Which makeup brands do AI assistants recommend in Spain? Q4 2026
In Spain, AI assistants most often recommend Maybelline, Kiko Milano 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 Spain, taking 21.3% of all recommendation points across 5 assistants. Kiko Milano follows with 12.1% and L'Oréal is third with 11.9%.
Maybelline's lead over Kiko Milano is 9.2 points, a clear advantage in how AI shortlists the category.
ChatGPT puts Maybelline first, while Claude favours MAC, DeepSeek favours Kiko Milano, Gemini favours Kiko Milano and Grok favours L'Oréal.
The top five brands hold 67% of recommendations out of 28 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 | 21.3% | 140 | 175 | 102 | 155 | 175 |
| 2 | Kiko Milano | KIKO Milano | 12.1% | 100 | – | 154 | 168 | – |
| 3 | L'Oréal | L’Oréal | 11.9% | 37 | – | 107 | 74 | 200 |
| 4 | MAC | Estée Lauder | 11% | 25 | 245 | 59 | 55 | – |
| 5 | NYX | L'Oréal | 10.7% | 68 | – | 60 | 60 | 185 |
| 6 | Lancôme | L'Oréal | 3.4% | 12 | 108 | – | – | – |
| 7 | Revlon | Revlon Inc. | 3.3% | – | 116 | – | – | – |
| 8 | Bourjois | Coty | 2.7% | – | – | – | 12 | 84 |
| 9 | Urban Decay | L'Oréal | 2.4% | 35 | – | 25 | 25 | – |
| 10 | NARS | Shiseido | 2.4% | 25 | – | 25 | 35 | – |
| 11 | Deliplus | Mercadona | 2.3% | – | – | 56 | – | 24 |
| 12 | Fenty Beauty | LVMH | 2.1% | 35 | – | 40 | – | – |
| 13 | Dior | LVMH | 1.7% | 60 | – | – | – | – |
| 14 | Maxhair | Country Life | 1.4% | – | – | 20 | 28 | – |
| 15 | Estée Lauder | Estée Lauder | 1.3% | 35 | – | – | 12 | – |
| 16 | Benefit Cosmetics | LVMH | 1.3% | – | – | 12 | 32 | – |
| 17 | Essence | Independent | 1% | – | – | – | 12 | 24 |
| 18 | Rare Beauty | Rare Beauty LLC | 1% | 35 | – | – | – | – |
| 19 | Clinique | Estée Lauder | 0.9% | – | 32 | – | – | – |
| 20 | Anastasia Beverly Hills | ABH Cosmetics | 0.9% | 12 | – | 20 | – | – |
Questions about AI makeup recommendations
- Which makeup brand does ChatGPT recommend most in Spain?
- ChatGPT recommends Maybelline most often for makeup in Spain. Across all assistants, Maybelline leads with 21.3% of recommendations.
- Which makeup brand is improving fastest in Spain?
- MAC has the strongest momentum among challengers: AI names it first in 9 of 13 answers where it appears, while holding 11% 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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