Compare · Google taxonomy #477
Makeup
Maquillaje · Health & Beauty › Personal Care › Cosmetics
n = 68 answers68 promptsOct 28, 2026Mexico
Maquillaje
n = 16 answers16 promptsOct 27, 2026Leader NYX8%
United States
Makeup
n = 38 answers38 promptsOct 28, 2026Leader Maybelline4.9%
Spain
Maquillaje
n = 14 answers14 promptsOct 28, 2026Leader Maybelline9.5%
What's different
Generated from the numbers below; each line only appears when both sides have enough data.
Auto-generated
- AI demand is 20× higher in the US (346.5K asks a month) than in Spain (17.4K).
- ChatGPT shows ads in 75% of these answers in Mexico vs 0% in Spain.
- Shopping carousels show up 3.6× more often in the US (44.8% of answers) than in Mexico (12.5%).
- Maybelline leads in the US and Spain; NYX in Mexico.
- Best opportunity: the US, scoring 100 (high) against 78 in Mexico.
- The top 3 brands hold 28.6% of mentions in Spain but 12.7% in the US: the US is the more open market.
Side by side
Metric
MXMexico
USUnited States
ESSpain
AI asks / month
45.5K
346.5K
17.4K
Google searches / month
109.7K
835K
42K
Search trend
down −7%
Peak: May 2026
down −25%
Peak: Nov 2025
down −3%
Peak: Oct 2025
Cost per click
MX$2.29
High competition
$1.60
High competition
€0.18
High competition
Shopping carousel
12.5%
AI Mode 25% · ChatGPT 0%
44.8%
AI Mode 57.9% · ChatGPT 31.6%
28.6%
AI Mode 42.9% · ChatGPT 14.3%
Ads in answers
75%
6 ads seen
21.1%
4 ads seen
0%
0 ads seen
Brands named
22
Top 3 hold 24%
76
Top 3 hold 12.7%
18
Top 3 hold 28.6%
Concentration
Fragmented
HHI 496
Fragmented
HHI 177
Fragmented
HHI 612
Products in carousels
6
Median MX$107
115
Median $16.00
21
Median €12.74
Opportunity
High78
High100
High98
Brands AI recommends
Top 5 per country, by share of brand mentions.
Mexico
22 brands
United States
76 brands
Stores in the shopping carousels
Who sells the products AI shows, by share of product cards.
Mexico
6 products
- 1Amazon27.3%3
- 2Sephora18.2%2
- 3Bissú9.1%1
United States
115 products
- 1Ulta Beauty15.8%11
- 2Amazon9.2%4
- 3Walmart6.7%8
Spain
21 products
- 1Amazon26.9%3
- 2Druni7.7%2
- 3Maquillalia7.7%2
Every sampled niche gets the same two prompts in every country, in its language: a short product search in Google AI Mode and a buying question in ChatGPT. Money stays in each country's currency. CPCs for Spain and the United States are converted from MXN with the European Central Bank reference rate of 2026-10-28. How we measure