Prose invests USD 9M to launch new customization centre in Los Angeles to meet surging beauty demand 

USA – Prose, an American brand known for offering custom hair and skincare products, has invested USD 9 million to expand operations with the launch of a new West Coast customization centre in Commerce, California.

The 43,000-square-foot facility marks its first expansion beyond New York. 

The centre is designed to support increasing demand for custom haircare, skincare, and supplement products, which will significantly boost production capacity while maintaining the brand’s made-to-order manufacturing model.

According to the brand, this facility will reduce shipping times for nearly 50% of Prose’s customers, enhancing delivery speed and efficiency.

In addition, the expansion is expected to result in a 50% reduction in emissions for downstream shipping, saving approximately 1.04 kt CO₂e of carbon. 

The centre incorporates renewable energy systems, energy-efficient infrastructure, and low-waste, made-to-order manufacturing processes, reinforcing Prose’s commitment to sustainability.

Anthony Perdigao, Prose COO, stated, “The Los Angeles area was the ideal choice for our new customization centre due to its proximity to our West Coast customers.” 

“By strategically positioning our operations in Southern California, we are significantly reducing shipping times for nearly 50% of customers, enhancing our ability to deliver customized beauty solutions quickly and efficiently.”

This move underscores Prose’s commitment to scaling AI-driven personalization while enhancing sustainability and efficiency in the custom beauty production process.

A key driver behind this expansion is Singular, Prose’s proprietary AI-powered beauty-tech platform. 

Following a 29% growth and USD 165 million in revenue in 2024, the company recognized the need to scale Singular’s capabilities.

The new customization centre is set to play a pivotal role in supporting this expansion, enabling greater efficiency and scalability in personalized beauty solutions.

The launch follows the brand’s recent introduction of Custom Scalp Serum, designed to enhance scalp health and promote stronger, more resilient hair. 

This personalized formula is crafted using over 85 unique factors, ensuring that each serum is tailored to individual scalp needs, concerns, and environmental conditions.

With more than 99% natural ingredients, the lightweight, leave-in serum is fast-absorbing and easy to apply, making it ideal for daily use. 

Certified as microbiome-friendly, it helps maintain a balanced scalp environment, reducing irritation, sensitivity, oiliness, dryness, and flakiness. 

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