Which makeup brands do AI assistants recommend in Australia? Q4 2026
In Australia, AI assistants most often recommend Maybelline, MAC and L'Oréal 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 in Australia, taking 19.9% of all recommendation points across 5 assistants. MAC follows with 18.7% and L'Oréal is third with 7.7%.
The top spot is close: only 1.2 points separate Maybelline and MAC, so a small change in how either brand is described online could flip the order.
Claude and Grok put Maybelline first, while ChatGPT favours MAC, DeepSeek favours MAC and Gemini favours MAC.
The top five brands hold 58% of recommendations out of 36 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 | 19.9% | 125 | 165 | 113 | 164 | 130 |
| 2 | MAC | Estée Lauder | 18.7% | 145 | 78 | 170 | 175 | 88 |
| 3 | L'Oréal | L’Oréal | 7.7% | 94 | 70 | – | 48 | 57 |
| 4 | NARS | Shiseido | 6.9% | 68 | 8 | 52 | 80 | 35 |
| 5 | Charlotte Tilbury | Puig | 5.3% | 85 | 8 | 28 | 44 | 20 |
| 6 | Benefit | LVMH | 4.8% | 32 | 8 | 35 | 66 | 28 |
| 7 | Urban Decay | L'Oréal | 4.3% | 35 | 55 | 60 | – | – |
| 8 | Fenty Beauty | LVMH | 3.6% | 35 | – | 20 | 35 | 35 |
| 9 | Estée Lauder | Estée Lauder | 3.3% | 35 | 12 | 35 | 35 | – |
| 10 | NYX | L'Oréal | 2.9% | 16 | 12 | 20 | 40 | 12 |
| 11 | Dior | LVMH | 2.4% | 37 | – | 20 | 8 | 20 |
| 12 | Stila | Stila Cosmetics | 2.2% | – | 35 | 35 | – | 8 |
| 13 | Revlon | Revlon Inc. | 1.9% | – | 20 | 20 | 25 | – |
| 14 | Rimmel | Coty | 1.7% | – | 12 | 28 | 20 | – |
| 15 | Huda Beauty | Huda Beauty | 1.6% | – | 25 | 20 | – | 12 |
| 16 | Rare Beauty | Rare Beauty LLC | 1.4% | 37 | – | – | – | 12 |
| 17 | Benefit Cosmetics | LVMH | 1.3% | – | 20 | – | – | 25 |
| 18 | Anastasia Beverly Hills | ABH Cosmetics | 1.1% | 20 | 20 | – | – | – |
| 19 | Lancôme | L'Oréal | 0.9% | – | – | – | 8 | 25 |
| 20 | Morphe | Forma Brands | 0.9% | 12 | 8 | 12 | – | – |
Questions about AI makeup recommendations
- Which makeup brand does ChatGPT recommend most in Australia?
- ChatGPT recommends MAC most often for makeup in Australia. Across all assistants, Maybelline leads with 19.9% of recommendations.
- Which makeup brand is improving fastest in Australia?
- Estée Lauder has the strongest momentum among challengers: AI names it first in 3 of 4 answers where it appears, while holding 3.3% 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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