Function of Beauty has landed on Amazon, featuring the brand's Target line of products and bundles and kits.
The brand will also introduce their Target and Pro lines, the latter of which debuted exclusively at Sephora, to its DTC site.
The Amazon partnership comes at a time when more and more brands are expanding onto the platform. Recently, Kiehl's Since 1851 opened a dedicated Amazon Premium Beauty storefront.
Prior to that, Estee Lauder's Clinique opened its own storefront on the platform.
In February 2024, NielsenIQ presented data showing that Amazon beauty sales increased 27.7% in dollar sales year-over-year, particularly in fragrance, hair care, facial skin care and sun care.
In announcing the latest expansions, Function of Beauty cited access to a larger audience and seamless convenience for shoppers.
