The Function of Beauty multiverse is growing.
Alix Earle's Makeup Routine Includes These Top Benefit Cosmetics Beauty Products at Ulta, Tested and Reviewed by Editors
“A lot of brands go multichannel, but fundamentally, they sell the same product across every channel,” said Function of Beauty chief executive officer Alexandra Papazian, noting that the Pro line was developed alongside stylists to ensure professional-grade outcomes. The new collection launches online at Sephora on Tuesday, and in 280 stores on Aug. 18.
“We thought, ‘OK, let’s build [Function of Beauty] more as a fashion house — you can have Armani Privé on top, then you have Armani Exchange — let’s see how this pyramid can work,” Trofimova said.
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