How Natasha Denona grew AI-attributed revenue 67% with Swap Discovery

Natasha Denona is a global prestige makeup brand built on pigment. Founder Natasha Denona spent about 25 years as a professional makeup artist before launching the brand in 2016, driven by a wish for eyeshadow with stronger pigmentation, blendability, and color payoff than she could find. She still develops products and formulas with her team.

Today the brand sells through its own sites in the US, Europe, and Israel, and through retailers including Sephora, Cult Beauty, and Anthropologie. Shoppers have started asking AI where to find and what to buy. Natasha Denona wanted to be in the answer, so it turned to Swap Discovery: a Shopify-native AI visibility tool that measures where a brand appears in AI search, identifies what may be influencing that visibility, and writes the fixes into the store.

The challenge

A new AI channel and a presence to build

Shoppers increasingly discover, compare, and buy through AI, and AI agents drove 20% of all retail sales during the 2025 holiday season. Natasha Denona saw the shift. The team was not yet working on AI search visibility, and the brand's visibility, traffic, and revenue from AI were essentially flat.

• No foothold yet: the team felt the brand was not well positioned for a discovery channel that was already growing.
• Three markets, three sets of work: the US, Europe, and Israel each have their own website, content, products, and search landscape.
• A full catalog to cover: optimizing everything at once was not realistic, so the team needed a place to start.
• A way to measure the payoff: the team wanted AI visibility to show up as incremental revenue, so it needed to trace AI sessions through to orders.

The solution

Build depth around one collection

Rather than optimize the whole catalog, Natasha Denona focused Swap Discovery on one collection: HY-GLAM. The aim was to make it easier to discover through useful product education, with a clear page-level result to track.

1. Install and baseline. The team installed Swap Discovery, generated its first set of prompts, and mapped how the brand appeared in AI search. The first months went to the technical basics AI systems rely on, like sitemap setup, FAQs, and structured product knowledge.
2. A workflow built around the team. Swap and the Natasha Denona team set what runs automatically and what goes through internal approval. Content for the HY-GLAM collection published automatically, while selected blog articles and FAQ updates were approved by the team first.
3. Focused content for the HY-GLAM collection. Concealer guides published automatically from mid-August through September, covering explainers, skin-type guidance, shade matching, application techniques, and comparisons with other concealers.
4. Wider account updates. The same approach extended across the collection to foundation, with shade-matching and layering articles and an evergreen shade-matching page, plus approved FAQ updates across the account.
5. A shared Slack channel. The team asks questions, reviews recommendations, and submits feature requests directly. That loop shaped the product: Natasha Denona was using a separate app for JSON-LD structured data, so Swap added the capability to Swap Discovery.

The results

AI-attributed revenue grew 67% month over month

From August to September, more shoppers arrived at the Natasha Denona store from AI platforms, and more of those visits ended in an order.

What the data shows:

• More AI visits. Sessions from AI platforms increased 19.2%.
• More attributed purchases. AI-attributed transactions rose 50% across the brand.
• HY-GLAM growth. AI visits to the HY-GLAM Concealer page, the collection's featured product, rose 44.6%.

Methodology: AI-attributed revenue counts orders from sessions that arrive from AI platforms. Growth compares August 2-29 with September 2-29, 2026. Results describe observed performance during Swap Discovery usage.

The first stage built the baseline. The next stage stays focused: a small set of collections and products that already convert, with Swap Discovery's recommendations and execution concentrated on them. The team measures AI traffic and revenue, and what works expands across more collections, categories, and markets. For Natasha Denona, a single-collection focus gave AI visibility a clear, measurable target.