The company I chose to research and go more in-depth about is the Function of Beauty company. This company is less than a year old and is founded by an MIT graduate Zahir Dossa. It’s a haircare that offers personalized shampoo and conditioner specifically for their customers. Function of beauty offers over 12 billion different types of ingredients to their customers to build their own set of shampoos and conditioners based on what the customer wants or prefers. To build your own set of products as a customer, the company allows you to build your own by taking a quiz on their website based on what you like and don’t like in the product.
First, you get to answer questions like your hair type (straight, wavy, curly, coily), your hair texture (fine, medium, coarse), your hair moisture (dry, normal, oily) etc. Next will be your hair goals (shine, volumize, anti-frizz) then the customization of your shampoo and conditioner formula, the type of fragrance, the sense of smell, the size of your bottles you want and how frequent you want the product. You also get the chance to customize your formulas which are all dye free and have your name personalized on the bottle. Function of beauty saves all this information under your profile to make it easy for the customer if he or she wants to reorder the product.
Function of beauty is most targeted to the ages 60 or 65 years (age-old) with the problem of having a better hair and it already has massive revenue of $110 million. The problem is with any new business, there is always strengths and weaknesses because you don’t know whether customers are going to like your products. When doing my research about this company, some of the weaknesses I found was the company doesn’t make it easy for their customers to know exactly the list of all ingredients that go into their products before they order. The only information the customer is aware of is the ingredients they personally chose themselves.
Their price range was also another weakness I found. Function of beauty charges an 8ounce of shampoo and conditioner for $46 and 16ounze bottles will cost $46 which is relatively high compared to other hair care products. An average person will typically spend twenty to twenty-seven dollars on hair care products. Some of the strengths I found about this company was their payment methods. The customer is guaranteed free shipping and free returns if he or she is not satisfied with the product. The customer also gets the chance to re-order their personalized products if they run out. Function of beauty also offers subscription/monthly subscription to their customers. They also provide online chat with a chemist if you don’t know what you want or what you are looking for. Once the customer receives his or her product, there are directions that guide you through washing and conditioning your hair.
Function of beauty provides all the list of ingredients in the product when the customer receives the company. It also guides you through how often you should wash your hair using their product and helpful tips to keep your hair healthy. This company’s potential growth has been massive so far even though it is less than a year old and it has raised $12 million through Y Combinator. The company has a team that hand fills the shampoos and conditioner, but with technology advancing, function of beauty uses their robotic machines to fill out their bottles quicker.
I chose this company to research because it is a new company that was started by a college graduate. As for every business, there is always pros and cons. This company caught my attention because haircare products are always important. We all want good products that work for our hair, especially for women. When I researched more about function of beauty, I found that it will be a good haircare company because of the choices that the company offers. As individuals, we all have different hair types and textures. Function of beauty was my favorite company because of the choices you had as a customer and especially the quiz you take about your hair type.
Some of the things I liked the most was the goals you select for your hair. I took a quiz at the function of beauty website for myself to see how the hair quiz was set up and I really liked the information that was asked about my hair. Function of beauty company focuses on their customers individually and makes them feel special and cared for but not every company takes the time to do that for their customers individually. One thing that will make customers frustrated will be the fact that function of beauty does not tell you all the ingredients that go into your product before you order them. Clicking on each goal is the only way you can get a sense of what’s in your product.