Beauty & Personal Care
its home category
What the AIs say
#60 best · 4 of 6 agree“Claude ranks Function of Beauty highest (avg #17.7 over 6 mentions); Grok is the most sceptical (#30.0).”
synthesised · the AI panel
What the press says
Positive · 7 stories · 30d“Function of Beauty is receiving predominantly positive coverage centered on retail expansion (Target entry, Sephora partnership) and product launches (PRO collection), with favorable product reviews…”
synthesised · 7 articles via Google News · Marie Claire UK, Trend Hunter +5
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 #17.7 over 6 mentions); Grok is the most sceptical (#30.0).
Claude
#17.7
avg over 6 mentions · best #8
Gemini
#20.5
avg over 2 mentions · best #20
ChatGPT
#25.5
avg over 2 mentions · best #22
Grok
#30.0
avg over 1 mention · best #30
The words the panel uses
AI most often praises Function of Beauty for being "personalized" (7 mentions) and "customizable" (5).
- personalized7
- customizable5
- subscription3
- tailored2
- targeted care2
- personalization2
- customization2
- dtc1
- hair-goals1
- direct-to-consumer1
- fun1
- formulation1
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 10 weeks of tracking: 0 intents steady, 3 climbed, 3 slipped. Biggest move: slipped 12 ranks in Best Conditioners (now #17).
Act two · ★ new
What the people say.
The same lineup, judged by the press that covers them.
In the press?
What the world is saying.
What’s being written about Function of Beauty lately — and the mood of it. 7 pieces in the last 30 days, coverage skews positive.
MMarie Claire UKMarie Claire UK·Positive
16 Expert-Approved Wavy Hair Products That Define, Hydrate and Boost Shine
TTrend HunterTrend Hunter·Positive
Biotech-Powered Prestige Haircare
PPureWow
RRetail DiveRetail Dive·Neutral
Function of Beauty names new CEO
PPR Newswire
Gglossy.coglossy.co·Positive
Function of Beauty enters Target in first retail expansion
as of July 6 · 7 stories?
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 Hair Mask is Function of Beauty's most-recommended product, ranking across 3 buyer questions, with Custom Conditioner close behind.
Rivals?
Who it competes against.
Function of Beauty and L'Oréal Paris are neck and neck — 2–3 across 5 shared questions.
- L'Oréal ParisBeauty & Personal CareL'Oréal Paris leads 3–2 · 5 shared · 2 categoriesCompare
- DoveBeauty & Personal CareEven 2–2 · 4 shared · 2 categoriesCompare
- Philip KingsleyBeauty & Personal CareFunction of Beauty leads 3–2 · 5 shared · 1 categoryCompare
- SachajuanBeauty & Personal CareEven 2–2 · 5 shared · 1 categoryCompare
- SheaMoistureBeauty & Personal CareSheaMoisture leads 4–1 · 5 shared · 1 categoryCompare
- OribeBeauty & Personal CareOribe leads 4–1 · 5 shared · 1 categoryCompare
- R+CoBeauty & Personal CareR+Co leads 4–1 · 5 shared · 1 categoryCompare
The recap
Where it stands today.
- FootprintStrongest in Beauty & Personal Care (best single-question rank #8), across 7 buying intents.
- AI verdictClaude ranks Function of Beauty highest (avg #17.7); Grok most sceptical (#30.0).
- TraitsMost often associated with “personalized” (7 mentions) and “customizable” (5).
- Top productCustom Hair Mask is the most-mentioned Function of Beauty product this snapshot.
- Closest rivalL'Oréal Paris (2–3 across 5 shared intents).
browse Function of Beauty in these categories