Let’s be honest. How many half-used bottles of shampoo and conditioner are cluttering your bathroom shelf right now? You bought them with hope, lured by a beautiful bottle or a promise of “miracle” ingredients. But after a few weeks, the results were just… meh. Your hair still feels frizzy, limp, oily, or just stubbornly itself.
For years, we’ve been told that one-size-fits-all haircare is the answer. But what if the problem is that our hair is as unique as we are? This is the big, beautiful promise that Function of Beauty burst onto the scene with. They promised a revolution: haircare made just for you.
But here we are in 2025. The initial buzz has settled. New competitors have popped up everywhere. So, the million-pound question is: does Function of Beauty’s personalisation truly live up to the hype, or is it just a clever marketing gimmick?
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I’ve been a beauty blogger for over a decade, and I’ve tested more products than I can count. I decided to dive deep into Function of Beauty, not as a one-off review, but as a long-term investigation. We’re going to look at everything: the science, the process, the real-world results, and whether it’s worth your hard-earned cash in today’s crowded market.
What Exactly Is Function of Beauty?
Before we judge the hype, let’s understand the product.
In a nutshell, Function of Beauty is a customised, direct-to-your-door haircare brand. You don’t just pick a product for “curly hair” off a shelf. Instead, you go online and take a detailed quiz about your hair. The company then uses your answers to create a unique shampoo, conditioner, and other treatments, each with your name right on the bottle.
It was one of the first brands to truly mainstream the idea of bespoke haircare, and it caused a sensation. The idea is simple but powerful: your hair goals and needs are unique, so your haircare should be too.
The Big Idea: Why Personalisation?
Think about it. You and your best friend could both have “fine hair,” but yours might be coloured and prone to grease, while hers is natural and prone to static. A standard “for fine hair” product can’t address those nuances.
Function of Beauty’s core belief is that personalisation leads to better results. By targeting your specific combination of hair type, concerns, and goals, the formulas are designed to work more effectively than a generic product ever could.
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My Personal Function of Beauty Journey: From Sceptic to…?
I’ll put my hands up – I was a huge sceptic. I have what I lovingly call “rebellious” hair. It’s wavy, thick, colour-treated, and can’t decide if it wants to be dry or oily. I’ve tried everything from cheap supermarket brands to luxury salon products.
I went through the Function of Beauty process myself. Here’s a step-by-step of what it’s really like.
Step 1: The Hair Quiz – It’s Surprisingly Thorough!
The quiz is the heart of the whole experience. You can find it on their website, Function of Beauty UK. It asks you a series of questions that go far beyond the basics:
- Hair Type: Straight, wavy, curly, coily? Fine, medium, or thick?
- Scalp Moisture: Is your scalp typically dry, oily, or normal?
- Hair Structure: Is your hair porous, non-porous, or do you not know? (They explain what this means, which is helpful!).
- Primary Goals: This is the fun part! You choose up to five goals from a long list. Options include things like:
- Increase volume
- Deep moisturise
- Strengthen
- Curl definition
- Colour protection
- Anti-frizz
- Scalp care
- Fragrance & Colour: You even get to pick a scent for your formula and choose the colour of the product itself. It makes the unboxing feel special.
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I selected my goals as: Strengthen, Colour Protect, Deep Moisturise, Curl Definition, and Anti-Frizz.
The whole quiz took me about 10 minutes. It felt detailed and made me believe the formula would be genuinely tailored.
Step 2: The Unboxing – The “Wow” Factor
A week or so later, my package arrived. I’ll admit, the unboxing is a marketing masterstroke. The bottles are sleek and minimalist. Seeing my name printed on the front – “Sophie’s Shampoo” and “Sophie’s Conditioner” – creates a powerful psychological connection. It feels exclusive, like it was made just for me (because, well, it was).
Step 3: The First Use – First Impressions
The scent I’d chosen (Peach) was lovely – not overpowering. The texture of the shampoo was clear and light, while the conditioner was a rich, pearlescent white.
