Agenda-setting intelligence, analysis and advice for the global fashion community.

The Beauty Brands ChatGPT Tells People to Buy

Keywords are just one part of the equation when it comes to showing up in consumers’ highly detailed requests for beauty advice on ChatGPT, Claude and Gemini.

Influencers have been asking ChatGPT to create skincare routines and posting the results on TikTok. (TikTok)

Liz Flora

03 March 2026

BoF PROFESSIONAL

When influencer Aysha Harun found her skin breaking out on a trip to New York, she didn’t call her dermatologist or schedule an emergency appointment. She simply asked ChatGPT. The AI response told her to swap her Summer Fridays skin mist for Laneige’s hyaluronic acid- and ceramide-rich formula. It said she could keep her Glow Recipe toner, but recommended switching from daytime to nighttime use and limiting it to three times a week to prevent skin irritation.

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About the author

Liz Flora

Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.

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