Why Beauty and Wellness Brands Need GEO: The Future of SEO for Generative Search
Generative Engine Optimization for Brands
The beauty and wellness industry is more competitive than ever. Consumers are no longer just browsing Google—they’re asking generative engines like ChatGPT, Gemini, and Perplexity what skincare to buy, which supplements to try, or which clean beauty brands they can trust. This is where GEO (Generative Engine Optimization) becomes critical.
What is geo?
GEO stands for Generative Engine Optimization.
It’s the evolution of traditional SEO (Search Engine Optimization), but instead of optimizing content for Google’s “10 blue links,” GEO focuses on optimizing content for generative AI platforms like ChatGPT, Perplexity, Gemini, or Bing Copilot—tools that provide synthesized answers rather than just listing websites.
In simple terms:
GEO = Making sure your brand, product, or content shows up in AI-generated answers when consumers ask questions.
Why it matters:
Search is changing: More people are asking AI assistants directly for product recommendations (“What’s the best serum for dry skin?”) instead of searching Google.
Visibility drives sales: If your brand is cited in those answers, you gain trust and have a higher chance of converting that consumer.
Authority is key: Generative engines prioritize structured, reliable, and expert-backed content.
Example:
Traditional SEO: Rank on page 1 of Google for “best moisturizer for sensitive skin.”
GEO: Get ChatGPT or Gemini to recommend your moisturizer when a user asks “What’s the best moisturizer for sensitive skin under $30?”
👉 In short: GEO ensures your brand is visible, trusted, and recommended in the AI-powered future of search.
Reddit, Youtube leading GEO support
Non-brand domains and publications offering citations for brand recommendations and classifications such as for sensitive skin, anti-acne, long-wear lip gloss, long holding mascara, will drive bigger impact than producing a number of content pages linked to the brand’s website. While these are still important for SEO, this is no the solution for GEO success.
According to this BOF article, “Reddit is the top source of citations on ChatGPT answers, showing up in 40 percent of them, followed by Wikipedia.”
Real User Context: A Reddit Insight
While not GEO-specific, this Reddit quote captures how professionals think about AI in keyword strategy:
“AI can help generate seed keywords, questions, and long-tail terms—but it's a complement, not a replacement, for SEO tools like Semrush.”
This reinforces that GEO/AEO-related queries emerge from the convergence of traditional SEO practices with new AI-centric strategies.Why GEO Matters for Beauty and Wellness Brands
Traditional SEO focused on ranking high in Google’s search results. But when AI engines provide direct answers, your brand's visibility depends on being cited in those AI-generated responses. If your products aren't mentioned, you risk losing consumer attention—even if you’ve invested heavily in SEO.
That’s why beauty and wellness brands must now prioritize SEO for generative search. When someone asks, “What’s the best serum for dry skin?” or “Which supplements support immune health?”, generative engines draw from trusted sources. If your brand is optimized for GEO, your product could be the one that appears.
How to Get Mentioned in ChatGPT
One of the most common questions brands ask is: How to get mentioned in ChatGPT?
The answer lies in structured, authoritative, and AI-friendly content:
Use a Q&A format: Ask questions like “What is the best cruelty-free moisturizer for sensitive skin?” and answer them clearly.
Add schema markup: This structured data makes it easier for AI to understand and reference your content.
Build credibility: Collaborate with dermatologists or wellness experts to earn trust.
Target long-tail keywords: Include naturally conversational phrases like “vegan collagen supplements with clinical studies.”
Generative Engine Optimization (GEO) Strategy for Skincare
Generative Engine Optimization (GEO) is about adapting skincare marketing and content strategies for a world where search engines increasingly rely on AI-generated answers (like ChatGPT, Google’s SGE, and Perplexity). Instead of only optimizing for traditional keyword rankings, a GEO strategy ensures that your skincare brand becomes part of the AI-generated responses consumers see when they search for skincare treatments, routines, or local providers.
1. Understand User Intent in Skincare
Consumers searching for skincare fall into three main buckets:
Problem-driven (“best moisturizer for acne-prone skin in dry weather”)
Treatment-driven (“hydrafacial near me in Santa Monica”)
Education-driven (“how to treat sensitive skin in humid climates”)
A GEO strategy identifies these queries and produces AI-ready answers that engines can easily pull into conversational responses.
2. Create Conversational, AI-Friendly Content
Unlike traditional SEO (which leaned on keyword density), GEO content should:
Be Q&A structured (mimicking how people ask skincare questions to AI).
Provide clear, concise, authoritative answers.
Include locally contextualized details (e.g., “Skincare in Santa Monica often requires extra hydration due to ocean winds and sun exposure”).
Use natural language over keyword stuffing, since generative engines prioritize readability.
3. Leverage Local + Skincare Expertise
For skincare, GEO SEO requires layering local signals with expert authority:
Local GEO layer: “best acne facial in West Hollywood,” “dermatologist-approved skincare near Venice Beach.”
Authority layer: Cite dermatologists, estheticians, or research-based skincare practices so generative engines trust your content.
Content types to prioritize: Local landing pages, FAQ hubs, treatment guides, ingredient explainers (fragrance-free, non-comedogenic, etc.).
4. Optimize for Featured Snippets + AI Summaries
Skincare businesses should aim to “feed” AI by structuring content that engines can summarize:
Step-by-step routines (“3-step routine for sensitive acne-prone skin”).
