FabFitFun

What FabFitFun does

FabFitFun is a Los Angeles-based lifestyle membership company founded in 2010 by co-CEOs Daniel and Michael Broukhim and Editor-in-Chief Katie Rosen Kitchens. The company's core offering is the FabFitFun Box, a seasonal subscription delivering six full-size products per quarter across beauty, fashion, fitness, wellness, home, and tech categories, drawn from a curated pool of over 100 brands per season. Members customize their boxes via a quiz-based onboarding flow and can swap selections for store credit; the company claims box contents are valued at up to $350 against pricing of $64.99/box annually or $79.99/box seasonally. The company has expanded beyond the seasonal box into a monthly Beauty Edit Box at $29.99/month, the FabFitFunTV streaming service for on-demand wellness content, a member community, weekly flash sales offering up to 70% off retail, and acquired subsidiaries including PupBox (pet products, 2024), Boox (sustainable packaging, 2025), and Paya Health (wellness, 2025). It also operates a B2B fulfillment services arm under Xf3 Logistics.

The underlying platform is a direct-to-consumer subscription e-commerce stack with integrated member management, product curation workflows, and fulfillment infrastructure. FabFitFun monetizes primarily through recurring subscription fees (annual, seasonal, and monthly tiers), supplemented by transactional revenue from member-only flash sales and B2B logistics services. The go-to-market motion is product-led, with customer acquisition driven by social media (Instagram, TikTok, YouTube, Facebook, Pinterest, X), influencer partnerships, email marketing, and sweepstakes promotions. The company serves a horizontal segment of women lifestyle enthusiasts, and reports over 1 million members and 251–500 employees, with cumulative venture funding of $83 million.

The company is privately held, founder-controlled, and US-domestic-only in geographic scope. Recent strategic activity indicates a portfolio diversification strategy: three acquisitions in roughly 24 months, a new monthly subscription product, and an owned CPG sub-brand (Evie Beauty Fuel). No AI/ML capabilities, public listing, or international expansion are evident in the available data.

Name

FabFitFun

Legal name

FabFitFun

Website

https://fabfitfun.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

FabFitFun is a Los Angeles-based lifestyle membership company founded in 2010 that delivers curated seasonal subscription boxes of full-size beauty, fitness, wellness, home, and tech products to over 1 million members, monetizing through subscription fees, flash sales, and B2B logistics services.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Seasonal Box Subscription: Core subscription product delivering 6 full-size products per season (quarterly) with customizable selections. Annual plan at $259.96/year provides 4 boxes with bonus items and early access. Seasonal plan at $79.99/box provides flexible quarterly access.
2. Beauty Edit Box: Monthly beauty subscription at $29.99/month featuring 4 skincare, makeup, and haircare products from premium brands including Fenty Skin, Olaplex, Ilia, and Kosas.
3. Flash Sales and Member Discounts: Weekly flash sales offering products at up to 70% off retail value. Members receive exclusive access to limited-time deals and curated product drops throughout the year.
4. B2B Fulfillment Services: The company operates Xf3 Logistics (xf3logistics.com) offering fulfillment services to other brands, representing a business services revenue stream.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

FabFitFun operates a lifestyle membership subscription service that delivers seasonal boxes containing 6 full-size products per quarter across beauty, fashion, fitness, wellness, home, and tech categories, with members customizing selections from over 100 curated brand options at prices from $64.99/box annually to $79.99/box seasonally. The company also runs a $29.99/month Beauty Edit Box, FabFitFunTV streaming wellness content, weekly member flash sales offering up to 70% off retail, an online member community, and acquired brands including PupBox (pet), Paya Health (wellness), Boox (sustainable packaging), and the Evie Beauty Fuel electrolyte mix.

Product overview

FabFitFun operates a lifestyle membership platform centered on its flagship FabFitFun Box—a seasonal subscription service delivering 6 full-size products across beauty, fashion, fitness, wellness, home, and tech. The core box generates over $350 in value per season at $64.99/box annually or $79.99 seasonally. The company expanded in March 2026 by launching the Beauty Edit Box, its first monthly beauty subscription at $29.99. Beyond the box, members receive year-round access to FabFitFunTV (streaming wellness content), the online Community, and exclusive weekly flash sales with up to 70% off discounts. Recent growth includes acquiring PupBox (pet products, 2024), Boox (sustainable packaging, 2025), and Paya Health (wellness brand, 2026), plus launching Evie Beauty Fuel (electrolyte mix). Founded in 2010 with over 1 million members and $83 million in venture funding, the Los Angeles-based company serves as both a B2C subscription platform and B2B fulfillment services provider.

