Azelis, Brenntag Lead AI Search for Cosmetic Ingredients
A new Pitman Comms report shows cosmetic ingredient distributors frequently appear in top AI search results, with Croda consistently ranking among manufacturers for UK-focused queries.
Distributors Dominate AI Ingredient Searches
A recent Pitman Comms Visibility Index Report, focusing on Generative Engine Optimisation (GEO), indicates that cosmetic ingredient distributors frequently receive top recommendations in unbranded artificial intelligence (AI) searches.
The study, titled 'GEO in the Beauty Ingredients Supply Chain,' analyzed responses from OpenAI’s ChatGPT to a specific query about functional cosmetic ingredient suppliers for the United Kingdom. This research suggests that businesses seeking new suppliers through AI are more likely to encounter distributors than direct manufacturers.
Top Suppliers Identified in UK Context
The Pitman Comms report, based on three repeated conversations with ChatGPT, asked for five functional cosmetic ingredient suppliers serving the UK and their principal functions. Distributors Azelis, Brenntag, and Harke consistently secured four of the top five recommendation spots across the various answers.
Croda, classified as a manufacturer within this UK sourcing context, was the only supplier to appear in every top five list. Other suppliers mentioned in the results included Surfachem and Infinity Ingredients, highlighting a diverse but distributor-heavy landscape in AI search outcomes.
Understanding AI's Role in Sourcing
Simon Pitman, founder of Pitman Comms, explained the report's aim is to spotlight ingredient suppliers, a conversation often overshadowed by consumer brands. He noted that while a supplier may have strong science and customer relationships, new buyers might not know their name.
When these customers turn to AI for formulation solutions, the suppliers that enter the conversation are crucial. Pitman clarified that the findings do not question the value of distribution but help manufacturers understand how their ingredients are presented across discovery routes, acknowledging that understanding AI search influence is still an early stage.
Implications for Asia's Beauty Supply Chain
For Asian beauty brands and ingredient manufacturers, these findings show the growing importance of Generative Engine Optimisation (GEO) in global sourcing. Asian ingredient suppliers, particularly those focused on manufacturing and direct sales, may find their visibility challenged if AI searches prioritize distributors.
To ensure discovery by international buyers, Asian manufacturers should evaluate their digital presence and GEO strategies to optimize how their products and expertise appear in AI-driven search results.
Brands sourcing from Asia will also need to consider that AI tools may initially direct them to distributors, requiring further due diligence to find direct manufacturing partners.
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