The custom hair care brand, which launched in January 2018, is already disrupting the $200b global beauty industry by completely rethinking the shopping experience and how products are made and distributed. "While we embrace the latest in modern technology, our mission at Prose is deeply rooted in the history of beauty and its one-to-one approach to making products," said co-founder and CEO Arnaud Plas. "The traditional FMCG model, based on consumer segmentation and upfront mass production is coming to an end. It generates frustration for customers and waste for the planet. What we're building is a modern beauty company for the new generation."
Prose says it continues to see double-digit growth month-over-month. To support the company's rapid growth, Prose is developing an automated customization infrastructure to be deployed mid-2019 in the company's newest facility, which opened in Brooklyn, NY three months ago. This proprietary manufacturing system will have the capacity to customize up to 10,000 products per day enabling Prose to service more consumers than ever before.
Through their online consultation, Prose has collected half a million consumer profiles, all pulling in 135 data points each, including consumer selfies to train its computer vision algorithms.
"Not only is Prose leading the charge in disrupting the industry, but by creating a fully-integrated software and supply chain infrastructure rooted on 1st party data, they are building a defensible model that will ensure they are always one step ahead," says Nicolas Wittenborn, principal at Insight Venture Partners who will join Prose's board of directors. "We look forward to working with Prose to further increase their brand awareness and loyalty in the hair care market."
Prose will invest in an in-house data science team and plans to double its current R&D team in the next twelve months. "Our in-house teams of chemists and data engineers work together to train machine-learning algorithms," said co-founder and CTO Nicolas Mussat. "We're processing feedback from thousands of consumers, not only to improve their individual products, but also to train the overall algorithms for our community. This will help Prose reach unprecedented product satisfaction in the coming months."