates, parabens, dyes, phthalates
and GMO. Ingredients can include pomegranate peel, sacha yushi oil,
plant stem cells, hyaluronic acid, geranium and lemongrass essential
oils, among others. For more information, please visit


Prose offers fresh and custom-made hair care, combining expertise from a
professional stylist (online or in-salon), clients’ unique needs and the
highest-quality ingredients to help clients achieve great hair. The
Prose experience starts with a holistic consultation that is designed to
understand clients’ hair and scalp needs, goals, lifestyle habits and
environmental exposure (pollution, UV, humidity, etc.) to guarantee only
the most essential ingredients are bottled to effectively treat and
nourish hair for long-term health. Each exclusive formulation accounts
for personal preferences, whether they are vegan, gluten or
fragrance-free, and is freshly made in NYC by a team of chemists.
more information, please visit


Moxie Communications Group for Prose
Jenny Chao, 408-655-8162