What Fabulous does

Fabulous is a privately held behavioral science-based habit coaching company that operates as TheFabulous Inc., a Delaware-incorporated entity founded in 2013. The company originates from Duke University's Center for Advanced Hindsight, where its methodology was developed under the leadership of Dan Ariely; this academic foundation, combined with a team of behavioral economists, psychologists, and data scientists, provides the intellectual basis for its approach to habit formation and personal development. The company claims to have helped 37 million users build healthier routines.

The core offering is the Fabulous mobile app, which combines mobile coaching with structured morning, afternoon, and evening routines to drive lasting behavioral change. The product surface extends into a family of specialized sub-brands: Shape (healthy eating), Clarify (focus planning), Elixir (finding purpose), Mind (stress management), Sleep Tracker/Lune (sleep improvement), the newly launched HabitatZero for desktop productivity (2026), and Fabulous for Teams, a B2B workplace well-being solution. The platform also offers a 24/7 on-demand coaching library and live sessions with human coaches as premium add-ons. Distribution spans the Apple App Store, Google Play Store, direct website subscriptions, and the Gympass/Wellhub corporate wellness channel.

Fabulous operates a freemium subscription business with three tiers — individual Premium (monthly/annual), discounted student plans, and Fabulous for Teams enterprise contracts — sold through a mix of product-led growth (mobile app stores, website), direct-to-consumer marketing, and an enterprise field-sales motion for the B2B segment. The company is recognized globally across the USA, UK, Germany, France, Brazil, Spain, and Portugal, and received Apple's Best Self-Care App 2018, a Google Play Awards finalist placement, and a Google Material Design Award in 2018. No revenue, funding-round, or headcount data is disclosed in available source materials.

Name

Fabulous

Legal name

TheFabulous Inc.

Website

https://thefabulous.co

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Fabulous is a privately held behavioral science-based habit coaching company that operates a family of subscription self-care mobile apps (Shape, Clarify, Elixir, Mind, Sleep, HabitatZero, Fabulous for Teams), serving individual consumers and enterprise wellness buyers with structured routines, on-demand coaching, and live human coach sessions.

Ownership category

akta.pro rank

Product category

Wellness and Habit Coaching Software

NAICS

Educational Support Services (61171)

SIC

Services-Prepackaged Software (7372), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Lifestyle & Habit Change Coaching (HSADAGAB)

akta.pro secondary industries

Behavior Change & Motivational Coaching (HSADAGAF), Wellness Program Design & Accountability Coaching (HSADAGAC), Stress Management & Burnout Prevention Coaching (HSADAGAD)

Keywords

• Habit coaching app
• Behavioral science wellness
• Employee wellness programs
• Habit tracking software
• Self-care subscription

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Individual Premium Subscription: Monthly or annual Premium subscription for individual consumers. Users can purchase through the Fabulous website directly, Apple App Store, or Google Play Store. The subscription unlocks full coaching features, human coach sessions, and advanced habit tracking capabilities.
2. Enterprise/Team Subscriptions: Fabulous for Teams B2B offering sold to enterprise customers for employee wellness programs. Accessed via dedicated work pages and 'Request a Demo' sales motion.
3. Student Discount Subscription: Discounted subscription tier available to students, making Premium features accessible at reduced pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Fabulous is a self-care coaching app, incubated at Duke University's Center for Advanced Hindsight under Dan Ariely, that applies behavioral science to help users build lasting healthy habits through structured morning/afternoon/evening routines, an on-demand coaching library, live human coaching sessions, and habit-stacking methodology. The company extends this behavioral-science foundation to enterprises through "Fabulous for Teams" for workplace well-being, and complements the mobile experience with the HabitatZero desktop productivity workspace.

Product overview

Fabulous is a family of well-being apps built around behavioral science principles, originally incubated at Duke University's Center for Advanced Hindsight. The core offering consists of the Fabulous mobile app for daily habit coaching and HabitatZero for desktop productivity. The app family includes specialized products: Shape (healthy eating), Clarify (focus planning), Elixir (finding purpose), Ease Stress/Mind (stress management), and Sleep Tracker/Lune (sleep improvement). For enterprise customers, Fabulous for Teams provides workplace well-being solutions with live challenges and team bonding features. Additional offerings include 24/7 on-demand coaching content and access to human coaching sessions. The company offers subscription plans billed monthly or annually, with student discounts available, accessible through Apple App Store, Google Play Store, or directly via the Fabulous website.

