Data as of Aug 25, 2026 · Based on 1,322 AI responses · See how Parse measures this
Natural Look Makeup Products
ParseChatGPT + Google AIParse
https://parse.gl
Measured across ChatGPT & Google AI
Ulta Beauty| # | Brand | What AI says | Mention rate |
|---|---|---|---|
| 1 | Fenty BeautyPraised for its blurring skin tint and cool-toned matte contour sticks. | Praised for its blurring skin tint and cool-toned matte contour sticks. | 41% |
| 2 |  Milk MakeupA consistent recommendation for its cool-toned Sculpt Cream Contour Stick. | A consistent recommendation for its cool-toned Sculpt Cream Contour Stick. | 29% |
| 3 |  e.l.f. CosmeticsDominates as the most-cited affordable, accessible, and cruelty-free makeup brand. | Dominates as the most-cited affordable, accessible, and cruelty-free makeup brand. | 28% |
| 4 |  L'Oréal | 27% | |
| 5 |  ILIAA top choice for its Super Serum Skin Tint with SPF and skincare benefits. | A top choice for its Super Serum Skin Tint with SPF and skincare benefits. | 22% |
| 6 |  Westman AtelierA high-end favorite for its beginner-friendly and natural-looking contour stick. | A high-end favorite for its beginner-friendly and natural-looking contour stick. | 19% |
| 7 |  Rare Beauty | 18% | |
| 8 |  Creative Artists AgencyRoutinely named as a top legacy agency for booking A-list celebrity talent. | Routinely named as a top legacy agency for booking A-list celebrity talent. | 16% |
| 9 |  Anastasia Beverly Hills | 16% | |
| 10 |  United Talent Agency | 16% | |
| 11 |  Kose | 16% | |
| 12 |  WME | 15% | |
| 13 |  ColourPop | 14% | |
| 14 | A rising luxury brand recommended for its hydrating Veil Skin Tint. | 13% | |
| 15 |  GlossierCited for its ultra-sheer skin tint, perfect for a 'barely-there' look. | Cited for its ultra-sheer skin tint, perfect for a 'barely-there' look. | 12% |
| 16 |  Celebrity Talent International | 12% | |
| 17 |  Too Faced | 12% | |
| 18 |  The Celebrity Source | 12% | |
| 19 |  Saie | 11% | |
| 20 |  Milani Cosmetics | 11% | |
| 21 |  CelebExperts | 11% | |
| 22 |  bareMinerals | 10% | |
| 23 |  NARS | 10% | |
| 24 |  Tower 28 Beauty | 10% | |
| 25 |  Makeup By Mario | 9% |
Who wins on each AI
The same market, seen by two models.
Sources AI cited
reddit.com is the page AI reaches for most here, cited in 32% of analyzed answers.
Rose from a secondary mention to the top-cited brand for both product categories by early 2026.
Ranked #14 in October 2025, but became a top-three contender for skin tints by March 2026.
Dropped from the #1 cited retailer in October 2025 to being consistently ranked below 
| Brand | ChatGPT Search | Google AI Mode | Comparison |
|---|---|---|---|
| Fenty Beauty | 39% | 28% | |
| ILIA | 32% | 27% | |
| Milk Makeup | 33% | 16% | |
| Celebrity Talent International | 18% | 24% | |
| Creative Artists Agency | 24% | 16% |
The two models disagree most about e.l.f. Cosmetics (ChatGPT #10, Google #24).
Fenty Beauty has climbed to the top of AI recommendations, becoming the leading brand for a natural look. While it ascended, early niche leader Ulta Beauty saw its prominence decline significantly, dropping from #1 to #8 in overall mentions between October 2025 and March 2026.
Across 1,322 AI responses, Fenty Beauty is mentioned most, named in 41% of them, followed by Milk Makeup (29%) and e.l.f. Cosmetics (28%).
Parse measures each brand's mention rate — the share of answers naming it — across 1,322 AI responses to this market's buyer questions. Answers are collected daily and the ranking is published weekly.
Brands enter the ranking when AI answers mention them. Parse collects answers daily and publishes the re-measured set weekly, so new brands appear as AI starts recommending them.
SephoraILIAUlta BeautyInitially, AI assistants focused on broad retailers, with
Brands mentioned
SephoraILIAUlta BeautyWhere can I find natural looking makeup?
Initially, AI assistants focused on broad retailers, with
Fenty BeautyILIAGlossierWhile
Fenty BeautyBrands mentioned
Fenty BeautyILIAGlossierI want a "no-makeup" makeup look. What is the best lightweight skin tint or tinted moisturizer?
While
