Live: The 2026 Holiday Shopping AI Shelf Index. See the shelf

Holiday Shopping 2026 · August 2026 to January 2027

The Skincare shelf

What ChatGPT and Google AI Mode recommend when a AU shopper asks them about skincare — ranked by how often each brand made the shelf.

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Stories

AI Shopping Shelf Insights

In Australia, AI's skincare shelf is a lifeguard

🇦🇺 Skincare · AU · August 2026

In Australia, AI's skincare shelf is a lifeguard

Ask for skincare down under and AI reaches first for sunscreen from a cancer charity. Even mature-skin shoppers get it, alongside the French-pharmacy staples.

The Family Sun-Buyer

Cancer Council 32.5% Petite Skin Co 10.2% La Roche-Posay 9.3%

The Reinventer

La Roche-Posay 36.1% Cancer Council 20.2% CeraVe 13.0%

See the full story →

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Shopper Journeys

How the skincare shelf shifts as a shopper moves from “what's out there” to “which one do I buy”, for everyone or for one shopper.

Everyone The Family Sun-Buyer The Reinventer The Sun-Smart Starter The New Shopper
Awareness
Cancer Council 19%
Cetaphil 18%
CeraVe 8%
Mebeme 6%
Hamilton 4%
Research
Cetaphil 16%
Cancer Council 16%
CeraVe 15%
WotNot 5%
Bubble Skincare 5%
Comparison
Cancer Council 22%
Petite Skin Co 16%
La Roche-Posay 7%
Hamilton 7%
Oh Flossy 7%
Validation
Cancer Council 34%
La Roche-Posay 21%
Cetaphil 10%
Avène 8%
CeraVe 6%
Purchase
No Nasties Kids 8%
Bubble Skincare 8%
Go-To Skincare 7%
Cancer Council 7%
Tweeny Skin 6%

The Family Sun-Buyer's shelf. Each stage's bar is shelf-share within that stage.

Brand
Shelf-share
Shelf Share Trend
Visibility
1
La Roche-Posay
14.5%
48.1%
2
Cancer Council
13.5%
42.5%
3
Beauty of Joseon
6.3%
16.3%
4
Hamilton
5.7%
18.1%
5
Ultra Violette
4.7%
20.0%
6
CeraVe
4.0%
25.6%
7
Cetaphil
3.4%
13.8%
8
Bondi Sands
2.7%
11.9%
9
COSRX
2.4%
8.1%
10
SKIN1004
2.2%
7.5%
11
Avène
2.0%
12.5%
12
Alpha-H
1.5%
6.9%
13
QV
1.4%
▲1.2
11.3%
14
Go-To Skincare
1.2%
6.9%
15
Petite Skin Co
1.2%
3.1%
16
Neutrogena
1.1%
9.4%
17
Isntree
1.1%
5.0%
18
Tweeny Skin
1.1%
3.1%
19
No Nasties Kids
1.0%
3.8%
20
The Ordinary
0.9%
6.9%
21
Invisible Zinc
0.9%
3.1%
22
DermaVeen
0.8%
▼1.6
5.6%
23
Aesop
0.8%
4.4%
24
MooGoo
0.8%
4.4%
25
Round Lab
0.8%
3.8%
No brand named
8.8%

Shelf-share = the share of shopper attention a brand holds. Visibility = the share of answers that named it at all.

How to read this table

Shelf-share weights every mention by where the brand sits in the answer, so the shelf adds up to 100%. Named first on a short shelf is worth far more than named fourth on a long one.

Visibility ignores position — simply how often a brand is named. Divide shelf-share by visibility and you get how much of the shelf a brand takes when it does appear.

No brand named is the share of answers that recommended no identifiable brand at all — advice, or retailers only.

Movement shows only where a week-over-week change is larger than the variation between readings. Most weeks, most brands are steady.

Products the engines name

The specific SKUs surfaced inside skincare answers.

Rank
Product
Shelf-share
Shelf Share Trend
Visibility
Price
1
Relief Sun
Beauty of Joseon
4.3%
10.6%
—
2
Anthelios Invisible Fluid SPF 50+
La Roche-Posay
3.1%
8.8%
—
3
Everyday Face SPF 50+
Hamilton
2.9%
7.8%
—
4
Hydrating Cleanser
CeraVe
2.2%
10.9%
A$15.59
5
Face Day Wear Moisturiser Matte SPF50+
Cancer Council
2.1%
7.2%
—
6
Ultra Sensitive Kids SPF50+
Cancer Council
1.4%
2.2%
—
7
Liquid Gold
Alpha-H
1.3%
3.1%
—
8
Anthelios Age Correct Tinted SPF50+
La Roche-Posay
1.3%
2.8%
—
9
Anthelios SPF 50+
La Roche-Posay
1.2%
6.3%
—
10
Kids Sunscreen SPF 50+
Cancer Council
1.2%
3.8%
—
11
Moisturising Cream
CeraVe
1.0%
7.2%
—
12
Supreme Screen SPF 50+
Ultra Violette
1.0%
4.4%
—
13
Hyalu-Cica
SKIN1004
1.0%
3.4%
—
14
Anthelios Ultra SPF50+
La Roche-Posay
1.0%
2.2%
—
15
Daydream Screen Tinted Veil SPF50
Ultra Violette
0.9%
3.1%
—
16
Ultra SPF50+
Cancer Council
0.9%
2.2%
—
17
Anthelios Ultra SPF50+ Face Sunscreen for Dry Skin
La Roche-Posay
0.9%
1.6%
—
18
Kids Sunscreen SPF50+
Cancer Council
0.8%
1.9%
—
19
Cicaplast Baume B5+
La Roche-Posay
0.7%
2.2%
—
20
Sheer Defence Tinted Moisturiser SPF 50
Invisible Zinc
0.7%
1.6%
—
How to read this table

Price is a band, not one number: the cheapest price on the market, the brand’s own price in bold, and the dearest — sorted low to high. Where only one figure is known, only one is shown. A dash means no price we could verify, not a free product.

How we measure

We ask the assistants the same real shopper questions each run, and record every brand each one recommends.

What that means in practice

Each run we ask ChatGPT and Google AI Mode the same set of questions, one persona and market at a time.

Shelf-share is the share of answers in a category that named a brand. The questions never name a brand, so a brand is on the shelf because the engine chose it.

We settle on the questions before each run, never after. A brand on the shelf is the assistant’s pick, not one we went looking for.

Read the full method — the shoppers, their journey, and the season →

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