Inclusivity and Sustainability: The Future of Personalized Beauty at Prose
Inclusivity: Redefining Beauty for Everyone
Inclusivity in beauty is more than just a buzzword. It’s about taking measurable steps to make products accessible to everyone – regardless of age, gender, race, or background or ability.
Beauty products have historically been designed for a “one-size-fits-all” customer. Prose is challenging this norm by creating made-to-order haircare and skincare products that are specifically tailored to each person’s needs. By focusing on the individual, we provide more options for consumers left out of the traditional beauty industry and make space and solutions for the variety of beauty needs that often fall “outside the box.”
However, we recognize that inclusivity means more than just offering a variety of formulations. To this end, we are committed to ensuring everyone feels represented and understood. We do this by listening to the needs of our customers, leveraging technology to deliver personalized experiences, and ensuring diverse representation in our teams, workplace, and campaigns.
Technology for Representation
Imagine having access to a beauty expert who understands your needs down to the smallest detail. That’s the power of Prose’s technology. Our AI technology collects and analyzes data on a person’s specific needs, taking into account a wide range of factors like hair texture or skin type, concerns, habits, diet, and environmental factors.
From there, Prose’s algorithm designs an optimal formula with quality, efficacious ingredients. Whether you’re fighting frizz in Miami or dealing with dry hair in Denver, Prose’s system creates a custom formula to address your needs and preferences.
With millions of personalized formulas created, Prose’s AI technology is also continuously evolving, becoming increasingly more adept at serving a wide range of beauty needs.
Diverse and Inclusive Formulations
Prose is committed to inclusivity and prioritizes all hair types—straight, curly, coily, and textured—starting from the molecular level. Each ingredient in our formulations serves a specific purpose, carefully selected through rigorous research. Our in-house chemists test different combinations of high-performing natural and synthetic ingredients, taking into account a diverse range of beauty needs.
Our formulas can also be made vegan, silicone-free, dye-free, or fragrance-free, supporting diverse customer needs and preferences.
One significant clinical case study highlights how Prose’s personalized haircare products offer superior results for all hair types and , particularly for customers with multiple needs. In the study, Prose’s shampoo and conditioner were shown to be better at reducing frizz, hydrating hair fiber, and reducing hair damage than other premium shampoos and conditioners. Prose formulas were also shown to reduce scalp oiliness and weigh down while increasing hair shine, strength, suppleness, and health.
Storytelling and Representation in Marketing
True inclusivity means equal representation, not just in the products themselves but also in the marketing and imagery surrounding them. Prose’s campaigns showcase real customers from all backgrounds, celebrating diverse hair types, skin tones, and life experiences. We actively feature individuals from all walks of life, acknowledging and celebrating the beauty of diversity. And the teams that are producing these campaigns are equally as diverse ensuring we have representation behind the camera and in front of the camera.
By highlighting real stories from people who use Prose products, we create a platform for customers to connect with our brand and feel seen and heard:
“I love Prose so much. I’ve loved it through years of normal life. I’ve loved it through a year of IVF hormone treatments making my skin and hair do all kinds of wild things. And I’m loving it through pregnancy.”
“So happy I found Prose. After struggling with scalp issues for years, my scalp & hair finally feel clean, nourished, and healthy. I can honestly say that with Prose, the results are better than any brand I’ve tried before – and I’ve tried hundreds.”
“I am currently being treated for cancer, which made my already sensitive skin even more so, as well as drying it out. I have eczema and my treatment causes a red acne rash. Prose has worked even better than my expensive skin care products and actually improved hydration and skin redness.”
“The skin care has been game changing. I have struggled so much with my skin being weirdly in between oily but acne prone, and dry and red, with past products addressing one thing but making another worse – but Prose checks all the boxes.”
Sustainability: Responsibility at Every Step
In the face of climate change and environmental degradation, businesses have a responsibility to minimize their environmental impact. Sustainability is integrated into every part of Prose’s business, from the ingredients we use to the way our products are manufactured.
We understand that sustainability is a holistic approach that considers the entire lifecycle of our products. From sourcing ingredients responsibly to creating made-to-order products that reduce waste, to planning for how a product is discarded after use, Prose is committed to making choices that are both good for the planet and good for our customers. Prose follows up these choices with action plans, roadmaps, and advocacy work to meet our climate commitments. Our goal is to minimize our carbon footprint while providing products that are as effective as they are environmentally conscious.
Made-to-Order Reduces Waste
Waste is one of the biggest challenges facing the beauty industry and the planet as a whole. Traditional beauty brands often manufacture large quantities of products, leading to excess inventory, overstock, and ultimately, waste. Prose takes a different approach by using a made-to-order manufacturing model, where products are only produced once they’ve been ordered.
