How Gen AI is Reshaping Beauty Discovery

What the rise of AI-powered beauty search means for brand visibility, traffic, and consumer trust

AI has changed how consumers find beauty products. Are you keeping up?

AI is quietly reshaping how consumers discover and choose beauty products, but many brands are still guessing at their place in it. Using Similarweb data, we analyzed millions of beauty-related prompts, AI referral patterns, brand mentions, and citations to show you exactly who's winning in AI, why they're winning, and what it takes to compete.

+321%

Growth in Gemini beauty prompts in under a year

29.5%

Of all beauty AI prompts are about hair care

41.3%

Of AI citations go to deep content pages, not homepages

Read the full report to discover:

The niche beauty brand outranking Sephora for AI traffic and the one thing it does differently

Why 95% positive AI sentiment didn't make this brand the most visible in the category

Which beauty topic is driving nearly a third of all AI prompts and why it's not what most brands are optimising for

The reason Gemini beauty prompts grew 321% while AI referral traffic flatlined and what it means for discovery

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