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KICKS (kicks.se) scores 77 out of 100 on Brand Analyzer, placing it in the Brand-Ready tier among E-commerce brands, Fashion & Apparel brands, in the 46th percentile of 14571 E-commerce brands.
KICKS is a Swedish e-commerce and retail company founded in 2009 that offers one of Sweden's broadest assortments of makeup, fragrance, skincare and haircare products. It sells both in physical stores and online, providing goods from leading international and local beauty brands. The company positions itself as Sweden's leading beauty destination, targeting beauty-conscious consumers, primarily women, who seek quality products at competitive prices, supported by regular offers and campaigns.
| Brand Name | KICKS |
|---|---|
| Domain | kicks.se |
| Industry | E-commerce, Fashion & Apparel |
| Founded | 2009 |
| Headquarters | 58 Kent Street |
| Main Competitors | Lyko (86/100), Sephora (85/100), Åhléns (80/100), Nordicfeel, Skincity |
Moz Domain Authority 41/100 vs category average 44 / leader 95 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #63,591 on the Tranco list of most-visited sites - strong traffic reinforces the brand's prominence to AI models.
KICKS appears on Wikipedia but without a dedicated company entity, so AI models can confuse it with similarly named subjects.
The homepage meta description reads "KICKS har ett av Sveriges bredaste sortiment inom makeup, doft, hudvård & hårvård. Shoppa produkter från ledande varumärken såväl i butik som på nätet." (Meta description: 24 words (ideal length). No OG description (falling back to meta)) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: canonical. Adding Organization and FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Content is SV-only, limiting citation in English-language AI answers.
Detected tech stack: Cloudflare.
Social footprint: verified profiles on YouTube, Instagram, Facebook, X (Twitter), LinkedIn, GitHub - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is KICKS?", Claude could identify the brand as of September 2026. KICKS is a Swedish beauty and cosmetics retailer, operating both online at kicks.se and through physical stores across Sweden and other Nordic countries, offering makeup, skincare, fragrance, and haircare products from a wide range of brands. Best known for Being one of the leading beauty and cosmetics chains in the Nordics.
When asked "Best brands similar to KICKS?", Claude would recommend KICKS as of September 2026. It's a well known and widely used beauty retailer in Scandinavia, so it would naturally come up alongside similar beauty e-commerce brands in that region.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
KICKS's main competitors in E-commerce: Lyko (86/100), Sephora (85/100), Åhléns (80/100).
Sources: Brand Analyzer scan
KICKS has limited AI-search visibility, scoring 42/100 on Brand Analyzer's AI visibility composite (visibility 45, trust 29, recommendation 54). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: KICKS official site
KICKS was founded in 2009. KICKS operates in the E-commerce category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
KICKS is headquartered in 58 Kent Street. KICKS operates in the E-commerce category.
Sources: Wikidata
KICKS offers makeup, fragrance (perfume), skincare and haircare products from a wide range of leading international and local beauty brands, available for purchase both in physical stores and online.
Sources: KICKS official site
KICKS scores 54/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest E-commerce options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: KICKS official site
KICKS is a Swedish beauty retailer, founded in 2009, that sells makeup, fragrance, skincare and haircare products through both physical stores and an online e-commerce platform.
Sources: KICKS official site
KICKS sells a wide range of beauty products-including makeup, perfume, skincare and haircare-from leading international and local brands, offering them through its retail stores and website in Sweden.
Sources: KICKS official site
KICKS can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: KICKS official site
KICKS is known for having one of Sweden's broadest assortments of beauty products, combining a wide brand selection with accessibility both in-store and online, plus regular promotional offers.
Sources: KICKS official site
KICKS primarily serves beauty-conscious consumers in Sweden, mainly women, who are looking for quality makeup, fragrance, skincare and haircare products at competitive prices.
Sources: KICKS official site
KICKS scores 42/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
KICKS has a limited AI-visibility profile at 42/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (54/100) and its weakest is trust (29/100). It benefits from a Wikidata knowledge-graph entry, a global traffic rank of #63,591 (Tranco) and a Moz Domain Authority of 41/100. The main gaps holding it back: no clear Wikipedia entity to anchor it in LLM training data, thin schema.org structured data and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify KICKS from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to KICKS: Kensium (77/100), Kellogg Garden Products (77/100), Kilimall (77/100), Kilobaitas.lt (77/100).
A step up - brands to learn from: Zoo Med Laboratories (81/100), ZonGuru (81/100).
Category leader: DHL (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.