Function of Beauty Review: Here's How the Custom Haircare Brand Works

The products you receive are made especially for you.

We independently evaluate all recommended products and services. If you click on links we provide, we may receive compensation. Learn more.

Function of Beauty

Function of Beauty products on a glass shelf

Function of Beauty

Pros & Cons

  • All products are vegan, cruelty-free, and do not contain sulfates or parabens; silicone-free options available

  • Free reformulation or full refund within 30 days of delivery

  • Shampoo and conditioner bottles are made from 100% recycled plastic

  • Ability to choose shampoo and conditioner color (dye-free option available), as well as customize bottle label

  • Great customer service; live chat support available

  • Also offers custom body and skincare products

  • Relatively high prices compared to other haircare products

  • Subscription discount only applies to shampoo and conditioner

  • Brief quiz with basic questions; not as comprehensive as some of the other custom haircare companies


Function of Beauty

Function of Beauty products on a glass shelf

Function of Beauty

If you’re someone who is interested in haircare, odds are you’ve heard about Function of Beauty. Whether it was from your favorite YouTuber or a targeted ad on Instagram, the beauty company has gained recognition, namely for its shampoo and conditioner. But what makes it so noteworthy? One word: custom.

Most of us have depended on shampoo and conditioner that we find on store shelves to care for our hair. But more often than not, the results have never quite matched the words boldly touted on the bottle. Recognizing that many people struggle with finding the right products for their precious locks, Function of Beauty set out to change that with its custom haircare. Crafted just for you with your hair needs and goals in mind, it speaks to those of us who have long yearned for better hair. And if you’re curious about how such bespoke products work, we’re here to help. Below, we take a look at the company, its offerings, and what you can expect when ordering Function of Beauty’s custom haircare.

Function of Beauty Product Lineup (Shower Tile)

Function of Beauty

What Is Function of Beauty?

Often touted as the brand that popularized custom haircare, Function of Beauty was founded in 2015 by two MIT engineers and a chemist with the goal to create products that are specifically tailored for your locks. While the beauty company has since expanded into custom body and skincare products, haircare is still what it remains best known for. 

Function of Beauty prides itself on creating formulas without harsh chemicals like sulfates and parabens that are also entirely vegan and cruelty-free. The company uses a combination of natural, naturally derived, and safe synthetic ingredients to create the most effective products suited for your hair.

Over the years, the company has made continued efforts toward more responsible and sustainable practices. Shampoo and conditioner bottles are now made from 100% recycled plastic and are recyclable. It has also prioritized local sourcing, which reduces long-haul transportation and thereby emissions.

In addition to its custom formulas, Function of Beauty also garnered interest due to its direct-to-consumer model. The idea of having your shampoo and conditioner shipped directly to your doorstep is appealing to online shoppers. And while the company has introduced a line for Target (more on this below), the products sold on Function of Beauty’s website provide a more personalized experience than its retail counterpart.

Function of Beauty Hair Quiz

Function of Beauty

Your Function of Beauty journey will start off with a short quiz that asks questions pertaining to hair type, scalp moisture, and hair goals. Then, you’ll be able to choose a scent along with fragrance strength before you’re shown a list of ingredients that will be used for your bespoke formula. Here, you’ll be able to gain some insight into what is going into your products and the benefits associated with each one. From there, you’ll also have the opportunity to select a color for your shampoo and conditioner and personalize the bottle with your name or initials.

Upon checkout, you’ll find a selection of suggested products, such as hair masks, serums, and styling primers, based on your hair goals. There’s an option for a one-time purchase, but subscribers have benefits like free shipping and 20% off shampoo and conditioner. Unfortunately, the aforementioned discount doesn’t apply to other haircare products, even if you opt for automatic monthly, bimonthly, or quarterly deliveries. However, the good news is that if you’re not happy with your order, Function of Beauty offers a complimentary reformulation or a full refund within 30 days of receipt. Subscriptions can also be canceled at any time, although be conscious of doing so before your next order is filled to avoid additional unwanted charges.

Who Should Use Function of Beauty?

Function of Beauty mostly appeals to women and is meant for all hair types ranging from straight to tight coils. The company targets 16 different hair goals that include hydration, volume, curl definition, and color protection. If you’re not getting the desired results from store-bought products, custom haircare by companies like Function of Beauty may be more effective.

Function of Beauty Products

Shampoo and Conditioner

Shampoos and conditioners are Function of Beauty’s most popular haircare products. They’re customized to your hair type and goals, so ingredients will vary based on your quiz results. You’ll be able to choose from around 10 scents (a fragrance-free option is also available), personalize the bottle label, and select a color or elect a dye-free formula. Both are available in eight- and 16-ounce bottles, but if you’re interested in subscribing and receiving 20% off, the discount only applies to the larger bottle. And with the subscription discount, the price of the 16-ounce bottle is nearly the same as the eight-ounce option. Subscribers also receive free shipping, and you can set the frequency to monthly, bimonthly, or quarterly shipments. There’s also an option for a one-time purchase.

