The Then & The Now.

Back in 2005, we, a group of thrill-seekin', beauty-lovin', design gurus got together to change the face of beauty organization forever. First we started with pure function, making sure our beauty solutions were designed to perform. We spent countless hours interviewing girls, observing their beauty habits and rituals and found that most girls feel their beauty equipment was just as, if not more, important than the beauty products they used. Wow, that's exactly how we felt!

With a passion for fashion, an eye for insane design, and a love of urban style, we set out to launch SOHO, a ridiculously cute line of functionally fun makeup bags and beauty cases. Yup, function + fun = FUNKtionally Fun. We offered bold colors and prints, durable hardware, and pockets, pouches, straps, trays and containers to hold just about anything and everything. Gals everywhere took notice and soon were enjoying the beauty benefits of SOHO.

Understanding that beauty organization at home can be challenging, and somewhat boring, we invited a few home décor designers to join the SOHO team. From there we added larger beauty cases and acrylic organizers to the mix with dozens of fun organizing options that are, fortunately for you, slob tested and neat freak approved. No more messy homes, yay!

Mastering the art of organization, we then added in tools and accessories and really got a grip on beauty with brightly colored and printed makeup brushes, sponges and implements. Who says beauty tools can't be fun? Not us.

Today we are proud to shout out that SOHO is easily enjoyed by millions. Join the SOHO tribe today and make beauty organization and application, FUNKtionally fun.