Function of Beauty launched a more affordable version of its personalized haircare products at Target — here's how they managed to keep the formulas customizable
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- Function of Beauty launched a line of customizable shampoo and conditioner at Target.
- It has $10 "base" formulas and $3 "booster" packets you can mix in to target specific hair needs.
- This line is much more affordable and accessible than custom-order formulas directly from the brand.
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Custom haircare startup Function of Beauty has officially landed at Target.
Function of Beauty makes highly Instagrammable, custom shampoos and conditioners based on a quiz you take about your hair's needs. The Target launch, which is available online and in stores, still allows you to customize your products by adding mix-ins to formulas designed for each basic hair type.
The Function of Beauty products at Target are much more affordable than ordering straight through the company's site. The 11-ounce base bottles cost just $9.99 and the booster packets are $2.99 each, versus $39 for 8 ounces when shopping direct.
And though the formulas aren't exactly the same given the limitations in customizability, the ingredient list is still paraben-, sulfate-, and cruelty-free.
Function of Beauty isn't the only direct-to-consumer startup that has launched products at Target.
Other beauty and grooming brands like Versed, Quip, Harry's, and Native have been available there for a while, marking a trend in the way former D2C brands are looking to expand their reach to new audiences.
We tested the new Function of Beauty products from Target
Hair type | Products |
Black, tightly coiled, short | Coily Hair Shampoo Base with Flaxseed Oil Coily Hair Conditioner Base with Jamaican Black Castor Oil Deep Condition #HairGoal Booster Shots Strengthen #HairGoal Booster Shots |
When I tried Function of Beauty last year, I was not impressed. However, looking back I don't think I was taking the best care of my hair. This time I wanted to make sure I used the products properly and focus on maintaining healthy hair.
I have been using the set for a month. Shampooing once a week, conditing every other day, and always finishing with the Green Tea Super Moist Leave-In Conditioner from TGIN. I liked the way my hair felt after using both products. Most importantly it felt clean. I do think being consistent, conditioning frequently, and shampooing when needed helped my hair a lot.
Updating my wash routine and trying the Coily Hair collection was fun. They also smelt great! I enjoyed getting to pour the #HairGoal boosters into the shampoo and conditioner. Another plus was the cute packaging. Last year after a few weeks I went back to my old products, but I plan to finish using the shampoo and conditioner this time. — Alyssa Powell, associate graphic designer
Read more about how to care for curly hair here.
Hair type | Products |
Wavy | Wavy Hair Shampoo Base Wavy Hair Conditioner Base Soothe Scalp #HairGoal Booster Shots Strengthen #HairGoal Booster Shots |
I'm about half way done with my Function of Beauty X Target shampoo and conditioner and so far, I love it. I opted for the wavy hair formula and used the "strengthen" and "soothe scalp" boosters. I've noticed my hair feeling softer, stronger, and more hydrated than when I was using my usual OGX Argan Oil formulas.
In the pictures above, I hadn't use any sort of styling product — I just let my hair air dry after shampooing and conditioning. It's been less frizzy and overall happier and healthier, enough that I've been able to forego additional products. — Sally Kaplan, deputy editor
You can read more about our experience taking the quiz and using the custom formulas here.