JustFab, formerly Justfabulous, is an online subscription fashion retailer that carries selections of shoes, handbags, jewelry, and denim.[2] It offers a personalised shopping experience based on members' indicated fashion preferences.

JustFab parent company, JustFab Inc., consists of a portfolio of online subscription service brands including FabKids, ShoeDazzle and Fabletics.[3]


The company was founded by Don Ressler and Adam Goldenberg in March 2010.[4] Kimora Lee Simmons joined JustFab as President and Creative Director in September, 2011.[5]

JustFab received $33 million in funding from US venture capital firm Matrix Partners in 2011.[4][6] In 2012 the company received an additional $76 million from Matrix Partners, Rho Ventures, Technology Crossover Ventures, and Intelligent Beauty[7] and expanded its operations internationally to Canada, Germany, and the UK.[8][9]

In January 2013, JustFab acquired children's fashion subscription company FabKids. Despite the similarity in their names, there was no previous association between the two companies.[10][2]

Celebrities who have released collections through JustFab include singer-songwriter Avril Lavigne[2] and YouTube beauty gurus Elle and Blair Fowler.[2]

A television show about JustFab and Simmons titled "Kimora: House of Fab" premiered on the Style Network in January 2013. The show covered daily life at the JustFab offices, Simmons’ role as President and Creative Director, and the duties of the company's marketing, merchandising, and public relations departments.[2][2]

JustFab continued international expansion into Spain and France after acquiring The Fab Shoes in May, 2013.[2]

JustFab acquired rival shoe subscription service ShoeDazzle in August, 2013. The two companies will continue to run as separate brands.[2]

In September 2013, JustFab’s CEOs Adam Goldenberg and Don Ressler announced it has closed $40 million in its third round of funding to accelerate its already-fast international growth and enter new product categories.[2]

In August 2014, JustFab closed an additional round of funding for $85 million which was led by Passport Special Opportunity Fund and included participation from existing investors Shining Capital, Matrix Partners, and Technology Crossover Ventures.[2] The additional round of funding brought the company's total capitalization to $250 million.

Fabletics, an online athletic wear retailer, was founded by Adam Goldenberg, Don Ressler and Kate Hudson in July 2013. In 2015 Fabletics was JustFab's fastest growing label. [20] As of April 2016, Fabletics has 6 brick and mortar locations and they had announced plans to open 75-100 new stores over the next three to five years. [21]


Membership costs $39.95 per month and is automatically conferred upon making a purchase. The registration process requires members to complete a survey regarding their fashion preferences. At the beginning of each month, a "personal stylist" selects items based on these preferences, and the member can choose one of the selections, request new options, or skip the month altogether without charge.[3][3]

In December 2011, JustFab reached 4 million members.[3] By January 2013, this number had grown to 10 million.[25]


The company's business model and credit card practices have been criticized as deceptive.They deduct money from account without notifying users.[3][3] In October 2011 a national class action lawsuit was filed against Just Fabulous, Inc.[3]