Function of Beauty is a direct-to-consumer startup that operates in the personal care market, specifically in the haircare segment. The company offers a unique value proposition by providing customized haircare products that are tailored to individual customer needs. The customization process is simple and user-friendly, involving a two-minute online quiz about the customer's hair history, goals, and preferences. Based on the quiz results, Function of Beauty formulates made-to-order haircare products using primarily naturally-derived ingredients.

The company's business model is based on e-commerce, with products being sold directly through their website. This direct-to-consumer approach allows Function of Beauty to maintain control over the customer experience, from product formulation to delivery. The company generates revenue from the sale of these customized haircare products.

Function of Beauty prides itself on its commitment to clean, vegan, and cruelty-free products. This ethical stance not only appeals to a growing segment of consumers who prioritize such values but also positions the company favorably in a market increasingly focused on sustainability and ethical practices.

The company's target customers are individuals seeking personalized, high-quality haircare solutions that align with their specific needs and ethical values. Function of Beauty's unique selling proposition, combined with its ethical stance, positions it well to cater to this niche market segment.

Keywords: Customized Haircare, Direct-to-Consumer, E-commerce, Vegan, Cruelty-Free, Personalized Products, Online Quiz, Naturally-Derived Ingredients, Ethical Practices, Personal Care Market.