Deutsch
Français
Español
Português (Brasil)
ItalianoWhich makeup & cosmetics brands
AI recommends in Australia
Brands ranked by mention rate on ChatGPT, Gemini and Google AI Mode
- Brands
- 89
- Questions
- 800
- Answers
- 2,400
- AI engines
- 3
01 · Brand leader
Top 10 brands by mention rate
One brand dominates the category.
The rest of the market is fragmented.
| # | Brand | Mention rate Share of questions where ChatGPT names the brand | Share of voice The brand’s share of all brand mentions in the engine’s answers | 95% range The interval the true mention rate most likely falls in | In top 20 of The brand’s place inside each engine’s own top 20 |
|---|---|---|---|---|---|
| 11 | Maybelline | 52.4% | 18.1% | 48.9–55.8 | ChatGPT1Gemini1Google AI Mode1 |
| 22–4 | e.l.f. | 20.0% | 6.1% | 17.2–22.8 | ChatGPT2Gemini8Google AI Mode2 |
| 32–11 | Fenty Beauty | 15.5% | 4.3% | 13.0–18.0 | ChatGPT3Gemini5Google AI Mode7 |
| 42–14 | Clinique | 15.1% | 4.9% | 12.6–17.6 | ChatGPT4Gemini17Google AI Mode13 |
| 53–15 | Anastasia Beverly Hills | 13.4% | 4.3% | 11.0–15.7 | ChatGPT5Gemini9Google AI Mode9 |
| 63–15 | Estée Lauder | 13.3% | 3.6% | 10.9–15.6 | ChatGPT6Gemini11Google AI Mode6 |
| 73–15 | Make Up For Ever | 12.8% | 3.9% | 10.4–15.1 | ChatGPT7Gemini12 |
| 83–16 | Huda Beauty | 11.4% | 3.5% | 9.2–13.6 | ChatGPT8Gemini14Google AI Mode12 |
| 93–16 | L'Oréal Paris | 11.3% | 3.3% | 9.1–13.4 | ChatGPT9Gemini3Google AI Mode5 |
| 103–16 | NYX Professional Makeup | 11.3% | 3.3% | 9.1–13.4 | ChatGPT10Gemini7Google AI Mode4 |
| 113–16 | Rare Beauty | 11.0% | 3.0% | 8.8–13.2 | ChatGPT11Gemini4Google AI Mode8 |
| 124–16 | MCoBeauty | 10.8% | 3.1% | 8.6–12.9 | ChatGPT12Gemini19Google AI Mode11 |
| 134–16 | Revlon | 10.8% | 3.3% | 8.6–12.9 | ChatGPT13Gemini10Google AI Mode16 |
| 144–16 | Dior | 10.6% | 3.1% | 8.5–12.8 | ChatGPT14Gemini6Google AI Mode14 |
| 155–17 | Hourglass | 9.5% | 2.6% | 7.7–11.7 | ChatGPT15Gemini2Google AI Mode3 |
| 168–20 | Sephora Collection | 7.5% | 2.2% | 5.9–9.5 | ChatGPT16Google AI Mode18 |
| 1715–20 | Morphe | 5.9% | 1.6% | 4.4–7.7 | ChatGPT17 |
| 1816–20 | Kosas | 5.3% | 1.4% | 3.9–7.0 | ChatGPT18 |
| 1916–20 | Lancôme | 5.0% | 1.5% | 3.7–6.7 | ChatGPT19Gemini18 |
| 2016–20 | Nude by Nature | 5.0% | 1.6% | 3.7–6.7 | ChatGPT20Gemini16 |
02 · Engine consensus
Where each brand ranks
inside every engine’s top 10
There is no single AI top 10.
Only 6 of 15 brands rank in the top 10 of all 3 engines.
| Brand | ChatGPT | Gemini | Google AI Mode | Perplexity | In top 10 of |
|---|---|---|---|---|---|
| Maybelline | 1 | 1 | 1 | n/a | ChatGPTGeminiGoogle AI Mode |
| e.l.f. | 2 | 8 | 2 | n/a | ChatGPTGeminiGoogle AI Mode |
| Fenty Beauty | 3 | 5 | 7 | n/a | ChatGPTGeminiGoogle AI Mode |
| L'Oréal Paris | 9 | 3 | 5 | n/a | ChatGPTGeminiGoogle AI Mode |
| NYX Professional Makeup | 10 | 7 | 4 | n/a | ChatGPTGeminiGoogle AI Mode |
| Anastasia Beverly Hills | 5 | 9 | 9 | n/a | ChatGPTGeminiGoogle AI Mode |
| Hourglass | – | 2 | 3 | n/a | GeminiGoogle AI Mode |
| Rare Beauty | – | 4 | 8 | n/a | GeminiGoogle AI Mode |
| Estée Lauder | 6 | – | 6 | n/a | ChatGPTGoogle AI Mode |
| Clinique | 4 | – | – | n/a | ChatGPT |
| Dior | – | 6 | – | n/a | Gemini |
| Make Up For Ever | 7 | – | – | n/a | ChatGPT |
| Huda Beauty | 8 | – | – | n/a | ChatGPT |
| Revlon | – | 10 | – | n/a | Gemini |
| Australis | – | – | 10 | n/a | Google AI Mode |
Rank inside each engine’s own top 10 · a dash means the brand is not in that engine’s top 10 · n/a — the engine gave too few answers here to publish a ranking.
