What I noticed inside Traya’s funnel

Remember when the news was about what happened, not how to feel about it? 1440's Daily Digest is bringing that back. Every morning, they sift through 100+ sources to deliver a concise, unbiased briefing — no pundits, no paywalls, no politics. Just the facts, all in five minutes. For free.

Read the newsletter trusted by 4.5 million fact-seekers.

If you've ever searched for hair-related issues, you've probably seen Traya show up in your feed. I came across it the same way about 1.5 years ago.

I was looking for a solution for hair loss when Traya’s ads started appearing on my YouTube and Instagram. I went through their funnel and slowly found myself thinking that I should try it at least once.

But it wasn’t as smooth as it looked. For a funnel to work, it needs to address a customer’s doubts, and at that time, Traya still hadn’t convinced me to book a trial.

Maybe every customer goes through a different journey with a brand. After some time, I went through the process again, and this time I decided to book it. That’s when I finally became their client.

So what convinced me?

Traya convinced me by giving a clear timeline. In a space like hair care, where trust is hard to build, that’s what helped me feel more comfortable moving forward. 

Instead of just selling products, they set realistic expectations and showed a structured way to approach the problem.

Let’s look at how Traya’s funnel works and how they move customers forward at each step.

The hair care industry wasn’t new, but it was filled with myths and misconceptions. 

For Saloni Anand, co-founder of Traya, this felt like a clear gap in the market. In an interview, she said that when Traya entered the space, many brands were selling quick fixes with heavy discounts. 

She wanted to do something different and bring back the credibility people expect from the hair care industry. But to do that, Traya first had to prove itself. 

So the team started on the ground, working with real people who were seeing results and spreading the word. Early on, Traya grew mainly through word of mouth. Later, the brand used high-quality content to reach the right audience and brought in popular faces people could relate to, which helped it reach many more people.

Traya positioned it as a full treatment plan for hair problems, not just another product promising “hair loss gone.”

Rather than introducing a product, the ads begin with an explanation. 

This pattern appears again and again.

Their tone is not “buy this product,” but rather to understand your hair problem first.

After seeing this repeatedly, the brand slowly moves from unfamiliar to familiar. That familiarity is what eventually pushes someone to explore further.

Once the people were in, the next step was to build credibility, and that could only be done when people themselves saw how Traya really works. 

Hair care in India has long been surrounded by myths, such as home remedies and quick fixes that promise fast results. This often leaves people unsure about what works for them. Traya approached the problem differently. The brand focused on explaining the science behind its methods and sharing expert knowledge, helping people feel more confident about the care they choose for their hair.

Most of their content explains hair loss instead of pushing treatments. They discuss common hair myths and bring in experts to explain the real reasons behind hair fall.

They also run a podcast called What the Health, hosted by the co-founder. The show looks at overall health topics like nutrition, stress, hormones, and lifestyle, and how these affect hair.

In short videos, the brand often features real people and influencers who are dealing with hair loss themselves. Later on, they also worked with celebrities to reach a wider audience.

Over time, this kind of content changes how people think about hair loss. They don’t see it as a cosmetic problem, but something that needs proper understanding. By the time someone visits the website, the idea of diagnosis no longer feels unusual.

When someone finally clicks the ad and reaches Traya’s website, the first thing they see is the proof.

This is an important moment in the funnel.

Hair loss treatments are one of the most doubted categories online. People have seen too many miracle oils and overnight growth claims. So people doubt if it’ll work for them.

The success stories sit right there on the page. Someone can scroll through them and decide whether the brand feels credible enough to explore further. After that, they can decide whether to go ahead and take the quiz.

Once a visitor feels comfortable enough to continue, the next step is the hair test.

This is where the funnel starts becoming more personal.

The quiz asks questions about hair fall patterns, lifestyle habits, stress levels, and family history. The idea is to build a picture of what might be causing the problem.

The audience doesn’t feel like they’re being sold something. With this personalisation approach, Traya aims to keep people engaged in their funnel. When people realise they’ve come this far and have given the time to understand the root cause, they are more likely to move further and buy their treatment plan. 

Remember, they don’t sell 1-2 generalized products; they sell a personalized kit with a proper routine and timeline. That makes people even more committed to the process.

After the quiz, Traya doesn't just show a product but offers a plan. Month by month. What to expect, when to expect it. That specificity is what removes doubt and gets people to pay. 

