Prose, a fresh and custom-made hair care products line co-created by hair professionals, is launching today and the New York-based company is announcing 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.

The Prose collection includes shampoo, conditioner and hair mask that are freshly made-to-order in New York City.  Whether clients collaborate with their own hair stylists, or go directly to Prose, they will benefit from hair professionals’ expertise and algorithm-driven formulations for the most unique and essential hair care products, noted the company.

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.

Funds from the Series A will be used to continue building Prose’s US 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 scales.

“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 Plas. “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 elsewhere.”