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Unveiling FabFitFun: The Secrets Behind Its Thriving Business Model

FabFitFun: The Secrets Behind Its Successful Business Model

In today’s world, it’s undeniable that subscription services are everywhere. From Netflix to Dollar Shave Club, people love the convenience and value that these services bring.

One of the most popular subscription services in recent years is FabFitFun. This quarterly subscription box is more than just a selection of random goodies.

FabFitFun has built a loyal following by offering full-sized, high-end products that members can use in their everyday lives. In this article, we’ll take a closer look at the FabFitFun business model and the reasons behind its success.

Subscription Service and Product Selection

FabFitFun’s subscription service is the heart of the brand. Members pay a $49.99 fee four times a year and receive a seasonal selection of products handpicked by the FabFitFun team.

These products range from skincare, makeup, and accessories to wellness items like fitness gear, tea, and even books. What sets FabFitFun apart from other subscription boxes is that the products are full-sized, meaning that members can truly test them out and get a feel for how they work in their everyday lives.

So, how does FabFitFun decide what to include in each box? The company has a team of product experts who scour the market for the latest and greatest items.

They also take feedback and suggestions from members seriously. The result is a carefully selected collection of high-quality products, many of which are from well-known brands like Kate Somerville and Anthropologie.

Online Community and Engagement

FabFitFun isn’t just a subscription service it’s also an online community. Members who sign up for the subscription are invited to join the FabFitFun community, where they can access exclusive content, forums, and even a mobile app.

Through these channels, members can connect with one another, share tips and advice, and participate in challenges and giveaways. The FabFitFun team also plays an active role in engaging with members.

They frequently post on social media, respond to comments, and even host live events. All of this helps to foster a sense of connection and loyalty among members, who feel like they are part of something bigger than just a subscription box.

Brief History of FabFitFun

FabFitFun was founded by Michael Broukhim, Daniel Broukhim, and Katie Rosen Kitchens in 2010. The idea for the subscription box came from the founders’ desire to create a way for people to discover new products without having to spend a lot of money.

The company started small, with just a website and a handful of products. But as the subscription box market grew, so did FabFitFun’s success.

By 2016, FabFitFun had more than one million members, and in 2018, the company raised $80 million in funding from investors like Kleiner Perkins. Today, the company is valued at more than $1 billion.

Growth and Funding

FabFitFun’s growth can be attributed to a few key factors. First and foremost, the company tapped into a market that was hungry for subscription box services.

By offering something unique (full-sized products that can be used in everyday life), FabFitFun was able to stand out from the crowd. Another factor in the company’s success is its ability to evolve and adapt.

Over the years, FabFitFun has added new features like the online community and mobile app, which have helped to keep members engaged and loyal. And the company has also expanded beyond just subscription boxes, offering a range of other products like clothing and jewelry.

Finally, FabFitFun’s success can be attributed to its ability to secure funding from investors. Kleiner Perkins, for example, is a well-respected venture capital firm that has invested in companies like Amazon and Google.

The fact that they chose to invest in FabFitFun speaks volumes about the potential of the company.


FabFitFun’s success is a testament to the power of a great business model. By tapping into the subscription box market and offering something unique, the company has built a loyal following of members who feel connected to the brand.

And through its evolution and ability to secure funding, FabFitFun has positioned itself as a leader in the subscription box industry. FabFitFun: Delivering Happiness and Well-being Through Subscription Boxes

FabFitFun has become a household name in the subscription box industry, thanks to its unique business model and commitment to delivering happiness and well-being to everyone, everywhere.

In this article, we’ll dive into the ownership and mission statement of the company as well as how FabFitFun works.


FabFitFun was founded in 2010 by Michael Broukhim, Daniel Broukhim, and Katie Rosen Kitchens. The Broukhim brothers are responsible for the technical and operations side of the business while Kitchens is the creative force behind it.

Together, they have built a company that has disrupted the traditional retail industry by offering customers a personalized, holistic shopping experience. Through their expertise and dedication, they have grown FabFitFun to become a successful subscription box company that values its customers’ happiness and well-being.

Mission Statement

The mission statement of FabFitFun is straightforward and powerful: to deliver happiness and well-being to everyone, everywhere. This statement is not just a tagline, but rather a driving force behind everything the company does.

FabFitFun aims to empower individuals to prioritize their physical, mental and emotional health while prioritizing the convenience of home delivery. The company stays true to this mission by focusing on full-sized, high-quality products that align with it.

How FabFitFun Works

FabFitFun is a unique subscription box service that operates on an annual or one-time basis. Customers can pay a one-time fee of $49.99 per quarter, or $179.99 per year, to get a box of items shipped to their doorstep.

Each box includes full-size products from a variety of categories including beauty, skincare, wellness, fashion, and lifestyle. The items are carefully curated each season to help members transition from one season to the next.

