Zero mentions
6of 21
Left out of every answer.
None of the 86 answers mentioned Glossier, Innbeauty Project, Kosas, Krave Beauty, Osea, Starface.
Industry index · United States
Skincare AI Visibility Index
30 questions that American skincare shoppers put to AI assistants, each asked on ChatGPT, Perplexity and Gemini. 86 answers later, these are the brands they recommend and the ones they leave out. Window dated 13 September 2026.
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- ChatGPT
- Perplexity
- Gemini
- Answers
- 86
- Ranked brands
- 21
- Never named
- 6
- Category average
- 4.4
The leaderboard
Every brand, scored on the same questions.
Visibility is the share of answers that named the brand. Average position is where it appeared when named. Movement is against the previous window.
| Rank | Brand | Visibility | Move |
|---|---|---|---|
| 1 |  The Inkey List | 19.8 | new |
| 2 |  Naturium | 18.6 | new |
| 3 |  Hero Cosmetics | 10.5 | new |
| 4 |  Glow Recipe | 8.1 | new |
| 5 |  Tatcha | 7.0 | new |
| 6 |  Versed | 5.8 | new |
| 7 |  Tower 28 | 3.5 | new |
| 8 |  Topicals | 3.5 | new |
| 9 | Herbivore | 3.5 | new |
| 10 |  Summer Fridays | 3.5 | new |
| 11 |  Dieux | 2.3 | new |
| 12 |  Bubble | 2.3 | new |
| 13 |  Byoma | 2.3 | new |
| 14 |  Peace Out | 1.2 | new |
| 15 |  Then I Met You | 1.2 | new |
| 16 |  Glossier | 0.0 | new |
| 17 |  Innbeauty Project | 0.0 | new |
| 18 |  Kosas | 0.0 | new |
| 19 |  Krave Beauty | 0.0 | new |
| 20 |  Osea | 0.0 | new |
| 21 |  Starface | 0.0 | new |
Named, but not on Shopify
Biossance (7.0), Drunk Elephant (5.8), Good Molecules (5.8). Listed so nothing is hidden; not ranked, because the Shortlist scores Shopify stores.
Gemini search grounding
Gemini ran a live web search on 0 of its 30 answers in this window; the rest came from what the model already knew. ChatGPT and Perplexity are asked with search on for every question.
Not yet verified
Youth To The People could not be reached to confirm the platform and are held out of the ranking until they can.
The full Skincare report
Every question, and who won it.
Free, and it opens as soon as you send the form. Built from the same scan window as the leaderboard above.
Free report
Opens straight away
- All 30 shopper questions, with the brands named on each
- The leader on each assistant
- Every brand that was never named
- The full leaderboard, all 21 brands
What the data shows
Three findings from this window.
Drawn from the 86 answers behind the leaderboard, measured against 21 US skincare stores on Shopify.
Top three
The Inkey List is out in front.
It turned up in 17 of 86 answers and on 13 of 30 questions, typically around position 1.5, for a score of 19.8. Next is Naturium on 18.6, 1.2 behind.
- 1The Inkey List19.8
- 2Naturium18.6
- 3Hero Cosmetics10.5
Platform split
Naturium swings 30.0 points.
One brand, one set of questions, one window, and a very different score on each assistant.
ChatGPT26.9
Perplexity30.0
Gemini0.0
Common questions
About the Skincare index.
Which skincare brand gets recommended by AI most often?
The Inkey List tops the US Skincare index in this window: 17 of 86 answers mentioned it, a score of 19.8.
How many skincare brands does the Shortlist measure?
21 American skincare brands with confirmed Shopify stores, in the window dated 13 September 2026. A further 3 brands were named but are not on Shopify, so they are listed and not ranked.
What does the Skincare score measure?
Each of the 30 shopper questions went to all three assistants in the window dated 13 September 2026, which produced 86 usable answers. A brand’s score is the percentage of those answers that mention it.
Is the method published?
Yes. How the questions are chosen, when scans run, the Shopify check, the locked brand list and the scoring rule are all written up on the methodology page.
Your store on this board
See why the Skincare leaders get picked, and what your store lacks.
The free AI visibility audit reads your store the way the assistants do and lists what is missing, most important first.