The rise of “ChatGPT” is making significant waves in the beauty industry, a development highlighted by a recent report from Spate. While Google continues to reign as the primary search engine, ChatGPT has secured a growing foothold, now accounting for approximately 7% of total search activity and around 4.3% of all beauty-related searches. This shift indicates a transformation in how consumers approach their beauty inquiries, suggesting they are increasingly relying on AI for personalized recommendations and insights.
When broken down by category, makeup emerges as the most sought-after topic via ChatGPT, followed closely by skincare and hair care. Searches for popular makeup items like “lipstick,” “foundation,” and even “perfume” are significantly more common on ChatGPT, while hair-related searches skew predominantly towards Google. For instance, consumers are keenly interested in products and tips that ChatGPT can provide, revealing a preference for engaging with AI over traditional search methods when exploring makeup options.
In August, the data revealed that ChatGPT accounted for more than 18% of all searches for “foundation,” translating to about 344,000 inquiries, compared to a whopping 1.6 million searches on Google. Notably, it commanded over 41% of searches related to “contouring.” This trend suggests that consumers are turning to ChatGPT not just for product recommendations, but also for technique advice, seeking guidance for achieving looks that enhance their features naturally.
Lipstick, as the second most popular beauty category on ChatGPT, garners attention with queries such as “dupes for Fenty Gloss Bomb Heat” and “best lipstick for over 50.” The AI’s ability to provide comparative insights mirrors the growing desire for informed choices among beauty consumers. Similarly, when the topic turns to achieving a “natural look,” users are asking for specifics about avoiding cakey makeup and understanding the differences between various finishes, indicating a thirst for deeper knowledge about makeup application.
In terms of skincare products, dermatological inquiries are on the rise, with a notable interest in facials. While sunscreen remains the top search by volume on ChatGPT, it still represents just 7.1% of overall sunscreen-related queries. Surprisingly, toner leads the way in terms of ChatGPT share for skincare, capturing 17.4% of its category’s searches. This suggests that while broad topics like sunscreen are prevalent, users may be seeking specialized advice on lesser-discussed products.
Looking at the statistics from August provides a clearer picture of evolving consumer behavior. For instance, makeup-related searches reveal a fascinating breakdown: ChatGPT had an 18.1% share for “foundation,” a 14.4% share for “lipstick,” and significant shares for concealer and mascara. On the skincare front, facial searches led with a 38.3% share, reflecting that consumers are not only exploring routine products but are also engaged in more specific types of inquiries. This behavior underscores an emerging trend in the beauty space—a movement toward utilizing AI-driven insights to navigate a market that is both vast and complex.