From AI search to traditional search – discover the complete beauty landscape

Beauty & Personal Care Intelligence

Beauty and personal care sector intelligence combines AI search and traditional search data to provide a complete view of how brands perform across modern digital journeys. Dashboard data is updated weekly, with expert market insights and analysis published monthly.

Market: UK & US
Search environments: Google search and AI conversational platforms
Categories analysed: Eyes | Face | General, Accessories & Gifts | Lips | Nails
Search dataset: Long-tail informational and transactional queries reflecting real consumer research and purchase behaviour
Dashboard refresh frequency: Weekly
Market insights publication: Monthly

What’s included in the beauty and personal care dashboard

Explore beauty market leaders and industry performance across the UK and US.

The beauty dashboard combines weekly updated leaderboards, visibility trends and movement data to show how brands and publishers compete across AI-driven discovery and traditional search.

This dashboard shows who leads visibility, how positions are changing week to week, and where brands are gaining or losing ground across the beauty market.

Each tab provides a distinct view of performance, change and opportunity.

AI Search

Understand how beauty and personal care brands appear across AI-generated answers and conversational discovery.

Explore:

Most cited beauty sites across AI responses
Brand mention share showing which beauty brands dominate AI visibility
Site presence rankings with movement and WoW change indicators
“New” entries highlighting brands newly appearing in AI results
Brand mention distribution across the competitive landscape
Brand mention distribution by category (e.g. skincare, makeup, fragrance, haircare)
Brand sentiment across AI-generated answers

This helps you understand how beauty brands are represented in AI-driven conversations, which publishers influence visibility, and how brands appear across product discovery journeys.

Traditional Search

Analyse beauty market leaders across Google search using detailed visibility and ranking data.

Explore:

Beauty leaderboards showing Share of Voice and weekly movement
“New” entries highlighting brands entering the top search results
Most gained and most conceded visibility over time
Category-level breakdowns across key beauty segments
Search demand trends showing peaks, declines and seasonality
SERP feature ownership across AI Overviews, video, images and more

This shows how search visibility translates into market leadership, highlighting where brands are gaining attention and where opportunities exist to increase share of voice.

UK / US Market Comparison

Switch between UK and US markets to compare beauty market leaders, visibility trends and brand performance across regions.

Explore differences in search demand, competitive positioning and category-level performance to identify regional leaders and growth opportunities.

What beauty industry statistics are included in this dashboard?

The beauty dashboard includes beauty industry statistics across AI search and traditional search, including:

Google search visibility data
AI citation insights from LLM platforms
Brand mentions and sentiment within AI-generated answers

These datasets highlight beauty market leaders, publisher influence and brand performance across the UK and US beauty sector.

How does Pi Datametrics identify beauty market leaders?

Beauty market leaders are identified based on visibility across traditional search results and AI-generated answers.

This includes share of voice, brand mentions, sentiment trends and presence across key SERP features and AI platforms, providing a complete view of market leadership.

What does “New” mean in the leaderboard?

The “New” label highlights beauty brands that have recently entered the top results for the first time in the latest reporting period.

This reflects increased visibility across search or AI results, helping identify emerging brands and shifts in the beauty market.

What is Share of Voice in the beauty dashboard?

Share of Voice measures how visible a beauty brand is across a defined set of search queries.

It reflects how often a brand appears in search results relative to competitors, helping identify which brands dominate visibility across the beauty landscape.

How is AI search visibility measured?

AI visibility is based on how often beauty brands are cited, mentioned or recommended within AI-generated answers.

This includes tracking brand presence across conversational platforms and understanding how brands appear in AI-driven product discovery journeys.

Does this dashboard include both UK and US beauty data?

Yes. You can switch between UK and US markets within the dashboard to compare beauty market leaders, visibility and brand performance across regions.

How often is the data updated?

The dataset is updated weekly to reflect changes in traditional search visibility, AI citations, brand mentions and sentiment signals across the beauty sector.

Why is my brand not shown in the dashboard?

The dashboard displays a sample set of beauty brands.

Pi Datametrics tracks thousands of brands across traditional search and AI visibility.
Book a demo to explore the full dataset and see how your brand performs.

Beauty Intelligence Insights

Updated monthly using Pi’s Sector Intelligence data across AI and traditional search visibility. The dashboards are refreshed weekly, while monthly insights highlight the most significant shifts, emerging trends and visibility changes shaping the beauty and personal care market. Explore the latest developments in product discovery, retailer visibility, brand authority and review-led search trends across AI and traditional search. Previous monthly insights are archived below.

Month: May 2026

UK Market Insights

Beauty discovery in the UK remains retailer-led, with Boots retaining the strongest overall search visibility ahead of Amazon and YouTube. This highlights how consumers continue to begin beauty research journeys on trusted retail and marketplace platforms rather than brand-owned sites.
Amazon continues expanding its influence across beauty search, ranking prominently across multiple beauty categories including nails, face, lips and eyes, reinforcing the growing role marketplaces play in product discovery.
YouTube remains one of the most influential beauty destinations online, ranking among the leading visibility drivers across both traditional search and AI-generated recommendations. Beauty continues to be one of the strongest creator-led sectors within search.
AI search conversations paint a different picture from traditional rankings. Maybelline, Charlotte Tilbury and e.l.f. Cosmetics generated the highest share of beauty brand mentions, demonstrating that conversational visibility is not always aligned with traditional search leadership.
e.l.f. Cosmetics recorded one of the strongest sentiment profiles in the sector, achieving exceptionally high positive sentiment while maintaining leading conversational visibility. This combination positions the brand strongly for future AI-driven discovery.
Reddit continues to play an important role in beauty research journeys, appearing prominently within AI Overviews and conversational discovery. Community recommendations, product reviews and personal experiences are increasingly influencing how beauty products are evaluated online.

US Market Insights

Amazon dominates US beauty search visibility, outperforming Sephora, Ulta and major beauty publishers across traditional search. Marketplace-led beauty discovery is significantly more pronounced in the US than in many other sectors.
Sephora and Ulta remain critical destinations within beauty search journeys, maintaining strong visibility across multiple product categories and continuing to act as trusted retail authorities for beauty consumers.
AI search conversations are led by Maybelline, Charlotte Tilbury and e.l.f. Cosmetics, highlighting a gap between the brands consumers discuss most and the retailers that dominate traditional search visibility.
Google, Reddit and Byrdie remain among the most influential cited sources within AI beauty discovery, demonstrating how editorial content, community discussion and search engines collectively shape conversational recommendations.
Charlotte Tilbury and e.l.f. Cosmetics generated some of the strongest brand visibility across AI search, while e.l.f. achieved one of the highest sentiment scores among leading beauty brands, suggesting strong consumer advocacy and brand perception.
Beauty remains heavily influenced by content-led discovery. Editorial publishers, social platforms, video creators and community recommendations continue to shape product consideration long before consumers reach retailer websites.

Want to know how your brand performs?

Explore how your brand ranks across traditional search, AI visibility and brand health signals within the beauty and personal care sector, alongside your key competitors inside the Pi platform.

Book a demo to see your data

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Beauty industry reports and market analysis

Alongside live beauty industry statistics and personal care statistics, we publish detailed beauty industry reports exploring demand trends, competitive positioning and AI search visibility shifts. These reports provide structured insight into beauty industry trends and market dynamics, helping brands, agencies and analysts understand performance across the beauty and personal care sector.
Explore all sector and market analysis reports →

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