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How does Google AI Mode answer
Beauty & Personal Care questions in the United States?
Explore which brands it recommends, which sources it relies on,
and how its citations vary across Beauty & Personal Care markets.
- Beauty & Personal Care markets
- 5
- Top-20 brands
- 92
- Questions
- 4,000
- Citations
- 11,703
01 · Engine profile
Where do the engines get
their Beauty & Personal Care answers from?
Same markets, same questions — but each engine
builds its answers from its own pool of cited sites.
754
domains cited — the narrowest pool of the 3 engines
ChatGPT 5,549 · Gemini 1,365
Source: Findrix research. 5 US Beauty & Personal Care markets · 4,000 questions · 1 run per question · measured Oct 2026.
02 · Engine consensus
Do the engines agree on who
leads each Beauty & Personal Care market?
The brand Google AI Mode names first in each of the 5 Beauty & Personal Care markets, next to what
ChatGPT and Gemini name first.
| Beauty & Personal Care market | Google AI Mode | ChatGPT | Gemini |
|---|---|---|---|
| Makeup & Cosmetics | e.l.f.33.6% | e.l.f.44.4% | e.l.f.28.4% |
| Facial SkincareDifferent #1 | La Roche-Posay33.6% | CeraVe51.9% | CeraVe33.4% |
| Haircare | Olaplex20.4% | Olaplex23.6% | Olaplex25.8% |
| Oral Care Products | GUM39.6% | GUM50.2% | GUM44.9% |
| Sun Care & TanningDifferent #1 | Supergoop!35.5% | Ulta Beauty32.9% | Supergoop!39.3% |
03 · Market landscape
Where is Google AI Mode most concentrated on a few brands?
Top-3 brands hold 20% of mentions in Oral Care Products and 16% in Sun Care & Tanning,
but only 10% in Haircare — the most open Beauty & Personal Care market on Google AI Mode.
| Beauty & Personal Care market | Most named brand | Mention rate Share of the engine’s answers in the market that name the brand | Brands mentioned Distinct brands the engine named in this market | Concentration level How much of all mentions go to the three most-named brands |
|---|---|---|---|---|
| Oral Care Products | GUM | 39.6% | 217 | Medium concentrated |
| Sun Care & Tanning | Supergoop! | 35.5% | 204 | Medium concentrated |
| Makeup & Cosmetics | e.l.f. | 33.6% | 174 | Medium concentrated |
| Facial Skincare | La Roche-Posay | 33.6% | 274 | Medium concentrated |
| Haircare | Olaplex | 20.4% | 271 | Medium concentrated |
04 · Brands
Which brands does Google AI Mode recommend across Beauty & Personal Care?
See which brands make Google AI Mode’s top 20 across Beauty & Personal Care markets, and where each brand is most visible.
- 0brands in Google AI Mode’s top 20
in 4 or 5 markets - 8brands in Google AI Mode’s top 20
in 2 to 3 markets - 84brands in Google AI Mode’s top 20
in only 1 market
| Brand | Markets present Beauty & Personal Care markets where the brand is in Google AI Mode’s top 20 | Makeup & Cosmetics | Facial Skincare | Haircare | Oral Care Products | Sun Care & Tanning |
|---|---|---|---|---|---|---|
| Supergoop! | 2 / 5 | Not in top 20 | 7.8% | Not in top 20 | Not in top 20 | 35.5% |
| La Roche-Posay | 2 / 5 | Not in top 20 | 33.6% | Not in top 20 | Not in top 20 | 18.3% |
| CeraVe | 2 / 5 | Not in top 20 | 29.4% | Not in top 20 | Not in top 20 | 8.0% |
| EltaMD | 2 / 5 | Not in top 20 | 11.9% | Not in top 20 | Not in top 20 | 21.6% |
| Colorescience | 2 / 5 | Not in top 20 | 6.4% | Not in top 20 | Not in top 20 | 20.5% |
| L'Oréal | 2 / 5 | 11.8% | Not in top 20 | 13.5% | Not in top 20 | Not in top 20 |
| L'Oréal Paris | 2 / 5 | 10.1% | Not in top 20 | 12.4% | Not in top 20 | Not in top 20 |
| Neutrogena | 2 / 5 | Not in top 20 | 12.3% | Not in top 20 | Not in top 20 | 11.1% |
| GUM | 1 / 5 | Not in top 20 | Not in top 20 | Not in top 20 | 39.6% | Not in top 20 |
| e.l.f. | 1 / 5 | 33.6% | Not in top 20 | Not in top 20 | Not in top 20 | Not in top 20 |
05 · Sources
Where does Google AI Mode get its Beauty & Personal Care recommendations from?
