How AI Search Is Recommending Medical Spas: Monthly Trends

Executive Summary

The Medical Spas category enters October 2026 with LaserAway back in the coverage lead after briefly losing it to Milan Laser Hair Removal in August, and the margin at the top has narrowed sharply. LaserAway leads on valid recommendation coverage at 23.4% for October 2026, ahead of Milan Laser Hair Removal at 18.4%, a gap of 5.0 points. That is a materially tighter race than the July 2026 baseline, when LaserAway stood at 35.9% and Milan Laser Hair Removal at 34.9%, a 1.0-point gap. No brand posted a significant upward move from baseline to current; the category's largest single-month riser was SkinSpirit, up 0.9 points from 4.9% in September to 5.8% in October.

The category's leadership shift is best read through the full series. LaserAway fell from 35.9% in July 2026 to 15.4% in August, recovered to 27.4% in September, and settled at 23.4% in October, a net decline of 12.5 points from baseline. Milan Laser Hair Removal fell from 34.9% in July to 16.1% in August, rose to 20.3% in September, and closed at 18.4% in October, down 16.5 points from baseline. Both top brands are classified as significant decliners relative to the July 2026 baseline. That is the defining fact of the October 2026 reading: the two brands that anchored the category in July now hold a combined share well below where they started.

The sharpest decliner across the series remains SEV Laser, down 15.5 points from 22.7% in July 2026 to 7.2% in October 2026. That decline is a three-month downward streak and is significant relative to baseline. Its presence rate was nearly flat across the same span, 50.8% in July to 51.4% in October, which frames the story as a conversion problem rather than a visibility loss.

Restore Hyper Wellness was the clearest small-count riser, up 1.1 points from 0.3% in July 2026 to 1.4% in October 2026, a gain after dipping in September. Sono Bello rose 0.4 points from 0.3% to 0.7%, also a smaller-base move. Both sit at counts where a handful of prompts determines the percentage, so the direction is worth noting but the magnitude is not yet structural.

Each monthly run begins with 800 prompt-surface observations across the benchmark's defined AI/search surface universe. In July 2026, those 800 prompts contained 455 unique questions; 800 mentioned a tracked brand or competitor; 725 were relevant and 75 were irrelevant, leaving 295 qualified observations. In October 2026, the same 800 prompts contained 499 unique questions; 766 mentioned a tracked brand or competitor; 712 were relevant and 54 were irrelevant, leaving 278 qualified observations. The public metrics use the qualified observations that survive both qualification stages. August 2026 and September 2026 are intermediate months in this series and used 149 and 325 qualified observations respectively.

Key Findings

AI Response Inconsistency Alerts

The benchmark's conflict review detected 40 critical or high-severity factual inconsistencies across six AI platforms: ChatGPT, Copilot, Gemini, AI Overviews, AI Mode, and Perplexity. These are cases where platforms gave clearly incompatible answers to the same question with high confidence. Six brands in the tracked set appear in the conflict data.

Ideal Image

Thirteen critical and high-severity inconsistencies were detected for Ideal Image across all six platforms, the highest count in the vertical. Several concern the brand's rebranding status. When asked "Is Ideal Image now orange twist?", ChatGPT stated that "in many locations, Ideal Image has transitioned to OrangeTwist," citing an OrangeTwist location page, while AI Overviews stated that Ideal Image and OrangeTwist are "two completely separate aesthetic med spa companies." In a related conflict, Copilot stated that Ideal Image "has not rebranded into OrangeTwist," citing the company's investor relations page and a brand refresh announcement.

The brand's operating status produced the most severe cluster. When asked "What company owns Ideal Image?", Gemini claimed that Ideal Image "unexpectedly shut down its corporate operations and a vast majority of its clinics across North America," while Copilot described it as having "expanded aggressively across North America and is considered the largest national aesthetics brand in North America." The conflicting answers cited materially different sources, including a Glossy expansion report and a TPG investment announcement. A separate conflict on the same ownership question saw Perplexity attribute ownership to Steiner Leisure Ltd. under H.I.G. Capital, while ChatGPT stated the brand is majority owned by L Catterton with TPG Growth as a minority investor and Steiner Leisure as the parent division. When asked "Why is Ideal Image closing?", ChatGPT described the brand as "effectively dissolved, with locations closed or sold off," while Gemini stated it "did not completely shut down" and that many clinics would remain operational or transition to new ownership.

Two pricing conflicts were also flagged. On Botox per-unit pricing, Copilot stated a range of $11 to $25 per unit while ChatGPT stated "about $10 per unit standard, about $9 per unit with membership." On CoolSculpting cost per cycle, AI Mode stated a range of $600 to $1,000 or more while AI Overviews stated $350 to $700. When asked "Who took over for Ideal Image?", ChatGPT named several regional operators including SEV Laser and Face to Face Med Spa, while Copilot described a 2015 private equity acquisition by L Catterton of the parent company.

