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Prose raises $five.2 million for custom shampoo


Whether your hair is immediately, curly, color-treated or oily, the feel is exclusive. And a newly introduced startup referred to as Prose thinks your hair merchandise must be, too.

Prose is operating with hair salons and stylists to construct custom formulations for clientele. They’ll no longer handiest consider an individual’s hair sort however whether or not their town has air pollution, wind or humidity. Prose can even paintings with consumers who need their merchandise to be Vegan or GMO-free.

The New York-based startup is elevating $five.2 million to kick off its release. The spherical is led via Forerunner Ventures, with participation from Correlation Ventures. Existing buyers come with Lerer Hippeau Ventures and Maveron, with its general capital raised amounting to $7 million.

CEO Arnaud Plas used to paintings at L’Oreal and mentioned he “spent a lot of time… trying to understand deep pain points that we could fix.” He desires Prose “to make personalized hair care accessible.”

Kirsten Green, who invested in Prose via Forerunner Ventures, mentioned that this suits right here funding thesis of “micropersonalization.” She spoke of Prose’s “growing intelligence layer around machine learning,” which is able to assist customise the pieces.

While competition like Function of Beauty be offering custom merchandise in response to an internet quiz, Prose takes it one step additional via getting stylists concerned. Salons in San Francisco and New York have signed as much as paintings with Prose, serving to to design shampoos, conditioners and hair mask for their consumers. The salons then take a 25% fee.

But it’s no longer reasonable. Just eight.five oz. of shampoo will value between $28 and $38. The value of personalization is pricey and the pieces don’t seem to be but priced for profitability.

Plas mentioned he’s going to use the investment for analysis and construction. Prose manufactures the pieces in France.

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