prose.com
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Prose: The $35M Custom Haircare Bet
Can personalization at scale win the beauty tech race?
In a sea of mass-market shampoos, Prose is betting $35M that your hair needs a formula as unique as your fingerprint. This isn't just beauty—it's biotech with a checkout button.
"Prose isn't selling shampoo—they're selling the algorithm that makes your shampoo."
The Personalization Engine
With 250 employees and $35M in revenue, Prose has built a machine that turns hair quizzes into custom formulas. Their tech stack—featuring Vite, Contentful, and PHP—suggests they're serious about scaling the personalization engine that drives their entire business model. The real moat isn't the product; it's the data infrastructure that makes each bottle unique.
The Growth Paradox
Here's the contradiction: 2.2M monthly visits with only 5 Trustpilot reviews. This signals either a brilliant conversion funnel or a review gap that could hurt trust. For a beauty brand, a 2.5/5 rating is a red flag—especially when you're asking premium prices for custom formulas. The traffic is there, but the social proof isn't.
Their tech stack reveals priorities: Google Analytics and Tag Manager for tracking, Zendesk for customer service, and HSTS for security. They're using Ant Design and Bootstrap—tools for rapid UI development. This isn't a scrappy startup anymore; it's a scale-up optimizing for conversion and retention.
- Custom formulas based on hair quizzes and environmental data
- Premium pricing model ($80+ per bottle) with subscription options
- Heavy investment in data infrastructure (Contentful, Vite)
- Limited social proof despite high traffic volume
The Personalization Premium
Prose has cracked the traffic game—now they need to crack the trust game to justify their $35M valuation.
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Politics & Prose Bookstore
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Reviews (5)
Haircare/Skincare site Beware
This is a Haircare subscription service. I received my product.. supposedly from NY but it was shipped DHL and took 10 days to receive…. RED flag !! I received my products designed “specifically” for me but literally smelled like cheap shampoo. No ingredients listed. After I read the other review I cancelled to make sure I wasn’t charged again. I gave 2 stars because it did cancel or so it says. I will change review if I am charged or other issues occur. I am pretty astute with “questionable” products and my gut says … buyer beware!
Prose shampoo is horrible
Prose shampoo is horrible. I've used it for 2 months and my hair loss became worse. It started to come out in small handfuls. The back of my hair didn't have a problem, but it does now!!!!
Bad haircare, worse business practices
I've used the shampoo and conditioner for months. Nothing has changed. But my real beef is with their shady business practices. I never subscribed but ordered as needed. I am attempting to reorder and give it another try there are $50 supplements in my cart I did not put there and cannot remove. I'm done with them. I am finally convinced they are not a legitimate company.
This is not a bookstore, and it may be a scam
This is not a bookstore, it’s a subscription custom hair care company, supposedly. Took over a month to send the first order, and didn’t respond to emails about order status. Then they sent another set even though I just received the first one. Put the subscription on hold and they sent a third one anyway. Zero responses to multiple emails. Terrible customer service!
Beware: Refuses to Cancel Subscription
Note: The listing for the bookstore here is incorrect, this website is no longer a bookstore. Prose.com is a subscription service for customized skincare and haircare. I signed up to their their products based on the promise that I could cancel any time and even get a refund if I wasn't happy with the product. However, after putting my subscription on hold they charged me again and continued to send products without any warning. I asked them to cancel and they refused to reply. Like many subscription businesses today they seem to be interested in making it as hard as possible to cancel, and in the process have not only lost me as a customer but made me want to warn people not to use their service.
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About prose.com
Company Overview
Technology Stack
prose.com uses 12 technologies across their website including Font Awesome, HSTS, PHP, and more.
Fonts
Font Awesome
Security
HSTS
Programming Languages
PHP
CMS
Contentful
Customer Support
Zendesk
E-commerce & Payments
Braintree
Frequently Asked Questions
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This page provides publicly available information about prose.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit prose.com directly at https://prose.com.