Which makeup brands do AI assistants recommend in Netherlands? Q4 2026
In Netherlands, AI assistants most often recommend Maybelline, NYX 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 Netherlands, taking 22.9% of all recommendation points across 5 assistants. NYX follows with 11.1% and L'Oréal is third with 10.9%.
Maybelline's lead over NYX is 11.8 points, a clear advantage in how AI shortlists the category.
ChatGPT, Claude and Gemini put Maybelline first, while DeepSeek favours Kiko Milano and Grok favours NYX.
The top five brands hold 61% 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 | 22.9% | 140 | 215 | 102 | 190 | 155 |
| 2 | NYX | L'Oréal | 11.1% | 80 | – | 70 | 37 | 200 |
| 3 | L'Oréal | L’Oréal | 10.9% | 45 | – | 95 | 87 | 155 |
| 4 | MAC | Estée Lauder | 9.3% | 25 | 205 | 75 | 20 | – |
| 5 | Essence | Independent | 6.7% | 48 | – | – | 79 | 106 |
| 6 | Revlon | Revlon Inc. | 3.8% | – | 132 | – | – | – |
| 7 | Catrice | Cosnova | 3.7% | – | – | – | 45 | 84 |
| 8 | Kiko Milano | KIKO Milano | 3.4% | – | – | 119 | – | – |
| 9 | Urban Decay | L'Oréal | 3% | 35 | – | 35 | 35 | – |
| 10 | NARS | Shiseido | 2.9% | 33 | – | 35 | 35 | – |
| 11 | Clinique | Estée Lauder | 2.6% | – | 92 | – | – | – |
| 12 | Hema | HEMA | 2.4% | – | – | 76 | 8 | – |
| 13 | Maxhair | Country Life | 2.3% | – | – | 20 | 60 | – |
| 14 | Dior | LVMH | 2.2% | 76 | – | – | – | – |
| 15 | Fenty Beauty | LVMH | 2.1% | 35 | – | 37 | – | – |
| 16 | Rimmel | Coty | 1.5% | – | – | – | 51 | – |
| 17 | Estée Lauder | Estée Lauder | 1.2% | 35 | – | – | 8 | – |
| 18 | Benefit Cosmetics | LVMH | 1.1% | – | – | 12 | 25 | – |
| 19 | Rare Beauty | Rare Beauty LLC | 1% | 35 | – | – | – | – |
| 20 | Lancôme | L'Oréal | 0.9% | – | 32 | – | – | – |
Questions about AI makeup recommendations
- Which makeup brand does ChatGPT recommend most in Netherlands?
- ChatGPT recommends Maybelline most often for makeup in Netherlands. Across all assistants, Maybelline leads with 22.9% of recommendations.
- Which makeup brand is improving fastest in Netherlands?
- Urban Decay has the strongest momentum among challengers: AI names it first in 3 of 3 answers where it appears, while holding 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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