These are the websites most often cited in Google AI Mode’s Beauty & Personal Care recommendations, and how many markets they appear in.
| # | Source | Citations Times Google AI Mode cited the site in Beauty & Personal Care answers. Citations are counted per pass over the questions, so engines asked a different number of times can be compared. | Beauty & Personal Care markets Markets where the site is cited |
|---|---|---|---|
| 1 | google.com | 6,973 | |
| 2 | byrdie.com | 493 | |
| 3 | allure.com | 463 | |
| 4 | reddit.com | 316 | |
| 5 | nytimes.com | 268 | |
| 6 | instyle.com | 191 | |
| 7 | amazon.com | 188 | |
| 8 | ulta.com | 154 | |
| 9 | youtube.com | 126 | |
| 10 | health.com | 121 |
06 · The questions we asked
What do people ask Google AI Mode about Beauty & Personal Care?
See what kinds of Beauty & Personal Care questions make up the dataset.
| By buying intent / By question type | Question type | Share of questions |
|---|---|---|
| By question type · 4,000 questions | General questions | 15% |
| By question type · 4,000 questions | Use case | 35% |
| By question type · 4,000 questions | Audience | 20% |
| By question type · 4,000 questions | Selection criteria | 19% |
| By question type · 4,000 questions | Problem to solve | 11% |
By question type · 4,000 questions
Example prompts
- “what are the best makeup brands in the US?”General questions
- “what are the best liquid foundations in the US?”General questions
- “what should I buy if I need liquid foundations for everyday wear in the US?”Use case
- “which lip stains lead on transfer resistance in the US in 2026?”Selection criteria
- “which powder blushes are best for people with textured skin in the US?”Audience
- “which brands make the best setting sprays for weddings in the US?”Use case
- “I'm dealing with full coverage foundation that separates and looks cakey with powder in the US. Which makeup brands should I look at?”Problem to solve
- “what are the top-rated undereye concealers for crease resistance in the US?”Selection criteria
- “which makeup brands are most popular with shoppers seeking vegan makeup with transparent ingredient lists in the US?”Audience
- “brow gel leaves white flakes in eyebrows. which brow gels should I buy in the US?”Problem to solve
- “what are the best skincare brands in the US?”General questions
- “what should I buy if I need pimple patches for whiteheads in the US?”Use case
- “My face is burning and peeling after I used too many acne treatments. Which skincare brands should I consider in the US?”Problem to solve
- “which night creams suit people with sensitive skin best in the US?”Audience
- “How much do salicylic acid and benzoyl peroxide concentrations vary between skincare brands in the US?”Selection criteria
Frequently asked questions
What does this Google AI Mode Beauty & Personal Care report measure?
Which brands Google AI Mode names when buyers in the United States ask Beauty & Personal Care questions, and which websites it cites in those answers. It covers 5 Beauty & Personal Care markets and 4,000 buyer questions, each asked once, and sets Google AI Mode next to ChatGPT and Gemini on the same questions.
“Mention rate” — what does it mean?
The share of Google AI Mode’s answers to a market’s buyer questions that name the brand. Each question is asked once, and every rate carries a 95% range: when the ranges of two brands overlap, their ranks are not really different.
What does “market concentration” mean?
How much of all brand mentions in a market go to its three most-named brands. When the top three hold most of the mentions, the market is highly concentrated and hard to break into; when mentions are spread over dozens of brands, it is open.
Which Beauty & Personal Care markets are included?
5 US markets measured on Google AI Mode: Makeup & Cosmetics, Facial Skincare, Haircare, Oral Care Products and Sun Care & Tanning. Each market has its own question set, its own brands and its own ranking.
Why are only 20 brands shown per market?
Radar publishes the top 20 brands of each engine in each market. A brand missing from a table here can still be named by Google AI Mode — just below its top 20.
What counts as a citation?
A link to a website that Google AI Mode shows as a source in its answer. We count every cited URL and group them by domain.
Why can Google AI Mode mention a brand without citing its website?
Naming a brand and citing a source are separate. Google AI Mode often recommends a brand while linking to a publisher, a retailer or an association that wrote about it. That is why the brand ranking and the sources table can tell different stories.
Will I get the same answers if I ask Google AI Mode these questions myself?
Not word for word. Answers vary between runs, accounts and locations, which is why every question is asked once and the results are read as rates with a 95% range. A single answer you get yourself is one sample from the same spread.