Skincare Routines Are Getting Harder to Understand
What's making consumers rethink every product they use?
Hi there,
Building a skincare routine isn’t as simple as picking a cleanser and moisturiser anymore.
Consumers are questioning every ingredient, every claim, and every product before it earns a place on their bathroom shelf.
Instead of asking, “Which brand should I buy?”, they’re asking whether ceramides are better than hyaluronic acid, if peptides are worth the hype, or which ingredient actually helps repair the skin barrier.
Before they trust a brand, they trust the answers.
The Hidden Shift
Consumers aren’t discovering skincare brands first.
They’re discovering skincare science.
ChatGPT, Gemini, and other AI platforms have become the first stop for understanding ingredients, comparing formulations, and decoding product claims before shoppers ever visit an e-commerce website.
The brands AI introduces during these conversations earn credibility long before consumers are ready to purchase.
AI Search Snapshot
94% of Indian consumers are interested in shopping with the help of generative AI.
86% expect AI to influence more of their purchase decisions in the coming years.
60% of Gen Z skincare shoppers research ingredients before comparing brands.
70% of beauty discovery journeys now begin on digital or AI-powered search instead of brand websites.
What People Are Asking AI
Is ceramide better than hyaluronic acid?
Which ingredients repair the skin barrier?
Can I use vitamin C with retinol?
Which skincare ingredients actually reduce acne scars?
Which Indian skincare brands are dermatologist recommended?
Consumers are no longer comparing products first. They're comparing ingredients.
SearchScore Spotlight
La Roche-Posay — 92/100
Neutrogena — 87/100
Bioderma — 83/100
Dr. Sheth’s — 78/100
Plum — 71/100
The brands AI recommends today are becoming the brands consumers trust tomorrow.
The Real Risk
If AI explains ceramides, peptides, retinol, or skin barrier repair without mentioning your brand, you’ve already missed one of the most influential moments in the buying journey.
Consumers increasingly trust the brands AI recommends before they trust the brands they see advertised.
Helps skincare brands understand how often they’re recommended across AI conversations, benchmark their visibility against competitors, and uncover recommendation gaps across ChatGPT, Gemini, and Perplexity.
Because tomorrow’s skincare leaders won’t simply have the best formulations.
They’ll be the brands AI trusts to recommend.
The Question That Matters
Tomorrow’s skincare shoppers won’t begin with a product page.
They’ll begin with a question.
When AI answers it, will your brand be part of the routine or left off the shelf?
The brands AI recommends today are becoming the brands consumers trust tomorrow.
Best,
Team SearchScore.AI