People Are Going to ChatGPT Over Google for Beauty Searches

The internet has always been a solid space to find beauty inspiration. However, the landscape is currently shifting largely due to generative AI. According to Spate’s latest report, consumers are turning to platforms like ChatGPT instead of Google to search for all things beauty. The shift marks a monumental change not just in technology but in consumer behavior and beauty. As generative AI continues to lead in search strategy, brands are discovering new ways to handle the shift.

Spate’s report notes that while Google is still being used by beauty lovers, ChatGPT is becoming a preferred platform. According to the data, consumers are turning to the AI platform for makeup, which leads with 7.1 percent of the search volume. Within this category, consumers are looking for product recommendations and tutorials. Complexion items like foundation and concealer are top searches, along with lipstick and lip fillers. Skin and hair searches are less popular, with 5.5 percent and 3.5 percent search volumes, respectively, as Google dominates in visual results.

- Advertisement -

Finding a new haircut, color or style works best when you can see the results right from your device. However, shoppable items are different. As Spate reports, consumers are looking for personalized, practical and trend-focused recommendations. In terms of products, they’re looking for guidance on items that match their skin tone and age demographic. Popular searches include the best lipsticks for over 50, long-wear lipstick that survives eating and the best matte lipsticks for the office.

TikTok’s viral trend atmosphere also plays a big role in the shift. Personalized makeup advice through generative AI has taken off on the app with the help of the ChatGPT Glowup trend, which averages over 400k views weekly.

In terms of skin care, ChatGPT has become a hub for advice about sunscreen and common skin issues, such as acne. The platform even provides guidance on facials, which is the most-searched topic on ChatGPT. Personalization is still key. Instead of asking for tailored product recommendations, consumers are searching with skin-care issues as the focus. Searches for acne, wrinkles, eczema and hyperpigmentation are among the top concerns.

The data for hair care follows a similar story. While haircut searches are popular, consumers are most interested in products that help common problems, such as dry or oily hair. Searches for shampoos and conditioners pertaining to hair types lead the category. For example, a silicone-free conditioner for fine hair or a repair routine for dry, brittle hair.

It’s clear that consumers view ChatGPT as a personal advisor or guide, giving them product recommendations and routines tailored to their needs. While most of Spate’s data shows Google is a strong platform for search, ChatGPT is emerging as the next frontrunner. As the report details, Google dominates the market. Still, ChatGPT accounts for about seven percent of all searches, and the platform owns 74 percent of the generative AI search market. “Google remains essential for visual discovery and transactional content—reminding brands that SEO is still critical,” notes the report. However, as generative engine optimization (GEO) continues to grow, ChatGPT can be leveraged as a complementary channel, improving the consumer experience of beauty online.