Sonia Kashuk Is Back in Beauty With a New Hair-Care Brand – Latest Fashion Trends & Style Tips June 23, 2026 at 05:30PM
📰 Sonia Kashuk Is Back in Beauty With a New Hair-Care Brand
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✨ Fashion Insights & Trends:
Iconic makeup artist Sonia Kashuk is back in beauty, and this time she's launching hair care. If you were a beauty shopper in the 2000s, chances are you owned at least one Sonia Kashuk makeup brush from Target; her 16-year partnership with the retailer helped her build a cult following as one of the first creatives to bring elevated packaging and professional-level products to the mass market.
Since selling her brand to Target in 2015, Kashuk has largely stayed out of the spotlight, acting as an advisor and industry mentor, including serving on the board of CEW (Cosmetic Executive Women). But now, she's launching Funner, a 21-piece hair-care collection built around the idea that your hair isn't something to perfect, but rather a form of self-expression.
Photo: Courtesy of Jamie Hawkesworth/Funner
Funner was co-founded by Kashuk, her husband Daniel Kaner (who is the president and co-founder of Oribe) and their son, Jonah Kaner, who is running day-to-day operations. Like Oribe, Funner worked with salon stylists on formulating its shampoo, conditioner, treatment, styling and finishing products. Japanese beauty and personal care company Kao (which owns Oribe, Goldwell, KMS and more) is a minority investor.
"Funner is an independent company with its own distinct identity, led by Jonah Kaner and shaped by a clear, modern point of view," Kao shared in a press release. "Kao’s long-standing relationship with Daniel Kaner through Oribe reflects our respect for entrepreneurial instinct, craftsmanship and collaboration, and Daniel remains deeply engaged in his day-to-day role with Oribe."
To help it stand out from the plethora of hair-care launches, Funner enlisted M/M Paris, the influential French creative studio known for its work with luxury fashion brands, including Balenciaga, Loewe and Phoebe Philo during her time at Celine. The design-first approach is shown throughout shifting colors, typography and graphics.
Campaign images were shot by British fashion and documentary photographer Jamie Hawkesworth.
Photo: Courtesy of Jamie Hawkesworth/Funner
Products aren't categorized the "typical" way, either, such as by age, gender or hair type. Instead, formulas to add shine and softness, texture or volume, are meant to be mixed and matched and played with.
"Funner is not about prescribing one version of good hair," Jonah Kaner said in a press release. “It is about giving people tools that help their hair feel healthier, shinier, more textured, more defined or more of whatever they want it to be that day. The best version of hair is defined by the person wearing it."
Photo: Courtesy of Jamie Hawkesworth/Funner
That doesn't mean they aren't thinking about performance. Products are sulfate-, paraben- and silicone-free, with scalp health, color protection and long-term hair longevity front and center. Funner also kept sustainability in mind with bottles made from 100% PCR plastic and jars with mono-material pumps.
Funner launches Wednesday online and in a select network of salons and independent retailers, including New York's C.O. Bigelow and Nashville, Tennessee-based Cosmetic Market.
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