Differentiator

Problem solved

Functional benefit

Products and services

• FabFitFun Box Quarterly seasonal subscription box delivering 6 full-size products curated from over 100 brand options across beauty, fashion, fitness, wellness, home, and tech categories. Members customize selections and receive products valued at up to $350 per season; offered at $64.99/box annually ($259.96/year) or $79.99/box seasonally. Targets U.S. women lifestyle enthusiasts.
• Beauty Edit Box Monthly beauty subscription box priced at $29.99 per month. Subscribers choose four skincare, makeup, and haircare products from premium brands including Fenty Skin, Olaplex, Ilia, and Kosas. FabFitFun's first monthly subscription product, targeting the dedicated beauty subscription segment.
• FabFitFunTV Proprietary on-demand streaming video service offering wellness, fitness, and lifestyle content exclusively to FabFitFun members as a year-round membership perk.
• PupBox Pet product subscription box acquired from Petco in March 2024 to expand FabFitFun's pet product offerings and attract new audiences; integrated into FabFitFun's platform.
• Boox Sustainable packaging brand acquired in July 2025, offering reusable shipping boxes and eco-conscious logistics services. Operates as a wholly-owned subsidiary supporting FabFitFun's B2B offerings and sustainability initiatives.
• Paya Health Wellness brand acquired in February 2026 to expand FabFitFun's portfolio of wellness-related product offerings as part of the company's broader diversification strategy.
• Evie Beauty Fuel Owned electrolyte mix brand launched by FabFitFun in 2026 as part of its expansion into wellness and health products.

Quantifiable outcome

• Members save $981 per year according to company claims
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• BooxcoreStrategic or Co-development Partner · 1 July 2025FabFitFun acquired sustainable packaging startup Boox in July 2025. The acquisition aims to enhance FabFitFun's B2B offerings and accelerate Boox's growth using FabFitFun's operational infrastructure, with a focus on eco-conscious logistics and sustainability.
• Paya HealthminorStrategic or Co-development Partner · 1 February 2025FabFitFun acquired wellness brand Paya Health in February, expanding its portfolio of wellness-related product offerings as part of the company's broader diversification strategy.
• PetcominorStrategic or Co-development Partner · 1 March 2024FabFitFun acquired PupBox from Petco for an undisclosed amount to expand its pet product offerings. The deal aims to attract new audiences and satisfy existing members' demand for pet-related products, integrating PupBox into FabFitFun's platform.
• RangeMecoreTechnology or IntegrationFabFitFun uses RangeMe as a partner platform to showcase products from suppliers. The RangeMe platform helps suppliers create product profiles and matches products with the appropriate category buyer using technology-driven matching algorithms.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Ipsy: Ipsy operates a beauty subscription box (Glam Bag) delivering curated samples and full-size products monthly, with a very similar target audience of women beauty enthusiasts. It is FabFitFun's most direct and largest subscription-box competitor.
• BarkBox: BarkBox runs a subscription box for pet products on a monthly/seasonal cadence, directly comparable to FabFitFun's PupBox acquisition. The two companies share the same subscription-curation playbook applied to a different lifestyle vertical.
• Stitch Fix: Stitch Fix is a subscription-based personal styling service that curates apparel shipments on a recurring cadence. Its model of curated, personalized product delivery to a primarily female customer base closely mirrors FabFitFun's curation-led value proposition.
• BoxyCharm: BoxyCharm (now part of BFA Industries / IPSY) is a monthly beauty subscription box delivering full-size products, directly comparable to FabFitFun's new Beauty Edit Box offering in category, price point, and target customer.
• Birchbox: Birchbox pioneered the beauty subscription box model and shares FabFitFun's core premise of curating beauty samples and full-size products on a recurring basis. Despite its downsizing, it remains the category-defining comparable for FabFitFun's flagship box.
• Causebox / Alltrue: Alltrue (formerly Causebox) operates a seasonal lifestyle subscription box featuring curated wellness, beauty, and home goods — a near-identical value proposition to FabFitFun's flagship Seasonal Box targeting women lifestyle enthusiasts.

Broad incumbents

• Sephora: Sephora is the dominant specialty beauty retailer offering Beauty Insider subscription-style perks and product discovery. Its scale and brand partnerships give it overlapping capabilities with FabFitFun's Beauty Edit Box and flash sales.
• Ulta Beauty: Ulta is a major beauty and personal care retailer with a large loyalty program (Ultamate Rewards) and broad brand assortment. It competes with FabFitFun for the same women's beauty customer wallet and brand partnerships.
• Amazon Beauty: Amazon's Beauty storefront offers Subscribe & Save on premium beauty products at deep discounts, effectively replicating FabFitFun's discovery-plus-discount value proposition at scale. Its logistics and pricing power make it a structural competitive backdrop.

Others

• ShipBob: ShipBob is a third-party logistics and fulfillment provider that overlaps with FabFitFun's emerging B2B logistics arm (Xf3 Logistics / Boox). As FabFitFun expands B2B fulfillment services, ShipBob represents the established competitive set in that adjacent business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/FabFitFun
• YouTubeyoutube.com/user/fabfitfun
• Facebookfacebook.com/FabFitFun
• Instagraminstagram.com/fabfitfun
• TikToktiktok.com/@fabfitfun?lang=en
• Pinterestpinterest.com/fabfitfun
• LinkedInlinkedin.com/company/fabfitfun

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 records

Funding overview

Funding rounds7 records

Investors20 records

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

M&A3 records

Investments2 records

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

Frequently asked questions about FabFitFun