Expanding into a new category, customizable products brand Function of Beauty announced on Thursday it has launched new hair styling products exclusively at Target. 

The company is selling the styling products for $12.99 at Target stores and online, adding to its existing hair, skin and body care merchandise lineup, according to a press release shared with Retail Dive. The latest line includes a texturizing spray, mousse, curl cream and styling gel. All the products can be combined with any of the company’s 10 Hair Goal Boosters (which include options aiming to soothe scalps or promote hair growth) for a more personalized experience.

Function of Beauty acquired skincare company Atolla in August of 2021, which it said would help expand its existing skincare product line and capabilities. It also hired a new chief marketing officer last June, who brought 20 years of experience from L’Oréal. 

Despite personalized beauty creating some dilemmas for scaling a business, investment in the personalized beauty industry grew from nearly $300 million in 2010 to $1.04 billion by September 2021, according to data from PitchBook shared with Retail Dive. 


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