This model reduces the risk of overproduction and unnecessary waste. By creating only what is needed, Prose minimizes excess inventory and ensures that fewer products end up in landfills – minimizing waste, conserving resources, and creating a more sustainable beauty ecosystem.
Sustainable Packaging and Refills
Single-use plastics, excessive packaging, and non-recyclable materials are significant contributors to the world’s growing waste problem. For example, the beauty industry produces at least 120 billion packaging units each year, with 95% of that packaging being thrown away.
To tackle this, Prose is committed to using sustainable packaging solutions, with over 60% of our packaging being made from recycled materials. On top of this, in 2023, 19% fewer plastic pumps were sent in orders through our opt-out program.
We are also conducting exploratory work on refill systems as well as incorporating circularity into our tertiary packaging; allowing customers to reuse packaging rather than throwing it away after a single use. These efforts help us move toward a more sustainable, circular economy.
Additionally, we are committed to sourcing our packaging materials from responsible suppliers whose production practices involve minimal environmental impact. This commitment is turned into action through our FSC certified secondary packaging as well as signing on to the Tropical Rainforest Economic & Environmental Sustainability TREES) Act in 2024; landmark legislation that ensures New York does not contribute to deforestation.
Clean Ingredients with Conscious Sourcing from Our In-House R&D Team
Alongside Prose’s packaging, sustainability is embedded in all ingredients used in our products. Our in-house research and development team selects each ingredient based on rigorous standards for both performance and environmental impact. All Prose products are also cruelty-free with zero parabens, sulfates, phthalates, mineral oils, or GMOs.
By maintaining relationships with our suppliers, we work collaboratively to improve sustainability practices throughout our supply chain. As just one example, avocado oil is sourced through cooperatives in Peru, directly benefiting local farmers while promoting sustainable agricultural practices.
A New Way of Manufacturing that Minimizes Climate Impact
Prose has already made strides in reducing our carbon footprint, including a 30% reduction in Scope 1 (direct) emissions and Scope 2 & Scope 3 (indirect) emissions over the past two years. Our goal is to continue reducing emissions as we scale, using strategic offsets Renewable Energy Credits (RECs) and ultimately achieving science- aligned targets to achieve net-zero emissions across our business.
As part of this, Prose is on track to open a new state-of-the-art manufacturing facility, which we are working towards making net-zero by 2040. This facility will feature energy-efficient systems including on-site solar panels, water-efficient systems and greywater recycling, LED lighting, HVAC units, and environmentally-friendly landscaping that is drought tolerant with native plant-thereby reducing water usage.
The Power of B Corp Certification
In 2019, Prose became a Certified B Corp, joining a global community of businesses that are actively contributing to an inclusive, equitable, and regenerative economy. B Corps are businesses that meet rigorous standards for social and environmental performance, accountability, and transparency.
Prose’s B Corp certification is the culmination of our ongoing efforts to support both people and the planet.
People, Planet, Profit
Being a certified B Corp means that Prose balances financial goals with a clear commitment to social and environmental responsibility. This includes reducing waste in manufacturing, ensuring fair labor practices, and promoting diversity and inclusion within our company.
Ultimately, B Corp certification ensures that we hold ourselves accountable to the highest standards, balancing profit with purpose.
Benchmarking Progress
As part of our commitment to transparency, Prose releases an annual Impact Report that tracks our progress on key sustainability and social responsibility metrics. This includes reductions in emissions, an increase in the use of ethical and circular materials, and efforts to improve employee diversity and well-being.
This transparency allows customers to see exactly how we’re working to meet our goals and how we are evolving as a responsible business.
How Inclusivity and Sustainability Go Hand in Hand
Inclusivity and sustainability are not just parallel goals – they are deeply interconnected. Sustainability ensures that the resources we rely on today are available for future generations, while inclusivity ensures that no one is “left behind” when it comes to finding the right beauty products.
Through our made-to-order model, ethical sourcing, and sustainable practices, Prose is paving the way in making the beauty industry accessible for all, responsible for the planet, and more transparent on progress, challenges, impacts, and goals.
Looking Ahead: Prose’s Continued Commitment
Looking to the future, Prose has set ambitious goals for continued growth and improvement. These include:
- Achieving net-zero emissions across Scope 1 (direct), 2 and 3 (indirect) by 2040
- Transitioning to 100% recycled or refillable packaging within the next 5 years
- Expanding representation in both product formulations and marketing to represent even more diverse communities
We envision a world where beauty is truly personal and responsible – reflecting both the individual and the planet.
At Prose, we’re proud to be at the forefront of a movement that prioritizes both individuality and responsibility. By embracing inclusivity and sustainability, Prose’s innovation in personalized beauty- leveraging our AI and Technology to carve a path forward toward a new beauty industry that respects both people and the planet.
Join Prose on our journey toward inclusive, sustainable beauty.
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