Brand page · Personal Care · United States
Function of Beauty: 103k visits a month, 9 active Meta ads, Gravity score 548.
Function of Beauty — Function of Beauty is a hair care brand that creates customized shampoo, conditioner, and treatments tailored to individual hair types including curly, straight, wavy, fine, thick, or color-treated hair. In September 2026 functionofbeauty.com drew an estimated 103k visits, down 37% on the month before. It ranks #772 of 33,626 Personal Care brands in United States and holds a 3.8 Trustpilot rating over 27,764 reviews.
Updated Traffic Sept 2026Meta ads 15 Oct 2026Google ads 20 Oct 2026Instagram Sept 2026Trustpilot Oct 2026Catalogue Oct 2026Gravity score 2 Nov 2026
Gravity score
Percentiles within 792 peers: Personal Care brands in United States with 100K–1M monthly visits. Recomputed nightly, last on 2 Nov 2026.
About the store
Function of Beauty is a hair care brand that creates customized shampoo, conditioner, and treatments tailored to individual hair types including curly, straight, wavy, fine, thick, or color-treated hair.
01 · Traffic
How much traffic Function of Beauty gets.
The traffic card of the Gravity brand page: the latest month and its two trends. The monthly curve, 24 months of history, the audience by country, the traffic sources and the category comparison are for members, free to start.
Function of Beauty drew an estimated 103k visits in September 2026, down 37% on the month before and down 15% over three months.
- Worldwide#62,036of 4.5m sites · Top 5%
- In United States#20,410of 1.2m sites · Top 5%
- Personal Care, worldwide#4,504of 215,119 brands · Top 5%
- Personal Care, United States#772of 33,626 brands · Top 5%
103k
estimated visits in September
1 mo ▼ −36.9%4 mo ▼ −15.4%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Function of Beauty.
The review cards of the Gravity brand page: the Trustpilot page, with its star distribution and the brand's tiers against the index, and the Google reviews. The TrustScore history and the review velocity against the category are for signed-in members.
Function of Beauty holds 3.8 out of 5 on Trustpilot over 27,764 reviews, 10 of them in the last twelve months: 65% of customers give five stars and 10% one star. That volume places Function of Beauty in the top 1% of the 270,321 Trustpilot pages in the Gravity index, and its rating quality in the top 50%. On Google, Function of Beauty scores 4.5 over 45 reviews.
Beauty Product Supplier
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Function of Beauty sells, ranked by sales.
The top three products in the catalogue, in the store's own best-seller order, with price and stock. The full catalogue, the rankings over time and the ads that lead to each product are for signed-in members.
Function of Beauty sells on Shopify, 100% of its catalogue in stock. The best seller is Custom Conditioner, at US$24.99–US$32.99, followed by Custom Shampoo and Custom Hair Mask.
#1Custom ConditionerFunction of BeautyUS$24.99–US$32.99In stock
#2Custom ShampooFunction of BeautyUS$24.99–US$32.99In stock
#3Custom Hair MaskFunction of BeautyUS$26.00In stock- +View all productsRankings over time, ratings, stock and the ads that lead to each product. Free account.Sign in to Gravity
Share of the catalogue by product family.
The dominant category places Function of Beauty in its comparison group.
- Average rating
- 4.48 / 5
- Rated products
- 92% of the catalogue
- In stock
- 100%
- Upper price quartile
- US$26.00
- Currency
- USD
04 · Ads
What Function of Beauty is advertising right now.
Meta and Google ads, as the Gravity brand page shows them; the blurred ones are placeholders. Every creative, how long it ran, its EU reach and the estimated monthly spend band are for signed-in members.
Function of Beauty runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, whatsapp, and has advertised on Google since November 2025 (image, text, video).
Function of Beauty24 Aug 2026video
“Straight hair” thats constantly frizzy? Here’s your sign that it miiiight actually be wavy 🫣Function of Beauty10 Aug 2026video
Meet the wavy lineup, made to give your waves exactly what they’ve been asking for 💜🫧: 〰️ Wavy Shampoo: formulated with fermented rice watFunction of Beauty3 Aug 2026video- +View all Meta adsReach per ad, how long each creative ran, and the estimated monthly spend band. Free account.Sign in to Gravity
Text ad19 Oct 2026Function, Inc.verified
Text ad19 Oct 2026Function, Inc.verified
Text ad19 Oct 2026Function, Inc.verified
- +View all Google adsFormats, first and last seen, and the keywords the brand bids on. Free account.Sign in to Gravity
05 · Influencers
Who talks about Function of Beauty.
The creators who tag @functionofbeauty on Instagram, found by Gravity by Benchr in their posts. One is shown here; the full list, the audiences and the contact details are for signed-in members.
