Brand page · Personal Care · United States
Not Your Mother's: 161K visits a month, 61 active Meta ads, Gravity score 705.
Not Your Mother's — Not Your Mother's creates fun, effective haircare products for all hair types, including shampoo, conditioner, dry shampoo, curl care and styling essentials. In September 2026 notyourmothers.com drew an estimated 161K visits, up 20% on the month before. It ranks #508 of 33,626 Personal Care brands in United States.
Updated Traffic Sept 2026Meta ads 7 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
Not Your Mother's creates fun, effective haircare products for all hair types, including shampoo, conditioner, dry shampoo, curl care and styling essentials.
01 · Traffic
How much traffic Not Your Mother's 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.
Not Your Mother's drew an estimated 161K visits in September 2026, up 20% on the month before and up 16% over three months.
- Worldwide#62,984of 4.5M sites · Top 5%
- In United States#20,757of 1.2M sites · Top 5%
- Personal Care, worldwide#2,950of 215,119 brands · Top 5%
- Personal Care, United States#508of 33,626 brands · Top 5%
161K
estimated visits in September
1 mo ▲ +20.1%4 mo ▲ +16.3%
The monthly curve, 24 months of history and the category comparison.
Create your free account02 · Reviews
What customers say about Not Your Mother's.
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.
Not Your Mother's holds 3.8 out of 5 on Trustpilot over 2 reviews: 100% of customers give five stars and 0% one star.
Hair Product Store Hair Salon
Data not available
Review velocity, TrustScore history and the category comparison are on the Gravity brand page.
03 · Products
What Not Your Mother's 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.
Not Your Mother's sells on Shopify, 100% of its catalogue in stock. The best seller is Defining Cream, at US$10.99–US$15.49, followed by Activating Mousse and 3-in-1 Conditioner.
#1Defining CreamNot Your Mother'sUS$10.99–US$15.49In stock
#2Activating MousseNot Your Mother'sUS$10.99In stock
#33-in-1 ConditionerNot Your Mother'sUS$10.99In 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 Not Your Mother's in its comparison group.
- Average rating
- 4.85 / 5
- Rated products
- 89% of the catalogue
- In stock
- 100%
- Upper price quartile
- US$10.99
- Currency
- USD
04 · Ads
What Not Your Mother's 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.
Not Your Mother's runs Meta ads on Facebook, Instagram, Messenger, Audience Network, Threads, and has advertised on Google since January 2026 (image, text, video).
Shop Curl Talk at UltaNot Your Mother's2 Oct 2026video
Shop Plump for Joy at TargetNot Your Mother's25 Sept 2026video
Shop Clean Freak at UltaNot Your Mother's25 Sept 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 ad27 Aug 2026DeMert Brands LLCverified
Text ad27 Aug 2026DeMert Brands LLCverified
Text ad27 Aug 2026DeMert Brands LLCverified
- +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 Not Your Mother's.
The creators who tag @notyourmothers 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 @notyourmothers on Instagram, led by Shelby Abel (97.8K followers, 0.1% engagement).
| Account | Profile | Followers | Engagement | Tags | Relationship |
|---|---|---|---|---|---|
| SShelby Abel@shelbypabel · 🇺🇸 US | Parenting family Creator | 97.8K | 0.1% | 4 | Tagged @notyourmothers |
06 · Competitors according to Gravity
Who Not Your Mother's 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 Not Your Mother's among Personal Care brands in United States. The closest is Fix My Curls, then Bounce Curl, PATTERN, MIELLE, CURLSMITH, as i am.
| Brand | Similarity | Gravity score | Est. traffic | Trustpilot | Meta ads | Products | |
|---|---|---|---|---|---|---|---|
| Fix My Curlsfixmycurls.com | |||||||
| Bounce Curlbouncecurl.com | |||||||
| PATTERNpatternbeauty.com | |||||||
| MIELLEmielleorganics.com | |||||||
| CURLSMITHcurlsmith.com | |||||||
| as i amasiamnaturally.com |
07 · Company
The company behind Not Your Mother's.
