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We serve some of the world's biggest brands with marketing intelligence to drive winning strategy and tactics.
05/13/2026
Beauty's Merchant Listing Space Is Dominated – And The Gap Is Massive!
In the beauty industry, two players are setting the pace while the rest of the market competes for limited visibility.
In Q1, Ulta captured 24.7% Share of Voice in Merchant Listings, with Sephora at 16.5%. Together, they controlled more than 40% of category visibility. Meanwhile, brands like Sally Beauty, MAC, and Chanel each held under 4%.
That gap matters because Merchant Listings increasingly shape how consumers discover and compare beauty products. Brands that fail to appear consistently risk losing high-intent shoppers before they even reach the website.
For emerging beauty brands, the strategy is clear.
✅ Focused keyword targeting
✅ Strong product feed optimization
✅ Smarter bidding strategies – because outperforming competitors isn’t always about spending more, but targeting better.
Winning AI Search Requires Market-Level Visibility
AI search visibility is not won through national averages alone.
A brand may appear strong overall, while losing visibility in specific cities, categories, or high-value markets where purchase decisions are actually happening.
In AI-driven search, the question is no longer simply:
“Are we ranking?”
The real questions are:
➤ Where are we visible?
➤ Which competitors are showing up instead of us?
➤ What signals are influencing AI-generated answers?
➤ Where are we gaining or losing share of voice?
Search visibility is now fragmented across:
• AI Answers
• Organic Search
• Shopping
• Maps
• Discussions & Forums
• Local Market Results
Enterprise brands need visibility measurement that reflects how discovery actually happens today.
GrowByData helps brands measure AI, search, shopping, maps, and organic visibility together, so teams can identify where visibility is growing, where competitors are gaining ground, and where revenue risk is emerging across markets.
The brands that win will be the ones that move beyond surface-level reporting and measure the full search landscape.
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