New leadership announced at Function of Beauty as a new CEO takes over the cosmetics brand.
In a strategic move aimed at accelerating growth, Function of Beauty, the popular personalized hair care brand, has announced a new distribution strategy under its recently appointed CEO, Monica Belsito. The focus is on expanding both direct-to-consumer (DTC) sales and retail distribution.
Belsito, with a background in marketing and omnichannel sales, is expected to enhance the brand’s capabilities across these channels. Her previous roles include serving as Chief Marketing Officer at Lola and Sabra Dipping Company, where she honed her skills in marketing and sales strategies.
Function of Beauty has built a reputation for its highly customizable hair care products, catering to consumer demands for personalization and clinical expertise in the beauty arena. The brand aims to leverage these strengths, along with innovation and marketing, to strengthen its presence both online and in physical stores.
The shift towards a dual distribution approach is in line with broader beauty industry trends. As e-commerce and DTC models continue to grow, physical retail remains important for discovery and initial purchase. Brands are increasingly focused on multi-channel strategies that combine the convenience and personalization of digital with the experiential aspects of brick-and-mortar shopping.
Recent partnerships with Amazon, Target, Sephora, and Walmart for retail distribution, as well as the acquisition of personalized skin care brand Atolla four years ago, reflect Function of Beauty's commitment to this strategy. The brand's most recent retail partnership is with Walmart.
Consumers are gravitating towards brands with a clearer, clinical heritage and those backed by experts such as dermatologists, chemists, or other medical professionals. Function of Beauty, founded by engineers from the Massachusetts Institute of Technology and a cosmetic scientist, fits this bill perfectly.
This strategic shift was reported in a May report from Circana. The statement emphasized the benefits of custom-made personal care formulas versus traditional incumbent offerings. With Belsito at the helm, Function of Beauty is poised to make significant strides in the beauty industry.
- Monica Belsito's role as CEO of Function of Beauty is aimed at enhancing the brand's research and development in marketing and sales strategies, with a focus on technology and innovation to strengthen its presence in both digital and physical stores.
- As Function of Beauty broadens its reach with a dual distribution strategy, it is anticipated that this move will create more jobs in the finance, entrepreneurship, and business sectors, particularly in areas related to technology and AI.
- The war for market share in the fashion-and-beauty industry intensifies, and Function of Beauty, with its personalized hair care products and clinical expertise, is poised to seize opportunities, aiming to lead in lifestyle and beauty trends.
- With partnerships with mega-retailers like Amazon, Target, Sephora, Walmart, and the acquisition of Atolla four years ago, Function of Beauty is demonstrating its commitment to a multi-channel distribution strategy, emphasizing the convergence of technology, lifestyle, and brick-and-mortar retail.
- As consumer preferences increasingly shift towards brands backed by experts, Function of Beauty’s origins from engineers and a cosmetic scientist give it an edge, positioning the brand as a leader in the beauty industry and driving growth in technology, jobs, and entrepreneurship.
