Prose grew by making its quiz the checkout.
Every first order starts with a hair consultation. Revenue went from $40M+ in 2020 to a reported $165M by Dec 2025.
BLOOM10X did not work with Prose. This breakdown uses public sources only, linked below.
- Jan 2018Launches online; the consultation is the only way in
- Mar 2019Review & Refine survey starts tuning each next order
- 2020$40M+ revenue; 2M+ consultations by May
- 2022On track for $100M+ with 270 staff
- 2024Profitable; $135M in annual sales reported
- 2025Second factory in Los Angeles; $165M revenue reported
What the public numbers add up to.
Revenue as reported
The loop behind it
Five plays behind the growth.
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Make the quiz the only door
The Custom Shampoo page has no add-to-cart. Its one button reads “Get your formula,” under “Takes under 10 minutes” (prose.com, Nov 2026).
By May 2020 Prose had run 2M+ consultations for first orders and drew 700,000 site visits a month (Glossy).
Copy this: if you sell 3+ variants, send ad traffic to a short finder that ends on a ready-made bundle. Conversion →
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Ask questions that justify the price
The quiz asks for your zip code, your diet and how a single hair feels between your fingers. Each screen has a “Why we ask” note tying the answer to the formula (prose.com).
Prose says it maps 85+ factors on its product pages and 100+ on its home page. The results page sits behind a sign-in.
Copy this: under every question, say how the answer changes the product, and ask for email before the result. Retention →
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Make subscribe the default
The 60% first-order discount only applies when you subscribe: a $37 shampoo starts at $14.80, then refills are 15% off with free shipping. Three or more haircare products add a free Welcome Kit Prose values at $70 (prose.com).
In April 2020, more than 50% of customers chose a subscription (Glossy).
Copy this: price the first order to win the subscription, then check the margin on refill two. LTV calculator →
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Turn reviews into the next formula
Review & Refine launched in March 2019. Net promoter score rose from about 27 to about 70 (Glossy, May 2020).
By Dec 2025 it had 2M+ reviews, sent 15 days after delivery, and Prose tests two versions of its algorithm live (Premium Beauty News). Its ads quote the 600,000+ 5-star count.
Copy this: survey buyers two weeks after delivery, act on it in the next shipment, and reuse the count as ad proof. Retention →
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Run many ads into one quiz
On Nov 10, 2026 Prose had about 190 active US ads. Most link straight to the first quiz question; others go to angle pages on webflow.prose.com, such as a GLP-1 page and a “5 reasons” listicle (Meta Ad Library).
Creators carry some of it: ads run as “Madeline Elyse with Prose” and from creator Heidi Lee’s page. Both landing pages also load a pixel from tvScientific, a CTV ad platform.
Copy this: give each ad angle its own page, but end every page on the same quiz. Partnership ads →
The quiz is the buy box.
One button, one promise
The start screen says what happens next: questions on lifestyle, environment and hair. “Resume here” brings back anyone who already gave an email.
A test, not a form
“Roll a single hair between your fingers.” The shopper does something physical, so the answer feels like a diagnosis.
A four-part progress bar (Hair & Scalp, Treatments, Lifestyle, Preferences) shows how far is left.
The offer arrives mid-quiz
At the zip code step, a pop-up offers 60% off plus three gifts “a $70 value.” The fine print: only when you subscribe to 3+ haircare products.
Asked here, the offer meets someone already invested in their answers, and it nudges the basket toward three products.
Questions no shelf brand asks
Diet, location and hydration have nothing to do with picking a bottle in a store. Here they are the proof that the formula is personal.
The shopper sets the basket size
“Streamlined,” “more than basic” or “long and luxurious.” The answer decides how many products the routine holds, so the AOV question is asked in the shopper’s words.
Results then sit behind a sign-in, so every finished quiz leaves an email.
A product page that sends you back to the quiz.
- 1600k+ 5-star reviews firstProof sits under the name, before any price.
- 2“Get your formula” is the only button“Takes under 10 minutes” answers the main objection to a quiz. There is no add-to-cart.
- 3Size and claims8.5 fl oz, sulfate-free, color-safe, keratin-safe, non-stripping.
- 4Subscribe is preselected$14.80 first order, struck-through $37.00, then 15% off, free shipping and refills on your schedule.
- 5One-time comes second$37.00, followed by “Love your first order (or it’s on us).”
The offer stack, start to finish
- 1The offer is everywhereThe same 60% line runs on the banner, the pop-up, the quiz and the ads.
- 2Email before anything elseThe home page opens with an email pop-up for the 60% offer.
- 3Time is named up front“Under 10 minutes” on the product page and the landing pages.
