Olaplex and Redken are the undisputed leaders in AI-driven hair care recommendations, according to new data that underscores the growing importance of generative search for beauty brands. An analysis of 300 hair care-specific prompts run through ChatGPT in June revealed that just five brands account for 49 percent of all visibility, a striking concentration in a crowded market. Main Developments Olaplex surfaced in 31 percent of prompts, narrowly edging out Redken at 29 percent, with the remaining top brands trailing behind. Avenue Z, the digital agency behind the study, tested queries ranging from best humidity-fighting products to top dry shampoos and recommendations for low-porosity hair. Whitney Hart, Avenue Z's chief strategy officer, says editorial authority remains the primary driver of AI visibility. Consistent reviews and recommendations from beauty outlets teach AI systems which products to trust and surface first, she explained, making earned media a critical asset. Read also: Why Burberry's Fall Campaign Puts Commuters in the Spotlight Retail presence also plays a pivotal role. Brands with strong product pages and high consumer ratings at Sephora, Ulta, and other major retailers signal to AI that they are widely available and genuinely chosen by shoppers, according to Hart. Background This concentration mirrors broader trends in beauty, where a handful of names often dominate traditional search and shelf space. The shift to AI-driven discovery, however, introduces a new layer of complexity, as algorithms now mediate consumer choices in ways that differ from manual browsing. Avenue Z's analysis focused exclusively on ChatGPT, but the implications extend to other AI platforms that increasingly shape purchasing decisions. The agency's findings highlight how brands must adapt their digital strategies to remain visible in this evolving landscape. Why It Matters For marketers, the data signals that AI visibility is no longer optional. Brands that fail to secure editorial mentions, maintain robust retail listings, and cultivate owned content risk being invisible to a growing segment of consumers who rely on AI for recommendations. Hart emphasized that a strong content ecosystem across a brand's own channels is another key pillar. This suggests that a multi-pronged approach—media relations, retail optimization, and content marketing—is essential for staying competitive in AI-driven discovery. What's Next As AI chatbots become more sophisticated, brands will likely invest more in strategies tailored to these platforms. Expect further analysis from Avenue Z and other agencies to track how visibility shifts over time, particularly as new products and campaigns reshape the rankings. For now, Olaplex and Redken's lead offers a benchmark, but the fast-paced nature of beauty trends means today's top spots could change quickly. Brands will need to monitor their AI presence continuously to stay ahead.