Which makeup brands do AI assistants recommend in Italy? Q4 2026
In Italy, AI assistants most often recommend Kiko Milano, Maybelline and L'Oréal for makeup. Kiko Milano is named by 4 of 5 assistants.
What the data says
Kiko Milano (KIKO Milano) is the makeup brand AI assistants recommend most in Italy, taking 21.5% of all recommendation points across 5 assistants. Maybelline follows with 18.2% and L'Oréal is third with 10%.
Kiko Milano's lead over Maybelline is 3.3 points, a clear advantage in how AI shortlists the category.
ChatGPT, DeepSeek and Gemini put Kiko Milano first, while Claude favours MAC and Grok favours L'Oréal.
The top five brands hold 65% of recommendations out of 32 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Kiko Milano | KIKO Milano | 21.5% | 215 | – | 245 | 225 | 68 |
| 2 | Maybelline | L'Oréal | 18.2% | 80 | 175 | 76 | 110 | 195 |
| 3 | L'Oréal | L’Oréal | 10% | 28 | – | 65 | 32 | 225 |
| 4 | MAC | Estée Lauder | 8.4% | 12 | 245 | 25 | 12 | – |
| 5 | Pupa | Micys Company | 7.1% | – | – | 107 | – | 140 |
| 6 | Pupa Milano | Micys Company | 4.5% | – | – | – | 157 | – |
| 7 | NYX | L'Oréal | 3.8% | 32 | – | 45 | – | 56 |
| 8 | Lancôme | L'Oréal | 3.8% | 8 | 108 | 8 | – | 8 |
| 9 | Dior | LVMH | 3.7% | 122 | – | – | – | 8 |
| 10 | Revlon | Revlon Inc. | 3.3% | – | 116 | – | – | – |
| 11 | Deborah Milano | Deborah Group | 1.7% | – | – | – | 60 | – |
| 12 | Fenty Beauty | LVMH | 1.5% | 20 | – | 33 | – | – |
| 13 | Chanel | Chanel | 1.4% | 49 | – | – | – | – |
| 14 | Urban Decay | L'Oréal | 1.1% | 20 | – | 20 | – | – |
| 15 | NARS | Shiseido | 1.1% | 20 | – | 20 | – | – |
| 16 | Wycon Cosmetics | Wycon Cosmetics | 1% | – | – | – | 36 | – |
| 17 | Estée Lauder | Estée Lauder | 1% | 35 | – | – | – | – |
| 18 | Rare Beauty | Rare Beauty LLC | 1% | 35 | – | – | – | – |
| 19 | Clinique | Estée Lauder | 0.9% | – | 32 | – | – | – |
| 20 | Anastasia Beverly Hills | ABH Cosmetics | 0.7% | – | – | 12 | 12 | – |
Questions about AI makeup recommendations
- Which makeup brand does ChatGPT recommend most in Italy?
- ChatGPT recommends Kiko Milano most often for makeup in Italy. Across all assistants, Kiko Milano leads with 21.5% of recommendations.
- Which makeup brand is improving fastest in Italy?
- MAC has the strongest momentum among challengers: AI names it first in 7 of 10 answers where it appears, while holding 8.4% 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.
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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