Differentiator

Problem solved

Functional benefit

Brands

• Shape: Healthy eating app focused on nutrition and dietary habits
• Clarify
• Elixir
• Mind
• Sleep
• Lune
• HabitatZero
• Fabulous for Teams
• Fabulous for Work

Products and services

• Fabulous (Core App) Award-winning self-care coaching app that uses behavioral science to help users develop lasting healthy habits. Provides daily habit coaching, morning/afternoon/evening routines, on-demand coaching content, human coach sessions, and community support.
• HabitatZero Desktop productivity workspace offering three goals per day, a self-triage inbox, and meeting notes that take themselves. Designed to provide a serene workspace for deep work and focus alongside the mobile Fabulous app.
• Shape Healthy eating app focused on nutrition and dietary habits as part of the Fabulous family of well-being apps.
• Clarify Focus planning app designed to help users streamline their mind into a flow state and eliminate distraction and procrastination.
• Elixir Find Purpose app helping users discover and align with their life purpose as part of the Fabulous well-being app family.
• Ease Stress / Mind Stress management app focused on reducing anxiety and promoting mental calmness through guided practices.
• Sleep Tracker / Lune Sleep tracking app (and Lune companion) designed to help users improve sleep quality and establish healthy sleep routines.
• Fabulous for Teams B2B workplace well-being solution using behavioral science to help organizations support healthy routines, strengthen team bonds, and increase productivity. Includes live challenges and programs for eliminating distraction. Sold via enterprise demo request.

Quantifiable outcome

• 37 million people have built healthier and happier lives using Fabulous

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature8 records

Partnerships

One partnership is on record.

• Gympass/WellhubminorChannel Partner/ Reseller/ DistributorFabulous has integrated with Gympass/Wellhub employee wellness platform, allowing users to access Premium features through their corporate wellness benefits. Support articles detail specific activation steps and troubleshooting for Gympass/Wellhub login issues.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BetterHelp: Direct peer offering online human-coach and therapy sessions on a subscription basis. Comparable human-coach integration within Fabulous's Premium tier and shared D2C wellness subscription mechanics.
• Noom: Direct peer applying behavioral science and psychology to drive habit change (initially weight loss), with a subscription coaching model and human-coach element. Closely comparable behavioral-coaching methodology and consumer subscription mechanics to Fabulous.
• Headspace: Direct peer in the consumer habit and mindfulness coaching app category, combining guided programs with subscription monetization across B2C and B2B (Headspace for Work). Highly comparable product surface, target persona, and pricing model to Fabulous.
• Streaks: Direct peer in iOS habit tracking, offering a focused habit-formation app with subscription tier. Highly comparable target persona and core product functionality to Fabulous's habit-tracking use case.
• Productive: Direct peer in habit and routine tracking apps with subscription pricing and structured daily routine planning. Closely comparable daily-routine coaching product surface to Fabulous's morning/afternoon/evening routine system.
• Calm: Direct peer offering a consumer subscription wellness app spanning sleep, meditation, and habit-building, with a B2B arm (Calm Business). Comparable mobile-first delivery, premium subscription tier, and overlap on sleep and mindfulness use cases.
• Habitica: Direct peer providing gamified habit and productivity tracking via a free/optional-subscription model. Comparable habit-tracking core functionality and D2C monetization to Fabulous.

Emerging players

• Wellbeats: Emerging player in employer-sponsored wellness content and habit-building programs. Comparable to Fabulous for Teams as a subscription-based workplace wellness solution serving HR/benefits buyers.
• Wellable: Emerging player in B2B corporate wellness platforms, comparable to the Fabulous for Teams B2B offering in targeting employer wellness programs. Useful benchmark for Fabulous's enterprise traction and channel partnerships within the HR/wellness ecosystem.

Broad incumbents

• WW (Weight Watchers): Broad incumbent in subscription habit- and behavior-change coaching, anchored in weight management but extending to wellness. Overlaps with Fabulous on behavioral-coach methodologies, B2B wellness distribution, and subscription model, though WW's brand and channel are far larger and more established.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GetTheFabulous
• YouTubeyoutube.com/c/TheFabulous
• Facebookfacebook.com/thefabulous.co
• LinkedInlinkedin.com/company/the-fabulous-co-
• Instagraminstagram.com/thefabstory

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors2 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 Fabulous