Customizable beauty brand Prose has partnered with nonprofit The Midnight Mission to supply Los Angeles’ homeless population with hair care products.

On Nov. 28 the corporate will donate one set of shampoo and conditioner to the organization for every order placed by a recent Prose customer. The sets will support Midnight Mission’s hygiene kits — of which it has distributed 45,000 up to now 12 months — with Prose aiming to donate upward of 1,500 hair care units toward the cause.

“We would like to discuss beauty in a more impactful way and take into consideration what the problems where we, through our network and amplification, could make a difference. And the situation of being unhoused is a major problem throughout america — but specifically within the Los Angeles area,” said Prose vp 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.

“[Friend] gives makeovers to the ladies who graduate with Midnight Mission, whether it’s from a substances abuse program, finding housing or a job — she brings her hairstylists and helps them have a good time,” 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 which can be in Recent York to elicit change, create reference to our consumers and our key goals around our planet and community responsibilities,” said Nwosu, adding that the corporate saw a B Corp rating increase of nearly 30 points since 2022, namely resulting from strides in “employee compensation and community development.”