How to read this
This is a snapshot
AI assistants change their answers. This list is what came out on the date measured, not a judgement about the stores. We measure again every month.
The index › the Netherlands › Make-up
34 buying questions, the Netherlands, 2 assistants
Measured on 05-11-2026, 61 stores, ChatGPT, Gemini
| # | Store | Named | Recommended |
|---|---|---|---|
| 1 |
Boozyshop
boozyshop.nl |
33 / 34+32 | 25 |
| 2 |
Douglas.nl
douglas.nl |
32 / 34+31 | 22 |
| 3 |
Kruidvat.nl
kruidvat.nl |
27 / 34+26 | 18 |
| 4 |
ICI PARIS XL
iciparisxl.nl |
30 / 34+29 | 16 |
| 5 |
Etos.nl
etos.nl |
20 / 34+19 | 12 |
| 6 |
De Bijenkorf Food
debijenkorf.nl |
20 / 34+19 | 10 |
| 7 |
Notino.nl
notino.nl |
18 / 34+17 | 7 |
| 8 |
The Make Up Spot
themakeupspot.nl |
14 / 34+13 | 5 |
| 9 |
Sephora
sephora.nl |
5 / 34+4 | 3 |
| 10 |
Voordeeldrogisterij.nl
voordeeldrogisterij.nl |
4 / 34+3 | 3 |
| 11 |
Wehkamp
wehkamp.nl |
2 / 34+1 | 2 |
| 12 |
Lookfantastic.nl
lookfantastic.nl |
11 / 34+10 | 1 |
| 13 |
Beauty Bay
beautybay.nl |
9 / 34+8 | 1 |
| 14 |
HEMA
hema.nl |
6 / 34+5 | 1 |
| 15 |
Little Wonderland
littlewonderland.nl |
6 / 34+5 | 1 |
| 16 |
Cosmania
cosmania.nl |
3 / 34+2 | 1 |
| 17 |
Deloox.nl
deloox.nl |
2 / 34+1 | 1 |
| 18 |
Backstage Amsterdam
backstageamsterdam.com |
1 / 34 | 1 |
| 19 |
Vegan Beauty Shop
veganbeauty.nl |
1 / 34 | 1 |
| 20 |
Skins.nl
skins.nl |
4 / 34+3 | 0 |
| 21 |
DeOnlineDrogist.nl
deonlinedrogist.nl |
3 / 34+2 | 0 |
| 22 |
Big Green Smile
biggreensmile.nl |
2 / 34+1 | 0 |
| 23 |
Drogist.nl
drogist.nl |
2 / 34+1 | 0 |
| 24 |
Korean Skincare
koreanskincare.nl |
2 / 34+1 | 0 |
| 25 |
Babassu
babassu.nl |
1 / 34 | 0 |
| 26 |
Beauty88.nl
beauty88.nl |
1 / 34 | 0 |
| 27 |
Mega Beauty Shop
beautyshop.nl |
1 / 34 | 0 |
| 28 |
Blisso.nl
blisso.nl |
1 / 34 | 0 |
| 29 |
Lyko
lyko.com |
1 / 34 | 0 |
| 30 |
Makeupshop.nl
makeupshop.nl |
1 / 34 | 0 |
| 31 |
Schmink & Grime
schminkengrime.nl |
1 / 34 | 0 |
| 32 |
Schminkspecialist
schminkspecialist.nl |
1 / 34 | 0 |
In the top 10? Share it: LinkedIn, download the image
Category median: named in 1 of 34 questions (the middle store of all 61 stores we measured; +n is how many questions a store is above it).
Named means the store appeared in the answer. Recommended means the assistant clearly advised it. Being in a list is not the same as being advised, so we count them separately. The other 29 stores were named in none of these questions.
This ranking covers the 61 stores we measure in this category. That is not every store in the market.
Each dot is a store. Further right: named in more buying questions. Higher: recommended more often. Stores low on the right are known to AI but rarely the tip. That gap is what most stores can close.
