Conversational AI is reshaping beauty advice. In 2025, millions of consumers turned to ChatGPT for personalized product guidance, tutorials, and comparisons, making it the fastest-growing digital “beauty bestie.” 

Adoption Trends 

– 35% of beauty consumers used AI platforms like ChatGPT for recommendations. 

– ChatGPT now drives 7% of beauty-related searches, with Gen Z adoption at nearly 70%. 

– The “ChatGPT Glow-Up” is fueling Generative Engine Optimization (GEO)—brands optimizing for AI-first visibility. 

What Consumers Ask ChatGPT 

– Makeup dominates: Foundation, lipstick, concealer, and shade-matching queries lead (7.1% of search volume). 

– Technique training: 41% of contouring searches run through ChatGPT—users want step-by-step tutorials. 

– Skincare: 5.5% of queries cover sunscreen, acne, wrinkles, and ingredient decoding. 

– Haircare: 3.5% of queries focus on shampoos, conditioners, and solutions for specific hair types. 

– Dupe culture: Viral comparisons like “Kylie Lip Kit vs. NYX Butter Gloss” are trending. 

– Age-specific advice: “Best matte lipsticks for office” or “top lipsticks for over 50.” 

Why ChatGPT Wins 

– Unbiased, personalized answers cut through influencer clutter. 

– Conversational style reduces search fatigue and encourages experimentation. 

– Step-by-step tutorials empower users to master techniques without intimidation. 

Top Makeup Topics on ChatGPT 

– Foundation: 344,000 searches in Aug 2025 alone. 

– Lipstick: Heavy focus on dupes and age/occasion-based picks. 

– Natural look: 32% of technique queries—dewy, soft matte, “no-makeup” finishes. 

– Contouring: 41% of searches—tutorials and product recommendations dominate. 

– Shade matching: Personalized undertone and colour theory advice. 

 GEO: The New SEO for Beauty Brands 

To win visibility in AI-driven search, brands must pivot from Google-first to AI-first strategies: 

– Authority mentions: Secure presence on trusted beauty sites, reviews, and “best of” lists. 

– Diversified footprint: Seed content across Reddit, Instagram, YouTube, and shopping portals. 

– Structured content: Schema mark-up, FAQs, and technical excellence for AI parsing. 

– Video-rich assets: Tutorials and reviews are heavily surfaced by AI engines. 

– Sentiment signals: Positive engagement and authentic storytelling boost AI recommendations. 

– Cross-channel consistency: Align product info across DTC, retail, and marketplaces. 

Mistakes to Avoid 

– Over-relying on Google SEO → Spread visibility across trusted domains. 

– Generic AI content → Showcase expertise, reviews, and authentic value. 

– Neglecting off-site presence → Invest in UGC, influencer campaigns, and social proof. 

– Ignoring mark-up → Implement schema and FAQs for AI parsing. 

The Bottom Line 

ChatGPT is no longer just a chatbot—it’s the new beauty advisor, shaping how consumers discover, compare, and master products. For brands, the future lies in AI-first discoverability. Those who embrace GEO will shine brightest in 2026’s beauty search landscape.