Skin Laundry

Ten critical and high-severity inconsistencies were detected for Skin Laundry across five platforms. The largest cluster concerns current leadership. When asked "Who is the CEO of Skin Laundry?", ChatGPT stated David McIntosh is the current CEO while Perplexity stated Gregg Throgmartin has held the role since 2018. AI Mode stated that McIntosh succeeded "longtime CEO Gregg Throgmartin," while AI Overviews stated Throgmartin is the Chief Executive Officer. The answers cited a mix of LinkedIn profiles, a Women's Wear Daily appointment story, and Beauty Independent coverage.

Membership cancellation terms produced another cluster. When asked "How to quit Skin Laundry?", ChatGPT stated cancellation is possible through a customer-profile form, customer service, or a clinic visit, while AI Mode stated cancellations "cannot be processed online, over the phone, or via email" and require an in-person clinic visit. Copilot stated a 30-day written notice requirement while AI Mode stated a 7-day cancellation form deadline. On unused credits, Copilot stated credits "remain available for up to 2 years" while ChatGPT stated they are "forfeited when you cancel." On initial commitment length, AI Mode stated a 3 to 4 month term while Copilot stated a 12-month commitment, citing a Skin Clique help article.

A treatment-cadence conflict was also flagged. When asked "How often should you do Skin Laundry?", ChatGPT stated the Signature Laser Facial should be done every 10 days while Perplexity stated every 2 weeks.

SEV Laser

Seven high-severity inconsistencies were detected for SEV Laser across all six platforms. Four concern whether patients should shave before a consultation. When asked "Do you have to shave before a SEV Laser consultation?", AI Mode, Gemini, and ChatGPT stated no shaving is needed for a standalone consultation, while Copilot and Perplexity stated the brand requires shaving 24 to 48 hours before. The responses drew on the brand's own pre-care and FAQ pages, which distinguish consultation prep from appointment prep.

A laser-type conflict was also flagged. When asked "What kind of laser is SEV Laser?", ChatGPT stated the brand "specifically says they do not use diode lasers or IPL," while Perplexity stated the brand uses "diode and Alexandrite laser systems." On appointment duration, AI Mode stated appointments range from 5 minutes to just over an hour while AI Overviews stated 10 to 25 minutes. On pricing, Copilot characterized the brand as "high-end, boutique" while Gemini called it "generally more budget-friendly" than LaserAway.

Sono Bello

Seven high-severity inconsistencies were detected for Sono Bello across three platforms: AI Mode, AI Overviews, and Perplexity. Most concern procedure pricing and fat-removal outcomes, with the answers citing the brand's own site alongside third-party comparison pages. On stomach procedure cost, AI Mode stated a total range of $7,000 to $15,000 or more while Perplexity stated $2,500 to $6,000. On fat reduction, AI Mode stated the brand can remove 50% to 70% of fat in a single session while AI Overviews stated roughly 24%. On weight loss per procedure, AI Overviews stated 8 to 10 pounds while Perplexity stated 2 to 3 pounds.

LaserAway

Two high-severity inconsistencies were detected for LaserAway. When asked "Is LaserAway legit?", ChatGPT stated the BBB profile shows a B+ rating while Copilot stated the brand "holds an F rating with the BBB." On chin treatment pricing, AI Mode stated a 10-session package lands in the $400 to $800 range while AI Overviews stated approximately $1,194, citing the brand's own pricing page.

Restore Hyper Wellness

One high-severity inconsistency was detected. When asked "Where can I get red light therapy in Wichita?", Gemini stated that "Recover Wellness is taking over the former Restore Hyper Wellness space," while Perplexity listed Restore Hyper Wellness in Wichita as a bookable red light therapy location.

Benchmark Context

The report separates the raw collection universe from the qualified analysis set. Brand-level recommendation percentages are calculated within the qualified benchmark set.

The September 2026 intermediate month carried 325 qualified observations, the highest in the series, before October settled at 278. August 2026 used 149 qualified observations. The collection universe held constant at 800 prompts across July, September, and October with no funnel figures supplied for August.

Benchmark-Level Metrics

The September intermediate month saw recommendation-shaped answer share land at 21.5%, meaning October's 25.9% is a partial recovery from that low point while still sitting well below the July baseline of 37.6%. The trend across the series shows recommendation intensity contracting from July through September, then stabilizing slightly above the September trough in October.

AI Recommendation Trend

Questions This Section Answers

• Which medical spa brands are declining most against the July 2026 baseline?
• How much has the gap between LaserAway and Milan Laser Hair Removal changed since July 2026?
• Did any brand post a meaningful gain in AI recommendation coverage this month?