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.
Not Your Mother's is a company based in Lutz, United States, founded in 2010 according to LinkedIn, on a domain registered in October 1999. It employs about 267 people, is listed at m_and_a stage.
- Legal name
- Data not available
- Registration no.
- Data not available
- VAT
- Data not available
- Legal form
- Data not available
- Entity country
- 🇺🇸 United States · Lutz
- Founded
- 2010, per LinkedIn
- Domain registered
- 12 Oct 1999
- Share capital
- Data not available
- Status
- was_acquired
- President
- Data not available
- Activity code
- Data not available
- Employees
- 267 on LinkedIn
- Funding stage
- M and a
- Total raised
- Data not available
- Investors
- Data not available
- VC-backed
- Data not available
- Own store
- notyourmothers.com · Shopify · USD
- Catalogue
- 47 collections
- Retailers
- None recorded
- Open jobs
- None recorded
08 · What people ask about Not Your Mother's
What people ask Google about Not Your Mother's.
10 answers built from the data on this page, each one sourced to Gravity by Benchr, which say so when we don't know.
Is Not Your Mother's legit or a scam?
According to Gravity by Benchr, Not Your Mother's is a brand based in Lutz, United States: its website has existed since October 1999, it sells on a Shopify store, it employs 267 people on LinkedIn, it has 224,804 Instagram followers. Those are the marks of an established brand, not a pop-up shop. Source: Gravity by Benchr brand index, November 2026.
What is Not Your Mother's?
Not Your Mother's creates fun, effective haircare products for all hair types, including shampoo, conditioner, dry shampoo, curl care and styling essentials. Gravity by Benchr classifies it under Personal Care, with Hair Care making up 100% of the catalogue. Source: Gravity by Benchr product classification, October 2026.
Not Your Mother's prices: how much is it?
Not Your Mother's' best seller, Defining Cream, sells from US$10.99 to US$15.49 on notyourmothers.com. 100% of the catalogue is in stock. Gravity does not track prices daily: check notyourmothers.com before buying. Source: Gravity by Benchr catalogue reading, October 2026.
Is there a Not Your Mother's discount code?
Gravity by Benchr does not collect discount codes. What Gravity observes: Not Your Mother's advertises on Facebook and Instagram and on Google, where its offers often run. Check notyourmothers.com for current promotions. Source: Gravity by Benchr ad records, October 2026.
Where to buy Not Your Mother's?
Not Your Mother's sells on its own website, notyourmothers.com, a Shopify store. Gravity by Benchr lists no retailer or marketplace for the brand. Source: Gravity by Benchr retailer data, November 2026.
Who is behind Not Your Mother's?
Gravity by Benchr records a company based in Lutz, United States, founded in 2010 according to LinkedIn, on a domain registered in 1999, with 267 employees on LinkedIn, listed at m_and_a stage. Gravity publishes no personal data about founders. Source: Gravity by Benchr company records, November 2026.
Is Not Your Mother's doing well?
Yes. Gravity by Benchr estimates about 160,500 visits to notyourmothers.com in September 2026, up 20% in a month and up 16% over three months. Not Your Mother's ranks #508 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 Not Your Mother's use?
Gravity by Benchr identifies notyourmothers.com as a Shopify store (standard plan, not Shopify Plus), selling in USD. It advertises through Meta and on Google since January 2026. Source: Gravity by Benchr platform and advertising records, November 2026.
How much does Not Your Mother's spend on Meta ads?
Gravity by Benchr does not publish a spend figure for Not Your Mother's on this page. What Gravity observes: an active Meta advertiser, on Facebook, Instagram, Messenger, Audience Network, Threads. 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, Not Your Mother's ranks #508 of 33,626 by estimated traffic. Its closest competitors on the same market are Fix My Curls, Bounce Curl, PATTERN, MIELLE, CURLSMITH. 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 Not Your Mother's.