Prose vs Ulta Beauty
Side-by-side comparison of AI visibility scores, market position, and capabilities
Prose is a NYC-based personalized haircare brand delivering custom-formulated shampoo, conditioner, and supplements via subscription; $165M revenue in 2024 with 29% growth; expanded to West Coast production in 2025;
About
Prose is a New York-based direct-to-consumer beauty company founded in 2017 by Paul Michaux, Arnaud Plas, Nicolas Mussat, Catherine Taurin, and Natasha Satisfield. The company's core innovation is a personalized haircare system in which each product — shampoo, conditioner, hair mask, scalp serum, and supplement — is custom-formulated for an individual customer based on a detailed hair and lifestyle consultation. Customers complete a 25-question quiz covering hair type, scalp condition, climate, diet, stress levels, and styling habits, and Prose's algorithm generates a unique formula from thousands of possible ingredient combinations.
NASDAQ-listed (ULTA) largest US beauty retailer with 1,400+ stores and 44M loyalty members; prestige-to-mass-plus-salon format competing with Sephora and Target shop-in-shop for total beauty spend.
About
Ulta Beauty is the largest US beauty retailer — operating 1,400+ stores across 50 states that combine prestige, mass-market, and salon product sales with in-store salon and beauty services in a single destination format that no other beauty retailer matches. Listed on NASDAQ (NASDAQ: ULTA), Ulta generated approximately $11.3 billion in net sales in fiscal year 2024 and operates the Ultamate Rewards loyalty program with 44+ million members, which is among the largest loyalty programs in US retail.
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