I never knew customized hair care products were a thing – and I’d never imagined I’d be the sort of person to use them. But after one wash with Function of Beauty’s personalized shampoo and conditioner, I was convinced. Never again would I be the person scouring the shop shelves for whichever shampoo and condition were ‘Buy one get one free’.
Everything about the Function of Beauty experience is refreshing and fun. It starts with the website where you can choose every aspect of your product. First, take the hair quiz to tell the FoB gurus about your hair-type and build a personalized profile; straight, wavy or curly; fine or thick; dry or greasy? Next up: what are your hair goals? (A question, I must admit, I’ve never asked myself!) What do you want your shampoo and conditioner to do? Do you want it to deep condition, to repair, to replenish?
My hair is very fine with an annoying natural wave – it’s not straight and it’s not curly, it just looks unstyled at all times! With blonde hair punctuated with vibrant pink highlights, I knew colour protection was my main goal, in order to protect the vivid colours that cost me a fortune at the salon! I opted for deep condition (let’s tackle those tangles!), replenish, thermal protection (those straighteners must take their toll), and shine – I was imagining tossing my glossy, silky hair around like a shampoo advert!
The important stuff out of the way – it was time for the fun bit. Choosing the colour, the size of the bottle and the scent! I opted for the Tiffany blue pigment to add a pop of colour to my monochrome bathroom. And I selected the scent ‘Flower to the People’. But it was the name of my customized concoction that stumped me. The pressure was on – and I failed, opting just for my nickname in a moment of panic.
Within a few days, my FoB box landed on my doormat. The package arrived promptly and everything inside was in good condition. A strip of stickers allows customers to further customize their bottle and I leapt at the chance to feel like a kid again and decorate the bottles with hearts, flowers and inspirational musings.
I jumped in the shower to give the products a try. The bottles arrive with normal twist lids or with pumps for easy use. The silky shampoo feels thick and the scent is lovely but strong – you could actually taste the fragrance in the back of your throat! The shampoo lathers up into a whip of cloud-like bubbles like the high-quality products you use at the hairdresser. It washes out well although beware getting any in your eyes as it has a sting.
Once dried my hair was shiny, tangle-free and bouncy. Although the water turned pink, the colour in my hair remained vibrant and, once dry and straightened, it looked healthy and lustrous. It took two days before the greasy, unkempt look returned and I jumped in the shower again, this time to see how the products would fare if I refrained from a blow-dry and went for the plait and sleep approach. The following morning I awoke with a wavy, playful bounce of hair looking thick and shiny.
I was happy with my hair and happy with the product. But it’s not just the customization and finish that makes Function of Beauty special. The company has also taken time to ensure their products have as little impact on the environment as possible. The bottles are made of 100% recyclable plastic and the aluminum caps are also recyclable. The US-based ethical company prides itself on its clean, science-backed ingredients and is also proud that all of its products are cruelty-free and vegan.
Function of Beauty – which also sells hair masks and serums – is the world’s first fully customized hair care brand, allowing customers to design their own products based on their individual hair type and wants. And I think this is a business model that will thrive. While it isn’t cheap (£25 for 8oz bottles), it could be life-changing. And for those who can’t put a price on beauty, I’m sure they’ll be happy to pay the price to achieve their hair goals.