Function of Beauty Hair Masks

Function of Beauty

Hair Mask

For those with dry and damaged strands that need some extra love and care, the company’s hair mask is another popular offering. Just like shampoo and conditioner, the formula is also customized for you based on your quiz results. Expect ingredients like argan oil for hydration and shine, as well as jojoba esters to reduce frizz and help with detangling. The product is applied post-wash and left on for a recommended amount of time based on your hair type before being rinsed off. Function of Beauty recommends using it once or twice a week for the best results.


If you want to amp up your hair’s shine while taming frizziness and flyaways, Function of Beauty’s hair serum is designed for just that. Your custom formula will include key ingredients like annatto oil, which enhances your natural hair color; argan oil for hydration; and jojoba oil to lock in moisture and create a protective film that helps reduce thermal damage.

Purple Shampoo

Blonde, silver, and highlighted hair has its own set of unique problems, but namely brassiness. To help reduce warm tones in light-hued locks, Function of Beauty offers purple shampoo, conditioner, and hair masks. The key ingredients for all three are neutralizing violet pigments—which sit opposite from yellow on the color wheel—to maintain vibrancy. Unfortunately, neither the purple shampoo nor the purple conditioner benefit from the 20% subscription discount like the one on the company’s regular shampoo and conditioner.


  • Custom shampoo: $21 for 8 oz. bottle, from $22 for 16 oz. bottle
  • Custom conditioner: $21 for 8 oz. bottle, from $22 for 16 oz. bottle
  • Custom hair mask: $24 for 7.5 oz. tub
  • Custom leave-in conditioner: $24 for 8 oz. bottle
  • Custom hair serum: $29 for 3 oz. bottle
  • Custom styling primer: $29 for 6 oz. bottle
  • Custom co-wash: $20 for 8 oz. bottle, $30 for 16 oz. bottle
  • Custom purple shampoo: $21 for 8 oz. bottle, $27 for 16 oz. bottle
  • Custom purple conditioner: $21 for 8 oz. bottle, $27 for 16 oz. bottle
  • Custom purple hair mask: $24 for 7.5 oz tub
  • 20% subscription discount for shampoo and conditioner (16 oz. bottles only)

Function of Beauty Customer Reviews

Overall, Function of Beauty customers are pleased with their bespoke haircare products. Many reviewers note that they really enjoy the scents; adore the additional personalization options to the bottle label and color for shampoo and conditioner; and appreciate the timely deliveries. While some admit that the company’s products are more expensive than their usual shampoo and conditioner, they feel that the results—softer and stronger hair with less frizz—are worth the higher price tag.

When it comes to the unsatisfied customers, most of them said that they didn’t notice a significant difference between the custom products and their regular shampoo and conditioner. A few also noticed dryness or an increase in hair loss after months of use. There have also been several reviews stating that there was no notification of a recent price increase, but prior to that fault, subscribers had no issues with the otherwise friendly customer service.

  • Is Function of Beauty Safe on Colored Hair?

    Function of Beauty products are safe for dyed hair since they don’t contain sulfates, which can dull your hair color. The brand’s initial quiz also asks if you color or treat your hair so that formulas can be developed accordingly. For blondes or those with highlighted hair, the company also offers purple shampoo, conditioner, and masks to help reduce brassiness.

  • How Long Does Function of Beauty Shampoo and Conditioner Last?

    How long products last depends on how often you use them and how much of them you use with every application. When it comes to an expiration date, Function of Beauty recommends using shampoo and conditioner within 12 months of opening. On average, a 12-ounce bottle should last from three to four months if you wash your hair regularly, with the duration extended if you go longer between washes.

  • Is Target’s Function of Beauty the Same as Function of Beauty Online?

    Short answer: not exactly. The Target line is a simplified version of what you would receive from an order from Function of Beauty’s website. At Target, you’ll find base shampoo and conditioners for four hair types: straight, wavy, curly, and coily. There are 10 “booster pods” that correlate to various hair goals—shine, deep condition, volumize, to name a few—and you can add up to three to each base, whereas a custom online order allows you to select up to five goals. You’ll also need to mix in these boosters yourself.

    The shampoo and conditioner bases come in 11-ounce bottles and have a peach fragrance that is exclusive to Target—no other scents are available. But just like what you’ll find online, all of the Target products are vegan and cruelty-free, devoid of sulfates and parabens, and the bottles are made with recycled plastic.

  • Can You Use Function of Beauty on Curly Hair?

    Yes. The quiz starts off by asking about your hair type and covers everything from straight to tight coils. The company also offers a custom co-wash if you would prefer to use that over shampoo.

Final Thoughts

Function of Beauty offers custom haircare products for a variety of hair types. The company’s quiz covers the basic questions but is fairly simple when compared to similar brands, leaving room for error. However, Function of Beauty has a wide range of desirable products that goes beyond shampoo and conditioner, including masks, serums, co-washes, and styling primers, all formulated specifically for you. The products command a higher price tag than what some customers may be accustomed to but may be worth it given the extra layer of personalization. With that being said, if you have very specific needs, it may be more beneficial to look for a niche company that speaks directly to your concerns.


  • Base Price $21
  • Free Shipping? Yes
  • Delivery Frequency Monthly, bimonthly, or quarterly
  • Subscription Required? No

Related Stories