Prose – D2C Ranking & Growth Metrics
Custom-formulated haircare and skincare made to order per customer
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Prose is new to the index this month, entering at #43 of 522 overall and #7 of 41 in Beauty. Demand is falling: its Momentum score is 30, well under the flat line of 50. Branded search is declining over the past year, with a seasonal peak in January and October. Its closest Beauty competitor is Crown Affair (#242).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
How scoring works →How big Prose is today: #43 of 522 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is Prose's revenue growing?
We estimate Prose's revenue is shrinking year on year (high confidence). Branded search and site traffic don't contradict each other, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Prose growing?
Prose's Momentum score is 30.2, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months, and steady over the last three months compared with the same months a year earlier. Site traffic is declining sharply over the same 12 months. Its size score is driven most by branded search demand, with site traffic relatively weakest.
About Prose
Prose makes custom haircare and skincare, formulated to order from a bank of over 200 ingredients and shipped in bottles mixed for each customer. A consultation maps more than 100 factors about a person's biology, lifestyle and environment, and the resulting formula is adjusted on repeat orders based on customer feedback. The approach is built on what Prose calls its Science of Personalization, developed over ten years and tested in six clinical trials. Products are free from sulfates, parabens, phthalates, mineral oil and silicones, with fragrance-free and vegan options available.
Prose competitors
The beauty brands closest to Prose: same kind of product first, then the nearest in size. See every brand in Beauty or the full D2C brand rankings.
Haircare formulas and tools built around wash-day and air-dry routines
Clean haircare rooted in Latin rituals and ingredients
Aluminium-free deodorant and scented body care from Los Angeles
Makeup and skincare formulated for sensitive skin
Skincare and hybrid makeup built around the Jet Lag Mask
Prose vs Crown Affair
Prose is the bigger brand (Scale 68.0 against 46.4), while Crown Affair is growing faster (Momentum 61 against 30). See Crown Affair's page.
| October 2026 | Prose | Crown Affair |
|---|---|---|
| Overall rank | #43 | #242 |
| Beauty rank | #7 | #23 |
| Scale (size) | 68.0 | 46.4 |
| Momentum (growth) | 30.2 | 61.1 |
| Branded search | 80 | 51 |
| Site traffic | 58 | 33 |
| Social audience | 67 | 57 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Prose branded search volume
How often people search for Prose by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining; the last three months, compared with the same months a year earlier, are steady. Demand is seasonal, peaking in January and October and lowest in December.
Prose's audience, products and channels
Social audience
- Instagram prose 451k
- YouTube Prosebeauty 8k
Also on Pinterest, X and Facebook.
Followers as shown on each platform, collected for the October 2026 edition.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada, the US, Australia and France.
Prose: common questions
What does Prose sell?
Custom-formulated haircare and skincare made to order per customer.
Where is Prose from?
Prose is based in United States.
Where can you buy Prose?
Prose sells through its own online store and selected retailers. Its online store is at prose.com.
Is Prose's revenue growing?
Our estimate is shrinking year on year, with high confidence. It is a direction from online signals, not a sales figure.
Who are Prose's competitors?
Prose's closest competitors in the Beauty category are Crown Affair, Ceremonia, Salt & Stone and Tower 28.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like Prose move, or the data as an export? See data & alerts.