AI Search Visibility Report | Beauty & Cosmetics
The findings reveal a category where challenger brands have seized AI share from legacy leaders at a scale not seen in any other industry we have analysed.
Top Cited Domains in Beauty & Cosmetics
YouTube and Reddit dominate by citation volume, editorial publishers like Allure and Vogue punch above their weight frequently anchoring AI responses despite lower raw citation counts. Lemon8 ranks fourth overall, a signal no traditional search tool would surface.
- youtube.com5.68%
- reddit.com3.86%
- allure.com3.46%
- lemon8-app.com3.41%
- sephora.com2.27%
- charlottetilbury.com2.17%
- fentybeauty.com2.03%
- whowhatwear.com1.93%
- vogue.com1.73%
- cosmopolitan.com1.58%
Content Formats Cited by AI
Blogs and guides account for the largest share at 22.7%, followed by listicles at 17.3%. The biggest divergence is on product pages: they make up 29.3% of ChatGPT's citations but just 2.4% of Google AI. Google AI instead favours video (13.7%) and review content (16.6%).
| Format | ChatGPT | Google AI |
|---|---|---|
| Blog / Guide | 16.4% | 25.9% |
| Listicle | 19.1% | 16.4% |
| Homepage / Brand | 21.6% | 8.5% |
| Review / Aggregator | 3.6% | 16.6% |
| Product Page | 29.3% | 2.4% |
| Video | 1.6% | 13.7% |
| Industry & Trade Media | 9.3% | 8.2% |
| Comparison | 0.1% | 4.5% |
Brand Share of Voice
Charlotte Tilbury leads with 35.0% share of voice. Fenty Beauty ranks second at 25.2%, notable for a brand founded in 2017, outperforming Maybelline, NARS, and MAC Cosmetics, each with decades of market presence. L'Oréal (1.7%) and Estée Lauder (0.3%), the two largest beauty companies by revenue, are almost entirely absent from AI responses.
- Charlotte Tilbury35.0%
- Fenty Beauty25.2%
- Maybelline22.8%
- Rare Beauty19.7%
- NARS17.0%
- e.l.f. Cosmetics16.0%
- Urban Decay9.2%
- MAC Cosmetics8.5%
- Haus Labs7.5%
- Milk Makeup7.1%
- Tower 285.8%
- Glossier5.8%
How Lantern collects this data
Lantern collects millions of prompt responses, citations, and click data from the actual user interfaces of major AI platforms. This gives us one of the largest and most authentic datasets on how AI search engines cite sources and surface brands.
Prompt monitoring
Data collected directly from ChatGPT, Gemini, Perplexity, Claude, and AI Overviews, the same results users see daily.
200m+ data points
Over 200 million analyzed citations, prompts, and responses one of the largest AI search datasets available.
Aggregated and public
Published freely for the GEO and AI search community. All reports are based on aggregated, non-identifiable trends.