LaserAway holds the current category lead after briefly losing it to Milan Laser Hair Removal in August, and the top two brands have compressed into a tighter cluster at a materially lower level than the July baseline, with three of the category's larger brands now classified as significant decliners.

No brand exceeded normal month-to-month variation on the upside in October relative to the July baseline. The category-level change came from the combination of the two largest brands giving back substantial share, alongside a persistent multi-month decline at SEV Laser and smaller downward moves at SkinSpirit, Skin Laundry, Ideal Image, and Ever/Body.

What Changed This Month

LaserAway

LaserAway holds first place at 23.4% valid recommendation coverage in October 2026, down 12.5 points from 35.9% in July 2026, a decline classified as significant. Against the prior month, coverage fell 4.0 points from 27.4% in September 2026, a move that does not itself clear the significant threshold. The largest single-month move in the brand's series was 20.5 points, spanning the August trough and September recovery.

Presence was 75.5% of observations in October 2026, down 5.5 points from 81.0% in July 2026, and down from September's 84.3%. Top-three placement fell from 30.9% of observations in July to 20.1% in October, down 10.8 points. Rank-one recommendations fell from 9.2% to 4.7%, down 4.5 points. In absolute terms, LaserAway earned 65 valid recommendations in October 2026, down from 106 in July.

The gap between presence at 75.5% and coverage at 23.4% means the brand appears in roughly three of every four observations but earns a valid recommendation in fewer than one in four. That ratio is the single largest presence-to-conversion gap among the higher-volume brands, and it widened against baseline.

Highest-priority diagnostic: Which prompt types now produce a mention without a recommendation, and whether the September-to-October decline is concentrated on a specific surface family or prompt category.

Milan Laser Hair Removal

Milan Laser Hair Removal holds second place at 18.4% valid recommendation coverage in October 2026, down 16.5 points from 34.9% in July 2026, a significant decline and the largest baseline-to-current drop in the category. Against the prior month, coverage fell 1.9 points from 20.3% in September 2026, a move not classified as significant.

Presence was 39.2% of observations in October 2026, down 14.0 points from 53.2% in July 2026. Top-three placement fell from 29.1% to 16.9%, down 12.2 points. Rank-one recommendations fell from 18.3% to 10.8%, down 7.5 points. In absolute terms, the brand earned 51 valid recommendations in October 2026, down from 103 in July.

Milan Laser Hair Removal continues to lead the category in rank-one rate at 10.8% of observations, ahead of LaserAway's 4.7%, and holds the strongest average recommended rank at 1.75. The brand is less widely present than LaserAway but converts a higher share of its presence into top-of-list positions.

Highest-priority diagnostic: Which prompt categories drove the presence loss from July, and whether the rank-one advantage is concentrated in a small number of high-intent prompts.

SEV Laser

SEV Laser holds third place at 7.2% coverage in October 2026, down 15.5 points from 22.7% in July 2026, a significant decline. Against the prior month, coverage fell 1.4 points from 8.6% in September 2026. This is the third consecutive month of decline relative to the prior reading, the longest downward streak in the category.

Presence was 51.4% of observations in October 2026, up 0.6 point from 50.8% in July 2026. Top-three placement fell from 17.3% to 6.1%, down 11.2 points. Rank-one recommendations fell from 5.8% to 4.3%, down 1.4 points. In absolute terms, the brand earned 20 valid recommendations in October 2026, down from 67 in July.

SEV Laser's presence held essentially flat across the series while its coverage fell by more than half. The decline sits in how often the brand appears in recommendation lists, not in whether AI systems mention it. That separates a visibility problem from a conversion problem.

Highest-priority diagnostic: Which prompt categories previously converted SEV Laser mentions into recommendations and now produce a different brand name instead.

SkinSpirit

SkinSpirit holds fourth place at 5.8% coverage in October 2026, down 3.7 points from 9.5% in July 2026, a decline that does not clear the significance threshold. Against the prior month, coverage rose 0.9 points from 4.9% in September 2026, the second consecutive monthly gain. Presence was 8.3% of observations in October 2026, down 4.6 points from 12.9% in July 2026. Top-three placement fell from 7.8% to 4.7%, a decrease of 3.1 points. In absolute terms, the brand earned 16 valid recommendations in October 2026, matching its September count and down from 28 in July.

SkinSpirit carries the highest net sentiment among brands with meaningful mention volume at 0.7, unchanged from baseline. The brand is positively regarded in the prompts where it appears, but its presence base is small enough that the two-month directional recovery runs on a handful of prompts.

Highest-priority diagnostic: Whether the September-to-October coverage recovery holds or reverts, and which prompt types are driving the added mentions.

