Fabfitfun Business Model

Fabfitfun Business Model Canvas - Fabfitfun Business Model

The FabFitFun business model is based on a subscription service that delivers a seasonal selection of full-sized products to its members. Customers can sign up for an annual subscription, which includes four boxes, one for each season, or they can choose to purchase boxes on a one-time basis. Each box is valued at over $200 and contains a variety of products, including beauty and skincare items, fashion accessories, fitness gear, and home decor items. In addition to the subscription box service, the company has an online community where members can access exclusive content, participate in forums, and connect with other members. This creates a sense of community and engagement that goes beyond the product itself and helps to build a loyal customer base.

Fabfitfun Key Information - Fabfitfun Business Model

A brief history of FabFitFun

FabFitFun was founded in 2010 by Michael Broukhim, Daniel Broukhim, and Katie Rosen Kitchens. The idea for the company came from their shared passion for fitness, beauty, and wellness. The company initially started as a website that offered health and wellness tips. However, the founders later decided to expand into the subscription box market. They launched their first box in 2013, which contained a selection of beauty and fitness products.

Over the years, FabFitFun has grown to become one of the leading subscription box services in the United States, with over one million members. The company has expanded its product offerings to include a range of beauty, wellness, fashion, and fitness products and has collaborated with several well-known brands. In addition to its subscription box service, FabFitFun has also developed an online community for its members to access exclusive content and connect with other members. The company has also launched an online store where customers can purchase additional products from brands featured in their subscription boxes.

In 2018, FabFitFun announced that it had raised $80 million in a funding round led by Kleiner Perkins, which valued the company at over $1 billion. The funding was used to expand the company’s product offerings, enhance its technology platform, and continue to grow its customer base. Today, FabFitFun is a thriving business that continues to innovate and grow. The company has become known for its commitment to providing a personalized and engaging experience for its members and for its dedication to promoting wellness and self-care.

Who Owns FabFitFun

FabFitFun is a privately held company, and its ownership is shared among its founders, investors, and management team. The company’s three co-founders are Michael Broukhim, Daniel Broukhim, and Katie Rosen Kitchens.

FabFitFun Mission Statement

Fabfitfun Mission Statement - Fabfitfun Business Model

FabFitFun’s mission statement is “Delivering Happiness and Well Being to Everyone, Everywhere.”

How FabFitFun works

FabFitFun works by delivering a box of full-size beauty, wellness, fashion, and fitness products to its members four times a year. Here are the steps involved in getting a box from FabFitFun:

Sign Up

When users sign up for FabFitFun, they provide their shipping information and payment details. They can choose between an annual or seasonal subscription, with the yearly subscription being more cost-effective. The users will be charged upfront for an annual subscription, while the seasonal subscription will be charged once per season.

Customize Box 

Once users have signed up, they will receive an email prompting them to customize their box for the upcoming season. FabFitFun offers a selection of products across various categories, and users can choose some of the items they want in their boxes. They can also opt to be surprised and let FabFitFun select the products for them.

Wait for Box

After users have customized their box, they need to wait for it to be shipped. FabFitFun will ship their boxes once per season, and the boxes will be delivered to the users’ doorstep.

Enjoy Products

Users can enjoy the products inside their boxes immediately after they receive them. FabFitFun boxes contain a mix of full-size beauty, skincare, wellness, fashion, and lifestyle products, all curated to fit the season. The total value of the products in the box is always worth more than what the user paid for their subscription.

How FabFitFun makes money

Subscription Fees

FabFitFun charges its members a subscription fee for receiving its boxes. Members can pay annually or quarterly, and the subscription fee varies depending on the chosen plan. FabFitFun offers four boxes per year, and each box contains full-size beauty, wellness, fashion, and fitness products.


In addition to the subscription boxes, FabFitFun also offers members the opportunity to purchase add-ons at discounted prices during specific sales events throughout the year. Members can purchase additional products that are not included in the boxes and take advantage of the discounts.

Online Shop

FabFitFun has an online shop where members and non-members can purchase individual items from past boxes or other products at retail prices. This shop offers various products from various categories, such as skincare, haircare, makeup, and more.

Partnerships and Collaborations

FabFitFun works with various beauty, wellness, fashion, and fitness brands to curate its boxes and feature their products. These partnerships and collaborations are often mutually beneficial as brands gain exposure to a large audience, and FabFitFun is able to provide its members with high-quality products.

