← AI Shelf Index

ChatGPT · measured July 2026

The ChatGPT Shelf for Clay Masks & Natural Skincare

A dead heat at the top

innisfree and The Ordinary both land at 42%, and neither pulls away. This is the most crowded shelf of the eight — 251 distinct brands appeared across 608 questions, so nobody owns it. Ulta and Sephora account for two-thirds of the offers.

Questions asked
608
Brands seen
251
Offers recorded
3,168
Through a feed
75%

Who ChatGPT names

Share of shelf is the percentage of answers a brand appeared in. It is not a rank of quality or sales — it is how often the model brought the brand up when someone asked about a clay mask.

  1. 1 innisfree 42%
  2. 2 The Ordinary 42%
  3. 3 Kiehl's 32%
  4. 4 La Roche-Posay 25%
  5. 5 Aztec Secret 12%
  6. 6 Origins 12%
  7. 7 Beekman 1802 10%
  8. 8 Murad 9%

Where the offers come from

Every product ChatGPT showed came from somewhere. Brand-direct means the offer pointed at the brand's own store rather than a retailer.

  • Ulta 41% · 980 offers
  • Sephora 26% · 619 offers
  • Brand-direct 9% · 215 offers
  • Target 7% · 173 offers
  • Walmart 7% · 167 offers
  • Nordstrom 3% · 72 offers

How the shelf gets built

75% of the offers here arrived through a product feed rather than a page crawl, and 215 of them came direct from a brand.

Shelf position Offers Through a feed Brand named
Top of shelf 1,588 76% 70%
Positions 2–3 1,308 74% 66%
Position 4 and below 272 67% 64%

Who writes this shelf

Before ChatGPT names a a clay mask brand, it reads. These are the sources it cited most when building this shelf.

See every source that writes the shelf →

How we measured this

  • We asked ChatGPT 608 shopping questions about a clay mask in July 2026. The questions never named a brand, so nothing here was prompted into the answer.
  • Questions were repeated. ChatGPT does not answer the same way twice, so a single ask tells you nothing — share of shelf is the pattern across all 608 of them.
  • We recorded every brand mentioned and every product offer shown, 3,168 offers across 251 brands.
  • This is one engine, one country, one point in time. It is a snapshot of a shelf that moves.

Questions about the method, or think a number is wrong? Tell us — we will check it against the raw data and correct the page.

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Other shelves we measured