Sign Up

To sign up for FabFitFun, customers only need to go to the company’s website. Customers are required to fill out some basic information, such as their name, address, and payment method.

They are then given the option to choose between subscribing on an annual or one-time basis.

Customize Box and Wait for Delivery

Once signed up, customers can customize their boxes by selecting a few items that suit their needs best. FabFitFun’s own personalization algorithm takes into consideration specific preferences such as the type of skin, hair, and level of physical activity of the customer.

The customization feature is an advantage within the subscription box space and one that distinguishes FabFitFun. After customers have picked their products, they can expect to receive their boxes within a few weeks.

Enjoy Products

One of the highlights of FabFitFun is the joy of exploring products from a wide range of companies and brands. Many of the items are exclusive and cross multiple categories such as the wellness brand Calpak which offers travel luggage and skincare delicacies like Boscia.

It becomes an acronym for quality as customers can trust the products are chosen intentionally and curated for maximum customer satisfaction.


FabFitFun has managed to build a passionate and loyal community by putting happiness and well-being at the forefront of everything they do. By offering a subscription service that features full-sized, high-quality products, the company remains distinctively curated and personalized.

Through their mission statement and commitment to their customers, FabFitFun has established itself as a player in the subscription box space, and a go-to for anyone looking to take their self-care to the next level. FabFitFun Business Model: Breaking Down the Company’s Key Components

FabFitFun’s success is built on a well-crafted business model that includes multiple revenue streams, customer segmentation, and partnerships.

In this article, we will take a closer look at how FabFitFun makes money as well as a comprehensive business model canvas that includes all the key components that have contributed to its success.

How FabFitFun Makes Money

Subscription Fees

The primary revenue stream for FabFitFun is subscription fees. Members pay $49.99 per quarter or $179.99 per year to receive seasonal boxes of beauty, wellness, fashion, and fitness products.

By charging a flat rate for each box, the company is guaranteed a steady stream of revenue throughout the year.


In addition to the quarterly or annual subscription fee, FabFitFun also offers add-ons. These are special sales events where members can purchase additional products at discounted prices.

Add-on products are available at specific times throughout the year, usually around the time of a seasonal box delivery.

Online Shop

FabFitFun also generates revenue through their online shop, where members can purchase individual items at retail prices. Products include skincare, haircare, and makeup from top brands featured in the subscriptions, as well as other wellness and lifestyle items.

Partnerships and Collaborations

Finally, FabFitFun also generates revenue through partnerships and collaborations with beauty, wellness, fashion, and fitness brands. By partnering with high-quality brands, FabFitFun is able to offer subscribers exclusive products and experiences that they cannot find elsewhere.

FabFitFun Business Model Canvas

Customer Segments

FabFitFun’s target audience includes women who are beauty enthusiasts, fitness enthusiasts, and fashion enthusiasts. The company also targets gift buyers and health-conscious customers.

Value Propositions

FabFitFun’s value propositions lie in the wide variety of products offered, including high-quality beauty products, fitness tools, stylish accessories, unique gifts, and wellness products. FabFitFun understands that their customers have busy lives and aims to deliver convenience, comfort and personalization through its offering.


FabFitFun uses social media, community forums, and customer support to engage with subscribers. The company also has a mobile app, FabFitFun TV, a digital channel for on-demand programming that offers inspirational content such as fitness, cooking, and wellness seminars.

Customer Relationships

The cornerstone of FabFitFun’s customer relationships is excellent customer service. The company is dedicated to providing excellent support to the subscribers, including a loyalty program that offers benefits such as early access to sales and customizations.

Revenue Streams

FabFitFun’s primary revenue stream is subscription fees. Add-ons, the online shop, and collaborations with brands are other significant sources of revenue.

Key Resources

FabFitFun’s key resources include human resources, intellectual property, brand reputation, and financial resources. The brand has built its relationship with vendors and suppliers and ensures that it listens and responds to customer feedback.

Key Activities

The key activities of FabFitFun include product curation, e-commerce, marketing, customer service, and data analysis.

Key Partners

FabFitFuns key partners include suppliers, payment processors, shipping providers, charities, influencers, and media partners.

Cost Structure

The cost structure of FabFitFun includes marketing expenses, technology expenses, salaries, shipping expenses, rent, and legal fees.


FabFitFun’s main competitors include Birchbox, Ipsy, and Causebox. While each brand offers similar products, FabFitFun sets itself apart through its focus on full-sized, high-quality items that can be used by people in their everyday lives.


FabFitFun’s business model is comprehensive and multifaceted, allowing the company to generate consistent revenue while also providing a unique and personalized shopping experience to subscribers. Through a focus on high-quality products, excellent customer service, and strategic partnerships, FabFitFun will undoubtedly continue to mature in the subscription and e-commerce spaces for many years to come.

