Overview Leaderboard Methodology
Industry Report

Foundations & Concealers

Liquid, cream, and stick base makeup products designed to even skin tone, provide coverage, and create a smooth complexion.

Brands tracked: 37
Brands analyzed: 37
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 287
Total responses: 1,470
Top Brand Overall?
NARS
79/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Dior
94

Highest score on the LBA metric in this industry.

Authority Leader?
NARS
65

Highest score on the Authority metric in this industry.

TOM Leader?
NARS
87

Highest score on the TOM metric in this industry.

NARS leads the Foundations & Concealers category in AI responses

NARS is the most consistently-surfaced brand when users ask AI assistants about Foundations & Concealers, but not to the point of monopolising the conversation. Estée Lauder and a handful of others appear regularly, giving users a reasonable set of alternatives to compare. The top of this leaderboard is where most of the AI-driven traffic will go.

Brand Leaderboard All 37 Foundations & Concealers brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
NARS
narscosmetics.com
 85
65
87
79
2
Estée Lauder
esteelauder.com
 91
47
75
69
3
Fenty Beauty
fentybeauty.com
 85
46
55
60
4
Dior
dior.com
 94
22
49
47
5
L’Oréal
loreal.com
 89
22
38
43
6
Tarte
tartecosmetics.com
 82
16
55
43
7
Lancôme
lancome.com
 93
16
21
32
8
Charlotte Tilbury
charlottetilbury.com
 85
9
30
30
9
Hourglass
hourglasscosmetics.com
 94
9
25
30
10
Giorgio Armani
armanibeauty.com
 82
8
28
28
11
Rare Beauty
rarebeauty.com
 86
9
22
27
12
Too Faced
toofaced.com
 80
8
23
26
13
Make Up For Ever
makeupforever.com
 89
9
15
25
14
Kosas
kosas.com
 78
8
18
24
15
Huda Beauty
hudabeauty.com
 86
9
13
23
16
L'Oréal Paris
lorealparisusa.com
 91
9
9
22
17
MAC Cosmetics
maccosmetics.com
 91
9
9
22
18
Maybelline New York
maybelline.com
 90
9
9
22
19
Milani
milanicosmetics.com
 82
8
12
22
20
Bobbi Brown
bobbibrowncosmetics.com
 87
9
9
21
21
Clinique
clinique.com
 83
10
8
21
22
e.l.f. Cosmetics
elfcosmetics.com
 88
9
9
21
23
IT Cosmetics
itcosmetics.com
 88
9
9
21
24
Laura Mercier
lauramercier.com
 86
9
9
21
25
NYX Professional Makeup
nyxcosmetics.com
 90
9
9
21
26
bareMinerals
bareminerals.com
 83
8
8
20
27
Glossier
glossier.com
 82
8
8
20
28
Revlon
revlon.com
 73
7
11
20
29
ILIA
iliabeauty.com
 77
8
8
19
30
Kevyn Aucoin
kevynaucoinbeauty.com
 80
8
8
19
31
Covergirl
covergirl.com
 75
7
7
18
32
Danessa Myricks Beauty
danessamyricksbeauty.com
 74
7
7
18
33
Juvia's Place
juviasplace.com
 75
8
8
18
34
KVD Beauty
kvdbeauty.com
 71
7
8
18
35
Dermablend
dermablend.com
 72
7
7
17
36
RMS Beauty
rmsbeauty.com
 69
7
7
17
37
EX1 Cosmetics
ex1cosmetics.com
 41
4
4
11

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 287 shared Foundations & Concealers 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
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 287 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 →