Curology, a personalized skin care brand known for its dermatologist-backed formulas, is celebrating its 10th anniversary with an unexpected yet strategic collaboration with popular food brand Funfetti. This partnership introduces the limited-edition Funfetti Birthday Cake Lip Balm, marking Curology’s first venture into product collaborations and signaling a potential trend of cross-industry partnerships in the cosmetics and personal care market.
The collaboration brings together skin care and food, two industries that may not traditionally intersect, but Curology’s CEO, Heather Wallace, believes the venture holds strong appeal for consumers. “Our product development team partnered with the Funfetti team to formulate a flavor to match the Funfetti birthday cake consumers know and love,” Wallace shared in the official announcement. “We believe this campaign will not only strengthen our brand’s emotional connection with our audience but also introduce a delightful, memorable experience that will resonate deeply with our community.”
Collaboration relevance to manufacturers and suppliers
For cosmetics and personal care product manufacturers and suppliers, this collaboration signals a growing opportunity to expand product lines and capture consumer interest through innovative, cross-industry partnerships. Curology’s move reflects the increasing demand for novelty in personal care products, where flavor, scent, and sensory experiences play a critical role in product appeal.
By combining Curology’s established skin care credibility with Funfetti’s nostalgic and recognizable flavor, the collaboration serves as a model for how personal care brands can diversify their offerings, create buzz, and engage new consumer segments. Flavored lip balms, traditionally a niche category, have gained popularity as consumers seek unique and playful products that combine functional skin care with an emotional or sensory experience.
Curology’s growth and shifting retail strategy
Founded in 2014 by Dr. David Lortscher, Curology initially focused on providing personalized acne treatments via a direct-to-consumer model. Over the years, the company has expanded its services to address a variety of skin concerns, including dark spots, rosacea, and aging.
As demand for its personalized skin care solutions grew, Curology expanded its team of in-house dermatology providers and now serves over five million patients across the US, the press release confirmed.
Curology’s transition from a digitally native direct-to-consumer brand to one with a significant retail presence underscores another trend that cosmetics and personal care manufacturers should take note of. The brand’s distribution has increased by 380% in the last year as it expanded into mass retailers like Target, Walmart, CVS, and Amazon, the release reported. Additionally, per the press release, Curology also saw a 43% jump in retail sales in 2024 compared to 2023, highlighting the increasing importance of retail channels in complementing direct-to-consumer strategies.
This retail expansion offers suppliers opportunities to capitalize on the increased demand for Curology products. The growing popularity of personalized skin care means that manufacturers involved in producing customized formulations and packaging can find a thriving market in brands like Curology that focus on individualized care.
Looking ahead: More collaborative opportunities
Curology’s foray into product collaboration with a brand outside its industry, particularly one from the food and beverage sector, demonstrates the potential for personal care brands to create memorable consumer experiences. These partnerships can help diversify product portfolios and reach new audiences, particularly younger consumers who are increasingly drawn to playful, innovative product lines.
Funfetti, a brand known for turning ordinary moments into celebrations with its signature colorful sprinkles and cake mixes, is an ideal partner to help Curology mark this milestone with a product that embodies joy and nostalgia.
As the cosmetics and personal care industry continues to evolve, such collaborations could inspire other brands to explore similar opportunities, combining sensory delight with skin care innovation. For manufacturers and suppliers, staying attuned to these trends and being prepared to support cross-industry product development will be essential to maintaining a competitive edge.
The Curology x Funfetti Birthday Cake Lip Balm will be available as a free gift with purchase while supplies last for new prescription buyers starting September 16th on Curology’s website, the release concluded.
