Function of Beauty vs Mars Petcare
Side-by-side comparison of AI visibility scores, market position, and capabilities
Algorithm-driven personalized haircare brand available at Target and CVS across thousands of US store locations; pioneered mass-market hair customization at accessible price points, expanding personalized beauty from premium DTC to mainstream retail.
About
Function of Beauty is a New York-based personalized haircare brand founded in 2015 by Zahir Dossa and Hien Nguyen. The company uses a proprietary algorithm and quiz-based system to formulate custom shampoo, conditioner, and hair treatment products from a matrix of active ingredients, fragrances, and color dyes. Products are manufactured to order and shipped directly to consumers with their name on the bottle.\n\nFunction of Beauty differentiated from Prose by targeting a broader, more price-sensitive consumer segment and aggressively expanding into mass retail. The brand entered Target in 2020 and later CVS, growing to thousands of store locations nationwide. This retail-first expansion made personalized haircare accessible at drugstore price points rather than premium DTC-only tiers. The company has also launched personalized skincare and bodycare lines.\n\nThe brand faced market headwinds in 2024 as consumer interest in personalized beauty matured, but it retains its position as the most widely distributed customized haircare brand in the US. Function of Beauty has raised over $150 million in venture funding and continues to iterate on its personalization engine with AI-driven ingredient recommendations and expanded formula options.
World's largest pet company with $22B+ revenue across Pedigree, Whiskas, Royal Canin, Banfield Pet Hospitals, and VCA; Mars family-owned competing with Nestlé Purina across nutrition and veterinary care.
About
Mars Petcare is the world's largest pet nutrition and veterinary healthcare company — a division of Mars, Incorporated (the private family-owned global confectionery and food conglomerate) producing market-leading pet food brands including Pedigree (dog food), Whiskas (cat food), Royal Canin (premium veterinary prescription nutrition), Iams, Sheba, Cesar, and Temptations, while also operating the Banfield Pet Hospital chain (1,000+ locations), VCA Animal Hospitals (1,000+ locations), BluePearl Veterinary Partners (specialty and emergency hospitals), and Antech Diagnostics (veterinary laboratory services). Mars Petcare generates estimated revenues of $22+ billion annually.
AI Visibility Head-to-Head
Key Details
Capabilities & Ecosystem
Capabilities
Also Compare
Track AI Visibility in Real Time
Monitor how your brand performs across ChatGPT, Gemini, Perplexity, Claude, and Grok daily.