After the first wash, my hair felt… clean. Very clean. The conditioner detangled my waves nicely. But the real test would be long-term.
Step 4: The One-Month Verdict
After a month of use (washing 2-3 times a week), here’s what I found:
- The Good: My hair felt noticeably stronger. I had less breakage when brushing. The colour of my dyed hair also seemed to last a bit longer between appointments.
- The Okay: The “curl definition” and “anti-frizz” results were present, but not as dramatic as I’d hoped. On humid days, my frizz still made an appearance. The “deep moisturise” effect was good, but I still needed a weekly hair mask.
- The Surprise: My scalp felt balanced. I was worried a custom formula might make it greasy, but it stayed clean and comfortable.
So, did it work? Yes, in parts. It wasn’t a miracle cure, but it was a solid, effective haircare routine that addressed some of my key concerns better than any off-the-shelf product had.
The Science Bit: How Does This “Personalisation” Actually Work?
This is where we separate the science from the sales pitch. How can one company make thousands of different formulas?
Function of Beauty uses a base formula for its shampoos and conditioners. This base is free of sulphates, parabens, and other harsh chemicals, which is a big plus. Then, based on your quiz answers, they add a unique blend of “goal-focused” concentrates.
Think of it like a coffee order. Everyone starts with a base of espresso (the base formula). Then, you add your personal touches – a shot of vanilla syrup (for “frizz control”), a dash of caramel (“for shine”), and oat milk (“for colour protection”). Your final drink is unique to your taste, just as the formula is unique to your hair.
The concentrates include ingredients like:
- Argan Oil for moisturising and anti-frizz.
- Pea Sprout Extract for strengthening.
- Coconut Water for hydration.
- UV Filters for colour protection.
So, while the base is the same, the active cocktail is not. It’s a form of smart, targeted personalisation rather than building every bottle from absolute scratch.
Function of Beauty in 2025: The Competition is Fierce!
When Function of Beauty started, it was a pioneer. Now, the personalised beauty market is booming. How does it stack up in 2025?
Key Competitors:
- Prose: Often considered Function of Beauty’s biggest rival. Prose also uses a quiz but claims to use more natural ingredients and adjusts formulas more frequently based on factors like local weather and water quality. It’s generally positioned as a more premium, natural alternative. You can check out their approach here: Prose Haircare.
- Vegamour: While not fully personalised in the same way, Vegamour focuses on plant-based, vegan formulas for specific concerns like hair growth. They represent the “clean beauty” side of the market.
- Traditional Brands: Even big names like L’Oréal now offer online diagnostic tools and customised product recommendations, though the level of formula personalisation isn’t always as deep.
Function of Beauty’s 2025 Edge:
What keeps Function of Beauty relevant?
- Accessibility: It’s often more affordable than Prose and is widely available, even in stores like Boots now, not just online.
- Transparency: They have become more transparent about their ingredients and processes.
- Range: They’ve expanded beyond shampoo and conditioner into hair masks, leave-in treatments, and even body care, all customisable.
The Real Talk: Pros and Cons in 2025
Let’s break down the good and the not-so-good based on my experience and extensive user reviews.
The Pros (Where it Shines)
- Genuinely Targeted Formulas: It’s not a gimmick. The formulas do target your specific concerns more effectively than a generic product.
- Great for Common Concerns: If your main goals are strengthening, volumising, or basic moisturising, you are likely to see very good results.
- The Experience: From the quiz to the personalised bottle, it makes haircare feel special and intentional.
- Free From Harsh Chemicals: The sulphate-free, paraben-free base is a major win for most hair types.
- Subscription Model: The auto-delivery subscription is convenient and often comes with a discount.
The Cons (The Hype Stumbles)
- It’s Not a Miracle Worker: If you have severe hair damage, a sensitive scalp condition, or very specific curl needs, you might need a more potent, professional solution.
- The Price: It’s more expensive than drugstore brands. A custom shampoo and conditioner set is an investment.
- Can Be Overwhelming: With so many goal options, you might be tempted to choose too many, potentially diluting the effectiveness for your primary concerns.
