Function of Beauty launches exclusive Sephora collection

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Dive Brief:

  • Custom hair care brand Function of Beauty launched a new collection exclusively through Sephora, according to a Tuesday press release. 
  • The Function of Beauty Pro line is available online at Sephora and will be available in 300 of the retailer’s stores across North America. Prices range from $4 for each Hair Goal Concentrate to $24 for the Custom Recovery Shampoo and $28 for the Custom Recovery Conditioner Mask.
  • The exclusive collection is focused on bond-building formulas, featuring shampoos and conditioners for different hair types along with a selection of nine Hair Goal Concentrate formulas customers can choose from to address specific hair needs. 

Dive Insight:

Expanding its wholesale network, Function of Beauty’s Pro collection at Sephora adds to the mass retailer’s personalized offerings. 

“We’re excited to partner with Sephora and be the first brand to introduce haircare customization to the prestige channel,” Alexandra Papazian, chief executive officer at Function of Beauty, said in a statement. “Sephora is a premiere destination for beauty and we’re excited to launch a high-quality, highly innovative customized hair care range to address everyone’s unique hair needs.”

Sephora in January added the personalized skincare brand Proven to its online assortment after Proven participated in the 2018 Sephora Accelerate program. Proven on Tuesday announced it would enter 10 Sephora stores with interactive video displays where customers scan a QR code to access a quiz used to formulate their personalized skincare.  

The Function of Beauty Pro collection has the Sephora Clean seal, with the formulas being vegan, sulfate-free, cruelty-free, gluten-free and color-safe, according to the brand. 

The traditionally direct-to-consumer brand released a collection of hair styling products exclusively at Target in January. The styling products were priced at $12.99 in the retailer’s stores and online, adding to its existing merchandise lineup.

Prior to expanding its wholesale offerings, Function of Beauty also hired a new chief marketing officer with 20 years of experience from L’Oréal in June 2022. The brand was founded in 2015 and launched in 2016, though co-founder Zahir Dossa exited the chief executive officer position in 2021, passing the head position to Papazian. 

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