Brandwave

Huda Beauty vs INIKA Organic:Which is more popular?

In September 2026, Huda Beauty had more branded searches than INIKA Organic among makeup brands in Australia. Huda Beauty had about 18,100 branded searches, while INIKA Organic had 1,900. Huda Beauty made up 7.7% of all makeup brand searches we track, and INIKA Organic accounted for 0.81%. When we asked ChatGPT and Google AI Overviews about makeup brands, Huda Beauty appeared in one of the five answers and INIKA Organic in none.

Among makeup brands in Australia in September 2026

Who do people search for more?

Huda Beauty, about 10 searches for every 1 for INIKA Organic

Huda Beauty 18.1K searchesINIKA Organic 1.9K searches

Who does AI mention more?

Huda Beauty, mentioned in 1 of 5 answers, INIKA Organic in 0

Huda Beauty in 1 of 5INIKA Organic in 0 of 5

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Top makeup brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Huda Beauty was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. INIKA Organic did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Charlotte Tilbury1st
  2. NARS2nd
  3. Fenty Beauty3rd
  4. MAC4th
  5. MCoBeauty5th
  6. MECCA MAX6th
  7. Rare Beauty7th
  8. Nude by Nature8th
  9. +3 more
  10. Huda Beauty12th
  11. +2 more
  12. INIKA Organic–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Charlotte Tilbury3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Maybelline3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fenty Beauty3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NARS3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MECCA MAX3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MCoBeauty2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAC2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rare Beauty2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Huda Beauty1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • INIKA Organic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about makeup brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Is Huda Beauty or INIKA Organic more popular in search?

This chart shows how often people search Google for Huda Beauty and INIKA Organic by name. Each line represents a brand's share of searches for all 15 makeup brands we track, month by month, from searches in Australia.

Huda Beauty and INIKA Organic among makeup brands in Australia, by month

Share of searches by month for Huda Beauty, INIKA Organic. The figures are in the table below the chart.

View monthly share of searches table
MonthMCoBeautyCharlotte TilburyMaybellineHuda BeautyMACRare BeautyFenty Beautye.l.f. CosmeticsNapoleon PerdisNude by NatureNARSEre PerezMECCA MAXToo FacedINIKA Organic
Oct 202533.4%15%8.2%8.2%6.1%6.7%5.5%3%3%3%3.7%1.1%1.3%1.1%0.89%
Nov 202527.1%18.2%4.5%22.1%5.8%5.4%3.6%1.6%2.4%2%3.6%1.1%0.88%0.88%0.88%
Dec 202535.8%19.7%5.9%8.8%5.4%5.9%3.9%2.4%2.2%2.6%3.2%0.94%1.4%0.94%0.78%
Jan 202633.3%14.9%8.1%12.2%5.3%6.7%4.5%2.5%2.4%3%3%1.3%1.1%1.1%0.72%
Feb 202631.9%14.3%9.6%9.6%6.2%7.8%4.3%2.2%2.3%3.5%3.5%1.5%1.5%1%0.84%
Mar 202638%13.9%9.3%6.2%6.9%6.2%4.2%2.2%2.3%3.4%3.4%1.2%1%1%0.8%
Apr 202630.8%16.8%9.2%7.5%6%6.2%5%2.9%2.7%4.1%3.4%1.5%1.5%1.2%1.2%
May 202629.7%16.3%8.9%8.9%7%5.9%5.9%3.1%2.7%3.2%3.2%1.4%1.2%1.2%1.2%
Jun 202630.9%20.7%9.3%7.6%6%4.1%4.1%2.7%3.4%3.4%2.8%2.3%0.79%0.79%1.2%
Jul 202630%20%9%7.3%6.7%6%4%4.7%2.2%3.3%2.7%1.5%0.97%0.97%0.77%
Aug 202634.8%15.6%8.5%7%7.4%4.6%4.6%3.6%3.1%3.8%2.5%1.7%0.92%0.92%0.92%
Sep 202631.7%17.3%9.5%7.7%5.8%5.2%4.2%4%3.5%3.5%2.8%1.5%1.2%1.2%0.81%

How has the Huda Beauty and INIKA Organic comparison changed over the last 12 months?

3 findings
  • Huda Beauty was ahead of INIKA Organic in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Huda Beauty’s share of searches among makeup brands in Australia moved from 8.2% to 7.7%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
  • Across the 12 months ending September 2026, INIKA Organic’s share of searches among makeup brands in Australia moved from 0.89% to 0.81%, and its estimated monthly branded searches moved from 2.4K to 1.9K.

How did search popularity change for Australia makeup brands in September 2026?

2 changes

  1. In September 2026, Huda Beauty overtook MAC to rank 4th among makeup brands in Australia, with 7.7% of the searches.

  2. In September 2026, INIKA Organic fell from 13th to 15th among makeup brands in Australia.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Huda Beauty’s and INIKA Organic’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Huda Beauty

1 branded search term

  • huda beauty

INIKA Organic

1 branded search term

  • inika

How the Brand Demand Index is measured

Other head-to-heads among makeup brands

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