Which skin care brands do AI assistants recommend in Australia? Q4 2026
In Australia, AI assistants most often recommend The Ordinary, La Roche-Posay and Cetaphil for skin care. The Ordinary is named by 4 of 5 assistants.
What the data says
The Ordinary (Estée Lauder) is the skin care brand AI assistants recommend most in Australia, taking 16.2% of all recommendation points across 5 assistants. La Roche-Posay follows with 15.2% and Cetaphil is third with 13.1%.
The top spot is close: only 1 points separate The Ordinary and La Roche-Posay, so a small change in how either brand is described online could flip the order.
ChatGPT and Claude put The Ordinary first, while DeepSeek favours Cetaphil, Gemini favours Cetaphil and Grok favours La Roche-Posay.
The top five brands hold 61% of recommendations out of 25 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | The Ordinary | Estée Lauder | 16.2% | 68 | 107 | – | 82 | 67 |
| 2 | La Roche-Posay | L'Oréal | 15.2% | 57 | 45 | 44 | 72 | 85 |
| 3 | Cetaphil | Galderma | 13.1% | 47 | 60 | 60 | 95 | – |
| 4 | CeraVe | L'Oréal | 10.4% | 35 | 25 | 60 | 53 | 35 |
| 5 | Neutrogena | Johnson & Johnson | 6.4% | 20 | 20 | 20 | 48 | 20 |
| 6 | Sukin | BWX Limited | 5.3% | 8 | 8 | 33 | 32 | 25 |
| 7 | Garnier | L’Oréal | 3.9% | – | 20 | 20 | 25 | 12 |
| 8 | Sand & Sky | Independent | 3.5% | – | – | 35 | – | 35 |
| 9 | Skinceuticals | L'Oréal | 3% | – | 20 | 25 | 8 | 8 |
| 10 | Innisfree | Amorepacific | 2.8% | 20 | 35 | – | – | – |
| 11 | QV | Ego Pharmaceuticals | 2.2% | 33 | – | 12 | – | – |
| 12 | Estée Lauder | Estée Lauder | 2% | 20 | 12 | 8 | – | – |
| 13 | L'Oréal | L’Oréal | 2% | – | 12 | 12 | 8 | 8 |
| 14 | Olay | P&G | 1.8% | 8 | 20 | – | – | 8 |
| 15 | Freeman | PDC Brands | 1.8% | – | – | 35 | – | – |
| 16 | Bioderma | NAOS | 1.6% | 12 | – | – | – | 20 |
| 17 | Paula's Choice | Paula's Choice | 1.6% | – | – | – | 12 | 20 |
| 18 | Clinique | Estée Lauder | 1.4% | – | – | 8 | – | 20 |
| 19 | Drunk Elephant | Shiseido | 1.2% | 25 | – | – | – | – |
| 20 | Go-To | Independent | 1.2% | – | – | – | – | 25 |
Questions about AI skin care recommendations
- Which skin care brand does ChatGPT recommend most in Australia?
- ChatGPT recommends The Ordinary most often for skin care in Australia. Across all assistants, The Ordinary leads with 16.2% of recommendations.
- Which skin care brand is improving fastest in Australia?
- Sand & Sky has the strongest momentum among challengers: AI names it first in 2 of 2 answers where it appears, while holding 3.5% 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.
Skin Care: AI rankings by country
Covers: Facial Care: Cleansing, Facial Care: Moisturizing, Facial Masks, Facial Treatments.
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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