{
  "slug": "function-of-beauty",
  "name": "Function of Beauty",
  "website": "https://functionofbeauty.com",
  "category": "personal-care",
  "angles": [
    "personalization"
  ],
  "thesis": "Turn a questionnaire into an individualized product-selection experience.",
  "question": "Check what actually changes in the formulation or recommendation after each answer.",
  "from_reference": false,
  "observation": null,
  "mechanism": "Turn a questionnaire into an individualized product-selection experience.",
  "audit": [
    "Check what actually changes in the formulation or recommendation after each answer.",
    "Collect three dated examples across at least two creative formats and save their original source URLs.",
    "Compare against two brands in the same category; distinguish an original idea from a common category convention."
  ],
  "products": [],
  "image": null,
  "evidence": {
    "status": "homepage-snapshot",
    "label": "Homepage snapshot",
    "source": "https://functionofbeauty.com/",
    "checked_at": "2026-10-13",
    "scope": "Homepage title, description and selected headings only. No ad-library, checkout, origin-history or performance review.",
    "excerpt": "Discover hair care formulated for your unique hair type. Custom shampoo, conditioner, and treatments tailored to curly, straight,…"
  },
  "dtc_native": {
    "status": "not_assessed",
    "reason": "A direct storefront does not establish digital-native origin, current ownership, or a majority-direct sales mix."
  },
  "ranking": {
    "status": "not_scored",
    "score": null,
    "reason": "Campaign sample, peer comparison and DTC-origin evidence are incomplete."
  }
}