AI-recommended baby skin care brands: rankings in 20 countries
Worldwide, AI assistants most often recommend Mustela, Johnson’s and Johnson’s Baby for baby skin care. Mustela is named by 5 of 5 assistants.
What the data says
Mustela (Laboratoires Expanscience) is the baby skin care brand AI assistants recommend most worldwide, taking 11.7% of all recommendation points across 5 assistants. Johnson’s follows with 8.7% and Johnson’s Baby is third with 7.2%.
Mustela's lead over Johnson’s is 3 points, a clear advantage in how AI shortlists the category.
Claude puts Mustela first, while ChatGPT favours Johnson’s Baby, DeepSeek favours Johnson’s, Gemini favours Aveeno and Grok favours Johnson’s.
The top five brands hold 39% of recommendations out of 221 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Mustela | Laboratoires Expanscience | 11.7% | 945 | 1520 | 575 | 397 | 1226 |
| 2 | Johnson’s | Kenvue | 8.7% | – | 405 | 1126 | 25 | 1918 |
| 3 | Johnson’s Baby | Kenvue | 7.2% | 1247 | 1200 | – | 446 | – |
| 4 | Pigeon | Pigeon | 6.5% | 514 | 587 | 395 | 322 | 777 |
| 5 | Bepanthen | Bayer | 4.8% | 363 | 556 | 206 | 372 | 418 |
| 6 | Cetaphil | Galderma | 4.5% | 318 | 644 | 423 | 346 | 80 |
| 7 | Sudocrem | Teva | 4.5% | 285 | 379 | 384 | 302 | 430 |
| 8 | Aveeno | Kenvue | 4.2% | 330 | 288 | 263 | 545 | 254 |
| 9 | Weleda | Weleda | 2.7% | 408 | – | 204 | 236 | 234 |
| 10 | Zwitsal | Unilever | 2.4% | 217 | 140 | 260 | 215 | 130 |
| 11 | Chicco | Artsana | 2.3% | 171 | 88 | 152 | 129 | 370 |
| 12 | Penaten | Kenvue | 2.1% | 191 | – | 165 | 145 | 345 |
| 13 | Burt’s Bees | Clorox | 1.6% | – | 511 | – | 77 | 45 |
| 14 | La Roche-Posay | L'Oréal | 1.5% | – | 480 | 119 | – | – |
| 15 | Bambino | Unilever | 1.4% | 117 | – | 130 | 95 | 214 |
| 16 | Himalaya | Himalaya Wellness | 1.3% | 110 | 8 | 140 | 140 | 110 |
| 17 | Desitin | Kenvue | 1.2% | 215 | 70 | 70 | 75 | 70 |
| 18 | Kodomo | Lion Corporation | 1.1% | 118 | 230 | 48 | 48 | – |
| 19 | Sebamed Baby | Sebapharma | 1% | 161 | 32 | – | 83 | 124 |
| 20 | Libero | Essity | 0.9% | 120 | – | 140 | 97 | – |
Questions about AI baby skin care recommendations
- Which baby skin care brand does ChatGPT recommend most?
- ChatGPT recommends Johnson’s Baby most often for baby skin care. Across all assistants, Mustela leads with 11.7% of recommendations.
- Which baby skin care brand is improving fastest?
- Zwitsal has the strongest momentum among challengers: AI names it first in 21 of 31 answers where it appears, while holding 2.4% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Baby Skin Care: AI rankings by country
Covers: Cleansing Products, Moisturizing Creams, Skin Protectants, Soothing Powders.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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