Function of Beauty Opens New York Showroom

Function of Beauty is bringing its customized hair products to the New York market. The hair-care brand, which launched online in December 2015, has set up a showroom in SoHo that includes a small-scale research and development lab and the equipment needed to create the brand’s customized shampoo and conditioner products. “The reason why we wanted to open [the showroom] is because I feel like every week I see another beauty product that has some kind of quiz that points you toward whatever the 12 products they end up having,” said Zahir Dossa, cofounder and chief executive officer of Function of Beauty, on the customization aspect of his brand. For the showroom, the brand is using the hair quiz found on its web site to create customized shampoo and conditioner for clients. The quiz asks roughly 10 questions on hair type, like scalp oiliness and hair thickness, and hair goals, like antifrizz and color protection, to create the products. Based on this input, the brand can create close to 50 billion unique products using its various performance blends and raw ingredients. While the quiz can be taken online, the showroom experience is designed to let clients see the products being formulated in real-time. Once

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