How ChatGPT Is Shaping Beauty Search Trends

The influence of AI tools like ChatGPT is rising at a remarkable pace within the beauty industry. As consumers look for new ways to get information, AI chatbots are becoming a go-to resource.

The Rise of AI in Beauty Search

A new report from the data analytics firm Spate highlights this growing trend. While Google continues to be the dominant force in the search engine market, ChatGPT has already carved out a significant niche, accounting for approximately 7 percent of the total search share. When focusing specifically on beauty-related queries, ChatGPT's share sits at a notable 4.3 percent.

The data shows a clear hierarchy in what consumers are searching for. Makeup leads the pack on ChatGPT, followed by skin care, and then hair care. Interestingly, some terms over-index on ChatGPT compared to Google. For example, searches for “lipstick,” “foundation,” “candle,” and “perfume” are more popular on the AI platform. In contrast, hair-related queries like “hairstyle” or “haircut” are still overwhelmingly directed toward Google.

What Are Consumers Asking About Makeup?

To understand the scale, consider the data from August. Searches for “foundation” on ChatGPT reached nearly 344,000, which is over 18 percent of the combined search volume with Google. This indicates that a substantial number of users are turning to AI for base makeup advice.

More telling is the trend toward technique-based questions. ChatGPT captured over 41 percent of all searches for “contouring” and nearly 32 percent for “natural look.” This suggests that users trust ChatGPT to provide detailed, instructional content on how to apply products and achieve specific aesthetics.

When users searched for lipstick, the second most popular product, their queries were highly specific. Top questions included requests for “dupes for Fenty Gloss Bomb Heat,” recommendations for “best lipstick for over 50,” and direct product comparisons like “Kylie lip kit vs. Nyx Butter Gloss.” Similarly, those seeking a “natural look” asked how to avoid cakey makeup, for explanations of different finishes like dewy vs. matte, and for recommendations on the best skin tints.

Skin Care Searches on ChatGPT

In the skin care category, facials are a topic of high interest on ChatGPT. Sunscreen emerges as the top product by search volume, though ChatGPT only handles about 7.1 percent of these searches. However, toner is a standout product, with 17.4 percent of all toner-related inquiries occurring on the AI platform, making it the top skin care product by ChatGPT's share of search.

Top Beauty Searches by the Numbers

Here is a detailed breakdown of the top five makeup and skin care searches on ChatGPT by volume from August, according to Spate's data.

Makeup

1. Foundation

• ChatGPT Searches: 343,900
• Google Searches: 1.6 million
• ChatGPT Share: 18.1 percent

2. Lipstick

• ChatGPT Searches: 134,800
• Google Searches: 798,400
• ChatGPT Share: 14.4 percent

3. Concealer

• ChatGPT Searches: 132,600
• Google Searches: 577,200
• ChatGPT Share: 18.7 percent

4. Mascara

• ChatGPT Searches: 86,300
• Google Searches: 1.2 million
• ChatGPT Share: 6.5 percent

5. Eyeliner

• ChatGPT Searches: 73,800
• Google Searches: 1.2 million
• ChatGPT Share: 5.8 percent

Skin Care

1. Facial

• ChatGPT Searches: 189,600
• Google Searches: 305,200
• ChatGPT Share: 38.3 percent

2. Sunscreen

• ChatGPT Searches: 154,200
• Google Searches: 2 million
• ChatGPT Share: 7.1 percent

3. Scar

• ChatGPT Searches: 148,900
• Google Searches: 1.9 million
• ChatGPT Share: 7.1 percent

4. Pimple

• ChatGPT Searches: 124,300
• Google Searches: 2.1 million
• ChatGPT Share: 5.7 percent

5. Toner

• ChatGPT Searches: 115,400
• Google Searches: 547,100
• ChatGPT Share: 17.4 percent