Who gets found first in cosmetics & makeup.

One measure of how Australians find cosmetics & makeup, across Google, AI answers, social platforms and brand demand. 330 brands discovered and 100 recorded, ranked on a single presence score. September 2026 edition.

Find your brand on this board

Leading this boardSeptember 2026

#1MECCA53.8

#2Sephora Australia41.7

#3Priceline36.7

See all 100 recorded →

Measured across

Google AI Overviews ChatGPT Gemini Claude Perplexity Copilot TikTok Instagram YouTube Reddit

The board in brief

The lead 53.8 MECCA

12.1 points clear of Sephora Australia, who sits at 41.7.

The chase 41.7–32.8 3 brands chasing

Sephora Australia 41.7
Priceline 36.7
Chemist Warehouse 32.8

The deciding channel 45% Search discoverability

MECCA 55.8
Chemist Warehouse 32.6

At 45% of the score, the lead over the next brand here moves the ranking further than any other channel's does.

Who owns each channel

Search 45% of the score MECCA 55.8

AI 30% of the score Adore Beauty 61.2 · #6 overall

Social 15% of the score Sephora Australia 83.7 · #2 overall

Demand 10% of the score Priceline 66.2 · #3 overall

The board · September 2026

1 Move — MECCA mecca.com Search 55.8 AI 46.7 Social 63.2 Demand 51.9 53.8

2 Move — Sephora Australia sephora.com.au Search 28.0 AI 55.3 Social 83.7 Demand 0.0 41.7

3 Move — Priceline priceline.com.au Search 24.8 AI 34.5 Social 57.2 Demand 66.2 36.7

4 Move — Chemist Warehouse chemistwarehouse.com.au Search 32.6 AI 26.2 Social 46.7 Demand 32.4 32.8

5 Move — Maybelline maybelline.com.au Search 15.5 AI 27.1 Social 59.7 Demand 48.5 28.9

6 Move — Adore Beauty adorebeauty.com.au Search 6.3 AI 61.2 Social 28.7 Demand 3.5 25.9

7 Move — MAC Cosmetics maccosmetics.com.au Search 23.1 AI 18.1 Social 39.9 Demand 39.7 25.8

8 Move — Glow glow.com.au Search 0.0 AI 38.2 Social 73.6 Demand 16.5 24.2

9 Move — e.l.f. Cosmetics elfcosmetics.com.au Search 6.3 AI 29.3 Social 24.9 Demand 35.2 18.9

10 Move — Lancôme lancome.com.au Search 9.8 AI 26.0 Social 8.3 Demand 34.4 16.9

11 Move — Clinique clinique.com.au Search 15.8 AI 11.8 Social 17.1 Demand 33.7 16.6

12 Move — Charlotte Tilbury charlottetilbury.com Search 3.1 AI 13.4 Social 45.1 Demand 40.1 16.2

13 Move — L'Oréal Paris lorealparis.com.au Search 3.1 AI 11.7 Social 54.6 Demand 29.0 16.0

14 Move — Australis Cosmetics australiscosmetics.com.au Search 12.5 AI 18.6 Social 30.7 Demand 0.0 15.8

15 Move — Cosmetic Capital cosmeticcapital.com.au Search 11.7 AI 33.8 Social 0.0 Demand 0.0 15.4

16 Move — Primer primer.com.au Search 0.0 AI 8.8 Social 65.9 Demand 29.0 15.4

17 Move — DB Cosmetics dbcosmetics.com.au Search 19.4 AI 13.5 Social 12.8 Demand 1.6 14.9

18 Move — Makeup Brands makeupbrands.org Search 0.0 AI 24.2 Social 50.2 Demand 0.0 14.8

19 Move — Bobbi Brown bobbibrown.com.au Search 12.8 AI 10.0 Social 17.5 Demand 29.9 14.4

20 Move — Estée Lauder esteelauder.com.au Search 0.0 AI 21.0 Social 28.8 Demand 37.2 14.3

Head to head

Compare two brands.

Your brandTheir brand

MECCARank #153.8

SearchDemand

Sephora AustraliaRank #241.7

AISocial

Search discoverability55.828.0AI visibility46.755.3Social discoverability63.283.7Brand demand51.90.0

A channel showing n/m could not be measured for that brand this edition, so neither side wins it. It is not a zero.

Method

Four channels, one number.

Each channel is scored out of 100 against the set below, on its own terms, then combined on fixed weights. Nothing in this edition passes 76 and nothing realistically will: a brand would have to lead every channel at once.

45% 30% 15% 10%

45% Organic search

Google AI Overviews

21 category keywords per board, position weighted

30% AI answers

ChatGPT Gemini Claude Perplexity Copilot AI Mode

25 questions put to 7 engines, scored on who gets named

15% Social search

TikTok Instagram YouTube Reddit

Searches run inside each platform, not on the open web

10% Brand demand

Monthly Australian search volume for the brand name and its close variants

Worked example MECCA, ranked first on cosmetics & makeup

53.8 of 100

MECCA scores 53.8

Four channels, each scored out of 100 on its own terms, then weighted and added. The dotted arc is the headroom nobody in the index has taken.

Search discoverability +25.1 55.8 scored × 45% AI visibility +14.0 46.7 scored × 30% Social discoverability +9.5 63.2 scored × 15% Brand demand +5.2 51.9 scored × 10%

Add the four contributions together and you have the presence score. A brand strong on one channel only cannot climb far, which is the point. Where a channel could not be measured its weight is shared across the rest rather than counted as zero, so the percentages here always total 100. Contributions are rounded to one decimal place.

Read the full method

Not where you expected

Not on this board, or lower than you expected?

Every brand in cosmetics & makeup is scored on the same four channels, whether it engages with us or not. If you are not here, or not where you thought, a strategist can tell you which channel is costing you the most and whether it is worth closing.

Talk to a strategist

A read of your four channels and what is actually movable. Scores are never influenced by working with us: the method is fixed and public.

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A note when the numbers change.

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What lands in the email

Who leads the board, and what changed at the top
Who climbed and who fell
Any brand entering the top 20
What shifted across the four channels