Digital marketing is continuously evolving and beauty brands are seeing a significant shift in consumer search behavior. One of the most telling indicators in the last few years has been the skyrocketing use of the word “best” in online searches. Whether it’s “best foundation for oily skin,” “best cruelty-free mascara,” or “best anti-aging serum,” consumers are no longer just browsing products or loyally shopping their favourite brand, they’re seeking curated, expert-led recommendations. This change isn’t just about what users are typing; it reflects a deeper requirement for authority, reliability, and personalised answers users are looking for in their search. With these technological advancements and shifts in consumer behaviour we’re seeing, Gen AI and beauty marketing have never been more closely aligned.
What the ‘best’ search boom means for beauty brands
Tools like Google Trends, Ahrefs and SEMrush show how queries starting with “best” have seen a significant increase over years particularly in the beauty and skincare sectors. This trend signals a mindset shift from passive, top of funnel discovery to bottom-funnel, high-intent decision making. For beauty brands, this is a golden opportunity to position themselves as the go-to choice in their category.
Brands like Charlotte Tilbury and The Ordinary have capitalised on this by creating SEO rich content and digital PR campaigns around terms like “best highlighter” and “best budget skincare.” These campaigns often feature customer reviews, third-party award wins and influencer content. These are all designed to feed search engine algorithms while also building authenticity and consumer trust.
AI and the new rules of beauty marketing
With the rise of AI and advanced NLP models like ChatGPT and Google Gemini, search is becoming less about links and more about answers. Consumers now expect conversational, nuanced responses to their searches. The result? Beauty brands need to reshape how we approach content.
AI is also driving hyper-personalisation in search. Tools powered by machine learning are analysing user behavior, skin types, past purchases, and even regional preferences to deliver highly tailored product suggestions. This means that ranking for “best moisturiser” may depend not only on a brands keyword strategy but also on how well your brand meets the needs of a specific niche or demographic.
AI and the future of SEO
Search still remains a major discovery channel in beauty marketing, but it is declining since people are using it less. This means that getting SEO right is more important than ever. While AI tools can enhance content creation and speed up workflows, they can’t replace the core principles of SEO which focuses on user experience, intent, delivering helpful and high-quality content, and building long-term trust and authority.
Digital PR – the trust indicator behind AI search
In a world where AI ranks content based on quality signals like authority, engagement, and backlinks, digital PR is more vital than ever. Earning placements in top-tier publications like Vogue, Women’s Health, or Elle helps brands build credibility that algorithms recognise and reward.
Medik8 is a perfect example of a brand mastering SEO, PR and AI. They create SEO optimised content that is educational and mirrors how consumers research skincare, for example “best retinol for beginners” while utilising FAQ sections and have clear ingredient benefits. They use AI-style personalisation tools on their website to guide users to the right products for their skin and have a consistent digital PR presence that earns coverage and links in high-authority publications while partnering with professionals to build credibility.
What beauty brands should do now
- Optimise your site for ‘Best’ keywords to target high-intent “best” searches
2. Create AI-friendly content thats informative, conversational and answers real customer questions.
3. Use digital PR to gain authoritative backlinks and brand mentions in high domain authority publications.
AI, search, and digital PR in beauty marketing is transforming how consumers find and trust beauty products. By understanding consumer behaviour and the importance of “best” searches (e.g. “best SPF for oily skin”), beauty brands should leverage AI-driven tools to help optimise search and digital PR for these terms. For beauty brands to be seen and to be chosen, their content needs to rank and resonate with the customer.
At Foundation, we’re constantly tracking the latest trends in beauty and the broader digital landscape. We help beauty brands stay ahead by creating innovative digital strategies that ensure you show up for the right terms, in the right places, at the right time. From SEO, PR, and PPC to emerging challenges like visibility in AI-generated answers, we’re here to help you navigate it all. Get in touch to learn how we can support your next phase of growth.
