SEO in the Age of AI -How Cosmetics Brands Can Still Win (and Grow)

By: Dhanesh Shelat 

Founder @Leads Champs ​​

Google's rollout of AI Overviews (formerly called the Search Generative Experience) has fundamentally changed how people interact with search results. Instead of clicking into websites, users are now often met with AI-generated summaries pulling answers from various sources — reducing traffic to brand-owned content. A recent study by Conductor found that major sites like WebMD, Healthline, and Wikipedia lost between 54%–76% of their traffic from Google since the launch of AI Overviews. For cosmetics brands — especially SMEs — this presents both a challenge and a moment of opportunity. With the right strategies, brands can still grow visibility, credibility, and conversions in an AI-powered search world.

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