Overview Leaderboard Methodology
Industry Report

Eyeshadows & Eyeliners

Powder, cream, and pencil eye color products and liners used to define, contour, and add color to the eyelids and lash lines.

Brands tracked: 39
Brands analyzed: 39
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 299
Total responses: 1,540
Top Brand Overall?
Urban Decay
67/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
NARS
94

Highest score on the LBA metric.

Authority Leader?
Urban Decay
59

Highest score on the Authority metric.

TOM Leader?
Urban Decay
59

Highest score on the TOM metric.

Eyeshadows & Eyeliners has no dominant brand in AI responses

Urban Decay is the top-ranked brand here, but its overall score of 67 reflects a competitive field rather than a dominant player. AI assistants answer category questions about Eyeshadows & Eyeliners with varied recommendations from query to query - users get a different set of suggestions each time. This is the kind of category where mid-tier brands still have room to move up.

Brand Leaderboard All 39 Eyeshadows & Eyeliners brands ranked

Ranked by overall AI Visibility Score (geometric mean of LBA, Authority, and TOM). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Urban Decay
urbandecay.com
 86
59
59
67
2
S
Stila
stila.com
 81
40
56
57
3
Charlotte Tilbury
charlottetilbury.com
 86
16
33
36
4
ColourPop
colourpop.com
 81
9
55
34
5
KVD Beauty
kvdbeauty.com
 82
11
31
30
6
Natasha Denona
natashadenona.com
 82
8
41
30
7
Bobbi Brown
bobbibrowncosmetics.com
 92
12
20
28
8
Makeup by Mario
makeupbymario.com
 76
16
16
27
9
Clinique
clinique.com
 80
7
26
25
10
NARS
narscosmetics.com
 94
5
12
18
11
Laura Mercier
lauramercier.com
 79
8
7
17
12
Pat McGrath Labs
patmcgrath.com
 85
0
29
10
13
Danessa Myricks Beauty
danessamyricksbeauty.com
 77
1
2
5
14
Anastasia Beverly Hills
anastasiabeverlyhills.com
 91
0
14
2
15
e.l.f. Cosmetics
elfcosmetics.com
 88
0
4
2
16
Huda Beauty
hudabeauty.com
 84
0
16
2
17
Lancôme
lancome.com
 88
0
11
2
18
Make Up For Ever
makeupforever.com
 91
0
8
2
19
Morphe
morphe.com
 68
0
6
2
20
NYX Professional Makeup
nyxcosmetics.com
 81
0
10
2
21
Too Faced
toofaced.com
 85
0
13
2
22
Viseart
viseartparis.com
 88
0
5
2
23
Inglot
inglotcosmetics.com
 73
0
3
1
24
MAC Cosmetics
maccosmetics.com
 94
0
1
1
25
Melt Cosmetics
meltcosmetics.com
 66
0
4
1
26
S
Surratt Beauty
surrattbeauty.com
 66
0
1
1
27
Beauty Bay
beautybay.com
 61
0
0
0
28
Blend Bunny Cosmetics
blendbunnycosmetics.com
 58
0
0
0
29
Canmake
canmake.com
 78
0
0
0
30
CLIO
clubclio.co.kr
 80
0
0
0
31
Dose of Colors
doseofcolors.com
 64
0
0
0
32
Etude
etude.com
 70
0
0
0
33
Eyeko
eyeko.com
 64
0
0
0
34
Juvia's Place
juviasplace.com
 76
0
0
0
35
Lethal Cosmetics
lethalcosmetics.com
 72
0
0
0
36
Maybelline New York
maybelline.com
 94
0
0
0
37
Moira Cosmetics
moirabeauty.com
 47
0
0
0
38
Nabla Cosmetics
nablacosmetics.com
 75
0
0
0
39
Sigma Beauty
sigmabeauty.com
 71
0
0
0

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 299 shared Eyeshadows & Eyeliners prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Geometric mean of LBA, Authority and TOM: (LBA × Authority × TOM)^(1/3). Geometric mean is used so that any single weak metric pulls the overall score down, rather than being masked by strength elsewhere.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 299 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →