Customizable beauty brand Prose has partnered with nonprofit The Midnight Mission to provide Los Angeles’ homeless population with hair care products.
On Nov. 28 the company will donate one set of shampoo and conditioner to the organization for each order placed by a new Prose customer. The sets will support Midnight Mission’s hygiene kits — of which it has distributed 45,000 in the past year — with Prose aiming to donate upward of 1,500 hair care units toward the cause.
“We want to talk about beauty in a more impactful way and think about what the issues where we, through our network and amplification, can make a difference. And the situation of being unhoused is a serious problem throughout the United States — but specifically in the Los Angeles area,” said Prose vice president of social impact Helen Nwosu, adding that it was Camille Friend, lead hairstylist for “Black Panther,” “Ariel” and longtime Prose collaborator, who connected the brand to Midnight Mission.
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“[Friend] gives makeovers to the women who graduate with Midnight Mission, whether it be from a substances abuse program, finding housing or a job — she brings her hairstylists and helps them celebrate,” Nwosu said.
Based in Skid Row, Midnight Mission has offered food, shelter and emergency services to homeless individuals since its founding in 1914. The organization also has implemented wellness programming including yoga, meditation and a running club for its community members.
“[In 2024] you’re going to see us, hopefully, lead the pack of B Corps that are in New York to elicit change, create connection with our consumers and our key goals around our planet and community responsibilities,” said Nwosu, adding that the company saw a B Corp score increase of nearly 30 points since 2022, namely due to strides in “worker compensation and community development.”
