Herm for Brands
Get your score
Products
Brand Visibility Product Readiness Customer Intelligence Offers AI Distribution Readiness Reports
Resources
AI Commerce MapIndexBlogAbout
The Herm Index · United Kingdom · Cosmetics

The cosmetics brands AI actually recommends in the UK.

A standing, personalization-free measurement of how five AI models answer real shopping questions about cosmetics brands in the UK — the same questions, asked the same way, refreshed every week. No brand can pay to move up.

Refreshed Jul 20, 2026 312 brands 9 tracked questions 5-model panel ChatGPT · Claude · Gemini · Perplexity · Grok methodology →
Rank is computed from model answers on a fixed panel — the same questions, personalization off, for every brand. Nobody buys their way up the Index.
— Index methodology · fairness note
◍ herm · index

United Kingdom · Cosmetics

Ranked across all 9 tracked questions showing top 12 of 312 brands · sample data
# Brand Score Δ wk GPTCLAGEMPPXGRK Claim
01 Maren Skin 92.4 ▲ 1.4 87 98 89 95 93 claimed ✓
02 Véa Paris 89.1 ▲ 2.1 93 82 92 87 86 claimed ✓
03 Osma Lab 86.7 ▼ 3.8 89 88 87 86 81 ◒ is this you?
04 Nord & Néroli 84.9 ▲ 5.2 84 92 85 91 91 claimed ✓
05 Cœur Botanics 82.3 ▲ 0.6 84 79 88 85 80 ◒ is this you?
06 Sable Rae 80.6 ▼ 1.3 81 86 79 84 81 ◒ is this you?
07 Ilex & Bloom 78.2 ▲ 3.4 76 73 77 75 74 claimed ✓
08 Aveline Rue 75.8 ▼ 0.5 75 73 79 79 69 ◒ is this you?
09 Marrow Skincare 73.1 ▲ 1.2 75 79 77 74 77 claimed ✓
10 Brume Studio 71.4 ▲ 2.9 67 74 65 66 67 ◒ is this you?
11 Fenna Wilds 69.7 ▼ 0.7 73 75 64 77 69 ◒ is this you?
12 Oria Skin 67.9 ▲ 0.4 73 73 69 75 73 ◒ is this you?
Computed from a fixed, personalization-free 5-model panel · refreshed weekly · methodology → sample data
The measurement

This ranking is only these questions.

The Index is not a vibe — it is a fixed set of shopping questions put to every model. Toggle any question to recompute the ranking above and see who holds up when the question changes.

Tracked questions 9 / 9 active

Intent and niche tags are how Herm classifies each query. The full question set and per-model transcripts are in the methodology appendix.

Selecting questions recomputes the ranking above. Without JavaScript the table stays ranked on the full question set.

Cross-sections

Slices of the same panel, pre-rendered.

Each list ranks the same brands on only the questions in that niche.

Best for Sensitive skin

according to AI · Sensitive skin
01 Maren Skin 100.0
02 Sable Rae 83.3
03 Marrow Skincare 81.1
04 Aveline Rue 79.8
05 Oria Skin 74.9

Best for Clean & vegan

according to AI · Clean & vegan
01 Cœur Botanics 95.0
02 Nord & Néroli 89.6
03 Ilex & Bloom 87.5
04 Fenna Wilds 75.7
05 Brume Studio 74.7

Best for Value

according to AI · Value
01 Osma Lab 99.4
02 Maren Skin 95.4
03 Sable Rae 84.3
04 Brume Studio 79.1
05 Oria Skin 73.6
Readiness signals

Visibility is rung one of four.

The Index measures whether AI can find you. Being sellable, chosen, and proven are the rungs above — where a headline score becomes a full readiness breakdown.

312
brands tracked
9
questions · this sector
5
AI models on the panel
6 wk
of ranking history
The ladder Brand Visibility Live Product Readiness Early access Customer Intelligence Early access Offers Waitlist AI Distribution Roadmap
◒ Is one of these brands yours?

Claim your brand and see the full breakdown.

Your headline score is public. The four-rung readiness breakdown — where you are absent, why models pass you over, and which rung to climb first — is yours the moment you claim.

Claim your brand →
Not ready to claim?

Get the weekly United Kingdom cosmetics movers — who rose, who fell, one methodology note.

Questions

How is this ranking measured?

A fixed five-model panel — ChatGPT, Claude, Gemini, Perplexity, Grok — asked cosmetics buyers’ real questions weekly, on a neutral, personalization-free methodology.

How often does it update?

Weekly, same cycle as the Herm sector reports.

Can a brand pay to rank higher?

No. Paid placement is not available in any market. Rank is computed from model answers on the same fixed question set for every brand.

How do I claim my brand?

Free — claiming generates your full AI Commerce Readiness Score during onboarding.