Which makeup brands do AI assistants recommend in Malaysia? Q4 2026
In Malaysia, AI assistants most often recommend Maybelline, L'Oréal and 3CE 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 Malaysia, taking 25.9% of all recommendation points across 5 assistants. L'Oréal follows with 12.9% and 3CE is third with 8.9%.
Maybelline's lead over L'Oréal is 13 points, a clear advantage in how AI shortlists the category.
ChatGPT, Claude, Gemini and Grok put Maybelline first, while DeepSeek favours L'Oréal.
The top five brands hold 62% of recommendations out of 30 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 | 25.9% | 280 | 175 | 90 | 140 | 222 |
| 2 | L'Oréal | L’Oréal | 12.9% | 37 | 107 | 120 | 94 | 95 |
| 3 | 3CE | Stylenanda | 8.9% | 58 | 115 | 40 | 28 | 72 |
| 4 | Wardah | Paragon Corp | 7.1% | 28 | 25 | 100 | 50 | 44 |
| 5 | Silkygirl | ACG International | 6.7% | 48 | 33 | 45 | 64 | 45 |
| 6 | MAC | Estée Lauder | 5.3% | 28 | 55 | 40 | 28 | 36 |
| 7 | Etude | AmorePacific | 5.3% | 28 | 52 | 37 | 67 | – |
| 8 | Rom&nd | Independent | 3.5% | – | 25 | 45 | 12 | 40 |
| 9 | Fenty Beauty | LVMH | 2.9% | 25 | – | 8 | 68 | – |
| 10 | Kiss Me | Isehan | 2.3% | 20 | 37 | – | 25 | – |
| 11 | Dior | LVMH | 2.3% | – | 8 | 47 | – | 25 |
| 12 | Innisfree | Amorepacific | 2.1% | 12 | 8 | 20 | 12 | 20 |
| 13 | NARS | Shiseido | 2% | 35 | – | – | 35 | – |
| 14 | Urban Decay | L'Oréal | 1.9% | – | – | 60 | 8 | – |
| 15 | NYX | L'Oréal | 1.7% | – | 12 | 8 | 33 | 8 |
| 16 | Heroine Make | Isehan | 1.5% | 25 | – | – | 8 | 20 |
| 17 | Clio | Clio Cosmetics | 1.4% | – | 40 | – | – | 8 |
| 18 | Laneige | AmorePacific | 1.1% | – | – | 20 | – | 20 |
| 19 | Rare Beauty | Rare Beauty LLC | 0.9% | 20 | – | – | – | 12 |
| 20 | Benefit Cosmetics | LVMH | 0.7% | – | – | – | – | 25 |
Questions about AI makeup recommendations
- Which makeup brand does ChatGPT recommend most in Malaysia?
- ChatGPT recommends Maybelline most often for makeup in Malaysia. Across all assistants, Maybelline leads with 25.9% of recommendations.
- Which makeup brand is improving fastest in Malaysia?
- Fenty Beauty has the strongest momentum among challengers: AI names it first in 1 of 5 answers where it appears, while holding 2.9% 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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