Function of Beauty's quiz-funnel personalization and custom-labeled bottles turned hair care into a share-worthy DTC experience at Target scale.
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See all ads on AdLibrary →Function of Beauty was founded in 2015 by Zahir Dossa, Joshua Maciejewski, and Hien Kaplan in New York. The brand uses an algorithm-driven quiz to create customized hair care formulas, shipped in bottles printed with the subscriber's name. Available at Target, Ulta, and DTC with a personalization-at-scale model. Also searched as Function of.
Function of Beauty's primary paid acquisition vehicle is a 5-question quiz that asks hair type, goals, and fragrance preference before revealing a custom formula. The quiz is both a personalization engine and a conversion mechanism—quiz completions have dramatically higher conversion intent than product page visits. Paid Meta campaigns drive quiz starts rather than product purchases, making the CTA lower-friction. Custom-labeled bottles with the subscriber's name function as organic social content triggers. See active creative at AdLibrary.
Meta paid social drives quiz-funnel traffic with 'build your formula' messaging. Video creative features the unboxing of custom-labeled bottles—product personalization as a shareability moment. Facebook retargeting uses quiz abandoners with 'your formula is waiting' urgency copy. Target retail placement adds 'in-store' availability messaging for audiences who prefer physical retail.
Copy themes: (1) 'custom formula for your hair type'—personalization as the core value prop; (2) quiz completion as low-friction first step ('takes 2 minutes'); (3) 'your name on the bottle'—personalization as gift-worthy and shareable; (4) ingredient selection autonomy ('choose your own actives'). Tone is playful, personalized, and interactive—designed to convert scroll to click.
Function of Beauty built its acquisition funnel around a quiz rather than a product page—a structural insight that many DTC brands have since adopted. Quizzes convert better than PDPs because they shift the frame from 'should I buy this?' to 'what should I choose?'—a subtly different psychological state with much higher conversion intent. The custom name label turned product delivery into an Instagram moment, generating organic shareability from what would otherwise be a commodity package.
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