Which makeup brands do AI assistants recommend in Indonesia? Q4 2026
In Indonesia, AI assistants most often recommend Wardah, Maybelline and Emina for makeup. Wardah is named by 5 of 5 assistants.
What the data says
Wardah (Paragon Corp) is the makeup brand AI assistants recommend most in Indonesia, taking 30.6% of all recommendation points across 5 assistants. Maybelline follows with 23.4% and Emina is third with 13.2%.
Wardah's lead over Maybelline is 7.2 points, a clear advantage in how AI shortlists the category.
ChatGPT, Claude, Gemini and Grok put Wardah first, while DeepSeek favours Maybelline.
The top five brands hold 82% of recommendations out of 26 brands named in total, so AI answers in this category are highly concentrated.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Wardah | Paragon Corp | 30.6% | 240 | 225 | 155 | 180 | 270 |
| 2 | Maybelline | L'Oréal | 23.4% | 145 | 178 | 200 | 157 | 140 |
| 3 | Emina | Kao | 13.2% | 80 | 116 | 69 | 111 | 85 |
| 4 | Make Over | Paragon Technology and Innovation | 8% | 25 | 49 | 103 | 64 | 40 |
| 5 | L'Oréal | L’Oréal | 6.9% | 74 | 40 | 40 | 32 | 56 |
| 6 | Pixy | Mandom Corporation | 5.3% | 32 | 32 | 44 | 61 | 16 |
| 7 | Somethinc | BeautyHaul Group | 2.9% | 20 | 20 | 12 | 12 | 37 |
| 8 | Rom&nd | Independent | 1.3% | – | – | 12 | 35 | – |
| 9 | Rollover Reaction | Independent | 1.3% | 8 | 12 | 12 | – | 12 |
| 10 | 3CE | Stylenanda | 1.3% | 8 | 12 | 12 | – | 12 |
| 11 | MAC | Estée Lauder | 0.9% | – | – | 33 | – | – |
| 12 | NARS | Shiseido | 0.8% | – | – | – | 20 | 8 |
| 13 | Fenty Beauty | LVMH | 0.6% | 20 | – | – | – | – |
| 14 | NYX | L'Oréal | 0.6% | – | 8 | – | 12 | – |
| 15 | Dior | LVMH | 0.3% | 12 | – | – | – | – |
| 16 | Rare Beauty | Rare Beauty LLC | 0.3% | 12 | – | – | – | – |
| 17 | Revlon | Revlon Inc. | 0.2% | – | 8 | – | – | – |
| 18 | Hanasui | Eka Jaya Internasional | 0.2% | – | – | – | 8 | – |
| 19 | Purbasari | Gloria Origita Cosmetics | 0.2% | – | – | – | – | 8 |
| 20 | Laneige | AmorePacific | 0.2% | – | – | 8 | – | – |
Questions about AI makeup recommendations
- Which makeup brand does ChatGPT recommend most in Indonesia?
- ChatGPT recommends Wardah most often for makeup in Indonesia. Across all assistants, Wardah leads with 30.6% of recommendations.
- Which makeup brand is improving fastest in Indonesia?
- Rom&nd has the strongest momentum among challengers: AI names it first in 1 of 2 answers where it appears, while holding 1.3% 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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