Information Density: Function of Beauty – Signal Evidence & AI Readability

[H2] Love Your Curls

Shop formulas for curls, waves, and everything in between.

Shop Your Hair Type

cruelty - free

sulfate - free

paraben - free

100% Vegan

Dermatologist Tested

SCIENTIFICALLY PROVEN, BACKED BY DATA
2x stronger hair 
90% less breakage

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*complete SOS system vs untreated hair, instant and 4 weeks results

BEFORE

AFTER

Results on wavy, highlighted hair
“This SOS Custom Repair saved my strands! My hair feels so much healthier, my frizz is under control and spilt ends are banished. I can’t stop touching my soft hair.” - Jessica

Wavy

Thin

Highlights

Heat Styling

BEFORE

AFTER

Results on curly, highlighted hair
“My hair walks into a room before I do, so I’m looking for ways to take care of it. With SOS Custom Repair I know my curls will stay hydrated and frizz-free even if I sneak in a few heat styling moments throughout the week.” - Brenda

Curly

Medium

Highlights

Heat Styling

BEFORE

AFTER

Results on highlighted, straight hair
“My hair feels so soft, nourished and hydrated after using SOS Custom Repair. The Leave-In Treatment is my go-to every time I wash my hair.” -Yoko

Straight

Thin

Highlights

Heat Styling

BEFORE

AFTER

Results on colored, coily hair
“I love experimenting with my hair color which means I need to prioritize hair health to prevent breakage. SOS Custom Repair is my secret weapon to keeping my coils healthy while I keep being me.” -Keturah

Coily

Thick

Colored

Heat Styling

Real Repair Stories, Real Joy>

HOW YOU FUNCTION>

@kendall.toole

[IMG: You can visibly see a difference after just one use]

"You can visibly see a difference after just one use!"

Kendall

@marissa_lanae

[IMG: It adds strength, hydration, frizz-control and most important to me it adds heat protection up to 450]

“It adds strength, hydration, frizz-control and most important to me it adds heat protection up to 450°.”

Marissa

@slaymiya1

[IMG: I’ve seen a huge improvement in my curls, including less breakage and elasticity even after I manipulate them.]

"I’ve seen a huge improvement in my curls, including less breakage and elasticity even after I manipulate them."

Samiya

How it works

[H2] Two Steps to Custom Haircare

You take a quick, two-minute quiz about your hair history, goals, damage and styling habits.
We formulate made-to-order, tailored haircare, prioritizing naturally-derived ingredients, and ship it to you.

Take the Quiz

Clean. Vegan. Cruelty-Free.

[H2] The Function Standard

With Function of Beauty, you are guaranteed a highly efficacious formula with no compromises. Always clean, vegan, and cruelty-free, our formulas focus on naturally-derived ingredients and powerful science to meet high efficacy and testing standards.

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Haircare

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FINDSETS

Custom Sets

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Bodycare

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Still Unsure?

Don’t stress. We've paved our quiz like a yellow brick road. Just a two-minute detour from your day, and spoiler: there's no Wicked Witch at the end, just perfect hair days.

CUSTOMIZE MYFORMULA

[{"filters_json":{"filters":[{"name":"Product Line","value":"product_line","options":[{"value":"hair","label":"my hair"},{"value":"body","label":"my body"}]},{"name":"Product Type","value":"product_type","options":[{"value":"any product","label":"all products"},{"value":"body lotion","label":"body lotion"},{"value":"body wash","label":"body wash"},{"value":"co-wash","label":"co-wash"},{"value":"hair goal boosters","label":"hair goal boosters"},{"value":"conditioner","label":"conditioner"},{"value":"hair masks","label":"hair masks"},{"value":"hair treatments","label":"hair treatments"},{"value":"leave-in treatment","label":"leave-in treatment"},{"value":"sets and routines","label":"sets and routines"},{"value":"shampoo","label":"shampoo"},{"value":"styling products","label":"styling products"}]},{"name":"Product Concern","value":"product_concern","options":[{"value":"all hair types","label":"all hair types"},{"value":"anti-brass concerns","label":"anti-brass concerns"},{"value":"coily hair","label":"coily hair"},{"value":"curly hair","label":"curly hair"},{"value":"damaged hair","label":"damaged hair"},{"value":"frizz concerns","label":"frizz concerns"},{"value":"hard water concerns","label":"hard water concerns"},{"value":"oily hair","label":"oily hair"},{"value":"repair","label":"repair"},{"value":"straight hair","label":"straight hair"},{"value":"tone correction","label":"tone correction"},{"value":"wavy hair","label":"wavy hair"}]}]}}]

[H1] How Function of Beauty Came to Function.

