Which baby skin care brands do AI assistants recommend in South Korea? Q4 2026
In South Korea, AI assistants most often recommend Mustela, Atopalm and Pigeon for baby skin care. Mustela is named by 4 of 5 assistants.
What the data says
Mustela (Laboratoires Expanscience) is the baby skin care brand AI assistants recommend most in South Korea, taking 15.6% of all recommendation points across 5 assistants. Atopalm follows with 11.7% and Pigeon is third with 9.4%.
Mustela's lead over Atopalm is 3.9 points, a clear advantage in how AI shortlists the category.
put Mustela first, while ChatGPT favours Atopalm, Claude favours Johnson’s Baby, DeepSeek favours Baby Only, Gemini favours Atopalm and Grok favours Johnson’s.
The top five brands hold 51% of recommendations out of 25 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 | 15.6% | 57 | 87 | 52 | – | 115 |
| 2 | Atopalm | Neopharm | 11.7% | 98 | – | – | 120 | 16 |
| 3 | Pigeon | Pigeon | 9.4% | 35 | 16 | 52 | – | 85 |
| 4 | Johnson’s Baby | Kenvue | 7.5% | 20 | 130 | – | – | – |
| 5 | Johnson’s | Kenvue | 6.6% | – | – | 12 | – | 120 |
| 6 | Baby Only | Generic | 6.5% | – | – | 130 | – | – |
| 7 | Bepanthen | Bayer | 5.5% | 35 | 40 | – | 35 | – |
| 8 | Ilyang | Ilyang Pharmaceutical | 5.5% | – | – | 110 | – | – |
| 9 | Goongbe | Zero to Seven | 5% | 20 | – | – | 79 | – |
| 10 | Mongdies | Mongdies | 4.2% | – | – | – | 85 | – |
| 11 | Illiyoon | AmorePacific | 2.9% | – | – | – | 25 | 32 |
| 12 | Physiogel | LG Household & Health Care | 2.6% | 45 | – | – | 8 | – |
| 13 | Sudocrem | Teva | 2.4% | – | 35 | – | – | 12 |
| 14 | Amorepacific | Amorepacific | 2.2% | – | 44 | – | – | – |
| 15 | Aveeno | Kenvue | 2% | – | 28 | – | – | 12 |
| 16 | Cetaphil | Galderma | 2% | 20 | 20 | – | – | – |
| 17 | Primera | Future Group | 1.8% | – | – | 36 | – | – |
| 18 | Zeroid | Little Angel | 1.6% | 33 | – | – | – | – |
| 19 | Kodomo | Lion Corporation | 1.2% | 25 | – | – | – | – |
| 20 | Green Finger | Yuhan-Kimberly | 1.2% | – | – | – | 24 | – |
Questions about AI baby skin care recommendations
- Which baby skin care brand does ChatGPT recommend most in South Korea?
- ChatGPT recommends Atopalm most often for baby skin care in South Korea. Across all assistants, Mustela leads with 15.6% of recommendations.
- Which baby skin care brand is improving fastest in South Korea?
- Baby Only has the strongest momentum among challengers: AI names it first in 3 of 4 answers where it appears, while holding 6.5% 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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