Function of Beauty vs Maybelline
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.
Mass-market cosmetics brand in 129 countries; L'Oréal Group-owned with Great Lash mascara, Fit Me foundation, and Sky High mascara as category-leading drugstore products.
About
Maybelline New York is one of the world's most widely distributed mass-market cosmetics brands, offering foundation, mascara, lip color, eye shadow, and skincare products in over 129 countries through drug stores, mass retailers, and department stores. Founded in 1915 by Thomas Lyle Williams (who created an early mascara for his sister Mabel — combining her name with Vaseline to get "Maybelline") and acquired by L'Oréal Group in 1996 for $758 million, Maybelline generates billions in annual revenue as L'Oréal's flagship drugstore cosmetics brand.
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