Function of Beauty GTM brain

category

market profile

• text: The direct-to-consumer service uses a hair quiz and made-to-order formulas, while its retail offering uses hair types and add-in boosters.
• text: The company expanded from its own site into retail and Amazon, competing with other personalized haircare brands such as Prose.

personas

• title: Shopper with colored or heat-styled hair
  pains:

  • Breakage and frizz can worsen after coloring or heat styling.
  • Wants a routine that balances repair with the needs of a particular texture.
• title: Curly or coily haircare shopper
  pains:

  • Needs hydration and frizz management suited to curls or coils.
  • Generic products do not clearly reflect their texture and styling habits.
• title: Ingredient-conscious beauty shopper
  pains:

  • Wants vegan and cruelty-free products with clearly stated formulation standards.
  • Must weigh ingredient preferences against performance and convenience.

icp

• text: Individual consumers with straight, wavy, curly or coily hair who want a product matched to their hair history and goals; the audience is consumer rather than firmographic.
• text: Online quiz takers and retail shoppers at stores including Target and Walmart are served through different customization experiences.

message pillars

• text: Build the recommendation around the shopper's hair type.
• text: Use quiz answers to create and ship made-to-order haircare.
• text: Emphasize vegan and cruelty-free product standards.

objections

• objection: Can a short quiz identify what my hair needs?
  response: Explain the questions about damage, history and styling and describe the ability to adjust the formula as needs change.
• objection: Must I subscribe to buy?
  response: The homepage describes both one-off orders and subscriptions, with different shipping terms.
• objection: Will it improve my hair?
  response: Share the published SOS testing context and avoid promising identical outcomes for every texture or regimen.

competitors

• name: Prose
  why: Offers quiz-driven custom haircare to similar direct-to-consumer shoppers.
• name: Formulate
  why: Sells personalized shampoo and conditioner selected through a hair quiz.
• name: The Hair Lab by Strands
  why: Offers customizable haircare using base products and targeted doses.

influencers

• name: Kendall Toole
  why: Featured on the homepage in a customer haircare testimonial.

keywords

• custom shampoo and conditioner
• personalized haircare quiz
• curly hair frizz control
• color treated hair repair
• vegan custom shampoo
• hair breakage treatment
• made to order haircare

voice

• playful and approachable
• individuality focused
• science and results oriented

signals

• text: A consumer searches for repair after highlighting, coloring or heat styling.
• text: A shopper looks for vegan hair products personalized to a particular texture and hair goal.

pricing

motion

channels

• Instagram
• TikTok
• Facebook
• YouTube
• retail
• Amazon
• affiliates

confidence

Founders

• name: Zahir Dossa
  title: Founder/CEO
  role: CEO
• name: Hien Kaplan
  title: Founder/Chief Scientist
  role: Founder
• name: Joshua Maciejewski
  title: Founder/COO
  role: COO