Which makeup brands do AI assistants recommend in Sweden? Q4 2026
In Sweden, AI assistants most often recommend Maybelline, Isadora 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 Sweden, taking 21.2% of all recommendation points across 5 assistants. Isadora follows with 15.3% and L'Oréal is third with 10.7%.
Maybelline's lead over Isadora is 5.9 points, a clear advantage in how AI shortlists the category.
ChatGPT and Claude put Maybelline first, while DeepSeek favours Isadora, Gemini favours Isadora and Grok favours NYX.
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 | Maybelline | L'Oréal | 21.2% | 132 | 215 | 72 | 145 | 175 |
| 2 | Isadora | IsaDora | 15.3% | 76 | – | 245 | 212 | – |
| 3 | L'Oréal | L’Oréal | 10.7% | 45 | – | 70 | 72 | 185 |
| 4 | NYX | L'Oréal | 9.2% | 72 | – | 50 | – | 200 |
| 5 | MAC | Estée Lauder | 8.4% | 25 | 205 | 57 | 8 | – |
| 6 | Revlon | Revlon Inc. | 3.8% | – | 132 | – | – | – |
| 7 | Kicks | KICKS | 3.7% | – | – | 93 | – | 36 |
| 8 | Lumene | Lumene | 3.1% | 8 | – | – | 101 | – |
| 9 | Essence | Independent | 3% | 8 | – | – | 25 | 72 |
| 10 | Dior | LVMH | 2.6% | 92 | – | – | – | – |
| 11 | Clinique | Estée Lauder | 2.6% | – | 92 | – | – | – |
| 12 | Urban Decay | L'Oréal | 2.4% | 35 | – | 25 | 25 | – |
| 13 | NARS | Shiseido | 1.6% | 25 | – | 20 | 12 | – |
| 14 | Fenty Beauty | LVMH | 1.6% | 35 | – | 20 | – | – |
| 15 | Estée Lauder | Estée Lauder | 1.2% | 35 | – | – | 8 | – |
| 16 | Rare Beauty | Rare Beauty LLC | 1% | 35 | – | – | – | – |
| 17 | Isak | Isak | 0.9% | – | – | – | – | 32 |
| 18 | Lancôme | L'Oréal | 0.9% | – | 32 | – | – | – |
| 19 | Anastasia Beverly Hills | ABH Cosmetics | 0.8% | 20 | – | 8 | – | – |
| 20 | Benefit Cosmetics | LVMH | 0.8% | – | – | 8 | 20 | – |
Questions about AI makeup recommendations
- Which makeup brand does ChatGPT recommend most in Sweden?
- ChatGPT recommends Maybelline most often for makeup in Sweden. Across all assistants, Maybelline leads with 21.2% of recommendations.
- Which makeup brand is improving fastest in Sweden?
- Isadora has the strongest momentum among challengers: AI names it first in 12 of 19 answers where it appears, while holding 15.3% 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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