From Personalization Pioneer to Global Beauty Player
Function of Beauty launched in 2015 with a simple but revolutionary idea: to make beauty personal. By allowing consumers to create customized haircare, skincare, and body products, the brand redefined what individualization could look like in the $500B global beauty market.
But as personalization became an industry standard rather than a differentiator, the brand faced a new challenge: how to stay distinctive in a market it helped create. With competitors adopting similar models, Function of Beauty began evolving its approach, introducing hair-type-based lines that could scale more easily while retaining the brand’s original spirit of customization.
Expanding its footprint through major retail partners like Target and Walmart, Function of Beauty set out to reach a wider audience and reestablish its relevance with younger consumers, without losing the authenticity that defined its success.
Reclaiming Differentiation in a Crowded Category
While Function of Beauty pioneered personalization in beauty, the category quickly caught up. Customization became the norm, not the novelty, and with competitors offering similar promises, the brand’s once-disruptive edge began to blur.
At the same time, a younger generation of beauty consumers was reshaping the conversation. They wanted authenticity, relatability, and real results, not overly polished brand content or prescriptive product talk.
The ask wasn’t just to drive awareness. It was to evolve Function of Beauty’s positioning, from hyper-personalized niche player to accessible, culturally relevant beauty brand, without losing the emotional connection that fueled its rise.
As part of that shift, Function of Beauty set out to:
Rebuild distinctiveness in an increasingly crowded category- Engage new audiences through authentic, creator-led storytelling
- Drive measurable engagement and conversion across social and retail
- Strengthen brand sentiment through consistent, lifestyle-driven content
That meant moving away from overly branded creative and toward a storytelling model that let creators lead, making Function of Beauty feel organic, inclusive, and impossible to scroll past. That’s where Kyra came in.
“We love to see the campaigns performing stronger and stronger each time we work with Kyra.”
Building a Creator Program That Scaled Authenticity
Kyra has partnered with Function of Beauty since 2024, running seven campaigns across key products, seasonal moments, and brand-priority messaging. Each activation was built for TikTok-first performance, with a focus on authentic storytelling that showcased the real-life benefits of personalization.
We cast creators whose audiences aligned with Function of Beauty’s evolving direction: community-driven, relatable, and rooted in everyday routines. Their content leaned into natural formats like wash-day rituals and GRWMs, showing products in real light and real settings while highlighting visible results.
Early campaigns were highly prescriptive, with strict product callouts and limited creative freedom. Following Function of Beauty’s shift in business model and leadership, Kyra restructured the briefing process, simplifying direction and empowering creators to interpret the brand through their own voice and aesthetic. The change unlocked higher engagement, stronger trust, and measurable uplift across every campaign.
Behind the scenes, Kyra’s platform made scaling seamless, from creator discovery and approvals to performance tracking and optimization. As campaigns ran, real-time insights informed paid amplification and future targeting funnels, ensuring Function of Beauty’s creator ecosystem remained both authentic and effective.
“The Kyra team is super organized, and their platform is easy to use. ”
Authenticity That Performs
The shift to creator-led storytelling delivered measurable impact across awareness, engagement, and sentiment, proving that authenticity drives both resonance and performance for Function of Beauty.
In total, the program delivered:
- 84 creators
- 115 assets
- 30M+ views
- 6.9% engagement rate
Beyond the numbers, the campaign reignited genuine advocacy and trust around Function of Beauty’s evolving identity. Creator content that once felt overly prescriptive evolved into authentic, lifestyle-driven storytelling. This unlocked stronger emotional connection and drove noticeable lifts in sales during campaign periods.
Through consistent performance optimization and seamless retail integration, Function of Beauty not only strengthened its partnership with Target and Walmart but also rebuilt cultural relevance within an extremely competitive industry.