Who gets found first in skincare.

One measure of how Australians find skincare, across Google, AI answers, social platforms and brand demand. 460 brands discovered and 100 recorded, ranked on a single presence score. September 2026 edition.

Find your brand on this board

Leading this boardSeptember 2026

#1Chemist Warehouse37.4

#2Mecca30.9

#3La Roche-Posay29.8

See all 100 recorded →

Measured across

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

The board in brief

The lead 37.4 Chemist Warehouse

6.5 points clear of Mecca, who sits at 30.9.

The chase 30.9–26.9 3 brands chasing

Mecca 30.9
La Roche-Posay 29.8
CeraVe 26.9

The deciding channel 45% Search discoverability

Chemist Warehouse 33.5
Mecca 28.6

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 Chemist Warehouse 33.5

AI 30% of the score Adore Beauty 55.9 · #7 overall

Social 15% of the score Chemist Warehouse 71.0

Demand 10% of the score CeraVe 49.0 · #4 overall

The board · September 2026

1 Move — Chemist Warehouse chemistwarehouse.com.au Search 33.5 AI 26.0 Social 71.0 Demand 38.7 37.4

2 Move — Mecca mecca.com Search 28.6 AI 29.9 Social 40.5 Demand 30.2 30.9

3 Move — La Roche-Posay laroche-posay.com.au Search 7.4 AI 39.5 Social 66.3 Demand 46.9 29.8

4 Move — CeraVe cerave.com.au Search 7.1 AI 29.2 Social 67.3 Demand 49.0 26.9

5 Move — Priceline priceline.com.au Search 28.5 AI 21.7 Social 31.3 Demand 25.1 26.6

6 Move — Glow glow.com.au Search 0.0 AI 42.7 Social 60.5 Demand 26.3 24.5

7 Move — Adore Beauty adorebeauty.com.au Search 6.9 AI 55.9 Social 14.3 Demand 0.0 22.0

8 Move — Kiehl's kiehls.com.au Search 25.1 AI 21.5 Social 6.0 Demand 26.1 21.2

9 Move — CHOICE choice.com.au Search 3.5 AI 27.4 Social 51.7 Demand 29.3 20.5

10 Move — Natio natio.com.au Search 14.8 AI 15.0 Social 21.4 Demand 22.5 16.6

11 Move — Sephora Australia sephora.com.au Search 3.4 AI 30.9 Social 37.5 Demand 0.0 16.4

12 Move — SkinCeuticals skinceuticals.com.au Search 14.0 AI 18.2 Social 13.5 Demand 20.5 15.8

13 Move — The Ordinary theordinary.com Search 3.4 AI 17.2 Social 35.8 Demand 36.7 15.7

14 Move — Simple Search 0.0 AI 8.0 Social 59.0 Demand 28.6 14.1

15 Move — The Body Shop Australia thebodyshop.com.au Search 18.2 AI 18.0 Social 2.4 Demand n/m 14.0

16 Move — MooGoo moogoo.com.au Search 3.7 AI 21.7 Social 14.9 Demand 34.9 13.9

17 Move — Everyday everyday.com.au Search 0.0 AI 14.9 Social 61.9 Demand 1.6 13.9

18 Move — Cetaphil cetaphil.com.au Search 0.0 AI 7.4 Social 42.9 Demand 48.7 13.5

19 Move — Alpha-H alpha-h.com Search 3.5 AI 14.5 Social 29.5 Demand 21.1 12.5

20 Move — Dermalogica dermalogica.com.au Search 10.7 AI 7.4 Social 18.0 Demand 27.6 12.5

Head to head

Compare two brands.

Your brandTheir brand

Chemist WarehouseRank #137.4

SearchSocialDemand

MeccaRank #230.9

Search discoverability33.528.6AI visibility26.029.9Social discoverability71.040.5Brand demand38.730.2

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

19 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 Chemist Warehouse, ranked first on skincare

37.4 of 100

Chemist Warehouse scores 37.4

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 +15.0 33.5 scored × 45% AI visibility +7.8 26.0 scored × 30% Social discoverability +10.7 71.0 scored × 15% Brand demand +3.9 38.7 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 skincare 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.

Board alerts

A note when the numbers change.

Every edition of the skincare board, in your inbox when it publishes.

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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