With the help of the timeline, people know exactly when they’ll start seeing results. They also give you a money-back guarantee if you don’t see results in the 5-month timeline, even after staying consistent with the routine and treatment.

Once someone completes the hair test or shows interest, the interaction with Traya doesn’t end there.

The brand continues the conversation outside the site.

People are starting to receive follow-ups via email and WhatsApp. These messages usually remind them about the test results, explain the treatment approach again, or encourage them to move to the next step. 

And when they become a customer, they assign them a personal coach and arrange time-to-time follow-ups to manage their progress. 

So the checkout isn’t the end of the funnel. Post-purchase communication is part of the experience.

So many direct-to-consumer brands follow a very simple structure.

Ad → product page → discount → checkout.

Traya’s journey is more layered.

The brand first introduces the idea that hair loss has deeper causes. Then it spends time explaining those causes through content. Only after that does it invite users to take a diagnostic test.

The purchase decision comes much later.

In other words, the funnel is built around understanding the problem before presenting the solution. They provide a personalized treatment plan, an Ayurvedic routine, and a coach to help their audience in the process.

One interesting thing about Traya is that the funnel doesn’t try to close the sale immediately.

I saw their ads for around 1.5 years before buying.

That means the funnel is built with the assumption that people will take time. Hair loss treatments are expensive and require commitment, so most users won’t convert on the first visit.

Instead of rushing the purchase, the funnel allows the brand to stay visible for a long period through repeated ads and follow-ups. Over time, the message becomes familiar, and the brand starts feeling more trustworthy.

By the time someone finally enters the funnel seriously, the brand is no longer new.

When someone takes the hair test, they answer several questions about their lifestyle, hair condition, and habits.

Once someone has spent time describing their problem, they naturally want to see what the recommendation will be. The test creates a small sense of investment in the outcome.

So when the diagnosis and treatment plan appear, people are already more engaged than they would be on a normal product page.

You might have seen similar products that push right away. Traya frames the experience as a treatment journey. 

Visitors see explanations about timelines, medication routines, and long-term improvement. This prepares people for the idea that solving hair loss will take time and consistency.

So the decision starts to feel less like buying something quickly and more like starting a treatment that needs consistency.

The hair test creates involvement, which is good. But it also adds friction.

Many people click on an ad out of curiosity but may drop off before completing the quiz.

For example, someone sees a YouTube ad about hair loss, clicks the link, and starts the test. If the quiz feels long or asks too many questions, some users leave before finishing.

That means a portion of paid traffic never reaches the recommendation stage.

So, the funnel prioritizes quality and diagnosis, but it may lose users who prefer faster decisions.

The funnel spends a lot of time explaining root causes and treatment. This builds trust, but it also means the customer needs patience and attention.

Some people looking for hair solutions want a quick product recommendation. If they feel the process is too detailed, they may go to a simpler brand instead.

For example, a user comparing options might choose a product from Mamaearth or WOW Skin Science because the purchase path is shorter.

The treatment is based on a mix of Ayurveda, dermatology, and lifestyle factors.

That positioning attracts many users, but some people may feel unsure if they prefer only medical or only cosmetic solutions.

When a funnel introduces a new approach, some visitors hesitate because they are still evaluating the method itself.

Many people now come across Traya through Instagram and YouTube ads. That works well for scale, but it also means the funnel may rely heavily on continuous ad spending. 

If paid traffic slows down, fewer new people enter the funnel. Many DTC brands face this problem. The funnel performs well as long as ads continue to run. 

Traya began with the founder’s own struggle to find a real solution to hair loss. The brand currently has over 1.2 million customers and an 80% customer retention rate after month two. Saloni Anand chose to play the long-term game, and the funnel reflects that.

The funnel may have some gaps, but that might be because it is built for customers who understand that solving a problem like hair loss is rarely a quick fix.

And maybe that’s the real takeaway here. The funnel is not trying to convince everyone. It seems designed to attract people who are ready to commit to the process.

So what are your thoughts on Traya’s funnel? Do let me know!

Every day, 4.5 million readers turn to 1440 for their factual news fix. We sift through 100+ sources to bring you a complete summary of politics, global events, business, and culture — all in a brief 5-minute email. No spin. No slant. Just clarity.

Join for free today!