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Dear Function Community,

In June 2020, we made a commitment to take action beyond just contributing to equal representation in the images we add to the beauty space. This is where we’ll be sharing updates and past actions that are in line with that promise.

As a Brand

  • We increased the representation of BIPOC on our primary social channel, Instagram, from less than 8% in 2019 to nearly 40% in 2020. We are on track for the same level of representation in 2021.
  • We officially made #definitionofbeauty, a series where we partner with contributors and give them a platform to share their stories on beauty and identity. In honor of Black History month, we highlighted stories on Black beauty, and in May, we featured stories highlighting members of the AAPI community during Asian American Pacific Heritage Month.
  • We have continued our commitment to working with BIPOC creators and vendors – and are excited to launch a campaign later this year that demonstrates the results of this commitment.
  • We launched a long term partnership with Girlstart – an organization with programs focused on increasing interest and engagement in STEM amongst girls with various ethnic and socioeconomic backgrounds.
  • We donated $100,000 to The Equal Justice Initiative.

As a Team

  • We have engaged a Diversity, Equity, and Inclusion partner, Diversity Science: an organization, founded in 1989, that is committed to protecting basic human rights for the most vulnerable people in American society, to help us identify areas of improvement as a workplace, and shape the future of our company as a team dedicated to increasing diversity in all areas of the business.
  • We have held educational seminars, book clubs, and other meetings that have given our team the opportunity to continue learning – specifically about the history and cultural conversations around Black hair.

As a Product

  • We are actively developing new products, goals, and sourcing new ingredients that target concerns and needs that are specific to BIPOC.
  • We believe that customizable beauty is the ultimate opportunity to create truly inclusive beauty products, and we’re committed to ensure that we have formulas that work for everyone by conducting surveys, listening to honest reviews, and engaging in one-on-one conversations with customers with feedback on both new and existing products.
  • We are ensuring that our formulations are tested and reviewed by all hair types and skin tones before they are launched to our community
This is just the beginning. We hope to continue proving our commitment to you through our ongoing efforts and actions. We would love to hear from you if you have questions, feedback, or suggestions. Please email us at