Ever realized that your reflection is uniquely yours? Each detail speaks to your individuality. We saw a gap in the beauty industry's acknowledgment of this uniqueness and stepped in. Function of Beauty celebrates you with tailor-made, naturally-derived formulas, crafted by in-house chemists and beauty experts. Since 2015 we’ve created 15 million unique, customized products and counting…

Customize myformula

Our Commitment

[H2] Excellence in Formulation

We formulate and produce our products in-house, ensuring total quality control at every stage. Our formula commitment ensures formulas are safety-tested, dermatologist-tested, and consumer-validated. We prioritize ethical, sustainably-sourced and naturally-derived materials. Our formulas are vegan, gluten-free, paraben-free, sulfate-free, and cruelty-free. Rooted in science, all formulas are made-to-order in our one-of-a-kind facility in the US.

Our Commitment

[H2] Excellence in Testing

Beyond premium quality and safety, our products undergo rigorous testing, meeting or surpassing industry standards. They are dermatologist-tested for sensitive skin, stability and microbiology tested. We incorporate independent lab tests, visual inspections, and performance evaluations at our in-house salon. Instrumental testing ensures our haircare products deliver proven results.

Our Commitment

[H2] Excellence in Ingredients

We meticulously select ingredients from trusted suppliers, adhering to strict cosmetic regulations. Beyond this, we formulate retail products to meet retailer clean standards, such as Clean at Sephora and Target Clean. Each chosen ingredient is rigorously assessed for safety, with our formulas vetted by expert toxicologists.

Minimizing our footprint

[H2] Innovation Meets Responsibility

Every step we take is intentional, aiming to minimize our environmental impact. We use post-consumer recycled materials for our product bottles and shipping boxes. Our packaging supplier holds SFI Certification, ensuring sustainable forestry practices in material sourcing.
We offer customers the option to forgo pumps and minimize secondary packaging whenever possible. In our production facility, we've implemented energy-saving processes and the size of our shipping boxes is designed to minimize waste.

OUR ONE-OF-A-KIND FACILITY

[H2] Innovation Takes Shape

In our advanced production facility, our proprietary algorithm enables us to create a unique formula every 13 seconds. This facility is designed for comprehensive customization, accommodating various parameters including fragrance, color, size, and bottle type. As a result, your haircare is crafted to your specifications, bottled, and shipped directly to you. Moreover, you can adjust your formulation as your needs change over time. One constant remains: every bottle will distinctly represent you. It's that personalized.

Giving Back

[H2] Our Partnership With GirlStart

Only 27% of those working in STEM are women. We think it's time to dial up that number, which is why we are proud to partner 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.

Our Founders

Zahir Dossa

Zahir, an MIT engineer with a sustainability PhD, dreamed of pioneering personalized beauty at scale, putting customers in the lab coat to craft their ideal formula.

Hien Nguyen Kaplan

Hien, a seasoned industry chemist, set the foundation for our tailored formulas – perfectly blending potent ingredients to help achieve your beauty needs and goals.

Josh Maciejewski

Josh, another MIT marvel with a knack for supply chains and data science, engineered our unique production hub and crafted the algorithm to make it all a reality!

Giving Back

Women in STEM

Only 27% of those working in STEM are women. We are proud to partner with and support GirlStart to change that.

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function fam

We are problem solvers. We are listeners. We are movers. Are you?

openroles

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Personalized Haircare

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Function of Beauty in Retail Stores

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Personalized Bodycare

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