Which skin care brands do AI assistants recommend in Malaysia? Q4 2026
In Malaysia, AI assistants most often recommend Hada Labo, Cetaphil and The Ordinary for skin care. Hada Labo is named by 5 of 5 assistants.
What the data says
Hada Labo (Rohto Pharmaceutical) is the skin care brand AI assistants recommend most in Malaysia, taking 13.4% of all recommendation points across 5 assistants. Cetaphil follows with 11.2% and The Ordinary is third with 9.2%.
The top spot is close: only 2.2 points separate Hada Labo and Cetaphil, so a small change in how either brand is described online could flip the order.
ChatGPT, DeepSeek and Grok put Hada Labo first, while Claude favours Cetaphil and Gemini favours Cetaphil.
The top five brands hold 50% 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 | Hada Labo | Rohto Pharmaceutical | 13.4% | 55 | 12 | 85 | 24 | 92 |
| 2 | Cetaphil | Galderma | 11.2% | 25 | 80 | 35 | 85 | – |
| 3 | The Ordinary | Estée Lauder | 9.2% | 35 | 43 | 35 | 35 | 35 |
| 4 | Garnier | L’Oréal | 8.8% | 37 | 8 | 24 | 28 | 79 |
| 5 | Innisfree | Amorepacific | 7.8% | – | 20 | 68 | 60 | 8 |
| 6 | Safi | Wipro Unza | 7% | 35 | 35 | – | 35 | 35 |
| 7 | Mediaheal | Independent | 6% | 35 | 60 | – | – | 25 |
| 8 | Some By Mi | Some By Mi | 5% | 50 | 25 | 25 | – | – |
| 9 | My Beauty Diary | Independent | 4% | 20 | – | 20 | 20 | 20 |
| 10 | La Roche-Posay | L'Oréal | 3.6% | 20 | 8 | – | 20 | 25 |
| 11 | Simple | Unilever | 3.4% | 8 | 20 | 20 | 20 | – |
| 12 | L'Oréal | L’Oréal | 3% | – | 8 | 20 | 25 | 8 |
| 13 | Olay | P&G | 2.9% | 20 | 37 | – | – | – |
| 14 | Clinique | Estée Lauder | 2% | – | – | 20 | – | 20 |
| 15 | SK-II | P&G | 2% | 20 | 20 | – | – | – |
| 16 | The Face Shop | LG | 1.8% | – | 12 | 8 | 8 | 8 |
| 17 | Bioderma | NAOS | 1.6% | – | – | 8 | – | 25 |
| 18 | Neutrogena | Johnson & Johnson | 1.6% | 20 | 12 | – | – | – |
| 19 | Pond's | Unilever | 1.4% | – | – | – | 20 | 8 |
| 20 | Nivea | Beiersdorf | 1.2% | 12 | – | – | 12 | – |
Questions about AI skin care recommendations
- Which skin care brand does ChatGPT recommend most in Malaysia?
- ChatGPT recommends Hada Labo most often for skin care in Malaysia. Across all assistants, Hada Labo leads with 13.4% of recommendations.
- Which skin care brand is improving fastest in Malaysia?
- Safi has the strongest momentum among challengers: AI names it first in 4 of 4 answers where it appears, while holding 7% 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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