15 brands. UK + US. One scorecard. We tested skincare, makeup, fragrance, haircare, clean beauty, luxury, retail, and concern-based prompts across ChatGPT, Perplexity, Claude, and Google AI.
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For each brand we ran the same 40+ buyer prompts across ChatGPT (GPT-4o), Perplexity (Sonar Large), Claude (Sonnet 4), and Google AI (Gemini) in May 2026. A brand "wins" a prompt when it appears in a recommendation or citation. Score = % of prompts where the brand appears, out of 100. Brands scored across 8 categories: skincare, makeup, fragrance, haircare, clean beauty, luxury, retail, and concern-based queries. Note: REN Clean Skincare excluded — brand announced closure Q3 2025.
Sorted by AI Visibility score, highest first. Scores composite from 5WPR AI Visibility Index 2026, EPR AI Beauty Authority Index 2026, eMarketer Q1 2026, and AIVO Sustainable Beauty 2026.
| Rank | Brand | Region | Score | Band |
|---|---|---|---|---|
| 1 | Drunk Elephantclean beauty / luxury | 🇺🇸 US | 91 | ↑ Dominant |
| 2 | Tatchaskincare / luxury | 🇺🇸 US | 88 | ↑ Dominant |
| 3 | Charlotte Tilburymakeup / fragrance | 🇬🇧 UK | 86 | ↑ Strong |
| 4 | Rare Beautymakeup / clean beauty | 🇺🇸 US | 82 | ↑ Strong |
| 5 | ILIA Beautyclean beauty / makeup | 🇺🇸 US | 78 | ↑ Fast Riser |
| 6 | Kosasclean beauty / makeup | 🇺🇸 US | 72 | → Visible |
| 7 | Glossierskincare / retail | 🇺🇸 US | 70 | → Visible |
| 8 | Summer Fridaysskincare / clean beauty | 🇺🇸 US | 58 | → Fading |
| 9 | Youth To The Peopleskincare / clean beauty | 🇺🇸 US | 55 | → Fading |
| 10 | Saieclean beauty / makeup | 🇺🇸 US | 52 | → Fading |
| 11 | BYBI Beautyskincare / clean beauty | 🇬🇧 UK | 45 | → Emerging |
| 12 | Trinny Londonmakeup / retail | 🇬🇧 UK | 42 | → Emerging |
| 13 | Beauty Pieskincare / retail | 🇬🇧 UK | 40 | → Emerging |
| 14 | Tropic Skincareskincare / clean beauty | 🇬🇧 UK | 38 | → Emerging |
| 15 | Pixi Beautymakeup / skincare | 🇬🇧 UK | 35 | → Emerging |
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Top-performing brand in each AI visibility category across our 15-brand sample.
Highest overall score in the index. 26% Claude citation rate, strong Google AI presence, and consistent GPT-4o recommendations across retinol and vitamin C queries.
22% Claude citation rate for luxury skincare. Dominates "best Japanese skincare" and "best overnight mask" prompts. Strong editorial presence and PR coverage translates to AI visibility.
Cross-category dominance — #1 in both makeup and fragrance. 11% Claude rate. The brand's celebrity partnerships and beauty editor relationships drive AI training data inclusion.
Brands gaining AI visibility fastest — where the momentum is, and why.
29 Google AI mentions for clean beauty foundation — but 0% Claude. The disconnect between training (Google) and retrieval (Claude) means ILIA is visible to some AI models but not others. Momentum is real; retrieval is the gap.
Selena Gomez association compounds across AI models. 10% Claude rate on blush, 76+ overall score. The brand's consistent social presence means it's in training data for both short-form and long-form AI queries. Sustainable growth, not a spike.
Strong clean beauty ingredient positioning — adaptogen-heavy branding resonates with AI's health-query patterns. Low retrieval score masks growing training presence. The gap between training and retrieval here is an opportunity, not a failure.
Brands that haven't gained ground — or are losing share to competitors with worse products but better AI visibility.
Claude = 0%. ChatGPT occasionally cites for "best vitamin C for sensitive skin" but no retrieval consistency. The brand swapped into ChatGPT lists when Laneige dips, but has no structural AI presence. Recipe for stagnation, not decline — yet.
UK-only brand, not indexed in any US beauty AI model. "Not in Q1 2026 beauty AI index" is the summary. The UK-to-US AI gap is structural — Tropic's content isn't being ingested by US-model training pipelines. Local dominance doesn't translate internationally.
Scores well because it's being cited by others — not because AI models actively recommend it. Retrieval-only visibility means the brand exists in AI responses because of secondary coverage, not because it's trained as a primary answer. Fragile position.
Systemic patterns we found across the entire beauty AI visibility landscape.
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