- Environmental Concerns: The model relies on shipping and individual packaging, though they do offer recycling programmes.
Who Is Function of Beauty PERFECT For?
Based on everything, I’d recommend Function of Beauty wholeheartedly to:
- Someone who is bored of the haircare merry-go-round and hasn’t found their “holy grail” product.
- People with generally healthy hair who want to fine-tune their routine and address 2-3 specific goals.
- Anyone who loves a personalised, tech-driven experience.
- Those looking for a reliable, chemical-free subscription service.
Who Might Want to Look Elsewhere?
You might want to think twice if:
- You are on a very tight budget.
- You have a medically diagnosed scalp condition (like psoriasis or severe eczema). In this case, always consult a dermatologist. The British Association of Dermatologists is a great resource.
- You are fiercely loyal to a brand that already works perfectly for you.
- You are looking for a single, miracle product to solve complex, long-term hair damage.
The Final Verdict: Does the Hype Hold Up in 2025?
So, let’s circle back to our big question. After the buzz has died down, is Function of Beauty worth it?
My conclusion is a cautious yes – for the right person.
The personalisation is not a marketing gimmick. It is a smart, targeted approach to haircare that delivers real, noticeable results for a wide range of people. It’s not about creating a magical unicorn formula that doesn’t exist; it’s about creating a more effective formula for you.
In 2025, it may not be the only player in the game, but it remains a strong, accessible, and effective option. It has evolved from a trendy startup into a solid, established brand that has genuinely changed how we think about haircare.
It has taught us that our hair deserves individual attention. And in a world of one-size-fits-all, that’s a lesson worth learning.
Have you tried Function of Beauty or a competitor like Prose? I’d love to hear about your experience! Share your stories in the comments below – let’s get the conversation started.
Frequently Asked Questions (FAQ): Function of Beauty in 2025
1. Is Function of Beauty just a marketing gimmick, or is the personalisation real?
This is the most common question, and it’s a fair one. The personalisation is real, but it’s important to understand what it is and isn’t. Function of Beauty doesn’t create 10 million completely unique formulas from scratch. Instead, they use a high-quality, sulphate- and paraben-free base formula. Your personalised “blend” comes from the concentrated active ingredients they mix into that base, based on your quiz answers.
Think of it like a pharmacist compounding a medicine. They have base ingredients, but the final prescription is tailored to the patient’s needs. So, while the core vehicle is similar, the active treatment within it is customised to target your specific hair goals like frizz, volume, or colour protection. It’s a form of smart, scalable personalisation that is more effective than a generic off-the-shelf product, but it’s not a bespoke, handcrafted-in-a-lab-for-only-you potion.
2. How does Function of Beauty compare to its main competitor, Prose, in 2025?
In 2025, the competition has sharpened the strengths of each brand. Here’s a quick breakdown:
- Function of Beauty: Often seen as the more accessible and affordable option. It’s great for straightforward, goal-oriented personalisation (e.g., “I want more volume and less frizz”). It’s widely available online and in retailers like Boots. The process is user-friendly and the results are generally reliable for common hair concerns.
- Prose: Positions itself as the more premium, “clean beauty” alternative. Their claim to fame is a more granular level of customisation, often factoring in your local humidity, water hardness, and even your stress levels. They also frequently adjust your formula with each subscription renewal. Prose tends to use a higher percentage of natural origin ingredients.
The Verdict: If you want an effective, straightforward, and relatively affordable entry into personalised haircare, Function of Beauty is excellent. If you are a “hair nerd” who wants the most granular, natural-ingredient-focused, and frequently adapted formula and are willing to pay a premium for it, Prose might be your choice.
3. I have a very sensitive scalp/psoriasis/eczema. Is Function of Beauty safe for me?
If you have a medically diagnosed scalp condition, you must consult with a dermatologist or doctor before trying any new haircare product, including Function of Beauty. While their formulas are free from many harsh chemicals and you can opt for fragrance-free, they still contain a complex blend of ingredients that could potentially irritate a sensitive or compromised scalp.
