Beauty enthusiasts, get ready for this match made in subscription heaven: Function of Beauty, the world’s first fully customizable hair care brand subscription, has acquired Atolla, a subscription-based customized skin care and tech company.
Function of Beauty CEO Zahir Dossa thinks that the move will allow the company to offer greater customized skin care products.
Atolla, an industry subscription newbie since 2019, has a unique patented technology that uses an at-home skin test to analyze the skin and create serums. Each month, the skin test is repeated so that the serums adjust to meet the needs of the user.
“They’ve got a best-in-class data-science engine,” Dossa told WWD. “Plus, they’ve got this patented skin care system, which makes it even easier to have a conversation and ongoing relationship with customers. With this acquisition, we get to have the most advanced skin care offering the world’s ever known. That was too tempting to pass up on.”
“When we were starting Atolla, we actually focused on the technology part first,” Atolla cofounder and CEO Meg Maupin shared with WWD. “We started testing skin before we even started developing the products because the data led us to what the products should be.”
“Two years ago, when we launched Atolla, our goal was to positively disrupt the mass beauty model. We believed then and even more now that exceptional technology could drive beauty towards greater efficacy, accessibility and sustainability,” added Dr. Ranella Hirsch, Atolla cofounder, on Instagram.
In 2020 Function of Beauty‘s first foray into skincare included a serum, face wash and moisturizer that can be customized–in 3 billion ways, if the company is correct.
Maupin told WWD that the goal going forward is to combine the elements of both Atolla and Function to create a new offering for the public. It should fully launch in 2022. “When I think about Atolla’s mission, it really aligns with Function’s mission about bringing mass customization to the norm,” Maupin added.
Atolla’s current subscription customers shouldn’t worry; they’ll keep receiving their boxes as usual.
Function of Beauty has also made its way to Target, where it offers boosters with hair products. That move has inspired people to check out Function on their own website, Dossa told WWD. “It just made it really easy for people to really concede and understand what personalized hair care is all about,” Dossa said.