Acquisition
Jan 2022PROVEN Group acquired Noteworthy Scents, the personalized fragrance brand, for $650,000.
SourcePROVEN is using AI, data and personalization to disrupt CPG
Company research
Public company, workplace, funding, and market signals
Overview
PROVEN Group, Inc. (doing business as PROVEN Skincare) is a personalized beauty and personal-care company that uses proprietary AI plus dermatology data to generate made-to-order skincare routines; it also sells the newer concern-based SkinSpecific line for broader retail channels.
Primary product
Personalized 3-Step Skincare System
Founded
2017
Headquarters
St. Petersburg, Florida, United States (SEC filing; public contact address: 95 Third Street 2nd Floor - #191, San Francisco, CA 94103)
Team size
11-50
Work style
Flexible
Industry
Manufacturing
Sub-industry
Cosmetics / personal care / skincare
Offices
95 Third Street 2nd Floor - #191, San Francisco, CA 94103
Distributed workforce across the United States, Argentina, and the Philippines
Business model
direct-to-consumer ecommerce
subscription
personalized made-to-order products
omnichannel/marketplace expansion
Funding
Stage
Series A / Regulation A+
Total raised
$21.7M
Latest round
Regulation A+ offering · Aug 2024
Latest amount
$3.4M
People & investors
Leadership
Chief Executive Officer
Chief Strategy Officer / Chairwoman
President, Chief Financial Officer, Treasurer, Secretary
VP of Finance
SVP, Head Of Engineering (Founding Member)
Vice President, Head of Product and Technology
Vice President of Operations
Finance Director
Analytics Lead
Founders
Co-founder
Work & culture
The public hiring/careers copy emphasizes curious, kind, capable people; operators, makers, and storytellers; fast execution; trust and ownership; and a collaborative, customer-obsessed, low-ego culture.
Work style
Flexible
Compensation
No public company-wide compensation bands were found. The SEC filing disclosed Marc Chapman’s CEO base salary at $310,000, a $20,000 cash bonus tied to revenue/EBITDA targets, and additional stock-option grants.
Benefits
Unlimited paid time off
Flexible fully distributed work arrangement
Product & market
Pricing
One-time purchase and subscription; the public site advertises a personalized 3-step system starting at $99 and a subscription price of $129.99 per shipment for the system in some support materials.
Differentiators
- —Personalized formulas built from 47 skin factors
- —Large underlying dataset: 28 million data points
- —Skin Genome Project / Skin Health Index proprietary AI
- —Made-to-order formulas rather than static catalog products
- —Seasonal reformulation at no extra cost
- —30-day reformulation guarantee
- —Two U.S. patents for personalization technology
- —Made in an FDA-registered California lab
- —Excludes 2,800+ ingredients
- —Clinical proof and survey claims supporting performance
Technology
Skin Genome Project
Skin Health Index
SkintellectAI
artificial intelligence / machine learning personalization
Klaviyo
Attentive
Meta advertising / pixel
Google advertising / analytics
Gorgias support
reCAPTCHA
Customers
Direct-to-consumer skincare consumers
People seeking personalized routines for acne, anti-aging, hyperpigmentation, dryness, sensitivity, and other skin concerns
Customers in the U.S. and Canada
Competitors
Prose
Function of Beauty
Curology
other personalized skincare brands
Scale & contact
Estimated revenue
$30M-$40M
Signals & risks
Other
Jan 2025Public 2024 financial reporting showed sales of about $35M and a net loss of $6.4M, indicating the business is still balancing growth, profitability, and competitive pressure.
SourceLatest news
Beauty Independent · Jul 2025
Covers PROVEN’s move into non-personalized SkinSpecific products for Amazon and notes 2024 sales of about $35M plus narrowing net losses.
Beauty Independent · Sep 2024
Reports Marc Chapman’s appointment as president and PROVEN’s push beyond pure e-commerce into broader distribution channels.
Retail Dive · Sep 2023
Confirms a $12.2M Series A led by NewH2 Ventures and says the company had raised more than $21M total at the time.
Beauty Packaging · Sep 2023
Reports the Series A raise and the company’s expansion into fragrance, Europe/UK, and Sephora partnerships.
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