Beauty brand AI visibility swings 25-fold across different AI systems, study finds
AIMonitor.pro's research, seen by AdIndex, found that the same brand's visibility in AI answers can vary more than 25-fold depending on which AI system is asked, and that the leading brand also changes depending on whether the query is about a product, a category, or a specific store. Among beauty and perfume sellers, Ozon leads overall visibility at 20.8%, ahead of Wildberries at 20.3% and Zolotoe Yabloko at 14.2%. When users search for a specific task, such as face, hair or body care, marketplace visibility climbs further, with Ozon reaching 27.6% to 30.4% and Wildberries 25.8% to 27.4%, while for category-level searches Zolotoe Yabloko leads at 20.8%, Rive Gauche follows at 19.9%, and Ozon drops to 11.1%. In decorative cosmetics, Maybelline New York leads at 21.7%, followed by L'Oréal Paris at 16.3% and budget brand Vivienne Sabo at 13.8%. In perfume, Chanel leads at 22.2%, yet niche brand Lattafa (5.7%) outranks Tom Ford (4.7%) and Creed (4.4%). No luxury brand makes the top 11 in face care, where La Roche-Posay leads at 36.9%, ahead of BIODERMA at 13.2% and CeraVe at 11.3%. 'Luxury loses here because the user is looking for a solution, not status,' said Kirill Vlasov, co-founder and CTO of AIMonitor.pro.
Marketplaces and pharmacy-style skincare brands are capturing the researched, problem-solving queries that once routed through search engines and store shelves, while status-driven luxury names slide toward the bottom of AI answers. Generative AI platforms pulled in an average of 9.5 billion visits a month between June 2025 and May 2026, up 70% year over year, with unique visitors climbing to 655 million, up 57%. That scale means a brand's position inside a chatbot answer increasingly decides whether it gets discovered at all, and campaigns planned around search engine share alone will miss a growing slice of how shoppers actually find beauty products.