Research
Which online skincare shops does AI recommend in Denmark?
Asked 30 times where to buy skincare online in Denmark, Claude recommended Matas in 25 of its answers and named it first in 21. Goodskin was also in 25 answers, followed by Hudplejeonline.dk in 19 and Nicehair in 18.
By Discoverable team
The most recommended shops
On 9 November 2026 we asked Claude, with web search, 15 questions a Danish shopper might type when buying skincare online, and asked each question twice. These are the shops it recommended most often across the 30 answers.
| Shop | Recommended in (of 30) | Named first |
|---|---|---|
| Matas | 25 | 21 |
| Goodskin | 25 | 3 |
| Hudplejeonline.dk | 19 | 2 |
| Nicehair | 18 | 3 |
| Lyko | 16 | 0 |
| Magasin | 10 | 0 |
| Boozt | 9 | 0 |
| Beautycos | 7 | 0 |
| Derma Space | 6 | 0 |
| ApoPro | 5 | 0 |
| Naturligolie | 5 | 0 |
“Named first” counts the answers where the shop was the first one mentioned. Matas opened 21 of the 30 answers.
Two shops in almost every answer
Matas and Goodskin each came up in 25 of the 30 answers, but in different places. Matas was usually the first name. Goodskin was named first only three times, all in answers to questions about smaller shops or alternatives to the big ones. Behind them, Hudplejeonline.dk, Nicehair and Lyko came up in more than half of the answers.
Smaller and greener questions bring other names
Matas was missing from only five answers: both answers about smaller Danish shops, both about alternatives to the big shops, and one of the two about sustainable skincare. Those questions brought in names that hardly appeared elsewhere, such as Naturelle, Naturlig Forskel and Korean Mini Shop. Both answers about sustainable skincare named Green Harmony, Naturligolie and ApoPro. In total the answers named 44 shops and brands.
The top is stable from round to round
Asking the same 15 questions a second time gave very similar results at the top: Matas and Goodskin were each recommended in 12 answers in the first round and 13 in the second. Further down the list moved more. Lyko rose from 6 answers to 10, while Magasin fell from 6 to 4.
Reviews were the main outside source
Claude cited Trustpilot pages in all 30 answers, often quoting a shop’s score or number of reviews. The price comparison sites PriceRunner and Prisjagt were cited in 15 answers, usually as a tip to compare prices. They are not counted as shops in the table.
What it means for an online shop
Thirty answers can’t tell you why one shop is picked over another. They do show that a shop can be close to the top overall and still only lead on one kind of question. If you sell skincare online, make sure your site says plainly what you are best for, whether that is range, price, natural products or advice, in text and in schema.org data, keep your reviews active, and consider an llms.txt file. To see where you stand today, measure your AI visibility on the questions your customers ask.
Method
- Date: 9 November 2026.
- Assistant: Claude with web search. Each answer came from a fresh session that knew nothing about this study or the other answers.
- Rounds: each question was asked twice, 30 answers in total, all of which came back.
- Counting: a shop counts once per answer it is recommended in, however often it is mentioned there. Spellings of the same shop were merged. Brands that sell directly are counted as shops; brands mentioned only as sold by another shop and price comparison sites are not.
- Limits: answers vary from day to day, and other assistants such as ChatGPT and Gemini may recommend other shops. The numbers describe these 30 answers, not the market.
The questions were asked in Danish:
- Where can I buy skincare online in Denmark?
- What are the best online shops for skincare in Denmark?
- Which Danish online shop would you recommend for skincare?
- Where do I get the best selection of skincare online?
- Which online shops have good prices on skincare?
- Where can I buy skincare with fast delivery in Denmark?
- Which online skincare shops have the best reviews?
- Where do I buy high-quality skincare online?
- Which smaller Danish online shops sell skincare?
- Where can I buy sustainable skincare online?
- I’m buying skincare as a gift. Which online shop should I use?
- What are good alternatives to the big online shops when buying skincare?
- Which online shops are known for good customer service when buying skincare?
- Where can I buy skincare with free shipping and easy returns?
- Recommend three online shops for skincare and briefly explain why.
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