AI-recommended makeup brands: rankings in 20 countries
Worldwide, AI assistants most often recommend Maybelline, L'Oréal and MAC for makeup. Maybelline is named by 5 of 5 assistants.
What the data says
Maybelline (L'Oréal) is the makeup brand AI assistants recommend most worldwide, taking 20.2% of all recommendation points across 5 assistants. L'Oréal follows with 8.8% and MAC is third with 7.1%.
Maybelline's lead over L'Oréal is 11.4 points, a clear advantage in how AI shortlists the category.
Every assistant tested (ChatGPT, Claude, DeepSeek, Gemini and Grok) puts Maybelline first.
The top five brands hold 44% of recommendations out of 215 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Maybelline | L'Oréal | 20.2% | 2773 | 3487 | 1952 | 2821 | 3072 |
| 2 | L'Oréal | L’Oréal | 8.8% | 863 | 554 | 1247 | 1377 | 2097 |
| 3 | MAC | Estée Lauder | 7.1% | 608 | 2395 | 1030 | 659 | 260 |
| 4 | NYX | L'Oréal | 4.9% | 645 | 140 | 597 | 468 | 1572 |
| 5 | 3CE | Stylenanda | 2.8% | 397 | 426 | 440 | 322 | 365 |
| 6 | Revlon | Revlon Inc. | 2.1% | 24 | 1266 | 60 | 65 | 60 |
| 7 | Fenty Beauty | LVMH | 2% | 543 | – | 419 | 272 | 139 |
| 8 | NARS | Shiseido | 2% | 396 | 8 | 337 | 505 | 121 |
| 9 | Wardah | Paragon Corp | 1.9% | 268 | 250 | 255 | 230 | 314 |
| 10 | Dior | LVMH | 1.9% | 749 | 40 | 324 | 79 | 121 |
| 11 | Kiko Milano | KIKO Milano | 1.8% | 315 | – | 518 | 393 | 68 |
| 12 | Urban Decay | L'Oréal | 1.8% | 408 | 55 | 481 | 237 | 94 |
| 13 | Rom&nd | Independent | 1.7% | 186 | 201 | 308 | 190 | 274 |
| 14 | Perfect Diary | Yatsen Holding | 1.5% | 240 | 190 | 243 | 265 | 145 |
| 15 | Lakme | Hindustan Unilever | 1.5% | 245 | 180 | 275 | 170 | 180 |
| 16 | Essence | Independent | 1.5% | 275 | – | 56 | 332 | 385 |
| 17 | Etude | AmorePacific | 1.4% | 117 | 256 | 230 | 175 | 183 |
| 18 | Lancôme | L'Oréal | 1.3% | 60 | 496 | 231 | 28 | 81 |
| 19 | Estée Lauder | Estée Lauder | 1.2% | 415 | 12 | 208 | 203 | – |
| 20 | Canmake | IDA Laboratories | 1.1% | 182 | 133 | 133 | 170 | 150 |
Questions about AI makeup recommendations
- Which makeup brand does ChatGPT recommend most?
- ChatGPT recommends Maybelline most often for makeup. Across all assistants, Maybelline leads with 20.2% of recommendations.
- Which makeup brand is improving fastest?
- Wardah has the strongest momentum among challengers: AI names it first in 21 of 48 answers where it appears, while holding 1.9% 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.
Makeup: AI rankings by country
Covers: Eye Products: Eyeliner, Eye Products: Eyeshadow, Eye Products: Mascara, Face Products: Base, Face Products: Cheeks, Lip Products: Gloss, Lip Products: Lipstick.
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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