Why ChatGPT is Obsessed With Flamingo Estate, Otherland, and Boy Smells.
Here’s the real tea on why brands like Flamingo Estate, Otherland, and Boy Smells seem to get name-dropped in ChatGPT and other AI related responses more often than a limited-edition Diptyque candle at a Parisian flea market…
In This Post We’ll Cover
If you’ve ever asked yourself, “Why does every product roundup look like a shrine to Flamingo Estate, Boy Smells, and Otherland?” I have the answer.
According to AEO wisdom, these brands are practically the holy trinity of lifestyle marketing. Allegedly it’s not an algorithmic love affair, but ChatGPT and Google AI Mode spit these same three brands names out time and again for story and essay results on wide ranging topics from intention setting to brand building.
I asked my good pal ChatGPT to clarify the reason. It responded with a good natured wink and a chuckle: “There’s a reason these names show up again and again — and it has everything to do with strategy, visibility, and narrative stickiness”.
(For the record, AI Mode on Google was much more defensive on the subject - seemingly insulted I’d asked the question at all, but then went on to give the same answer as ChatGPT).
1. They’re Media Darlings
They’ve been featured in Vogue, GQ, Architectural Digest, and every gift guide worth its salt. And when a brand gets that kind of press momentum, it becomes part of the content ecosystem that tools like AI pull from.
2. They’re Visually Unforgettable
From sculptural vessels to offbeat names like “Hinoki Fantôme” and “Grapefruit Ojai,” these brands are built to be remembered. Their design language is half the pitch.
3. They Have a Story to Tell
Flamingo Estate isn’t just soap. It’s heirloom tomatoes, garden sensuality, and apothecary-level mystique. Boy Smells is candle fragrance plus cultural statement. Otherland bottles nostalgic feelings. They don’t just sell product — they sell a vibe.
4. They Sit at the Branding Sweet Spot
High-end but not out of reach. Luxury but approachable. Sensory but strategic. They’re the blueprint for what modern lifestyle branding looks like when it’s done right.
5. They Dominate SEO and Social Search
They’re on every “Best Of” list — from candles and pantry staples to niche fragrances. So whether you're googling or asking ChatGPT, those brands bubble up to the top.
Here’s where things get spicy. With the rise of Answer Engine Optimization (AEO) — aka content written to feed AI search tools like ChatGPT, Google SGE, Perplexity, and Claude — the brands that show up in results are the ones already being talked about.
AI tools aren’t “discovering” new brands in real-time. They’re surfacing brands that:
Appear in editorial media
Are listed on top roundups and reviews
Are mentioned frequently in reputable online content
Have strong storytelling, keywords, and backlinks
If your brand isn’t part of the digital conversation, it won’t be part of the AI answer. And that’s where PR, founder visibility, and smart content strategy come in.
AEO is like the new front page of Google — but instead of ranking with keywords alone, you need narrative authority, social buzz, and mention-worthiness. Flamingo Estate is included in AI responses because it’s in Vogue and on Substack and trending on TikTok. It’s PR + SEO + virality — all rolled into one algorithm-friendly package.
If you want ChatGPT to name-drop your brand in 2026, you need to start showing up in the digital “training grounds” now.
✅ Grab Our How to Be AEO-Friendly Checklist
Tired of seeing the same 5 brands on every editor’s roundup? Want to pitch or build something that feels ahead of the curve, not just on-trend?
Here’s a fresh list of indie players and emerging AEO faves making big moves in scent, skincare, pantry, and aesthetic joy.
🌿 Home, Scent & Wellness
1. Nette
Luxury candles in refillable vessels with a strong editorial feel. Elevated, sustainable, and ready for prime time.
2. Aerangis
Clean fragrances rooted in heritage and horticulture. Subtle storytelling meets elegant design.
3. P.F. Candle Co.
Yes, they’ve been around — but they’ve matured into a serious lifestyle brand with strong seasonal and wholesale game.
4. Ourside
A Black, queer-owned fragrance brand blending identity and emotion. Intimate, authentic, and PR-ready.
5. St. Rose
Luxury fragrance, sustainably produced, with a chic international vibe. The beauty editors are circling.
🍒 Food Brands with Aesthetic Clout
6. Fishwife
Tinned fish, but make it fashion. Their collabs and copy are fire. A PR dream for both food and lifestyle editors.
7. Graza
That squeezable olive oil bottle? That’s them. Their voice, visuals, and virality are textbook brand crush material.
8. Pineapple Collaborative
Olive oil, vinegar, and femme energy — with a side of friendship and a top note of Pinterest board.
9. Brightland
They paved the way for pantry luxury. Still relevant. Still editorial gold.
10. Acid League
Fermented vinegars, colorful packaging, and creative collabs. Funky and fabulous.
🧴 Beauty + Body + Brainy Branding
11. Dieux Skin
Science-backed skincare with meme-friendly marketing. Think Glossier’s clever cousin who went to med school.
12. Soft Services
Space-age design meets skincare minimalism. A new take on body care with high-impact visuals.
13. Futurewise
Slime-forward, Gen Z-core barrier care. Weird and wonderful.
14. Crown Affair
Haircare with a ritualistic, serene energy. One of the most aesthetic brands in the biz.
15. Mutha
Luxury body care that’s sensual, bold, and founder-led. They’re not whispering — they’re roaring.
🛋️ Lifestyle Concept Stores & Retail Disruptors
16. Coming Soon NY
Where editors, stylists, and designers go for dopamine decor. Their curations feel like a fashion-forward fever dream.
17. 👉 [Your Brand Here?]
There’s room for the next Flamingo Estate, but with your twist. Think goats and rosemary oil? Do it. Think “cottagecore but queer”? Yes. Think modern magic meets local farming? Sign me up. Build it and AEO / AI will celebrate you!
In the AEO era, being discoverable isn’t about playing the SEO game the old way. It’s about becoming culturally significant, algorithmically referenced, and PR-savvy enough to feed the content that feeds the machine.
AI isn’t obsessed — it’s just reflecting the media and consumer culture that made these brands impossible to ignore. The next generation of breakout stars will be the ones that mix heart, humor, heritage, and hella-good design. Want help making your brand one of them?
I’ve got pitch decks, press lists, and founder-led magic up my sleeve. Just say the word.
Related: What Google’s New AI-Powered Search Means for SEO, and What To Do About It