Lists & comparisons (e.g., “Vanicream vs. CeraVe: Best for sensitive skin?”).
Clear recommendations (like dermatologist-backed top 3 moisturizers for dry acne-prone skin).
These formats are easily digestible for AI and more likely to surface in generative answers.
5. Integrate Generative Content Scaling
Use AI tools to scale local skincare content while keeping it authentic:
Create location-specific treatment pages (e.g., “Hydrating facials in Santa Monica” vs. “Acne facials in Culver City”).
Build seasonal skincare blogs with local context (“Summer skincare tips for Los Angeles sun exposure”).
Generate FAQ-rich content that mirrors how people query AI (“What is the best moisturizer for acne-prone skin that’s still dry?”).
✅ In short: A generative engine optimization strategy for skincare means building authoritative, conversational, locally relevant, Q&A-style content that AI engines can easily use to answer user questions — ensuring your brand becomes the trusted skincare recommendation.
Driving Conversions Through GEO
Visibility alone isn’t enough. GEO is also about driving conversions. When generative engines recommend your beauty serum or wellness tea, that becomes a direct path to purchase.
Here’s how GEO can power conversions for beauty and wellness brands:
Trust at the moment of intent: An AI recommendation carries authority. Consumers are more likely to choose your brand.
Fewer steps to purchase: Unlike conventional search, GEO puts your brand frontline, reducing friction.
Personalized uplift: AI engines tailor suggestions—for instance, “best anti-aging cream for sensitive skin over 40.” If your content fits that niche, you win.
Improved brand recall: Regular mentions in AI responses keep your brand top-of-mind.
Optimized product storytelling: Structuring your product descriptions, testimonials, and claims to AI-friendly formats ensures key benefits are understood.
For beauty and wellness brands, GEO is more than marketing—it means aligning with how modern consumers shop.
Why Experts Say GEO Is Essential
As The Business of Fashion recently highlighted:
“As consumers increasingly use AI platforms for beauty recommendations and shopping, brands are strategising for ‘GEO’, or ‘generative engine optimisation’, so their products are more likely to be picked up by large language models like ChatGPT.”
(businessoffashion.com)
The article explains how beauty brands are revamping websites and messages to improve their visibility—and accuracy—in AI-generated results.
With platforms like ChatGPT now influencing the early stages of the beauty purchase funnel, optimizing for GEO is not optional—it’s expected.
Real-World Examples: Beauty Brands Winning With GEO
Glossier: Becoming Part of the AI Conversation
Glossier adopted a forward-thinking "Search-Everywhere Optimization" strategy—an ideal match for GEO. By maintaining consistent brand voice and structured product information across all digital touchpoints, Glossier positioned itself as a reliable and recognizable source for AI platforms to reference eCommerce Fastlane.
Results:
Frequent mentions by AI-generated recommendation engines
Sustained organic growth, even in the face of declining social media reach
Higher-quality traffic and improved conversion rates—users arriving already pre-educated by AI-assisted research eCommerce Fastlane
This example highlights the power of GEO to elevate a brand’s presence—not just visibility but awareness and trust—directly within AI-generated recommendations.
L’Oréal and AI Recommendations
L’Oréal: As one of the world’s largest beauty companies, L’Oréal is exploring GEO strategies to strengthen consumer trust in AI recommendations. By aligning its diverse portfolio of products with conversational, consumer-driven queries (e.g., “best drugstore foundation for oily skin”), L’Oréal is ensuring its brands are present when AI-powered answers shape purchase decisions.
These brands illustrate how GEO can translate into real consumer visibility and growth, particularly in competitive beauty and wellness markets.
Partnering With a Generative AI SEO Strategies Agency
Keeping pace with AI requires expertise. A Generative AI SEO strategies agency can help with:
Auditing your content for GEO-readiness
Aligning with consumer intent in AI search
Building the authority signals that AI models trust
Tracking visibility and conversions in generative search channels
GEO for Skincare
We tested geo and prompted chatgpt with a question on sensitive skincare
We asked CHATGPT, “what is the best moisturizer for sensitive, acne-prone skin that still is also dry and won't cause breakouts?” and it produced the answer above. While we know as skincare enthusiasts that these are all great moisturizers, ChatGPT is pulling data from publications that might have more of a publicity angle that an incredibly authentic recommendation.
The moisturizers might be great, but will they completely fit the criteria of the question? For example, the moisturizer might be hydrating, however, what research shows a low percentage of breakouts or skin irritation?
While we’re still early days in the GEO, and while SEO or creator content never truly resolved the question of whether a product is a good fit for you, it’s more important than ever to produce visual and verbal content for your product and brand, with an emphasis on generative engine optimization.
In a perfect world, a group of doctors, clinicians and users would outline proof that the product’s formula has been tested and that results are genuine.
What’s interesting behind reviews it that there’s still a great deal of monetary incentives behind reviews, including from doctors. Will GEO break down these walls and drive more authentic product reviews?
The Future of Discoverability in Beauty and Wellness
The way consumers discover brands is changing. Generative AI is powering many of today’s recommendations and purchases. By investing in GEO now, beauty and wellness brands can secure visibility, build trust, and drive conversions—today and into the future.
Ready to future-proof your brand? Optimize your GEO strategy today and ensure that when consumers ask generative engines for beauty and wellness recommendations, your brand is the one they mention. Email hello@sosloane.com to connect on GEO and optimizing brand marketing strategy,
