Case Study
How D2C beauty brands compete for AI recommendations in India
Live Data
20.9
Composite Score
2.0%
Visibility
18.9%
Share of Voice
50
Position
49%
Sentiment
01 · Context
The Indian D2C beauty space has three dominant players: Mamaearth, Sugar Cosmetics, and Plum. We tracked all three across 150+ real consumer queries.
Queries include 'best natural face wash India,' 'mamaearth vs plum,' 'affordable skincare brand for oily skin.'
This three-way comparison reveals how AI platforms differentiate between brands with similar positioning.
02 · Category Rankings
03 · Findings
Mamaearth has the highest overall mention frequency — it appears in 67% of relevant beauty queries across all platforms.
Sugar Cosmetics wins on makeup-specific queries but loses visibility in skincare, where Mamaearth and Plum dominate.
Plum scores highest on sentiment — AI platforms describe it most positively, often mentioning its vegan and cruelty-free positioning.
The gap between #1 and #3 in this category is smaller than in electronics, suggesting the D2C beauty market is more competitive in AI.
04 · Key Insight
In competitive D2C categories, the brand that owns the most query variations wins. Mamaearth's broad product range gives it more surface area across queries. Niche brands can win specific queries but lose the aggregate visibility race.
Get a free AI visibility audit with real consumer queries — see how ChatGPT, Gemini & Perplexity rank your brand.