Function of Beauty
- Company typePrivate
- Founded2015
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Function of Beauty firmographics
Firmographics- Name
- Function of Beauty
- Legal name
- Function Inc.
- Website
- https://functionofbeauty.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Function of Beauty industry classification
Industry- Product category
- Personalized Haircare and Beauty
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
- akta.pro secondary industries
- Beauty & Personal Care DTC (CRAFACAB), Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
Keywords
Where Function of Beauty is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Function of Beauty business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Subscription Revenue (Function With Benefits): Recurring subscription model offering ongoing deliveries of personalized formulas on a chosen schedule (every 1, 2, or 3 months). Subscribers receive a 20% welcome offer, free shipping, exclusive colors, early access to new products, and a free one-time reformulation. Subscription is required for membership in the Function With Benefits program.
- One-Time Purchase (DTC E-Commerce): Non-subscription one-time purchases through the company's e-commerce website (functionofbeauty.com). Customers can reorder past formulas without retaking the quiz via their account order history.
- Retail / Brick-and-Mortar Distribution: Revenue from retail partnerships including Target (Target Clean verified), Walmart, Boots, Meijer, Kroger, and H.E.B. offering the essential haircare range with customizable #HairGoal Boosters. Professional salon channel through Sephora with the PRO line featuring patented bond-repair technology.
- Amazon and Digital Marketplace Sales: Sales through Amazon storefront and other digital marketplace channels, expanding reach beyond owned DTC properties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription / Function With Benefits - Custom Haircare |
| Unit Pricing | Pay-as-you-go | One-Time Purchase - Custom Haircare |
| Unit Pricing | Pay-as-you-go | Body Care Products |
| Other | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Function of Beauty PRO (Sephora) |
| Unit Pricing | Pay-as-you-go | Retail / In-Store Line (Target, Walmart, etc.) |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels10 records
Function of Beauty product offering
Product offeringCore offering
Function of Beauty creates and sells made-to-order personalized haircare, bodycare, and skincare products formulated through a proprietary quiz-driven algorithm. Customers complete a two-minute quiz capturing hair type, scalp moisture, damage history, styling habits, and goals, and the company bottles and ships customized formulas from its US production facility. The portfolio spans the Function of You DTC line, the Function of Beauty PRO professional bond-repair line at Sephora, and a mass-market retail line at Target, Walmart, Boots, and other retailers.
Product overview
Function of Beauty is a personalized beauty company offering customized haircare, bodycare, and skincare products through a made-to-order, quiz-driven customization system. The core product lines include Function of You (the primary direct-to-consumer custom experience at functionofbeauty.com featuring Custom Shampoo, Custom Conditioner, Custom Co-Wash, Custom Hair Mask, Custom Leave-In Conditioner, Custom Styling Primer, Custom Hair Serum, Custom Body Lotion, and Custom Body Wash), Function of Beauty PRO (a professional bond-repair line exclusive to Sephora), and a Retail Line (essential haircare available at Target, Walmart, Boots, and other retailers with #HairGoal Boosters). The company uses a proprietary algorithm that generates potentially 15 million unique formula combinations based on individual hair/skin quiz responses, producing formulas every 13 seconds in their U.S. facility.
Differentiator
Problem solved
Functional benefit
Brands
- Function of You: Available exclusively at functionofbeauty.com. The most complete and elevated custom experience, designed to address all hair, scalp or skin types with any complex combination of needs. Customers can select up to five goals for their unique blend and choose product color, fragrance, with name imprinted on bottle.
- Function of Beauty PRO
Products and services
- Custom Shampoo
Quantifiable outcome
- 2x stronger hair and 90% less breakage (SOS system vs untreated hair, instant and 4-week results)
- +4 more outcomes
Companies that use Function of Beauty
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Function of Beauty technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature4 records
Function of Beauty partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- WalmartcoreFunction of Beauty expanded its retail presence to Walmart in April 2025, with products available at Walmart.com/brand/functionofbeauty/10041277. This partnership significantly expanded the brand's mass market reach, bringing personalized haircare to Walmart's massive customer base. Products include the essential haircare range with customizable options.
- GirlStartminorFunction of Beauty partners with GirlStart, an organization that empowers girls in STEM by increasing their interest and engagement in engineering, computer science, and the physical sciences at an early age. The partnership addresses the statistic that only 27% of those working in STEM are women, with the company seeking to support diversity in technical fields. This reflects the company's broader commitment to STEM education and community impact.
- TargetcoreFunction of Beauty products are available at Target and Target.com across the United States. The retail offering is Target Clean verified and includes the essential haircare line organized by hair type (straight, wavy, curly, coily) with customizable #HairGoal Boosters. Target represents a core mass retail channel for reaching price-conscious consumers seeking personalized haircare at accessible price points.
- SephoracoreSephora exclusively carries the Function of Beauty PRO professional haircare line, a salon-quality bond-repair custom haircare offering. The PRO line is endorsed by celebrity hairstylist Justine Marjan and features patented Adaptive f3 Bonding Complex technology. Available at Sephora stores and sephora.com, this partnership positions Function of Beauty in the professional/Prestige beauty channel.