Review sites, comparison sites, marketplaces and communities that ChatGPT and Gemini mention in their answers in this category. Stores that are present and well reviewed there are easier for AI to recommend.
Bol
Marketplace
35 of 68
AI sends shoppers there. Selling there too, or being clearly better on your own site, both help.
TikTok
Community
12 of 68
Be present there with useful posts or answers; AI repeats what people say.
Amazon
Marketplace
8 of 68
AI sends shoppers there. Selling there too, or being clearly better on your own site, both help.
Thuiswinkel Waarborg
Review site
5 of 68
Collect reviews there: AI quotes them as proof that a store can be trusted.
Zalando
Marketplace
5 of 68
AI sends shoppers there. Selling there too, or being clearly better on your own site, both help.
Google Shopping
Comparison or test site
4 of 68
Make sure your products are listed there with full and correct data.
YouTube
Community
4 of 68
Be present there with useful posts or answers; AI repeats what people say.
Community
2 of 68
Be present there with useful posts or answers; AI repeats what people say.
Only the questions that could really name a store, because only those count. They are in the language of the market, because that is how shoppers there ask them.
AI named: Notino, Kruidvat, Trekpleister
AI named: Boozyshop, Douglas, ICI Paris XL
AI named: Douglas, ICI PARIS XL, Boozyshop
AI named: Boozyshop, Douglas, ICI PARIS XL
AI named: Kruidvat, Boozyshop, Notino
AI named: Boozyshop, Douglas Nederland, ICI PARIS XL
AI named: DeOnlineDrogist.nl, Etos.nl, Kruidvat.nl
AI named: Douglas, ICI PARIS XL, de Bijenkorf
AI named: Douglas, ICI PARIS XL, Boozyshop
AI named: Boozyshop.nl, Makeupspot.nl, The Make Up Spot
AI named: Douglas, ICI Paris XL, Boozyshop
AI named: Kruidvat.nl, Etos.nl, Hema.nl
AI named: Douglas, ICI Paris XL, de Bijenkorf
AI named: Kruidvat, Etos, Douglas
AI named: Douglas, ICI PARIS XL, de Bijenkorf
AI named: Kruidvat, Etos, Boozyshop
AI named: Douglas.nl, ICI PARIS XL, de Bijenkorf
AI named: Douglas.nl, ICI PARIS XL, de Bijenkorf
AI named: Kryolan Nederland, Grimas, Make-Up Studio
AI named: Douglas, ICI PARIS XL, Boozyshop
AI named: Douglas, ICI PARIS XL, Kruidvat
AI named: Douglas, de Bijenkorf, ICI PARIS XL
AI named: Douglas, ICI PARIS XL, Kruidvat
AI named: Douglas, ICI PARIS XL, Boozyshop
AI named: Vegan Beauty Shop, Mineralissima, Shop Like You Give a Damn
AI named: Douglas, ICI PARIS XL, Kruidvat
AI named: Douglas.nl, ICI PARIS XL, Kruidvat.nl
AI named: ICI PARIS XL, Douglas, de Bijenkorf
AI named: Kruidvat, Drogisterij.net, Plein.nl
AI named: Black Beauty & Hair, Douglas.nl, ICI PARIS XL
AI named: Kruidvat, Notino, Boozyshop
AI named: Douglas, ICI PARIS XL, Kruidvat
AI named: Douglas, ICI PARIS XL, Notino
AI named: Douglas, ICI Paris XL, Boozyshop
How to read this
AI assistants change their answers. This list is what came out on the date measured, not a judgement about the stores. We measure again every month.
No paid positions. A store cannot buy its way in, and the order follows from the answers alone.
If someone asks about a brand or for general information, no store appears in the answer, not even the best one. Those questions are left out of the count. How we measure.
Run the free check on your store. You will see straight away whether AI assistants can find and read it.
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