Restore Hyper Wellness and Sono Bello

Restore Hyper Wellness rose from 0.3% coverage in July 2026 to 1.4% in October 2026, up 1.1 points and not classified as significant. Against the prior month, coverage rose 0.8 points from 0.6% in September 2026, a gain after September's dip. Presence reached 2.9% of observations. In absolute terms, the brand earned 4 valid recommendations in October 2026, up from 1 in July. Sono Bello rose from 0.3% to 0.7%, up 0.4 points, with 2 valid recommendations versus 1 in July and presence up from 1.0% to 2.2%.

Both brands operate at volumes where one or two prompts shift the percentage by several tenths of a point. The latest move is upward for Restore Hyper Wellness after a September dip; Sono Bello's prior-to-current move was slightly negative, down 0.2 points from 0.9% in September.

Highest-priority diagnostic: Whether the added recommendations sit in prompts representing genuine buying intent or in adjacent conversation that would not convert.

Body Details, Ever/Body, Ideal Image, and Skin Laundry

Body Details recorded no presence and no valid recommendations in October 2026, consistent across the series. Its presence rate fell 30.0 points from baseline, though the brand appeared in only 1 observation in July 2026. Ever/Body held 1.8% coverage, down 0.2 points from 2.0% in July 2026, with 5 valid recommendations versus 6 in July. Ideal Image held 2.2% coverage, down 0.5 points from 2.7% in July 2026, with 6 valid recommendations vs 8 in July. Skin Laundry held 1.1% coverage, down 0.9 points from 2.0% in July 2026, with 3 valid recommendations versus 6 in July.

All four brands sit in a small-count zone where a single prompt can move the coverage percentage by more than a third of a point. Body Details is the only brand with no presence at all across the current reading.

Highest-priority diagnostic: For brands in this zone, whether the small absolute recommendation counts sit in high-value prompt categories or in prompts unlikely to influence a purchase decision.

Buyer-Intent Interpretation

Questions This Section Answers

• Which buyer-intent clusters actually produced qualified observations in October 2026?
• Why can't the benchmark measure brand price positioning or head-to-head comparison outcomes?
• How often did AI systems give pricing analysis answers even though those queries didn't qualify?

In October 2026, all 278 qualified observations fell into the Brand Recommendation cluster. The pricing and value cluster and the multi-brand comparison cluster registered no qualified observations, consistent with the pattern across the full July-to-October series. Notably, AI systems produced pricing analysis answers in 133 of 278 responses in October 2026, and comparison analysis answers in 5, yet those answers were not qualified as buyer-intent observations in their respective clusters.

The public benchmark therefore measures which brand AI recommends when shoppers ask directly, but it cannot yet answer price positioning or head-to-head comparison questions. The volume of pricing analysis answers, 133 of 278 responses in October 2026, confirms that AI systems are frequently addressing cost, but the qualified set does not attribute those answers to specific brands in a way that supports comparison.

Brand Opportunity Summary

The benchmark identifies where attention is warranted; a company-level analysis is needed to explain why.

Evidence Behind the Benchmark

The aggregate metrics are built from prompt-level observations capturing query, surface, recommendation outcome, rank, sentiment, and citations where exposed. Company-level analysis can go deeper into prompt, competitor, surface, and evidence patterns. Source presence is not automatically treated as proof of causation.

About This Benchmark

This report is part of the CiteWorks Studio AI Visibility Market Discovery research program.

• AI Visibility Industry Market Methodology
• AI Visibility Industry Market Metrics
• AI Visibility Industry Market Standards

Report-Specific Interpretation Notes

• The August 2026 qualified observation count of 149 was the lowest in the series, and the September 2026 count of 325 was the highest; the October 2026 reading of 278 sits between them and shifts the denominator for month-to-month comparisons.
• Several small-count brands (Body Details, Ever/Body, Ideal Image, Restore Hyper Wellness, Skin Laundry, SkinSpirit, Sono Bello) operate at volumes where a single prompt can move a percentage by more than a third of a point.
• The benchmark identifies movement worth investigating; month-over-month movement does not by itself establish the cause of any gain or decline.

Next Step

The Public Benchmark Shows Where a Brand Is Winning or Losing. A Company-Level Audit Shows Why.

The aggregate percentages hide the questions that matter: which high-intent prompts are won, which competitor takes the recommendation when a brand loses, what attributes AI associates with each option, and which external sources shape those answers. A brand can hold the lead in aggregate while losing the rank-one position on the highest-value prompts, or maintain presence without converting that visibility into recommendations.

A company-specific AI visibility audit maps those prompt, surface, competitor, ranking, sentiment, and evidence-source patterns into a prioritized visibility strategy.

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