Which skin care brands do AI assistants recommend in Thailand? Q4 2026
In Thailand, AI assistants most often recommend Hada Labo, Cetaphil and Garnier 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 Thailand, taking 13.9% of all recommendation points across 5 assistants. Cetaphil follows with 9.4% and Garnier is third with 8.9%.
Hada Labo's lead over Cetaphil is 4.5 points, a clear advantage in how AI shortlists the category.
ChatGPT, Gemini and Grok put Hada Labo first, while Claude favours Cetaphil and DeepSeek favours Garnier.
The top five brands hold 48% of recommendations out of 29 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 | 13.9% | 60 | 47 | 47 | 47 | 78 |
| 2 | Cetaphil | Galderma | 9.4% | 45 | 50 | 25 | 33 | 35 |
| 3 | Garnier | L’Oréal | 8.9% | 43 | 25 | 55 | 20 | 36 |
| 4 | Innisfree | Amorepacific | 8.1% | 35 | 28 | 33 | 33 | 33 |
| 5 | The Ordinary | Estée Lauder | 7.8% | 35 | 35 | 25 | 35 | 25 |
| 6 | Mediaheal | Independent | 6.2% | – | 35 | 35 | 35 | 20 |
| 7 | Some By Mi | Some By Mi | 5.5% | 50 | 25 | 35 | – | – |
| 8 | Senka | Shiseido | 4.5% | – | 35 | 20 | 35 | – |
| 9 | My Beauty Diary | Independent | 3.5% | 12 | – | 12 | 12 | 35 |
| 10 | Pond's | Unilever | 3.5% | – | 20 | – | 25 | 25 |
| 11 | La Roche-Posay | L'Oréal | 2.8% | 16 | 8 | – | 12 | 20 |
| 12 | Laneige | AmorePacific | 2.5% | – | – | 25 | – | 25 |
| 13 | Smooth E | Independent | 2.4% | – | 20 | 8 | 20 | – |
| 14 | L'Oréal | L’Oréal | 2.2% | – | 8 | 8 | 20 | 8 |
| 15 | Snail White | Independent | 2% | – | – | 20 | – | 20 |
| 16 | SK-II | P&G | 2% | 20 | 20 | – | – | – |
| 17 | Lululun | DHC Corporation | 2% | – | – | 20 | 20 | – |
| 18 | The Face Shop | LG | 1.8% | – | 12 | 8 | 8 | 8 |
| 19 | Vichy | L’Oréal | 1.6% | 12 | 12 | – | 8 | – |
| 20 | Eucerin | Beiersdorf | 1.2% | – | – | – | 25 | – |
Questions about AI skin care recommendations
- Which skin care brand does ChatGPT recommend most in Thailand?
- ChatGPT recommends Hada Labo most often for skin care in Thailand. Across all assistants, Hada Labo leads with 13.9% of recommendations.
- Which skin care brand is improving fastest in Thailand?
- Mediaheal has the strongest momentum among challengers: AI names it first in 3 of 4 answers where it appears, while holding 6.2% 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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