Overview Leaderboard Methodology
Industry Report

Mass Market Facial Cleansers

Over-the-counter face-cleansing products from widely distributed brands designed for daily use, removal of dirt/makeup, and general skin maintenance.

Brands tracked: 38
Brands analyzed: 38
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 293
Total responses: 1,505
Top Brand Overall?
CeraVe
98/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
CeraVe
95

Highest score on the LBA metric in this industry.

Authority Leader?
CeraVe
100

Highest score on the Authority metric in this industry.

TOM Leader?
CeraVe
100

Highest score on the TOM metric in this industry.

CeraVe is the default answer in AI responses for Mass Market Facial Cleansers

When users ask ChatGPT, Claude, or Gemini about Mass Market Facial Cleansers, CeraVe is the brand that surfaces first - unprompted, consistently, and usually at the top of any list the model generates. La Roche-Posay is a close second, but the gap between them is meaningful. If you're competing in this space and you're not in the top handful, you're effectively invisible to AI-driven discovery.

Brand Leaderboard All 38 Mass Market Facial Cleansers 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
CeraVe
cerave.com
 95
100
100
98
2
La Roche-Posay
laroche-posay.us
 88
76
95
86
3
Vanicream
vanicream.com
 78
52
71
66
4
Cetaphil
cetaphil.com
 73
56
66
65
5
Neutrogena
neutrogena.com
 83
29
66
55
6
Aveeno
aveeno.com
 80
9
31
30
7
Bioderma
bioderma.us
 87
9
30
30
8
PanOxyl
panoxyl.com
 70
7
32
27
9
Paula’s Choice
paulaschoice.com
 90
9
17
26
10
COSRX
cosrx.com
 92
9
12
23
11
First Aid Beauty
firstaidbeauty.com
 83
8
13
23
12
Fresh
fresh.com
 76
8
16
23
13
Avène
eau-thermale-avene.com
 82
8
9
20
14
H
Hada Labo
hadalabo.com
 82
8
8
20
15
Kiehl’s
kiehls.com
 85
9
9
20
16
Dove
dove.com
 79
8
8
19
17
Eucerin
eucerin.com
 79
8
8
19
18
Innisfree
innisfree.com
 77
8
8
19
19
Senka
senka.com
 77
8
8
19
20
The Ordinary
theordinary.com
 80
8
8
19
21
Bioré
biore.com
 72
7
7
18
22
Good Molecules
goodmolecules.com
 76
8
8
18
23
Himalaya
himalayawellness.com
 75
7
7
18
24
Noxzema
noxzema.com
 73
7
7
18
25
Sukin
sukinorganics.com
 73
7
7
18
26
Clean & Clear
cleanandclear.com
 70
7
7
17
27
Clearasil
clearasil.us
 68
7
7
17
28
Garnier
garnier.com
 69
7
7
17
29
Olay
olay.com
 70
7
7
17
30
Pond's
ponds.com
 69
7
7
17
31
Simple
simpleskincare.com
 71
7
7
17
32
AcneFree
acnefree.com
 65
6
6
16
33
Differin
differin.com
 63
6
6
16
34
St. Ives
stives.com
 66
7
7
16
35
The Face Shop
thefaceshop.com
 67
7
7
16
36
Yes To
yesto.com
 59
6
6
15
37
Acure
acure.com
 56
6
6
14
38
La Roche-Posay Kerium
laroche-posay.com
 43
4
4
11

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 293 shared Mass Market Facial Cleansers 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 293 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 →