Function of Beauty logo

Function of Beauty

Custom shampoo, conditioner, and treatments for curly, straight, wavy, fine, thick, or color-treated hair. New York, New York.

functionofbeauty.com →LinkedIn →

Function of Beauty is a New York, New York brand selling custom shampoo, conditioner, and treatments for curly, straight, wavy, fine, thick, or color-treated hair on Shopify. Its store lists 37 products, mostly shampoo, conditioner and hair mask, priced from $10 to $38. It sells direct and wholesale and sells on Amazon. It employs 201 to 500 people and runs 18 apps from the Shopify App Store across 7 categories. It spends about $30K to $35K a month on those apps and added 4 in the last year.

The store

Products listed
37
Counted on the storefront
Typical price
$10 to $38
Most products fall in this range
Shampoo5conditioner4hair mask3leave-in3hair-serum1hair tie1

Product types as Function of Beauty files them in its own catalogue.

What Function of Beauty runs on Shopify

18 apps from the Shopify App Store, across 7 categories.

Other5Product reviews3Search, upsell & discovery3Email & SMS marketing2Advertising & analytics2Helpdesk2Subscriptions1

Estimated app spend: about $30K to $35K a month. 4 apps added in the last year.

Seen running on the storefront:AttentiveBazaarvoice Ratings & ReviewsGGorgiasKlaviyoMicrosoft ClarityRecharge Subscriptions AppYotpo
See which 18 apps, and when each was added.sign in →

Counted from the Shopify App Store. A name shows only for an app our own visit to the storefront saw running, or to signed-in members. how we count.

Where Function of Beauty sells

Direct, functionofbeauty.comRetailAmazonWholesale

Competitors

  1. AG Care

    refillable shampoo/conditioner personalised-ish, curl styler

  2. Maria Nila

    shampoo, conditioner, masks, kits for everyone

  3. Milkshake USA

    shampoo, conditioner, masks, gift sets

  4. Innersense Organic Beauty

    clean shampoo, masks, styling at mid price

  5. Rizos Curls

    curl cream, shampoo, serum kits

  6. The Doux

    curl care kits and conditioners

  7. Bounce Curl

    curl shampoo, stylers, kits

  8. IT Hair Products

    shampoo, conditioner, masque, serum

  9. Neal & Wolf

    shampoo, conditioner, treatments, gift sets

  10. Ceremonia

    shampoo, oil, kits for everyone

how we pick competitors

What apps does Function of Beauty use on Shopify?

Function of Beauty runs 18 apps from the Shopify App Store across 7 categories: Email & SMS marketing, Other, Product reviews, Search, upsell & discovery, Advertising & analytics, Helpdesk, Subscriptions. Seen running on its storefront: Attentive, Bazaarvoice Ratings & Reviews, Gorgias, Klaviyo, Microsoft Clarity, Recharge Subscriptions App, Yotpo.

Who are Function of Beauty's competitors?

The Shopify brands closest to Function of Beauty are AG Care, Maria Nila, Milkshake USA, Innersense Organic Beauty and Rizos Curls.

Updated 2026-10-29. Method notes and every source: how we count →