# FabFitFun

> FabFitFun is a Los Angeles subscription-commerce company built around the FabFitFun Box, a quarterly membership that ships six to eight full-size beauty, wellness, fashion, and home products for around $55 a season. Founded in 2010 by brothers Daniel and Michael Broukhim with editor Katie Rosen Kitchens, it started as a free lifestyle email newsletter and pivoted into physical boxes in 2013. The company grew to roughly two million members, raised about $184 million, and now runs one of the largest full-size subscription programs in the category.

- **Founded:** 2010
- **Headquarters:** Los Angeles, United States
- **Founders:** Daniel Broukhim (Co-Founder & Co-CEO), Michael Broukhim (Co-Founder & Co-CEO), Katie Rosen Kitchens (Co-Founder & Editor-in-Chief)
- **Team size:** Several hundred employees (roughly 600 at its 2020 peak; aggregators list ~550)
- **Products:** The FabFitFun Box, Customization, Add-Ons, Edit Sale / Flash Sales, The FabFitFun Standard
- **Notable:** Grew from a free lifestyle newsletter into a subscription business reaching millions of members., Surpassed 1 million subscribers in 2018 and reported roughly 2 million members by 2021., Raised an $80M Series A led by Kleiner Perkins in 2019 while reportedly cash-flow positive.

## Products & services

- **The FabFitFun Box** — The core seasonal (quarterly) subscription box, shipping six to eight full-size beauty, wellness, fashion, fitness, and home products valued at $200 or more.
- **Customization** — Members hand-pick items in their box; annual members can customize the most, choosing products across categories each season.
- **Add-Ons** — A seasonal shop where members buy additional discounted products beyond the box - now 1,500+ products per season.
- **Edit Sale / Flash Sales** — Member-only flash sales offering steep discounts on beauty and lifestyle products.
- **The FabFitFun Standard** — A published list of prohibited ingredients that products in the box must avoid, formalizing the company's curation into a trust standard.
- **FabFitFunTV / FFF TV** — On-demand wellness, fitness, and lifestyle video content for members (the production team was cut in 2020 to refocus on the core box).
- **reFills** — A replenishment subscription for member favorites.
- **PupBox** — A monthly dog subscription box acquired from Petco in 2024, extending FabFitFun into the pet category.

## Achievements

- Grew from a free lifestyle newsletter into a subscription business reaching millions of members.
- Surpassed 1 million subscribers in 2018 and reported roughly 2 million members by 2021.
- Raised an $80M Series A led by Kleiner Perkins in 2019 while reportedly cash-flow positive.
- Reached an estimated $300M+ in annual revenue.
- Published the FabFitFun Standard, a banned-ingredient list, ahead of the mainstream clean-beauty wave.
- Expanded into the pet category by acquiring PupBox from Petco in 2024.

## Latest updates

- **2024-03** — Acquired PupBox, a monthly dog subscription box, from Petco for an undisclosed amount - the company's first move into the pet category.
- **2023-03** — Celebrated the 10-year anniversary of the FabFitFun Box.
- **2025-01** — Founders featured at industry events (SubSummit) and DTC podcasts discussing scaling subscription commerce.

## Links

- Website: https://fabfitfun.com
- LinkedIn: https://www.linkedin.com/company/fabfitfun
- Twitter/X: https://twitter.com/FabFitFun
- YouTube: https://youtube.com/user/fabfitfun
- Instagram: https://instagram.com/fabfitfun
- Facebook: https://facebook.com/FabFitFun
- TikTok: https://tiktok.com/@fabfitfun

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Profile page: https://yespress.io/fabfitfun
Published by YesPress — https://yespress.io
Last updated: 2026-08-20