Prose is the made-to-order custom haircare brand, formulated per consultation and made in NYC.

Prose brings the round the most literal name on the bottle — the custom, made-to-order haircare brand, formulated from an online consultation and printed with the customer’s own name, made fresh in New York. Prose makes custom haircare, and its answer to a round about the name on the bottle is personalisation: a formula built for one person’s hair, lifestyle and local climate, made to order rather than pulled off a shelf. A brand, custom.

Its identity is the custom haircare with your name on the bottle. Prose’s personalisation, its made-in-NYC production and its certifications are the story here. A brand, custom. The custom haircare with your name on the bottle.

(Honest notes, so the story stays precise, and the claims stay the brand’s own. Prose, at prose.com, makes custom, made-to-order haircare, and later skincare, formulated from an online consultation that factors in hair type, lifestyle and local environment, across shampoo, conditioner, mask, oils, scalp care and supplements, with naturally-derived ingredients, and we report its custom, clean and naturally-derived language as the brand’s own marketing, not established fact. It was founded in 2017, publicly launching in 2018, by Arnaud Plas, its chief executive and a former digital and e-commerce executive at a large beauty company, with a co-founder, based in Brooklyn, New York, with a Paris office. On where it is made, a star theme of this round, its products are freshly made to order in New York, so it is made in the United States, which we can state. On ownership, it is independent and founder-led, and venture-backed, and we cite no funding figure or unconfirmed investor. It is a certified B Corporation and states it is Climate Neutral Certified, a third-party certification, which we frame as such rather than a loose carbon-neutral claim. Its name and its per-customer printed-label packaging are IP we describe but do not reproduce; there is no official brand hex; these tones are an unofficial interpretation.)

Prose lives in a blue grey. Click a swatch to copy the hex.

Prose’s identity is custom, calm and precise — a blue grey, an ink, a mist, a deep slate, and a paper. The palette leans blue grey and mist: a calm, considered register that nods to a made-to-order formula and a personalised label rather than a loud palette. It signals custom haircare. The honest caveat: with no published brand hex, these values are an original, unofficial interpretation, not first-party colours.

The lesson is a blue grey signals a custom, calm identity. Prose’s world is a precise, made object. For designers, it is a reminder that a blue grey and a soft mist can carry a haircare brand — the tone of personalisation. Because these tones can fail as small text, keep type dark and let the colour live in the accents, palette and band. The takeaways: make it custom; make it to order; report claims as marketing; and treat any single hex as unofficial.

The register is a custom sans — precise, plain, calm.

Prose’s identity carries a precise, plain, calm spirit — a custom brand, not a fashion. A custom sans captures the mood: clean, precise and confident, the register of a made-to-order house. Set in a blue-grey palette, the custom sans feels precise and calm — exactly the personality Prose carries. It is a formula rather than a logo, mirroring a serum and a printed name. (Prose’s real printed-label packaging is a thing we describe but do not reproduce, and the exact typeface is not ours to use.) Because it is not ours to use, the honest description is “a custom-sans haircare,” shown here in a stand-in. The type behaves like the brand: precise, plain and calm.

Prose stands for the custom haircare with your name on the bottle.

Prose brings the round the most literal name on the bottle. A blue-grey palette, a custom sans and a made-to-order formula make one thing — the custom haircare with your name on the bottle — the whole identity: custom, calm and precise. The personalisation is the concept, and the made-in-NYC production is the proof. The point is a formula built for one person, made to order, with their own name printed on it.

Put to work, the identity is personalisation told straight, as design. A maker in this spirit would make it custom, make it to order, and report claims as marketing. A reader in this spirit would keep the facts right: Prose makes custom, made-to-order haircare from an online consultation; it was founded in 2017 by Arnaud Plas, a former beauty-industry digital executive, in Brooklyn; its products are freshly made to order in New York, so it is made in the United States; and it is independent, founder-led, venture-backed, a certified B Corporation and Climate Neutral Certified. Prose is the round’s clearest name on the bottle, literally printing the customer’s. The honest editorial moves are to date it to 2017, to say made in NYC, to cite no funding figure, and to say Climate Neutral Certified as a third-party certification. The lesson Prose teaches is that personalisation can be a whole identity, and framing the certifications precisely keeps it credible.

For designers and brand-builders, Prose continues the name on the bottle: make it custom — and make it to order. The lessons: build a brand on personalisation, not a shelf SKU; make production a stated advantage, like made-to-order in one city; report custom and clean language as your own; cite third-party certifications precisely; and never reproduce a printed label. It is also a reminder to stay precise: Prose is the made-to-order custom haircare brand, formulated per consultation and made in NYC — with the palette here an unofficial interpretation. Read that way, Prose is less a bottle than a formula: yours, by name. The lesson for a brand is that personalisation and honest claims reinforce each other, and saying Climate Neutral Certified precisely keeps the story earned. Prose made the-custom-haircare-with-your-name-on-the-bottle the identity — proof that personalisation can define a brand.

Keep Prose’s identity on hand — save it to a board in the Made Good inspiration library.