The rest depend on which engine the buyer opens — so a rank from a single engine is not a market position.
Source: Findrix's research. Where each brand ranks inside every engine's top 10, makeup & cosmetics, Australia.
03 · Most cited domains
Which sites each engine cites, and
how much of its answers they carry
| Domain | ChatGPT | Gemini | Google AI Mode | Perplexity |
|---|---|---|---|---|
| google.com | 0.2% | – | 70.3% | n/a |
| sephora.com.au | 5.4% | 15.4% | 2.6% | n/a |
| mecca.com | 12.6% | 6.5% | 4.2% | n/a |
| adorebeauty.com.au | 10.3% | 2.9% | 2.1% | n/a |
| nestpath.com.au | 0.1% | 8.9% | 0.1% | n/a |
| reddit.com | 8.6% | 1.7% | 3.7% | n/a |
| whowhatwear.com | 1.4% | 5.9% | 0.4% | n/a |
| chemistwarehouse.com.au | 4.6% | 1.6% | 0.6% | n/a |
| marieclaire.com | 0.6% | 3.2% | 0.1% | n/a |
| elle.com.au | 0.5% | 2.8% | 0.4% | n/a |
| beautyheaven.com.au | 0.1% | 2.6% | 1.1% | n/a |
| priceline.com.au | 2.6% | 1.5% | 1.7% | n/a |
04 · The questions we asked
800 buyer questions, each
asked once per engine
General requests and requests with a specific use case, audience, selection criterion or problem.
| Question type | Questions |
|---|---|
| General questions | 116 |
| Use case | 289 |
| Audience | 161 |
| Selection criteria | 145 |
| Problem to solve | 89 |
By question type
Examples · General questions
“what are the best makeup brands in Australia?”
“what are the best skin tints in Australia?”
Examples · Use case
“what should I buy if I need liquid foundations for everyday wear in Australia?”
“which liquid foundations are worth the money for flash photography in Australia?”
Examples · Audience
“which lip liners are best for makeup beginners in Australia?”
“which liquid foundations do people with mature skin usually buy in Australia?”
Examples · Selection criteria
“which brands of liquid foundations lead on staying power in Australia?”
“which pencil eyeliners are best on smudge resistance in Australia?”
Examples · Problem to solve
“micro brow pencil keeps snapping off. which micro brow pencils should I buy in Australia?”
“waterproof mascara still smudging under eyes. which waterproof mascaras should I buy in Australia?”
Source: Findrix research. 800 buyer questions by question type, makeup & cosmetics, Australia.
Neighbouring markets · Beauty & Personal Care
United States · Australia
Facial Skincare
ChatGPT leader La Roche-Posay · 51.5% · 95 brands measured
Open this marketUnited States · Australia
Haircare
ChatGPT leader Redken · 20.6% · 72 brands measured
Open this marketUnited States · Australia
Oral Care Products
ChatGPT leader Colgate · 41.1% · 49 brands measured
Open this marketUnited States · Australia
Sun Care & Tanning
ChatGPT leader La Roche-Posay · 27.1% · 70 brands measured
Open this market
Frequently asked questions
What does this Makeup & Cosmetics AI Search report measure?
Which makeup & cosmetics brands ChatGPT, Gemini and Google AI Mode name when buyers in Australia ask them for advice. We asked 800 buyer questions, each once to each engine, and counted how often every brand appears and which websites the engines cite. Measured Oct 2026.
What does “mention rate” mean?
The share of questions where an engine names the brand in its answer. A 10% mention rate means the brand came up in about one question in ten. Every rate carries a 95% range: the interval the true value most likely falls in.
How are the top Makeup & Cosmetics brands ranked?
By mention rate, separately for each engine — pick the engine above the table. When two brands’ 95% ranges overlap, their order is not really different — tick “Only distinguishable places” to see the ranks the data can actually separate.
Why does a brand rank differently across AI engines?
Each engine retrieves from different sources and weighs them differently, so the brands it knows best differ too. Only 6 of 15 brands make the top 10 of every engine here; the rest depend on which engine the buyer opens.
What counts as a citation?
A link or source an engine shows alongside its answer. We record every cited domain, whether it appears inline or in the source list.
Why can AI mention a brand without citing its website?
Engines learn brand names from reviews, expert sites, retailers and forums, then cite those sources rather than the brand’s own pages. A brand can be named often while its own site is rarely among the sources.
What does “share of citations” mean?
Of all the citations one engine gave across our questions, the share that went to a given domain. The shares of one engine add up to 100%.
Will I get the same answers if I ask these questions myself?
Not word for word. AI answers vary between runs, accounts and locations, which is why we ask every question once to each engine and report a 95% range instead of a single answer.