Creators tag @functionofbeauty on Instagram, led by salem tovar (65.4k followers, 13.5% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| ssalem tovar@_salemtovar_ · 🇺🇸 US | Parenting family Creator | 65.4k | 13.5% | 2 | Tagged @functionofbeauty |
06 · Competitors according to Gravity
Who Function of Beauty competes with, by the numbers.
Gravity picks competitors from the index itself: same category, same market, similar size. The closest are named here; their figures, the full list and the side-by-side comparison are for subscribers.
Gravity by Benchr finds competitors for Function of Beauty among Personal Care brands in United States. The closest is Carol's Daughter, then The Doux, Caboki, Kristin Ess Hair, Naturtint USA, Eva NYC.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Carol's Daughtercarolsdaughter.com | |||||||
| The Douxthedoux.com | |||||||
| Cabokicaboki.com | |||||||
| Kristin Ess Hairkristinesshair.com | |||||||
| Naturtint USAnaturtintusa.com | |||||||
| Eva NYCeva-nyc.com |
07 · Company
The company behind Function of Beauty.
Legal entity, funding and distribution, as the Company tab of the Gravity brand page shows them. Where Gravity has nothing on file, the line says so rather than disappearing.
Function of Beauty is a company based in New York, United States, on a domain registered in January 2015.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇺🇸 United States · New York
- Founded
- Data not available
- Domain registered
- 28 Jan 2015
- Share capital
- Data not available
- Status
- Operating
- President
- Data not available
- Activity code
- Data not available
- Employees
- Data not available
- Funding stage
- Data not available
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- functionofbeauty.com · Shopify · USD
- Catalogue
- 34 collections
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Function of Beauty
What people ask Google about Function of Beauty.
11 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Function of Beauty a legit company?
According to Gravity by Benchr, Function of Beauty is a brand based in New York, United States: its website has existed since January 2015, its Trustpilot profile is claimed by the brand, it sells on a Shopify store, it has 625,647 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
Function of Beauty reviews: is it worth it?
Customers rate Function of Beauty 3.8 out of 5 on Trustpilot over 27,764 reviews, 10 of them in the last twelve months: 65% give five stars, 10% one star. Gravity by Benchr places that review volume in the top 1% of the 270,321 Trustpilot pages in its index. On Google, Function of Beauty scores 4.5 over 45 reviews. Source: Gravity by Benchr Trustpilot reading, October 2026.
What does Function of Beauty sell?
Function of Beauty is a hair care brand that creates customized shampoo, conditioner, and treatments tailored to individual hair types including curly, straight, wavy, fine, thick, or color-treated hair. Gravity by Benchr classifies it under Personal Care, with Hair Care making up 82% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
Function of Beauty prices: how much is it?
Function of Beauty's best seller, Custom Conditioner, sells from US$24.99 to US$32.99 on functionofbeauty.com. 100% of the catalogue is in stock. Gravity does not track prices daily: check functionofbeauty.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Does Function of Beauty have a discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: Function of Beauty advertises on Facebook and Instagram and on Google, where its offers often run. Check functionofbeauty.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where to buy Function of Beauty?
Function of Beauty sells on its own website, functionofbeauty.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who owns Function of Beauty?
Gravity by Benchr records a company based in New York, United States, whose domain was registered in 2015. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is Function of Beauty doing well?
Not at the moment. Gravity by Benchr estimates about 103,000 visits to functionofbeauty.com in September 2026, down 37% in a month and down 15% over three months. Function of Beauty ranks #772 of 33,626 Personal Care brands in United States in the Gravity index. Source: Gravity by Benchr estimated traffic, September 2026.
Which platform and tools does Function of Beauty use?
Gravity by Benchr identifies functionofbeauty.com as a Shopify store (standard plan, not Shopify Plus), selling in USD. The brand has claimed its Trustpilot profile. It advertises through Meta and on Google since November 2025. Source: Gravity by Benchr platform and advertising records, November 2026.
What is Function of Beauty's ad budget?
Gravity by Benchr does not publish a spend figure for Function of Beauty on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads, WhatsApp. The estimated monthly spend band, derived from the EU reach of each ad, is on the Gravity brand page. Source: Gravity by Benchr Meta Ad Library records, October 2026.
Who are the biggest Personal Care brands in United States?
Among Personal Care brands in United States in the Gravity by Benchr index, Function of Beauty ranks #772 of 33,626 by estimated traffic. Its closest competitors on the same market are Carol's Daughter, The Doux, Caboki, Kristin Ess Hair and Naturtint USA. Source: Gravity by Benchr competitor analysis, same category, same market, similar size, November 2026.
Gravity by Benchr indexes more than 4 million e-commerce brands across 150 countries. Figures on this page are estimates, updated monthly; the Gravity score is recomputed nightly. Not affiliated with Function of Beauty.