What it sells
PROVEN is using AI, data and personalization to disrupt CPG
Business model breakdown
Buyer: who owns the budget?
UnverifiedIndividual consumers buying direct online.
Trigger: what makes them buy now?
Frustration with one-size-fits-all skincare that does not work for a specific concern (acne, hyperpigmentation, aging).
Workflow: what inputs become what output?
Take a ~3 minute skin quiz covering 47 factors (skin, genetics, environment), AI builds a personalised formula, ships it, reformulates over time and within 30 days if not right.
Economics: what it saves and how it charges
DTC product sales with subscription option; promo of 25% off first order plus 15% off subscription; claims 100K+ personalised formulas served.
Distribution: how it reaches customers
Direct-to-consumer e-commerce site (Shopify) driven by the quiz.
Funding history and coverage
| Round date | Stage | Amount | Investors | Source |
|---|---|---|---|---|
| — | Y Combinator Winter 2018 | — | Y Combinator | ycombinator.com |
Profiles summarize public reporting and company websites. Business-model notes are MaxBC's reading of that material, not confirmed facts; unknowns are left blank rather than guessed. Updated 2026-10-12.