Increased consumer demand for hyper-personalized product options continues to drive innovation in the beauty industry, particularly in the hair care sector. According to Future Market Insights, “the customized hair care market is projected to experience robust growth at a CAGR of 10.0% from 2024 to 2034: valued at $4.01B in 2024, the market is expected to reach a substantial $10.4B by 2034.”
One brand at the forefront of this movement is Prose, a custom hair care company built on the foundation of hyper-personalization. By analyzing over 85 individual factors—including hair and scalp characteristics, lifestyle, environmental exposures, and personal preferences—Prose crafts formulations tailored to each customer’s unique needs.
CosmeticsDesign spoke to Milene Chasseur, R&D Scientific Lead at Prose, who explained how the brand has successfully utilized a data-driven approach to enhance product efficacy and improve customer satisfaction.
AI and data-driven innovation
Technology plays a critical role in enabling hyper-personalization. At Prose, AI-powered algorithms generate customized formulations based on individual user data. “When a customer completes our online consultation, we collect and analyze…hair and scalp characteristics, lifestyle, environmental exposures, and personal preferences,” said Chasseur.
This data is then processed through Prose’s AI-driven platform, which produces over 500,000 personalized products per month using the Singular beautytech platform. Unlike static formulas, Prose’s AI continuously adapts based on user feedback.
“Through our Review & Refine feature, customers provide feedback on their formulas, allowing our system to adjust and optimize future iterations,” Chasseur shared. This creates a “continuous feedback loop,” ensuring that each product evolves with the customer for improved results and satisfaction.
Sustainability through hyperpersonalization
Hyper-personalization also addresses sustainability concerns. Traditional beauty manufacturing often results in overproduction and waste, but “Prose’s made-to-order model disrupts this by producing only what is needed, when it’s needed,” Chasseur said. “This eliminates overstock and reduces product waste.”
In addition, ethical sourcing and sustainability are key priorities. “We prioritize sustainable ingredient sourcing and have achieved carbon-neutral certification,” Chasseur explained.
This approach ensures that personalization is not only beneficial for consumers but also contributes to a more responsible, sustainable beauty industry.
Clinical validation of personalized beauty
To support the efficacy of hyper-personalization, Prose commissioned a double-blind clinical study comparing its personalized shampoo and conditioner to leading off-the-shelf alternatives. The study, conducted by independent Clinical Research Organization Intertek, examined 206 participants over a 28-day period.
Prose shampoo and conditioner products were tested against six different off-the-shelf alternatives, with professional evaluations conducted at 0 and 28 days, examining frizz reduction, hair damage reduction, and hydration increase. Participants also completed self-assessments regarding performance, satisfaction, and efficacy.
At the study’s conclusion, “Prose products were clinically shown to improve all the parameters assessed by hair experts after one month of use,” Chasseur shared.
Personalized formulations outperformed standard products in hydration, frizz reduction, and damage repair. “In addition, 91% of volunteers saw Prose’s products address all their hair and scalp concerns,” she added.
The future of hyper-personalized beauty
As technology advances, hyper-personalization is expected to become even more precise and responsive. Emerging trends include microbiome analysis, integration of wearable health data, and AI-powered virtual beauty assistants.
“Understanding the skin and scalp microbiome will be even more important in the future,” Chasseur predicted. “Technology that can analyze our unique microbiome profile will enable brands to create products that address specific microbial balances and support a healthy microbiome.”
The in-store experience will also evolve. “AI will analyze your skin and hair type, detect environmental factors, and recommend products on the spot,” she concluded. “Data collected online will link closely with your in-store purchases, creating a seamless omnichannel experience.”