FabFitFun SWOT Analysis: Assessing the Brand’s



Opportunities, and


To truly understand the success and potential of a company, it is essential to conduct a SWOT analysis. In this article, we will explore FabFitFun’s strengths, weaknesses, opportunities, and threats.

By examining these factors, we can gain valuable insights into what sets FabFitFun apart from its competitors, as well as the potential challenges and opportunities it faces in the market.


Brand Reputation: One of FabFitFun’s greatest strengths is its strong brand reputation. The company has built a loyal following of subscribers who trust and value the brand’s quality products and personalized experience.

Diverse Product Offerings: FabFitFun offers a wide range of products across various categories, including beauty, wellness, fashion, and fitness. This diversity of offerings attracts a broad customer base and keeps subscribers engaged.

Customer Loyalty: FabFitFun has cultivated a loyal customer base through its commitment to customer satisfaction. By offering high-quality products and excellent customer service, the company has earned the loyalty of its subscribers.

Innovative Products: FabFitFun prides itself on curating innovative products for its subscribers. By featuring exclusive items and collaborating with top brands, FabFitFun stays ahead in the market, offering subscribers the latest and most exciting products.

Social Media Presence: FabFitFun has a strong presence on social media platforms, allowing them to engage with customers, showcase products, and build a sense of community. This presence helps in reaching potential customers and maintaining relationships with existing subscribers.


Reliance on Suppliers: FabFitFun’s success relies heavily on its relationships with suppliers and vendors. Any disruption in the supply chain could impact the company’s ability to deliver on its promise of high-quality products.

Limited Customization Options: While FabFitFun offers some customization options for subscribers to choose specific products, the level of customization is relatively limited compared to other subscription services. This may limit the appeal to customers seeking a more personalized experience.

High Subscription Cost: The cost of a FabFitFun subscription may be perceived as high for some potential customers. This higher price point can be a barrier to entry for some individuals who may prefer more affordable alternatives.


Expansion into New Markets: FabFitFun has the opportunity to expand into new markets, such as men’s products or specialized niche subscriptions. By diversifying its offerings, the company can broaden its customer base and cater to different demographic segments.

E-commerce Development: FabFitFun can further develop its e-commerce capabilities by expanding its online shop beyond just subscribers. Opening up the online shop to non-subscribers would allow more individuals to access and purchase their curated items, further increasing revenue potential.

Philanthropic Initiatives: FabFitFun can leverage its brand and customer base to engage in meaningful philanthropic initiatives. Partnering with charities or launching their own philanthropic projects would not only create positive social impact but also enhance the brand’s reputation and customer loyalty.


Competition: The subscription box market is highly competitive, with numerous players vying for customers’ attention.

Competitors such as Birchbox and Ipsy offer similar products and experiences, which could pose a threat to FabFitFun’s market share.

Economic Downturns: During economic downturns or periods of financial uncertainty, customers may cut back on discretionary spending, which could impact the demand for subscription boxes like FabFitFun. Supply Chain Disruptions: Any disruptions in the supply chain, whether from natural disasters, political instability, or global pandemics, can negatively impact FabFitFun’s ability to deliver products to subscribers, affecting customer satisfaction and revenue.

Changing Consumer Preferences: Consumer preferences and trends are constantly evolving. FabFitFun must stay attuned to these changes and adapt its product offerings and business model accordingly to ensure continued relevance and customer engagement.


FabFitFun’s strengths lie in its strong brand reputation, diverse product offerings, loyal customer base, innovative products, and social media presence. However, the company must also address weaknesses such as reliance on suppliers, limited customization options, and a high subscription cost.

Opportunities for growth include expanding into new markets, further developing e-commerce capabilities, and engaging in philanthropic initiatives. FabFitFun must also remain vigilant to the threats of competition, economic downturns, supply chain disruptions, and changing consumer preferences.

By leveraging its strengths and capitalizing on the opportunities, FabFitFun can continue to thrive in the dynamic subscription box market. FabFitFun’s success can be attributed to its unique business model and commitment to delivering happiness and well-being to its members.

With a diverse selection of full-sized, high-quality products and a thriving online community, FabFitFun has built a loyal following. The company’s ownership and mission statement, coupled with its customer-centric approach and strategic partnerships, contribute to its continued growth.

However, it is important to acknowledge potential weaknesses and threats, such as reliance on suppliers and competition in the market. As FabFitFun explores new opportunities for expansion and adapts to changing consumer preferences, it must stay true to its mission and maintain its reputation for quality and innovation.

By doing so, FabFitFun will continue to thrive in the subscription box industry, delivering happiness and well-being to everyone, everywhere.

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