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08/11/2022

Prose rolls out custom, multiuse styling gel

To celebrate the launch of its Custom Styling Gel, the brand also is debuting the Curl Outside the Lines campaign, which stars actor Lauren Ridloff.
Gisselle Gaitan
Online Editor
Gisselle Gaitan profile picture

Brooklyn, N.Y.-based direct-to-consumer beauty brand Prose is debuting a brand-new product — Custom Styling Gel.

This new launch from the personalized hair care brand offers consumers a clean, yet highly efficacious custom multiuse styling gel that provides an endless versatility of style and can be adapted into consumers’ lives, the company said.

To celebrate the launch of the product, Prose also is rolling out its Curl Outside the Lines campaign, which features “Eternals” and “The Walking Dead” star and activist Lauren Ridloff.

“At Prose, we believe that curls have no limits and we’re proud to introduce this incredible new Custom Styling Gel, specifically catered to curly and coily hair types,” said chief marketing officer Megan Streeter.

[Read More: Mielle Organics’ Mango & Tulsi Botanical Blend caters to textured hair needs]

“We are honored to spotlight Lauren Ridloff in this campaign. She authentically embodies our ‘Curl Outside the Lines’ mantra in her everyday life and is an inspiring advocate for expressing individuality, and the freedom to style and experiment,” she said. “We hope this helps encourage our community to continue using their hair as a form of personal expression.”

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Prose Custom Styling Gel

Specifically formulated for curls, Prose’s Custom Styling Gel was co-developed over phases in Paris through a partnership with such industry and curl experts as Giovanni Ferrer; the Quann SistersCipriana Quann and TK Wonder; founder of Naturally Curly, Michelle Breyer; and hairstylist and curl expert Ona Diaz-Santin.

In addition, these members, along with celebrity hairstylist and founder of Hair Scholars Camille Friend, form Prose’s first Haircare Advisory Board, the brand said.

“When my hair is natural and I have the freedom to play with it, I feel most comfortable,” Ridloff said. “Go big, go slicked back, go braided, go crazy.”

[Read More: SheaMoisture revitalizes spring hair care routines with 2 new lines]

“I honor my hair and that is how I style it. I love my hair. My hair doesn’t understand rules, doesn’t understand rigidity. It isn’t wild or crazy or difficult — my hair is natural,” she said. “And to be natural is revolutionary. That’s why I’m thrilled to work with Prose, a company that celebrates all unique personalities, hair types and expressive freedom.”

The Custom Styling Gel is powered by more than 97% of ingredients from such natural origins as aloe vera, okra and sea moss. Each aspect of the formula was carefully crafted to ensure the desired level of hold, the longevity of style and versatility of looks while infusing hair with hydration, defining curls, and preventing frizz, the company said.

Prose’s Custom Styling Gel is available in three hold levels — soft, medium and strong — and comes in a range of fragrance options that retail for $30.

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