The Challenge

When Function of Beauty, an innovative, digitally native beauty brand, started experiencing exponential growth, the demand for its made-to-order beauty products created a backlog that slowed delivery. Initially, an expedited-only delivery solution helped clear the backlog and drove customer satisfaction—resulting in a 92% volume increase—but it also created a cost burden for the growing brand. Function of Beauty’s personalized beauty products are primarily available through a custom subscription catered to each of their customers. To continue to provide this high level of customer experience, the company identified two types of delivery needs: first-time buyers who–after having a unique product designed just for their needs–are eager to get their order quickly, and refill customers whose orders are less time sensitive. Function of Beauty needed a solution that could meet the expectations of their new customers while maintaining a cost-effective approach for predictable refill orders.