FabFitFun Business Model Canvas

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Fabfitfun Business Model Canvas - Fabfitfun Business Model

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FabFitFun Customer Segments

FabFitFun’s customer segments consist of:

  • Women in general: This segment includes all women who are interested in discovering and trying new beauty, wellness, and lifestyle products. FabFitFun’s products and services are designed to appeal to women of all ages and backgrounds;
  • Beauty enthusiasts: This segment includes people who are passionate about beauty and are always on the lookout for new products to try. FabFitFun’s beauty offerings, including makeup, skincare, haircare, and nail care products, are tailored to the interests and needs of this segment;
  • Fitness enthusiasts: This segment includes people who are passionate about fitness and enjoy trying out new products and tools that support their active lifestyle. FabFitFun’s wellness offerings, such as workout gear, resistance bands, and yoga mats, are designed to appeal to this segment. The company also offers a fitness add-on option to their seasonal boxes, which includes products such as fitness trackers, water bottles, and more;
  • Fashion enthusiasts: This segment includes people who are interested in fashion and enjoy trying out new accessories and clothing items. FabFitFun offers a selection of stylish accessories, such as scarves, sunglasses, and jewelry, that can be customized to fit individual preferences;
  • Gift buyers: This segment includes people who are looking for a unique and thoughtful gift for a friend, family member, or colleague. FabFitFun’s seasonal boxes, which can be customized to fit different interests and preferences, make great gifts for any occasion;
  • Health-conscious customers: This segment includes people who prioritize their health and well-being and are interested in products that support a healthy lifestyle. FabFitFun’s wellness offerings, including yoga mats, resistance bands, and healthy snacks, are designed to appeal to this segment.

FabFitFun Value Propositions

FabFitFun’s value propositions consist of:

  • For women in general: FabFitFun offers a wide variety of products that are specifically tailored to women’s interests, needs, and preferences, making it a great option for those who want to discover and try new products in a convenient and affordable way;
  • For beauty enthusiasts: FabFitFun delivers a curated selection of high-quality beauty products from top brands, allowing you to discover new favorites and keep up with the latest trends in the beauty industry;
  • For fitness enthusiasts: FabFitFun’s value proposition to fitness enthusiasts is focused on providing them with the tools and resources they need to achieve their fitness goals and maintain a healthy lifestyle;
  • For fashion enthusiasts: FabFitFun offers a selection of stylish accessories, such as scarves, sunglasses, and jewelry, that can be customized to fit your personal style and preferences;
  • For gift buyers: FabFitFun makes an excellent gift for anyone who loves beauty, wellness, fashion, and lifestyle products. With seasonal boxes that are tailored to different interests and preferences, you can easily find the perfect gift for any occasion;
  • For health-conscious consumers: FabFitFun includes a range of products designed to promote wellness, from yoga mats and resistance bands to aromatherapy oils and healthy snacks, making it a great option for those who want to prioritize their health and well-being.

FabFitFun Channels

FabFitFun’s channels consist of:

  • Social media
  • Community forums
  • Customer support
  • FabFitFun mobile app
  • FabFitFun TV

FabFitFun Customer Relationships

FabFitFun’s customer relationships consist of:

  • Excellent customer service
  • Loyalty program

FabFitFun Revenue Streams

FabFitFun’s revenue streams consist of:

  • Subscription fees
  • Add-Ons
  • Online Shop
  • Partnerships and Collaborations

FabFitFun Key Resources

FabFitFun’s key resources consist of: 

  • Human resources 
  • Intellectual property
  • Brand reputation
  • Financial resources

FabFitFun Key Activities

FabFitFun’s key activities consist of:

  • Product curation and design
  • E-commerce and logistics
  • Marketing and advertising
  • Customer service and support
  • Data analysis and insights

FabFitFun Key Partners

FabFitFun’s key partners consist of:

  • Suppliers and vendors
  • Payment processors
  • Shipping and logistics providers
  • Charities and non-profits
  • Influencers and celebrities
  • Media partners

FabFitFun Cost Structure

FabFitFun’s cost structure consists of:

  • Marketing and advertising expenses
  • Technology and software expenses
  • Salaries and wages
  • Shipping and logistics expenses
  • Rent and utilities
  • Professional services and consulting fees

