ESG Outlook is Sourcing Journal’s discussion series with industry executives to get their take on their company’s latest environmental, social and governance initiatives and their own personal efforts toward sustainability. Here, Prose’s Helen Nwosu discusses scaling made-to-order without mass production.
Name: Helen Nwosu
Title: VP of Social Impact
Company: Prose
What do you consider your company’s best ESG-related achievement over the last 5 years?
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Prose creates custom, made-to-order hair and skin care using high-quality ingredients and a tech-powered consultation. Prose was created to challenge the idea that mass production is the only way to scale—and to prove that personalization and sustainability can go hand in hand. We’re proud to be both a Climate Neutral-certified and a B Corp but we know the work doesn’t stop at the label. We’re here to keep pushing better ways of making, consuming, and caring.
Over the last seven years, our biggest ESG achievement has been scaling our made-to-order (MTO) model to reach millions of individuals—without relying on mass production. We’ve built a personalization platform powered by AI that formulates each product on demand, based on real people’s needs. This approach reduces overproduction, eliminates excess inventory and limits the kind of waste that often ends up unused on shelves or in landfills. Since 2017, we’ve conducted over 6 million consultations and delivered more than 10 million unique products—each one made only when it’s needed. This model also reduces our carbon footprint by cutting emissions across production, storage and transportation.
We strongly believe that the MTO model is better for consumers and the environment. To substantiate this belief, we worked with Transition—a company renowned for assessing the sustainability of the MTO economy—in 2024 to conduct a comprehensive life cycle assessment, truly evaluating the impact of made-to-order versus mass production in the industry. A rigorous evaluation process of Prose’s core hair trio revealed that our MTO process reduced environmental impacts across 18 critical categories, including global warming potential, water consumption and ozone formation.
Beyond MTO, we’ve been building a holistic ESG program by deepening supply chain transparency through EcoVadis onboarding, prioritizing responsible sourcing, piloting reusable packaging systems, and advancing our commitments as a B Corp and Public Benefit Corporation through community-centered and inclusive practices.
What is your company’s latest ESG-related initiative?
We recently expanded our operations with a state-of-the-art customization center in California. With an investment of $9M, this expansion highlights Prose’s dedication to serving its rapidly growing customer base on the West Coast and beyond, while advancing our sustainable and innovative manufacturing practices. The new customization center will incorporate renewable energy with built in energy-efficient design elements in lighting, water consumption and overall layout. The expansion is expected to reduce shipping time and result in a 50 percent emissions savings for downstream shipping, or 1.04 ktCO2e of carbon.
What is the biggest misconception consumers have about sustainability in fashion/accessories/beauty?
One of the biggest misconceptions in beauty is that glass packaging is always the most sustainable choice. In reality, when you factor in the full lifecycle—especially transportation emissions—glass and aluminum often have a higher carbon footprint than alternatives like post-consumer recycled (PCR) plastic.
At Prose, we conducted a Carbon Impact Assessment and Life Cycle Assessment, which confirmed that PCR plastic was the more sustainable option for our made-to-order model. It’s lighter to ship (cutting transport emissions), safer for use in the shower, and easier to integrate into closed-loop recycling systems.
As a brand, we take our community along on this journey—sharing not just what we’re doing, but why. Helping our customers understand the trade-offs behind sustainable choices and even actively participating (like in our pump opt-out program, for example) is a key aspect of how we move the conversation forward.
As consumers become more aware of worker conditions and how clothing/beauty is produced, how can the industry best spread the word on progress?
Similar to communicating about sustainability, it’s important to take consumers with you on the journey, and demonstrate your commitments authentically. We’re deeply committed to both our corporate and manufacturing staff, and we incorporate their voices into every internal and external decision. They’re featured in our content and empowered to lead across the organization.
Third-party validation also plays a part in showcasing progress. Worker ownership is a key part of our B Corp score. It was a major factor in our recertification a few years back, as all full-time employees receive equity in the company.
What do you consider to be the apparel/beauty industry’s biggest missed opportunity related to securing meaningful change?
We see real potential in cross-industry collaboration to design shared circular systems and new infrastructure. That’s why we’ve partnered with others—including through workshops with groups like Blue Inc Strategies—to imagine what collaborative problem-solving can look like. From packaging to ingredient sourcing, we believe the future of sustainability in beauty depends on brands working together to rethink the system, not just retrofit it.
What is your personal philosophy on shopping and caring for your clothes?
My personal philosophy on shopping and sustainability is rooted in intention, locality, and circularity. I try to buy less, buy better, and when possible, buy vintage or secondhand. I love clothing that tells a story and has already lived a little—it keeps things out of landfills and reduces the need for new production.
Anything new you are doing to boost sustainability beyond the fashion/beauty industry?
Beyond clothing, I’ve been trying to align how I live with what I value. I’m fortunate to live in a LEED-certified building in Brooklyn that has a communal garden, on-site beekeeping, and city-run composting. I bike to work. And in upstate New York, where I also spend time, I’ve taken advantage of state energy incentives to start integrating solar and geothermal systems into my home.
There’s still a lot more I can do. One of my goals this year is to be more intentional about buying from truly local farmers—those within my immediate area—which requires planning ahead. I’m also carving out time to volunteer in nearby parks and green spaces and to stay engaged in local legislation around climate, sustainability, and equity. For me, it’s not about perfection; it’s about showing up consistently, making personal choices that reflect collective values, and finding joy in the process.
