In Q1 2026, we analyzed more than 5,200 ChatGPT responses across nine personal care and beauty categories to compile the AI Visibility Index. This index tracks how often brands are mentioned, how they rank against competitors, and how those rankings have shifted since the previous quarter.

La Roche-Posay was the most recommended brand in personal care and beauty overall. The skincare brand overtook its competitor Neutrogena, which captured the No. 1 overall spot in our Q4 2025 index, but it fell to No. 3 in this update. (Note: Hair color and fragrance categories were added in Q1 2026, which may impact quarter-over-quarter comparisons.)

There’s no clear standout across makeup categories. Maybelline ranked among the top two brands in lip and eye makeup but did not crack the top five in face makeup. Fenty Beauty, Clinique, and NYX Cosmetics also appeared on two of the three makeup lists, but no brand was featured on all three.

Facial skincare and oral care featured dominant brands atop each list. ChatGPT recommended La Roche-Posay in 81% of facial skincare queries, making it the most frequently recommended brand across any of the personal care and beauty categories. In oral care, Colgate and Crest were recommended 75% and 73% of the time, respectively, significantly higher rates than the rest of the brands in this category.

Brand mention rates declined across categories in Q1 2026, signaling greater diversity in recommendations. This shift suggests that ChatGPT is distributing recommendations across a broader set of brands, increasing competition and reducing the dominance of any single player.

The AI Visibility Index tracks shifts in brand mention rates by category. In body care, CeraVe maintained the top ranking, while Vanicream saw the most significant jump on the list, from sixth place to third. (Similar rankings will be available across all categories for EMARKETER PRO subscribers.)

About our AI Visability Index

A quarter of US internet users will use gen AI for shopping-related tasks in 2026, per our forecast. This shift is putting pressure on brands to optimize their GEO strategies and effectively build trust in the era of AI.

Our AI Visibility Index is based on a structured analysis of ChatGPT responses. Each query used standardized prompts (e.g., “best body lotion” or “shampoo for damaged hair”) and varied by product type, attributes, consumer needs, target audience, and price tier to reflect a representative range of real-world consumer questions. Prompts are developed through an analysis of our extensive primary research on personal care and beauty shoppers.

Want a closer look at the AI visibility Index? EMARKETER PRO subscribers will soon be able to access in-depth reports featuring further category breakouts, data cuts, and analysis.

To learn more about how the AI Visibility Index can help your brand, contact Rob Rubin at [email protected]