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Maybelline was the only brand to capture the top mention rate in two categories. The brand had the top mention rate in both eye makeup and lip makeup. In lip makeup, ChatGPT recommended Maybelline in 51% of queries, versus 36% for runner-up Dior. That 15-percentage-point gap is the widest margin of any top-ranked brand at the category level.
Legacy brands dominated the overall list. Many of the most frequently mentioned brands, like La Roche-Posay and Neutrogena, have been around for generations. On the category level, legacy brands were most prevalent in body care and facial care, while beauty categories tended to feature more disrupters.
Disrupter brands performed best in the face makeup category. Three out of the top five brands are relative newcomers: e.l.f. (founded 2004), Fenty Beauty (founded 2017), and Rare Beauty (founded 2020).
The overall rankings only changed slightly from month to month. L’Oréal Paris and Maybelline swapped positions to No. 6 and No. 7, respectively. Aveeno moved up from No. 14 to No. 10, which moved Fenty Beauty off the leaderboard.