Celebrity beauty brands draw heavy demand from ChatGPT users, according to the Celebrity Brand AI Demand Index from 5W and research partner Talent Resources. Rare Beauty, founded by actor and singer Selena Gomez, averaged about 33,600 US ChatGPT prompts a month from August to October 2026, 2.3 times Laneige, and Fenty Beauty, founded by singer Rihanna, averaged about 24,400. Tatcha, a brand with no celebrity founder, rose fastest, from about 14,100 prompts in August to about 70,700 in October.
How much do people ask ChatGPT about celebrity beauty brands?
People ask ChatGPT about celebrity beauty brands tens of thousands of times a month, and Rare Beauty and Fenty Beauty rank second and third of the seven brands in this study by average monthly prompts. The table lists US ChatGPT prompts that mention each brand name, by month, for the seven beauty brands that returned a reportable estimate in all three months.
| Brand | Celebrity-founded | August | September | October | Monthly average | Change, August to October |
|---|---|---|---|---|---|---|
| Tatcha | No | 14,117 | 41,120 | 70,707 | 41,981 | +401% |
| Rare Beauty | Yes, Selena Gomez | 33,865 | 31,434 | 35,405 | 33,568 | +5% |
| Fenty Beauty | Yes, Rihanna | 21,680 | 29,573 | 21,938 | 24,397 | +1% |
| Sol de Janeiro | No | 33,073 | 23,629 | 13,962 | 23,555 | -58% |
| Laneige | No | 21,842 | 13,891 | 8,138 | 14,624 | -63% |
| Glow Recipe | No | 14,815 | 12,590 | 14,400 | 13,935 | -3% |
| Drunk Elephant | No | 17,562 | 8,081 | 15,106 | 13,583 | -14% |
Tatcha averaged about 42,000 prompts a month, the most of any brand, followed by Rare Beauty at about 33,600 and Fenty Beauty at about 24,400. Sol de Janeiro averaged about 23,600, Laneige about 14,600, Glow Recipe about 13,900 and Drunk Elephant about 13,600.
Do celebrity beauty brands draw more AI demand than their rivals?
Rare Beauty and Fenty Beauty each drew more average monthly ChatGPT prompts than four of the five non-celebrity brands in the study, and only Tatcha drew more than either of them. The table shows each celebrity-founded brand's average as a multiple of each rival's average.
| Rival brand | Rival monthly average | Rare Beauty as a multiple | Fenty Beauty as a multiple |
|---|---|---|---|
| Tatcha | 41,981 | 0.8 times | 0.6 times |
| Sol de Janeiro | 23,555 | 1.4 times | 1.0 times |
| Laneige | 14,624 | 2.3 times | 1.7 times |
| Glow Recipe | 13,935 | 2.4 times | 1.8 times |
| Drunk Elephant | 13,583 | 2.5 times | 1.8 times |
These comparisons are within beauty and are not controlled. Price, retail distribution and marketing spend differ between the brands, and prompt volume counts every question that names a brand, including questions about shades, prices and stockists.
Which beauty brand's ChatGPT demand grew fastest into the holidays?
Tatcha's ChatGPT demand grew fastest, rising five-fold from about 14,100 prompts in August to about 70,700 in October. Sol de Janeiro fell 58% and Laneige fell 63% over the same two months.
Rare Beauty stayed between about 31,400 and 35,400 prompts in every month. Fenty Beauty ended October within 1% of its August level after a September high of about 29,600.
5W did not test why Tatcha rose. Holiday gift shopping is one possible explanation, and the data cannot confirm it.
What can celebrity beauty brands do with this data?
Celebrity beauty brands can use prompt volume to see which questions people already ask about them and to plan content and measurement around those questions. Three steps follow from the data.
- Publish a plain answer to each question people ask by name. A person who types a brand name into ChatGPT is asking something specific, such as which product, which shade or where to buy, and a page that answers it directly gives the AI engine a clear source to cite.
