What Proven Skincare does

Proven Skincare is a San Francisco-based direct-to-consumer skincare company that uses proprietary AI to deliver individualized skincare regimens. Founded in 2016 by Ming Zhao (CEO, Harvard MBA with private equity background) and Dr. Amy Yuan (computational scientist), the company built the SkintellectAI recommendation engine and the Skin Genome Project database — a proprietary knowledge base of 20M+ consumer data points, 20,000+ ingredients, and billions of validated data points (peer-reviewed research, clinical studies, real-world insights) — to translate a 3-minute, 47-factor skin quiz into personalized formulations.

The core product is a personalized 3-step system (Cleanser, Day Moisturizer with SPF, Night Cream) priced at $99 on subscription (regularly $167.97, a 40% subscription discount), with extensions into personalized eye creams (Day, Night, Duo) and an All-in-One Serum. In 2024 the company launched SkinSpecific, its first non-customized line targeting anti-aging, acne, and hyperpigmentation at $119.99 per 3-step routine, which it placed on Amazon in Q3/Q4 2025 to broaden reach. Reported clinical outcomes include 94% of participants noting smoother skin and 84% willing to recommend the product in a 28-day independent study on 33 subjects.

Revenue is generated primarily through DTC e-commerce at provenskincare.com with a subscription-led model, supplemented by one-time accessory purchases and the Amazon Marketplace channel for SkinSpecific. FY2024 revenue was approximately $35 million, down 5.5% from roughly $37 million in 2023, while net losses narrowed to $6.4 million from $9.5 million. The company raised $12.2 million in new funding in March 2026 to support AI development, product expansion, and operational scaling, and marketing relies on the quiz funnel, influencer/affiliate programs, email (Klaviyo), content marketing, and earned media in major consumer publications.

Name

Proven Skincare

Legal name

PROVEN Group, Inc.

Website

https://provenskincare.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Proven Skincare is a San Francisco-based DTC skincare company that uses its proprietary SkintellectAI engine and Skin Genome Project database to deliver personalized skincare regimens to individual consumers via a quiz-driven subscription model and Amazon marketplace.

Ownership category

akta.pro rank

Product category

Personalized Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

akta.pro secondary industries

Natural/Organic & Clean Skincare (CRABAAAH), Skincare Sets, Kits & Travel Sizes (CRABAAAL), Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Personalized skincare products
• AI-powered beauty formulations
• Customized skincare subscription
• Direct-to-consumer cosmetics
• Skincare ingredient database

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations

Revenue model

1. Personalized Skincare Subscription: Core revenue stream from subscription-based personalized 3-step skincare system (Cleanser, Day Moisturizer with SPF, Night Cream) that auto-renews. Subscribers receive up to 25% discount, free reformulations within 30 days, free shipping, and free surprise gifts for 2+ product subscriptions.
2. One-Time Product Purchases: Non-subscription purchases of individual products including cleansers, moisturizers, treatments, accessories, and the SkinSpecific standardized product line sold at fixed prices ranging from $8.99 to $119.99
3. Amazon Marketplace Sales: Revenue from SkinSpecific standardized product line launched on Amazon in Q3/Q4 2025, targeting three consumer concerns (anti-aging, acne, hyperpigmentation) with three-product systems at $119.99 each

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Proven Skincare sells AI-personalized skincare products tailored to individual users through a 47-factor Skin Quiz. Its core offering is a 3-step personalized skincare system (Cleanser, Day Moisturizer with SPF, and Night Cream), supplemented by personalized eye creams, serums, and a non-customized SkinSpecific line for anti-aging, acne, and hyperpigmentation sold on Amazon.

Product overview

PROVEN Skincare is an AI-driven personalized skincare company offering a core platform of customized skincare products built around a 3-Step Skincare Quiz that analyzes over 47 factors per user. The primary offering is the Personalized 3-Step Skincare System, which includes a personalized Cleanser, Day Moisturizer (with some formulations including SPF), and Night Cream—all customized via the proprietary SkintellectAI recommendation engine powered by the Skin Health Index database. The product portfolio extends to personalized Eye Care products (Day Eye Cream, Night Eye Cream, and Eye Cream Duo), an All-in-One Personalized Serum, and the SkinSpecific sub-brand (non-customized 3-step routines for Anti-Aging, Acne, and Hyperpigmentation) available on Amazon. Accessory add-ons include targeted treatments (Acne Spot Treatment Serum, Vitamin C Radiance Complex Serum), masks (Purifying Clay Mask, Lip Mask), and skincare tools. The platform differentiates through its Skin Genome Project database and AI-powered personalization, with a reformulation promise if results are not satisfactory.

Differentiator

Problem solved

Functional benefit

Brands

• SkinSpecific: Non-customized product line targeting three top consumer concerns: anti-aging, acne, and hyperpigmentation with three-product systems priced at $119.99 each.

Products and services

• Personalized 3-Step Skincare System

Quantifiable outcome

• 94% reported smoother and softer skin in independent 28-day clinical study (33 participants)
• +4 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

One partnership is on record.

• AmazoncoreChannel Partner/ Reseller/ DistributorProven launched its SkinSpecific non-customized product line on Amazon in Q3/Q4 2025, representing a strategic omnichannel distribution expansion. The partnership targets new customer acquisition through Amazon's marketplace, with three-product systems priced at $119.99 targeting anti-aging, acne, and hyperpigmentation concerns.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Curology: Personalized prescription-strength skincare brand using a quiz-based consultation to formulate custom acne and anti-aging treatments. Competes directly with Proven's SkinSpecific anti-aging and acne routines.
• Function of Beauty: Direct competitor offering personalized beauty products (hair, body, skin) using a quiz-driven model with proprietary formulation. Same business model, GTM motion, and target consumer as Proven Skincare.
• Atolla: Data-driven personalized skincare startup that uses skin testing and machine learning to create custom serums. Closely aligned with Proven's AI-driven personalization thesis and DTC model.

Regional players

• Skin+Me: UK-based personalized skincare service using dermatologist-prescription formulations based on a customer skin assessment. Comparable personalization model but serves primarily UK/Europe, not directly competing with Proven's North America focus.

Emerging players

• Tula Skincare: Probiotic-focused skincare brand targeting similar consumer demographics with clean, science-backed formulations. Adjacent competitor in the premium clean skincare segment.
• Codex Beauty: AI-driven, clinically-validated clean skincare brand focused on personalized ingredient transparency. Overlaps with Proven's "scientific, clean" positioning and AI-led formulation philosophy.
• Youth To The People: Clean, superfood-ingredient skincare brand serving a similar millennial/Gen-Z premium consumer with science-forward positioning. Competes for the same clean, personalized skincare wallet share.

Broad incumbents

• Hims & Hers Health: Large publicly-traded consumer health and wellness platform offering personalized skincare and personal care products via telehealth. A much broader incumbent that has expanded into personalized skincare, providing both competitive pressure and validation of the category.
• Drunk Elephant: Premium clean skincare brand (acquired by Shiseido) that competes in the clean/biocompatible skincare category with a science-led positioning similar to Proven's "scientific, clean" messaging.
• Beautycounter: Clean beauty brand with a science-and-safety-led positioning overlapping Proven's clean skincare messaging. Broader incumbent across skincare, body care, and makeup rather than specialized in personalization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/provenskincare
• Xx.com/provenskincare

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors12 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Proven Skincare