- AmazonminorFunction of Beauty operates an Amazon storefront (Amazon.com/stores/page/3307E055-BC8E-4760-ABC5-859F8F33AB59) extending digital reach to Amazon's customer base. This marketplace channel provides additional accessibility for customers who prefer shopping through Amazon's platform.
- Boots (UK)minorFunction of Beauty products are available at Boots stores in the United Kingdom, expanding the brand's international retail footprint to the UK market through one of the country's leading health and beauty retailers.
- Meijer, Kroger, H.E.B.minorFunction of Beauty products are available at Meijer, Kroger, and H.E.B. regional US retailers, providing additional mass market retail presence beyond Target and Walmart in specific US regions.
- Justine Marjan (Celebrity Hairstylist)coreCelebrity hairstylist Justine Marjan is an official endorser of the Function of Beauty PRO haircare line at Sephora. Her endorsement lends professional credibility to the brand's professional-grade bond-repair offerings, particularly for the PRO line's target market of consumers with damaged, demanding hair.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Function of Beauty competitors and assessment
Company assessmentBroad incumbents
- Kérastase: Kérastase is L'Oréal's professional/salon haircare brand sold at Sephora—the same channel where Function of Beauty's PRO line competes for the premium bond-repair segment.
- L'Oréal: L'Oréal is the global haircare incumbent explicitly named as a competitor; its size, R&D budget, and salon/professional channel reach pose both a competitive threat and a potential acquisition pathway for Function of Beauty.
- Procter & Gamble: Procter & Gamble competes in the broader haircare CPG space Function of Beauty targets, with established mass-market brands like Pantene and Head & Shoulders that dwarf Function of Beauty's $19.7M ARR.
- Unilever: Unilever's Dove, TRESemmé, and Living Proof portfolios operate adjacent to Function of Beauty's hair care; its size and DTC personalization investments (e.g., SmartyPants-style playbooks) make it both a competitor and acquirer candidate.
Direct peers
- Prose: Prose is a NYC-based personalized haircare DTC brand using a similar quiz-driven customization model and direct competition for the same consumer hair-profile-driven segment Function of Beauty serves.
- Olaplex: Olaplex is a bond-repair haircare technology company whose patented chemistry directly competes with Function of Beauty's PRO line Adaptive f3 Bonding Complex in the same damaged/treated-hair category.
- Vegamour: Vegamour is a clean, vegan DTC haircare brand competing in the same naturally-derived, personalized beauty positioning Function of Beauty occupies at Target, Sephora, and online.
- Formulate: Formulate is a made-to-order custom haircare DTC brand using a quiz-based personalization flow conceptually identical to Function of Beauty's core offering.
- Curology: Curology pioneered quiz-driven personalized DTC beauty in skincare with the same product-led growth model Function of Beauty applies to hair, serving as a strategic template and category benchmark.
Emerging players
- Hims & Hers: Hims & Hers is a scaled personalized wellness/beauty DTC operator that pioneered quiz-to-product funnels now standard in the category, providing a public-market comparable for Function of Beauty's growth and unit-economics trajectory.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Function of Beauty social profiles
Digital presenceFunction of Beauty compliance and trust
Trust signalCompliance9 records
Function of Beauty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Function of Beauty leadership team
Management profileNumber of profiles
Profiles5 records
Function of Beauty funding detail
Funding detailFunding overview
Funding rounds9 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Function of Beauty M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Function of Beauty
What does Function of Beauty do?
Function of Beauty creates and sells made-to-order personalized haircare, bodycare, and skincare products formulated through a proprietary quiz-driven algorithm. Customers complete a two-minute quiz capturing hair type, scalp moisture, damage history, styling habits, and goals, and the company bottles and ships customized formulas from its US production facility. The portfolio spans the Function of You DTC line, the Function of Beauty PRO professional bond-repair line at Sephora, and a mass-market retail line at Target, Walmart, Boots, and other retailers.
Is Function of Beauty a public or private company?
Function of Beauty is a private company. It is classified as venture growth investor backed and is currently operating.
When was Function of Beauty founded?
Function of Beauty was founded in 2015. It employs 101 to 250 people.
Where is Function of Beauty based?
Function of Beauty is headquartered in New York, United States, in the North America region.
How does Function of Beauty make money?
Four revenue lines are on record. Subscription Revenue (Function With Benefits) is the primary driver. The others are one-Time Purchase (DTC E-Commerce), retail / Brick-and-Mortar Distribution and amazon and Digital Marketplace Sales.
Who are Function of Beauty's main competitors?
Broad incumbents on record are Kérastase, L'Oréal, Procter & Gamble and Unilever. Direct peers are Prose, Olaplex, Vegamour, Formulate and Curology. Hims & Hers is listed as an emerging player.
Does Function of Beauty have an API?
No public API is recorded for Function of Beauty.
What industry is Function of Beauty in?
Function of Beauty's product category is Personalized Haircare and Beauty. Its primary akta.pro industry code is CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments), with a secondary code of CRAFACAB, Beauty & Personal Care DTC. Its NAICS code is 456120 and its SIC code is 2844.