Brand profileBeauty & Personal Care
Function of Beauty
Brand in Beauty & Personal Care
Beauty & Personal Care
its home category
What the AIs say
#70 best · 3 of 6 agree“Claude ranks Function of Beauty highest (avg #20.0 over 4 mentions); ChatGPT is the most sceptical (#28.0).”
synthesised · the AI panel
The brief
The brand in a paragraph.
Function of Beauty is gaining traction through retail expansion into Target and Sephora alongside favorable product reviews, though its strength rests primarily on distribution growth rather than established brand authority in haircare.
Act one
What the machines think.
Several AI models read the whole category and rank Function of Beauty's products — model by model, list by list, over time.
Model by model?
How each AI sees it.
Claude ranks Function of Beauty highest (avg #20.0 over 4 mentions); ChatGPT is the most sceptical (#28.0).
Claude
#20.0
avg over 4 mentions · best #10
Gemini
#23.5
avg over 2 mentions · best #20
ChatGPT
#28.0
avg over 1 mention · best #28
The words the panel uses
AI most often praises Function of Beauty for being "personalized" (4 mentions) and "customizable" (4).
- personalized4
- customizable4
- trendy2
- nourishing2
- personalized formula2
- hydration1
- targeted concerns1
- customized moisture1
- bespoke1
- softening1
- subscription1
- tailored formula1
Wins & misses?
Where it leads, where it lags.
1 top-10 win versus 3 lag spots where Function of Beauty finishes below #20.
Top wins
Where it lags
Rank trajectory?
Weeks of movement.
Across 16 weeks of tracking: 1 intent steady, 2 climbed, 3 slipped. Biggest move: slipped 16 ranks in Best Hair Oils (now #27).
Act two · ★ new
What the people say.
The same lineup, judged by the owners who bought and filmed it.
Video reviews?
What reviewers say about the brand.
AI summary of 4 reviews · as of Aug 2026
Reviewers agree Function of Beauty nails personalization, packaging, and customer experience, but they disagree sharply on whether the formulas actually work for hair long-term.
What they praise
- Distinctive personalized ordering process: hair quiz, custom color, scent, and name on the bottle
- Packaging is consistently praised as attractive, understated, and thoughtful
- Customer service and individual attention are described as strong
- Clean-formula claims (paraben-free, cruelty-free) are noted favorably by reviewers
- Wide range of scents and add-on products beyond just shampoo and conditioner
What they knock
- One long-term user reported significant hair shedding that decreased sharply after switching brands
- A science-focused reviewer questions whether the booster/customization system is meaningfully different from standard formulas
- Some ingredient and marketing claims are framed as clever positioning rather than proven performance
- Results appear to vary a lot person to person, making outcomes unpredictable
Who reviewers think this brand is — and isn’t — for
For you if
Look elsewhere if
Synthesised from: Cheers To · Sarah Ingle · Melanie Lee · Kackie Reviews Beauty
Why I stopped using Function of Beauty
Cheers To
Is Your Shampoo a Scam? | SCIENCE vs MARKETING
Sarah Ingle
I Tried FUNCTION OF BEAUTY for 1 YEAR!!
Melanie Lee
Is Function of Beauty GOOD TO USE???? | Review from a Hairstylist
Bekah HairPro
FUNCTION OF BEAUTY HONEST REVIEW | Customized Haircare Tested | HEYKACKIE
Kackie Reviews Beauty
Act three
The lineup, ranked.
Every Function of Beauty product with its AI rank — reviewer verdicts join the board as coverage lands.
The lineup, reconciled?
Every product — both verdicts.
Custom Conditioner is Function of Beauty's most-recommended product, ranking across 1 buyer question, with Custom Shampoo close behind.
Frequently asked
What buyers want to know.
What is Function of Beauty known for?
Function of Beauty is known for customizable, personalized haircare formulations. The press covers the brand primarily for its retail expansion into Target and Sephora and its product launches, including a PRO collection at Sephora.
What makes Function of Beauty's approach different?
The brand builds formulations around specific hair goals and uses silicone-free bases. Reviewers describe it as biotech-powered prestige haircare focused on personalization and nourishing formulas.
Where does Function of Beauty rank for haircare?
Function of Beauty ranks in four buyer categories, strongest at #8 for natural deodorants. It also places in conditioner, dry hair shampoo, and hair oil searches.
How does Function of Beauty compare to other custom haircare brands?
Reviewers have directly compared Function of Beauty to Prose, noting both offer custom haircare lines. The press treats both as viable options in the personalized haircare space, though it does not specify which reviewers favor.
Is Function of Beauty an established brand?
Function of Beauty is gaining traction through retail partnerships and product reviews, but the press notes its strength rests primarily on distribution growth rather than established brand authority in haircare.
Does Function of Beauty offer a subscription?
The brand is associated with subscription models as part of its personalization strategy, though specific subscription details are not outlined here.
Rivals?
Who it competes against.
Function of Beauty's closest rival is TRESemmé — and Function of Beauty comes out ahead in 3 of 4 of the questions they both answer (75%).
- TRESemméBeauty & Personal CareFunction of Beauty leads 3–1 · 4 shared · 1 categoryCompare
- OGXBeauty & Personal CareEven 2–2 · 4 shared · 1 categoryCompare
- GarnierBeauty & Personal CareEven 2–2 · 4 shared · 1 categoryCompare
- SheaMoistureBeauty & Personal CareSheaMoisture leads 3–1 · 4 shared · 1 categoryCompare
- MoroccanoilBeauty & Personal CareMoroccanoil leads 3–1 · 4 shared · 1 categoryCompare
- AvedaBeauty & Personal CareAveda leads 4–0 · 4 shared · 1 categoryCompare
- R+CoBeauty & Personal CareR+Co leads 4–0 · 4 shared · 1 categoryCompare
The recap
Where it stands today.
- FootprintStrongest in Beauty & Personal Care (best single-question rank #10), across 4 buying intents.
- AI verdictClaude ranks Function of Beauty highest (avg #20.0); ChatGPT most sceptical (#28.0).
- TraitsMost often associated with “personalized” (4 mentions) and “customizable” (4).
- Top productCustom Conditioner is the most-mentioned Function of Beauty product this snapshot.
- Closest rivalTRESemmé (3–1 across 4 shared intents).
browse Function of Beauty in these categories