Which makeup brands do AI assistants recommend in Japan? Q4 2026
In Japan, AI assistants most often recommend Canmake, Shiseido and Heroine Make for makeup. Canmake is named by 5 of 5 assistants.
What the data says
Canmake (IDA Laboratories) is the makeup brand AI assistants recommend most in Japan, taking 19.9% of all recommendation points across 5 assistants. Shiseido follows with 17.7% and Heroine Make is third with 5.7%.
The top spot is close: only 2.2 points separate Canmake and Shiseido, so a small change in how either brand is described online could flip the order.
ChatGPT, Gemini and Grok put Canmake first, while Claude favours Shiseido and DeepSeek favours Shiseido.
The top five brands hold 52% of recommendations out of 47 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Canmake | IDA Laboratories | 19.9% | 170 | 125 | 133 | 137 | 130 |
| 2 | Shiseido | Shiseido | 17.7% | 167 | 217 | 140 | 70 | 24 |
| 3 | Heroine Make | Isehan | 5.7% | 35 | – | 35 | 95 | 35 |
| 4 | Kate Tokyo | Kao Corporation | 4.6% | 37 | – | 25 | 40 | 60 |
| 5 | Dior | LVMH | 4.2% | 12 | 24 | 59 | 51 | – |
| 6 | Maybelline | L'Oréal | 4.1% | 45 | 12 | 8 | 59 | 20 |
| 7 | Kanebo | Kanebo Cosmetics | 4.1% | 110 | – | 32 | – | – |
| 8 | Kate | Kanebo Cosmetics | 3.9% | 36 | 37 | 32 | 8 | 25 |
| 9 | Cezanne | Cezanne Cosmetics | 3.9% | 40 | 8 | 12 | 40 | 37 |
| 10 | Rom&nd | Independent | 3.7% | – | 35 | 12 | 12 | 72 |
| 11 | MAC | Estée Lauder | 2.6% | 24 | 20 | 32 | 8 | 8 |
| 12 | Etude | AmorePacific | 1.8% | – | – | 37 | – | 25 |
| 13 | Kiss Me | Isehan | 1.7% | 60 | – | – | – | – |
| 14 | Isehan (Heroine Make) | Isehan | 1.6% | – | – | 20 | – | 35 |
| 15 | 3CE | Stylenanda | 1.4% | – | 8 | 20 | – | 20 |
| 16 | NARS | Shiseido | 1.4% | 16 | – | – | 20 | 12 |
| 17 | Clinique | Estée Lauder | 1.1% | – | 8 | – | 12 | 20 |
| 18 | Flowfushi (UZU) | Flowfushi Co., Ltd. | 1% | – | 35 | – | – | – |
| 19 | Excel | Noevir Group | 1% | – | – | 35 | – | – |
| 20 | Canmake (Cream Cheek) | IDA Laboratories | 1% | – | – | – | 35 | – |
Questions about AI makeup recommendations
- Which makeup brand does ChatGPT recommend most in Japan?
- ChatGPT recommends Canmake most often for makeup in Japan. Across all assistants, Canmake leads with 19.9% of recommendations.
- Which makeup brand is improving fastest in Japan?
- Heroine Make has the strongest momentum among challengers: AI names it first in 5 of 6 answers where it appears, while holding 5.7% 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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