Which makeup brands do AI assistants recommend in Vietnam? Q4 2026
In Vietnam, 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 Vietnam, taking 28.4% of all recommendation points across 5 assistants. L'Oréal follows with 16.7% and 3CE is third with 12.6%.
Maybelline's lead over L'Oréal is 11.7 points, a clear advantage in how AI shortlists the category.
Every assistant tested (ChatGPT, Claude, DeepSeek, Gemini and Grok) puts Maybelline first.
The top five brands hold 67% of recommendations out of 36 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 | 28.4% | 184 | 222 | 165 | 177 | 245 |
| 2 | L'Oréal | L’Oréal | 16.7% | 70 | 99 | 120 | 110 | 185 |
| 3 | 3CE | Stylenanda | 12.6% | 88 | 85 | 98 | 97 | 72 |
| 4 | Rom&nd | Independent | 5.2% | 57 | 25 | 37 | 43 | 20 |
| 5 | MAC | Estée Lauder | 4.3% | 35 | 28 | 32 | 32 | 24 |
| 6 | Innisfree | Amorepacific | 4.1% | 32 | 8 | 40 | 20 | 44 |
| 7 | NYX | L'Oréal | 2.6% | – | 8 | 28 | 40 | 16 |
| 8 | Etude | AmorePacific | 2.5% | 25 | 28 | 24 | 12 | – |
| 9 | Romand | iFamilySC | 2.3% | – | 28 | 24 | 8 | 20 |
| 10 | Kiss Me | Isehan | 2.2% | 12 | 20 | 25 | – | 20 |
| 11 | Fenty Beauty | LVMH | 1.7% | 25 | – | 8 | 8 | 20 |
| 12 | Clio | Clio Cosmetics | 1.6% | – | 20 | 8 | 8 | 20 |
| 13 | Heroine Make | Isehan | 1.5% | 20 | 20 | – | 12 | – |
| 14 | Laneige | AmorePacific | 1.4% | 20 | – | – | 20 | 8 |
| 15 | Black Rouge | Independent | 1.3% | 25 | – | – | 20 | – |
| 16 | NARS | Shiseido | 1.3% | – | – | – | 20 | 25 |
| 17 | Merzy | Independent | 1.2% | – | 25 | 8 | – | 8 |
| 18 | Dior | LVMH | 1% | 35 | – | – | – | – |
| 19 | Revlon | Revlon Inc. | 0.8% | 8 | 20 | – | – | – |
| 20 | The Face Shop | LG | 0.8% | – | – | 20 | 8 | – |
Questions about AI makeup recommendations
- Which makeup brand does ChatGPT recommend most in Vietnam?
- ChatGPT recommends Maybelline most often for makeup in Vietnam. Across all assistants, Maybelline leads with 28.4% of recommendations.
- Which makeup brand is improving fastest in Vietnam?
- 3CE has the strongest momentum among challengers: AI names it first in 5 of 19 answers where it appears, while holding 12.6% 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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