Which makeup brands do AI assistants recommend in United Kingdom? Q4 2026
In United Kingdom, AI assistants most often recommend Maybelline, Charlotte Tilbury and MAC 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 United Kingdom, taking 19.5% of all recommendation points across 5 assistants. Charlotte Tilbury follows with 10.7% and MAC is third with 9.6%.
Maybelline's lead over Charlotte Tilbury is 8.8 points, a clear advantage in how AI shortlists the category.
ChatGPT, Claude and Grok put Maybelline first, while DeepSeek favours Charlotte Tilbury and Gemini favours Charlotte Tilbury.
The top five brands hold 57% of recommendations out of 33 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 | 19.5% | 115 | 215 | 85 | 99 | 167 |
| 2 | Charlotte Tilbury | Puig | 10.7% | 110 | – | 120 | 115 | 28 |
| 3 | MAC | Estée Lauder | 9.6% | 25 | 205 | 59 | 47 | – |
| 4 | NYX | L'Oréal | 9.3% | 62 | – | 50 | 50 | 165 |
| 5 | Rimmel | Coty | 7.9% | 55 | 76 | 16 | 87 | 44 |
| 6 | L'Oréal | L’Oréal | 5% | 25 | – | 55 | 45 | 50 |
| 7 | Fenty Beauty | LVMH | 4.4% | 43 | – | 55 | 35 | 20 |
| 8 | Urban Decay | L'Oréal | 4% | 47 | – | 47 | 25 | 20 |
| 9 | Boots No7 | Walgreens Boots Alliance | 3.9% | – | 100 | – | – | 36 |
| 10 | Revlon | Revlon Inc. | 3.3% | – | 96 | – | – | 20 |
| 11 | NARS | Shiseido | 2.9% | 32 | – | 35 | 35 | – |
| 12 | Estée Lauder | Estée Lauder | 2.7% | 35 | – | 35 | 25 | – |
| 13 | e.l.f. | e.l.f. Beauty | 2.7% | 28 | – | – | – | 66 |
| 14 | Benefit Cosmetics | LVMH | 2.4% | – | – | 40 | 45 | – |
| 15 | Benefit | LVMH | 1.8% | 32 | – | – | – | 32 |
| 16 | Stila | Stila Cosmetics | 1.3% | – | – | 35 | – | 12 |
| 17 | Rare Beauty | Rare Beauty LLC | 1.3% | 35 | – | – | 12 | – |
| 18 | Anastasia Beverly Hills | ABH Cosmetics | 1.1% | 20 | – | 20 | – | – |
| 19 | Revolution | Zoetis | 0.8% | – | – | 8 | 20 | – |
| 20 | No7 | Walgreens Boots Alliance | 0.7% | – | – | – | 24 | – |
Questions about AI makeup recommendations
- Which makeup brand does ChatGPT recommend most in United Kingdom?
- ChatGPT recommends Maybelline most often for makeup in United Kingdom. Across all assistants, Maybelline leads with 19.5% of recommendations.
- Which makeup brand is improving fastest in United Kingdom?
- Fenty Beauty has the strongest momentum among challengers: AI names it first in 3 of 7 answers where it appears, while holding 4.4% 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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