- 4The big discount buys a subscription60% off applies only when you subscribe.
- 5The refill price is the real priceProduct tiles show “From $31.45,” the subscribed refill, not the $37 list price.
- 6The button never says “buy”“Get your formula” keeps the shopper in the quiz frame.
- 7The gift sets the basketA three-product minimum for the kit pushes the first order up.
Our wireframe of prose.com, its consultation and its product page on Nov 10, 2026. Not a copy of their page.
Three angles, one destination.
The house template
“SURPRISE: Get 60% OFF” then five bullets: goals, 600,000+ reviews, the Prose Promise, “Take the consultation,” benefits. The fine print says the discount needs a subscription.
A new audience, a new page
“Hair needs can shift on GLP-1s.” The ad sells a two-product Density Set and links to a page built for that reader, not the home page.
That page explains GLP-1 shedding with cited studies, prices both products at 60% off, then sends the reader to the same quiz.
Same offer, a creator’s name
Heidi Lee’s page runs Prose ads with the brand’s bullet format and the headline “From quiz to results, it’s made for you.”
Other ads run as “Madeline Elyse with Prose,” a partnership ad that shows both names.
Where the ads land
Active US ads on Prose’s page: about 190 in the Meta Ad Library, Nov 10, 2026.
The “SURPRISE: 60% off” ad, built.
- 1The offer comes first“SURPRISE: Get 60% OFF your first Prose order when you click today!”
- 2Proof in a scannable list600,000+ reviews, the money-back promise, and “Take the consultation” as a step, not a chore.
- 3A question names the viewerThe video opens on “Why doesn’t anyone talk about Prose for gray hair?”
- 4The headline says it again“Get 60% OFF custom haircare from Prose.”
- 5The click skips the storeMost versions link straight to the quiz’s first question, not a product page.
Built from the ad’s copy and first frame in the Meta Ad Library (ID 1102015069486191), Nov 10, 2026.
Two videos from its own channel.
“This is how we are bringing the network effect to consumer products.”
“We’ve industrialized personalized beauty!”
Read it with four caveats.
- Made to order needs factories. Prose mixes each formula in Brooklyn or Los Angeles and has filed a patent. Most brands should route a quiz to existing bundles.
- 60% off is a big subsidy. It only pays if refills keep coming. Check your margin on refill two before you copy the number.
- A quiz-only door adds a step. Prose backs it with 600K+ reviews and a love-it-or-it’s-on-us promise. Keep a “shop all” path while you test.
- Some numbers are old or self-reported. The 2M consultations and 50% subscribe share are from 2020. Revenue figures come from the company via trade press.
Six moves for a $1M–$10M Shopify brand.
- Put a short finder between your ads and your bundles. Conversion
- Under each question, say how the answer changes the product. Shopify development
- Ask for email before the result, then follow up. Retention
- Know your LTV before you discount a first order. LTV calculator
- Use a product minimum on the gift to lift order value. Raise AOV
- Give each ad angle its own page, all ending on one quiz. Creative
Where every number comes from.
- Emma Sandler, “Inside customized hair-care brand Prose’s new data collection play,” Glossy, May 27, 2020. glossy.co
- “Prose: FUTURE50 2023,” BeautyMatter, Jun 1, 2023 (profile with figures supplied by Prose). beautymatter.com
- Malique Morris, “Prose Wants to Do for Skin What It Did for Hair,” Business of Fashion, Feb 20, 2024. businessoffashion.com
- “We have made customized cosmetics a reality,” interview with Marie Mignon, Premium Beauty News, Dec 2, 2025. premiumbeautynews.com
- Prose, home page (offer, 600,000+ reviews, factors, Prose Promise) and Subscribe & Save page, viewed Nov 10, 2026. prose.com, prose.com/the-salon
- Prose, Custom Shampoo product page (prices, size, purchase options, routine prices), viewed Nov 10, 2026. prose.com/products/custom-shampoo
- Prose, hair consultation screens, viewed Nov 10, 2026. prose.com/consultation/haircare
- Prose landing pages “5 reasons your shampoo deserves a rethink” and “Haircare for GLP-1 Users,” viewed Nov 10, 2026. webflow.prose.com/five-reasons-to-try-custom-haircare, webflow.prose.com/lp/glp1
- Meta Ad Library, active US ads for the Prose page and ads 1102015069486191, 1693459625733762 and 2134560637163661, viewed Nov 10, 2026. facebook.com/ads/library
- Prose, YouTube videos TQoQtiO-ru8 (Jul 12, 2024) and Umut1cUrcmg (Apr 24, 2024). youtube.com/@Prosebeauty