The brand is designed for general hair health and cosmetic goals, not for treating medical conditions. It’s always better to be safe and seek professional medical advice first. You can find a specialist via the British Association of Dermatologists website.
4. The quiz lets me choose up to five goals. Should I choose all five to get my money’s worth?
It’s tempting, but we’d advise against it. The more goals you select, the more the active concentrates are diluted within the base formula. This can mean that none of your goals are addressed as effectively as they could be.
For the best results, we recommend prioritising. Identify your top two or three most important hair concerns. Are frizz and curl definition your absolute biggest battles? Or is it damage and lack of shine? By focusing on a smaller number of core goals, you allow the formula to be more potent and targeted for those specific issues.
5. I’ve heard concerns about hair loss with Function of Beauty. Is this true?
There have been user reports online of hair shedding or loss. It’s crucial to understand the potential reasons. The brand states their formulas are dermatologist-tested and safe. However, a few things could be at play:
- The “Transition Phase”: When you switch to a sulphate-free shampoo, it cleanses more gently. This can cause a build-up of old silicones to loosen, leading to temporary increased shedding as your scalp adjusts. This usually settles within a few weeks.
- Ingredient Sensitivity: An individual could be sensitive to a specific ingredient in their custom blend, which could cause irritation or shedding.
- Unrelated Factors: Stress, diet, hormonal changes, and seasonal shedding are incredibly common and can coincidentally align with trying a new product.
If you experience significant shedding, discontinue use and consult a professional. What works for 99% of people may not work for you, and that’s true for any haircare brand.
6. How eco-friendly is Function of Beauty, especially with its subscription model?
This is a vital question in 2025. Function of Beauty has made some strides. Their bottles are now made from 100% recycled plastic (excluding the pump) and are fully recyclable. They also encourage customers to recycle through their partnership with TerraCycle.
However, the core business model of shipping individual, small-batch products directly to consumers has a carbon footprint. While convenient, the environmental impact of shipping and packaging is higher than buying a product from a local store. If you are highly environmentally conscious, this is a factor to consider. They are not a zero-waste company, but they are taking steps to be more sustainable than they were at launch.
7. Can I use Function of Beauty on colour-treated or keratin-treated hair?
Absolutely. In fact, one of the primary goal options you can select is “Colour Protect.” The formulas are free from sulphates, which are known to strip colour quickly, making them a good choice for maintaining your colour. Similarly, they are safe for use on keratin-treated hair, as the gentle, sulphate-free formula won’t prematurely break down the keratin treatment. Just be sure to select “Colour Protect” as one of your core goals during the quiz.
8. What happens if I don’t like my formula? Can I return it?
Function of Beauty has a Happiness Guarantee. If you don’t love your first set, you can contact their customer service team for a refund or a formula adjustment. This is a significant advantage, as it reduces the risk of trying a custom product. If your hair feels too heavy, too dry, or just isn’t responding well, you don’t have to stuck with it. Always check their official website for the most up-to-date terms and conditions of their guarantee policy.
9. Is the subscription a trap? Is it easy to cancel?
The subscription model offers a discount and ensures you never run out. It’s not a trap, but you do need to be proactive. You can easily manage your subscription online through your account on their website. You can skip a delivery, change the frequency, or cancel entirely at any time before your next order is processed. The key is to not just forget about it once you’ve signed up; keep an eye on your email for the shipping notification.
10. After reading this, is it still worth trying in 2025 for someone who has never used it?
Yes, for the right person. If you are frustrated with generic haircare, have 2-3 specific goals you want to target (like volume, colour protection, and anti-frizz), and are curious about the personalisation trend, Function of Beauty remains a fantastic and accessible option to try in 2025.
It’s no longer the “new kid on the block,” but a matured, reliable brand that has proven its concept for millions of users. The combination of a thoughtful quiz, a chemical-free base, targeted actives, and a customer-friendly guarantee makes it a low-risk, high-potential-reward experiment for your hair.