- Earn independent coverage. AI engines are more likely to cite sources that many independent publications reference, so reviews, editorial gift guides and retailer pages give a brand more places to be found than its own site alone.
- Track demand month by month. Tatcha's prompts rose five-fold in two months, so a brand that checks once a year will miss a shift of that size.
These are 5W's recommendations. The study did not test whether any of them raises prompt volume or citations.
What does prompt volume not tell brands?
Prompt volume counts how often people name a brand when they ask ChatGPT, and it does not show whether ChatGPT recommends the brand, what it says about it or whether the answer is accurate. The Celebrity Endorsement Index measured the accuracy side and reported that 18% of the celebrity-brand partnerships four AI engines recommended were fabricated.
For beauty endorsements specifically, 5W also publishes the Beauty AI Endorsement Index.
How does this fit 5W and Talent Resources' celebrity research?
The Celebrity Brand AI Demand Index extends a research series from 5W and Talent Resources, the celebrity and brand partnerships agency founded by Michael Heller, that already covers sector fit, celebrity alignment with AI and endorsement accuracy. The Celebrity-Brand Fit Index, published in April 2026, scored Beauty 7.8 out of 10, second of eight consumer sectors behind Spirits and Beverage at 8.0.
The In Tune With AI Index ranks 50 celebrities most aligned with artificial intelligence. 5W's entertainment and lifestyle PR practice builds celebrity and influencer programs for brands in beauty, fashion and food and beverage, and its guide to celebrity endorsements for brands covers the decision from the brand side.
How was the Celebrity Brand AI Demand Index built?
The Celebrity Brand AI Demand Index counts ChatGPT prompts that mention each brand name, using monthly estimates for the United States from August 1 to October 31, 2026. The estimates are 5W's analysis using Profound's tools. They are modeled projections of how often people prompt ChatGPT, not a count of every prompt, and a month backed by two or fewer distinct users is not reported, so a missing month means no reportable estimate and not zero demand. ChatGPT is the only platform that returned a reportable estimate for every brand, so Gemini and Perplexity are not compared.
Single-word brand names used phrase matching and two-word names used exact matching, so a prompt counts only if it contains the brand name. The study excludes names that also appear in unrelated prompts, including rhode and Summer Fridays, and brands without a reportable estimate in every month. Haus Labs returned an estimate only for August (25,328 prompts), Kylie Cosmetics for August (5,455) and September (2,123), and Florence by Mills only for October (1,866). r.e.m. beauty and Honest Beauty returned none.
A celebrity-founded brand is one founded or co-founded by a public figure, regardless of later ownership, so the label does not mean the celebrity owns the brand today. 5W selected the brands from publicly reported founder information, and the list is not every celebrity beauty brand. Michael Heller's Talent Resources is 5W's research partner on this series, 5W selected the brands and ran the analysis, and every comparison is within beauty.
Frequently asked questions
What is the Celebrity Brand AI Demand Index?
The Celebrity Brand AI Demand Index is 5W's analysis, with research partner Talent Resources, of how often people prompt ChatGPT about celebrity-founded beauty brands and their rivals, using monthly US estimates for August to October 2026.
Which celebrity beauty brand draws the most ChatGPT prompts?
Rare Beauty, founded by Selena Gomez, averaged about 33,600 US ChatGPT prompts a month, ahead of Fenty Beauty at about 24,400. Tatcha, which has no celebrity founder, averaged about 42,000.
Does more ChatGPT demand mean ChatGPT recommends a brand?
No. Prompt volume counts questions that mention a brand and does not measure whether ChatGPT recommends it or whether its answer is accurate.
Why did Tatcha's ChatGPT demand rise so sharply?
Tatcha's monthly prompts rose from about 14,100 in August to about 70,700 in October. 5W did not test the cause, and holiday gift shopping is one possible explanation.
Where can I get the full data?
The tables on this page hold the full data for the seven brands. For licensing or custom research, email info@5wpr.com.
