Prose debuts custom skin care line

Dive Brief:

Entering a new product category, personalized beauty brand Prose on Wednesday announced its expansion into skin care, according to a company press release.
The direct-to-consumer brand — known for its custom hair products — has released an AI-powered skin care line offering over 15 million potential formula combinations. An online consultation completed by customers creates insights based on factors such as skin type, diet, stress, pollution and climate.
Prose’s customizable skin care system features a $29 cleanser, $64 serum and $52 moisturizer. The formulas will vary in regard to what skin care needs they target and offer fragrance-free options as well as varying textures.

Dive Insight:

Prose’s skin care debut comes after the brand worked on it with dermatologists and tested it on over 2,000 skin types and tones.

Three green skin care bottles from Prose with white labels — Prose’s skin care system offers a serum, cleanser and moisturizer.

Courtesy of Prose

“We have been developing this skin care system for over two years now and are so excited to introduce it to the Prose community as the next step in their personalized wellness routines," Prose Chief Scientific Officer Marie Mignon said in a statement.

CEO and co-founder Arnaud Plas added that innovation is core to the business, saying in a statement that “after such incredible success with hair care, skin care was the next natural step for Prose to continue as a leader in customized beauty. We have worked to marry a technology driven approach with an apothecary-style concept and our new skin care system follows that same philosophy.”

The brand’s latest news follows the appointment of Mignon as its first chief scientific officer role in March. Mignon previously worked as the vice president of research and development at Prose and has been with the brand for about five years.

In February, two former employees at Prose posted on LinkedIn about being laid off. At the time, Prose declined to comment on questions from Retail Dive regarding the layoffs.

As Prose expands its offerings, the personalized beauty industry is heating up. Beauty retailer Sephora in January added the custom skin care brand Proven to its assortment. Additionally, Oddity — owner of personalized beauty brand Il Makiage and skin care brand SpoiledChild — filed to go public on Monday, noting in a public filing that it has brought in a net income for the years ended Dec. 31, 2020, 2021 and 2022.