FabFitFun Competitors

  • Birchbox: Birchbox was founded in 2010 as one of the first companies to offer a subscription box service, initially focusing on beauty and grooming products for women. The company quickly gained popularity and expanded to offer boxes for men as well. Birchbox competes with FabFitFun by providing a similar subscription model that allows customers to customize their boxes based on their preferences, with a focus on beauty and grooming products;
  • Ipsy: Ipsy was founded in 2011 by YouTube beauty influencer Michelle Phan. Ipsy also offers a personalized beauty subscription box service. The company differentiates itself from Birchbox and FabFitFun by focusing exclusively on beauty products and offering a rewards program and online community for subscribers to engage with each other and the brand;
  • Causebox: Causebox was founded in 2018 to offer a subscription box service that features socially conscious and sustainable products from a variety of categories, including beauty, wellness, and home goods. Causebox differentiates itself from FabFitFun by focusing on socially responsible and sustainable products while offering a personalized subscription box experience.

FabFitFun SWOT Analysis

Below, there is a detailed SWOT analysis of FabFitFun:

Fabfitfun SWOT Analysis - Fabfitfun Business Model

FabFitFun Strengths

  • Strong brand reputation: FabFitFun is a well-known brand in the subscription box industry, with a strong reputation for providing high-quality products and an excellent customer experience. This reputation and recognition help to attract new customers and maintain loyalty among existing customers;
  • Diverse product offerings: FabFitFun offers a wide range of products, including beauty, fashion, wellness, and home goods. This diversity helps to appeal to a broad customer base and allows FabFitFun to reach a larger market;
  • Strong customer loyalty and retention: FabFitFun has a loyal subscriber base that generates recurring revenue. This helps to ensure a consistent revenue stream and provides a strong foundation for future growth;
  • Innovative and exclusive product offerings: FabFitFun offers a mix of products that are not available elsewhere, as well as exclusive collaborations with popular brands. This provides a unique value proposition for customers and helps to differentiate FabFitFun from other subscription box services;
  • Strong social media presence and influencer partnerships: FabFitFun has a solid social media presence and works with influencers and celebrities to promote its brand and products. This helps to drive brand awareness and customer acquisition.

FabFitFun Weaknesses

  • Reliance on suppliers and vendors to source products: FabFitFun relies on suppliers and vendors to source the products included in its subscription boxes. This reliance can result in supply chain disruptions or quality control issues, which can negatively impact the customer experience;
  • Limited customization options for customers: FabFitFun has limited customization options for customers, which may result in lower customer satisfaction or retention rates. Customers may prefer a more tailored experience that better aligns with their individual needs and preferences;
  • High subscription cost: FabFitFun’s subscription box service is priced at a premium compared to other subscription boxes. This may make it less accessible to some customers, particularly those with limited disposable income or who are more price-sensitive.

FabFitFun Opportunities

  • Expansion into new markets and product categories: FabFitFun can explore expansion opportunities into new markets or product categories, such as international markets or men’s products;
  • Further development of e-commerce capabilities: FabFitFun can continue to invest in its e-commerce capabilities, such as improving website functionality or expanding the online store, to drive sales and customer acquisition;
  • Expansion of philanthropic initiatives: FabFitFun can expand its philanthropic initiatives and partnerships to further differentiate itself from competitors and align with customer values.

FabFitFun Threats

  • Competition from other subscription box services: FabFitFun faces competition from other subscription box services in the market, which may impact its ability to attract and retain customers;
  • Economic downturns or shifts in consumer spending: Economic downturns or shifts in consumer spending patterns can negatively impact the subscription box industry as a whole, which may impact FabFitFun’s revenue and growth potential;
  • Supply chain disruptions or product recalls: Supply chain disruptions or product recalls can impact the customer experience and negatively impact FabFitFun’s reputation and revenue;
  • Changes in consumer preferences or trends: Changes in consumer preferences or trends can impact the demand for FabFitFun’s products or its ability to stay relevant in the market.


FabFitFun has implemented a successful business model that differentiates itself from competitors in the subscription box industry. One significant advantage of its business model is the strong brand image and community engagement it creates. The company’s loyal customer base actively engages with the brand through social media and events, fostering a sense of community among subscribers. This practice has enabled FabFitFun to expand its offerings beyond just subscription boxes. Looking to the future, FabFitFun’s business model has significant potential for growth and expansion. However, it will require continued innovation and adaptation to remain successful in an increasingly crowded market.



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