08.14.23
Function of Beauty, the customizable beauty brand, will launch its Function of Beauty Pro line in Sephora stores on August 18. Online sales are underway.
The FoB lineup includes four shampoo and conditioner mask duos, each infused with the brand’s new bond-building technology and catering to one of four hair types: straight, wavy, curly or coily. Nine boosters, called Hair Goal Concentrates, can be added to the formulas to target specific concerns such as frizz, color maintenance, shine, hydration, curl definition and more. The shampoos and conditioner masks retail for $24 and $28, respectively; each hair concentrate costs $4.
But rather than coat strands evenly, the formulas are said to self-adjust to hair’s unique patterns and damage levels, detecting and binding only to damaged fibers.
The launch is Function of Beauty's second foray into traditional retail. The DTC-born company entered Target in 2020.
The FoB lineup includes four shampoo and conditioner mask duos, each infused with the brand’s new bond-building technology and catering to one of four hair types: straight, wavy, curly or coily. Nine boosters, called Hair Goal Concentrates, can be added to the formulas to target specific concerns such as frizz, color maintenance, shine, hydration, curl definition and more. The shampoos and conditioner masks retail for $24 and $28, respectively; each hair concentrate costs $4.
But rather than coat strands evenly, the formulas are said to self-adjust to hair’s unique patterns and damage levels, detecting and binding only to damaged fibers.
The launch is Function of Beauty's second foray into traditional retail. The DTC-born company entered Target in 2020.