Brand Rating:

Prose

Top Choice

10/10

Score 10/10

The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:

Certifications

B Corporation Certified

Climate Neutral Certified

Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice).
See how we rate.

Rated: October 15, 2025
Category: Beauty care
Subcategory: Haircare

Overview:

Sustainability 7.0/10

Non-toxicity 10.0/10

Prose is a custom skincare and haircare brand that produces individual custom formulations for their customers.

Highlights

• Plastic-free, backyard compostable packaging

• Sustainable alternative to traditional toothpaste

• Highly sustainable ingredient sourcing

• Non-toxic formulations

• Refill business model

Sustainability

score : 7.0/10

Packaging

Prose has made some strides toward more sustainable packaging, but still relies heavily on plastic. Skincare products are all packaged in glass, and 2/3rds of bottles have aluminum instead of plastic lids. Their haircare uses plastic packaging, but 50% comes from PCR material. They mostly run a subscription based business model, and they offer customers to opt out of plastic pumps to slightly reduce overall plastic waste.

Material Sustainability

Prose creates custom formulations for their customers based off a questionnaire that covers lifestyle, hair/skin types, and goals. They list all the possible ingredients that can be included in these formulations and nearly all carry an excellent EWG score, which are conveniently listed out on their website. Most natural ingredients are sourced from sustainable and low-impact crops, and most synthetic ingredients are minimally harmful or non-harmful to the environment.

Energy Use and Footprint

Prose is certified Climate Neutral, meaning they offset the emissions of all their operations. They publish an impact report that traces emissions and their efforts to offset these.

Waste Management

Prose has implemented a number of innovative waste reduction strategies across the supply chain. They switched from single use barrels to reusable totes at their manufacturing facility, have begun recycling toner printing waste, refurbish and donate old electronics, and divert leftover and duplicate products from waste by turning them into donations with their non-profit partners

Business Model

The brand's business model doesn't necessarily include “evergreen” products because of their custom formulation approach. They have a scaled back approach to skincare and healthcare routines and offer only a few, custom products for each.

Non-toxicity

score : 10.0/10

Prose's complete available ingredient list is exceedingly non-toxic, without almost all ingredients listed carrying an EWG score in the best tier. They have the option to opt for silicone and frangrance free when ordering custom products. They ask for allergies and omit any ingredients that could carry risk for sensitive individuals.