Function of Beauty recently announced the arrival of its new haircare range, Function of Beauty PRO. Launching exclusively at Sephora, the premium and high-performance pro-tested line is designed to take customization to the next level with cutting edge and naturally-derived customizable bond-building formulas based on hair type, hair goals, and now damage level.
Launching this month at 300 Sephora locations across North America and online, the first-of-its-kind custom haircare features unique active ingredients per hair type developed to combat damage caused to hair bonds from coloring, heat styling and mechanical damage. Powered by Adaptive f3 Bonding Complex, a patented naturally-derived complex obtained via bio-technology, that self-adjusts to each hair’s unique damage level to relink broken hair bonds only where hair needs it. The fully customizable collection, tested and validated by professional stylists, makes it easy to achieve healthier-looking, more resilient hair, resulting in 2x smoother hair with 2x less breakage*.
“We’re excited to partner with Sephora and be the first brand to introduce haircare customization to the prestige channel,” said Alexandra Papazian, Chief Executive Officer, Function of Beauty. “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.”
Function of Beauty PRO comprises four collections for the four hair types: straight, wavy, curly and coily. Each collection consists of a sulfate-free Custom Recovery Shampoo and a two-in-one Custom Recovery Conditioner Mask formulated specifically for each hair type and featuring the patented bond-building technology. All products can be further customized at home by choosing up to three Hair Goal Concentrates from a full range of nine. Hair Goal Concentrates are curated to address specific hair needs. The Stylist-inspired Collection includes frizz taming (The Frizz Genius), curl defining (The Curl Executive), volumizing (The Lift Legend) and shine enhancing (The Shine Queen), while the Colorist Inspired and Scalp Collections include brass toning (The Blonde Hero) and color protection (The Color Savior) along with scalp balancing (The Oil Heiress), scalp hydrating (The Hydration Pro) and moisture boosting (The Moisture Shot). To customize, shoppers pick a base by natural hair type, and add up to 3 Hair Goal Concentrates into each product for customized formulas.
Function of Beauty PRO was tested and validated by professional stylists across all hair types to offer a new way to customize hair care at home. The brand has tapped celebrity stylist Justine Marjan to serve as Function of Beauty PRO Ambassador. Justine is lending her expertise in hair care for educational videos across Sephora and Function of Beauty channels, along with her own social presence.
“We are thrilled to partner with Function of Beauty and introduce a completely new range of highly customizable, effective and transformative haircare products to our clients in this new format,” said Jennifer Lucchese, VP of Haircare Merchandising at Sephora. “With its mission of empowering individuality, Function of Beauty PRO offers custom formulas that deliver professional-grade results based on each client’s unique needs. We look forward to welcoming this exclusive, new to market brand to our Sephora community and are excited to offer a new way to shop for hair care.”
The range is designated with the Sephora Clean seal and formulas are naturally-derived in accordance with ISO 16128 global standards, vegan, sulfate-free, cruelty-free, gluten-free and color-safe. Dermatologist-tested and suitable for sensitive skin.
