Foundations & Concealers
Liquid, cream, and stick base makeup products designed to even skin tone, provide coverage, and create a smooth complexion.
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 (geometric mean of LBA, Authority, and TOM). Click any brand for the full report.
| # | Brand | LBA | Authority | TOM | Overall |
|---|---|---|---|---|---|
| 1 |
 NARS
narscosmetics.com
|
85 | 65 | 87 | 78 |
| 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 | 46 |
| 5 |
 L’Oréal
loreal.com
|
89 | 22 | 38 | 42 |
| 6 |
 Tarte
tartecosmetics.com
|
82 | 16 | 55 | 41 |
| 7 |
 Lancôme
lancome.com
|
93 | 16 | 21 | 31 |
| 8 |
 Kosas
kosas.com
|
78 | 5 | 18 | 19 |
| 9 |
 Milani
milanicosmetics.com
|
82 | 5 | 12 | 17 |
| 10 |
 Too Faced
toofaced.com
|
80 | 3 | 23 | 17 |
| 11 |
 Hourglass
hourglasscosmetics.com
|
94 | 2 | 25 | 15 |
| 12 |
 Rare Beauty
rarebeauty.com
|
86 | 2 | 22 | 15 |
| 13 |
 ILIA
iliabeauty.com
|
77 | 3 | 5 | 11 |
| 14 |
 IT Cosmetics
itcosmetics.com
|
88 | 5 | 4 | 11 |
| 15 |
 Make Up For Ever
makeupforever.com
|
89 | 1 | 15 | 11 |
| 16 |
 Clinique
clinique.com
|
83 | 10 | 1 | 9 |
| 17 |
 Charlotte Tilbury
charlottetilbury.com
|
85 | 0 | 30 | 8 |
| 18 |
 bareMinerals
bareminerals.com
|
83 | 1 | 1 | 6 |
| 19 |
 Bobbi Brown
bobbibrowncosmetics.com
|
87 | 1 | 3 | 5 |
| 20 |
 Laura Mercier
lauramercier.com
|
86 | 1 | 1 | 4 |
| 21 |
 Giorgio Armani
armanibeauty.com
|
82 | 0 | 28 | 3 |
| 22 |
 Covergirl
covergirl.com
|
75 | 0 | 4 | 2 |
| 23 |
 Glossier
glossier.com
|
82 | 0 | 4 | 2 |
| 24 |
 Huda Beauty
hudabeauty.com
|
86 | 0 | 13 | 2 |
| 25 |
 KVD Beauty
kvdbeauty.com
|
71 | 0 | 8 | 2 |
| 26 |
 Revlon
revlon.com
|
73 | 0 | 11 | 2 |
| 27 |
D
Dermablend
dermablend.com
|
72 | 0 | 2 | 1 |
| 28 |
 e.l.f. Cosmetics
elfcosmetics.com
|
88 | 0 | 0 | 1 |
| 29 |
 Danessa Myricks Beauty
danessamyricksbeauty.com
|
74 | 0 | 0 | 0 |
| 30 |
 EX1 Cosmetics
ex1cosmetics.com
|
41 | 0 | 0 | 0 |
| 31 |
 Juvia's Place
juviasplace.com
|
75 | 0 | 0 | 0 |
| 32 |
 Kevyn Aucoin
kevynaucoinbeauty.com
|
80 | 0 | 0 | 0 |
| 33 |
 L'Oréal Paris
lorealparisusa.com
|
91 | 0 | 0 | 0 |
| 34 |
 MAC Cosmetics
maccosmetics.com
|
91 | 0 | 0 | 0 |
| 35 |
 Maybelline New York
maybelline.com
|
90 | 0 | 0 | 0 |
| 36 |
 NYX Professional Makeup
nyxcosmetics.com
|
90 | 0 | 0 | 0 |
| 37 |
 RMS Beauty
rmsbeauty.com
|
69 | 0 | 0 | 0 |
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
(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
Latent Brand Association (LBA)
quality × meta × stability × share × recognition × 100. Read the full LBA methodology →