There’s a big, bold claim on the Function of Beauty website that declares the eight-year-old brand the “world leader in customizable beauty.”

Hyperbole? Not even close, says Marianna Trofimova, Function of Beauty Chief Marketing Officer (CMO). And that's especially true given the debut of PRO, an exclusive-to-Sephora range of products fueled by the brand’s patented new Adaptive f3 Bonding Complex.

Describing Function of Beauty as a “pioneer in customizable beauty at scale” that spawned a slew of imitators after its 2015 debut, Trofimova declares the brand’s reach, across its three product ranges—“hyper-customized” direct-to-consumer (DTC) offerings, its breakthrough Target collection, and now PRO—is bigger than ever.

“We’ve taken customization to the next level with our omnichannel presence across DTC, prestige, and mass,” Trofimova notes, “allowing us to meet any customer where they are in their hair journey.”

This month, PRO Custom Recovery Shampoos and Custom Recovery Conditioner Masks targeting four hair types (straight, wavy, curly, and coily), along with a comprehensive range of nine problem-solving Hair Goal Concentrates, will hit the shelves at 275 Sephora doors in the US and 25 in Canada. In September, those American doors will also receive tower display units that will help throw an even bigger spotlight on the expert-vetted collection.

The goal of PRO, says Trofimova, is “addressing the needs of salon hair with customizable bond-building formulas” that correct for all the damage wrought by coloring, heat tools, and styling, i.e., the stretching and pulling that so often accompanies a professional blowout. The big idea behind the new line? It self-adjusts to your hair’s unique damage level.

“The Adaptive f3 Bonding Complex is new to Function of Beauty PRO,” Trofimova notes. Not only does it zero-in on damaged areas, it “relinks the three types of bonds present in the hair” and has been proven to work on all hair types.

Hefty claims are attached to the new PRO technology, including “healthier-looking hair in one wash,” and “2x smoother hair with 2x less breakage” for stronger, more resilient locks. “It’s our only range within Function that has been validated with smoother hair and breakage claims as the range was developed specifically as a recovery line to address damage caused by heat, chemical, and mechanical factors,” says Trofimova.

And because, per the brand, “hair damage presents differently on different hair types,” and every consumer of salon services has unique needs, the Hair Goal Concentrates step in to amp-up the results of the shampoos and conditioner masks.

Organized around three different types of pros—stylists, colorists, and dermatologists, who routinely see scalp-related hair woes in their practices—the Concentrates are both targeted and, in keeping with Function of Beauty’s clean ethos, naturally derived. The percentage of natural ingredients ranges from 86% for the algae-boosted The Moisture Shot within the dermatologist-inspired collection to 99% natural ingredients for several other Concentrates, including the hops-fueled The Shine Queen and the tamarind extract-laced The Frizz Genius, from the colorist- and stylist-inspired collections, respectively.

Further driving home the naturals message behind PRO is its exclusive scent, dubbed “Life In Full Bloom” and found in every shampoo and conditioner mask. “Fragrance is a cornerstone of our bespoke customization on our DTC site so it made sense for us to create a unique fragrance for our PRO range,” says Trofimova. “We wanted it to be really special and collaborated with Givaudan, which has been a partner of ours.”

The scent—powered by notes of peony, freesia, and sandalwood—is the first to deploy Givaudan’s new Z-biome patented technology, which was designed to be microbiome friendly and gentle on the scalp, much like the dermatologist-tested PRO formulas.

Despite the fact fragrance-free is on the uptick in other beauty categories, hair naturally lends itself to a scented experience. “There’s a sensorial experience in the shower that resonates with consumers,” says Trofimova. “It’s like a spa moment.”

Function of Beauty’s success at the mass level with Target obviously emboldened the brand to seek an even more voracious, and ostensibly less price-conscious, haircare customer. And if the stars align, industry sources estimate PRO could garner as much as $10 million in first-year sales.

While she’ll neither confirm nor deny those expectations, Trofimova is clear on the fact that PRO is a potential slam-dunk for the LVMH-owned retailer. “We know the Sephora shopper is a discerning beauty aficionado and has high expectations for beauty,” she says. “This shopper also over-indexes on salon trips as part of her beauty routine and as a result has specialized needs to keep hair and color cared for in between salon visits. Our PRO range allows them to shop for a high-performing, customized formula for stronger, healthier-looking hair at their favorite beauty retailer.”