How popular isHourglass in search?

In September 2026, there were an estimated 435K branded searches for Hourglass worldwide which is up 31.8% over the last 12 months. Hourglass holds 0.34% estimated Share of Search among makeup and cosmetics brands worldwide and is ranked 26th of 27 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Where does Hourglass compete?

Hourglass is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.

Competitor set	Rank	Share of Search	Ranking
Makeup and cosmetics brands	26th of 27	0.34%	Shown below
Face palette brands	3rd of 3	11.2%	Show ranking
Concealer brush brands	3rd of 5	16%	Show ranking

Which makeup and cosmetics brands compete with Hourglass?

Hourglass against makeup and cosmetics brands worldwide, by month

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Charlotte Tilbury	18.8%	1.5M	0%	0 points
2, held 2nd	Estée Lauder	10.3%	823K	0%	0 points
3, moved from 4th to 3rd	Maybelline	10.3%	823K	0%	0 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Huda Beauty	8.4%	673K	-18.2%	-1.9 pointsmoved from 3rd to 4th
5, held 5th	Rare Beauty	6.9%	550K	0%	0 points
6, held 6th	Fenty Beauty	5.6%	450K	0%	0 points
7, held 7th	Morphe	5.6%	450K	+22.3%	+1 points
8, moved from 10th to 8th	L'Oréal Paris	3.8%	301K	+22.4%	+0.7 pointsmoved from 10th to 8th
9, moved from 8th to 9th	NARS	3.8%	301K	0%	0 pointsmoved from 8th to 9th
10, moved from 9th to 10th	Bobbi Brown	3.1%	246K	0%	0 pointsmoved from 9th to 10th
11, held 11th	Makeup by Mario	3.1%	246K	0%	0 points
12, held 12th	Tarte	3.1%	246K	0%	0 points
13, held 13th	ColourPop	2.5%	201K	0%	0 points
14, held 14th	Revlon	2.5%	201K	0%	0 points
15, held 15th	e.l.f. Cosmetics	2.1%	165K	0%	0 points
16, held 16th	Kylie Cosmetics	2.1%	165K	0%	0 points
17, held 17th	Too Faced	1.7%	135K	0%	0 points
18, moved from 19th to 18th	NYX Professional Makeup	0.94%	75.3K	0%	0 pointsmoved from 19th to 18th
19, moved from 18th to 19th	Kosas	0.93%	74K	-18.2%	-0.2 pointsmoved from 18th to 19th
20, held 20th	MAC	0.93%	74K	0%	0 points
21, moved from 22nd to 21st	Essence	0.92%	73.6K	+22.3%	+0.2 pointsmoved from 22nd to 21st
22, moved from 21st to 22nd	Milk Makeup	0.62%	49.5K	-18.2%	-0.1 pointsmoved from 21st to 22nd
23, held 23rd	Benefit Cosmetics	0.51%	40.5K	0%	0 points
24, held 24th	CoverGirl	0.42%	33.1K	0%	0 points
25, held 25th	Rimmel	0.42%	33.1K	0%	0 points
26, held 26th	Hourglass	0.34%	27.1K	+49.7%	+0.1 points
27, held 27th	Revolution Beauty	0.19%	14.8K	0%	0 points

1.Charlotte Tilbury
18.8%
Held 1st. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.
2.Estée Lauder
10.3%
Held 2nd. 823K estimated branded searches, 0% vs prior month. Share 0 points.
3.Maybelline
10.3%
Moved from 4th to 3rd. 823K estimated branded searches, 0% vs prior month. Share 0 points.
4.Huda Beauty
8.4%
Moved from 3rd to 4th. 673K estimated branded searches, -18.2% vs prior month. Share -1.9 points.
5.Rare Beauty
6.9%
Held 5th. 550K estimated branded searches, 0% vs prior month. Share 0 points.
6.Fenty Beauty
5.6%
Held 6th. 450K estimated branded searches, 0% vs prior month. Share 0 points.
7.Morphe
5.6%
Held 7th. 450K estimated branded searches, +22.3% vs prior month. Share +1 points.
8.L'Oréal Paris
3.8%
Moved from 10th to 8th. 301K estimated branded searches, +22.4% vs prior month. Share +0.7 points.
9.NARS
3.8%
Moved from 8th to 9th. 301K estimated branded searches, 0% vs prior month. Share 0 points.
10.Bobbi Brown
3.1%
Moved from 9th to 10th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
11.Makeup by Mario
3.1%
Held 11th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
12.Tarte
3.1%
Held 12th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
13.ColourPop
2.5%
Held 13th. 201K estimated branded searches, 0% vs prior month. Share 0 points.
14.Revlon
2.5%
Held 14th. 201K estimated branded searches, 0% vs prior month. Share 0 points.
15.e.l.f. Cosmetics
2.1%
Held 15th. 165K estimated branded searches, 0% vs prior month. Share 0 points.
16.Kylie Cosmetics
2.1%
Held 16th. 165K estimated branded searches, 0% vs prior month. Share 0 points.
17.Too Faced
1.7%
Held 17th. 135K estimated branded searches, 0% vs prior month. Share 0 points.
18.NYX Professional Makeup
0.94%
Moved from 19th to 18th. 75.3K estimated branded searches, 0% vs prior month. Share 0 points.
19.Kosas
0.93%
Moved from 18th to 19th. 74K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
20.MAC
0.93%
Held 20th. 74K estimated branded searches, 0% vs prior month. Share 0 points.
21.Essence
0.92%
Moved from 22nd to 21st. 73.6K estimated branded searches, +22.3% vs prior month. Share +0.2 points.
22.Milk Makeup
0.62%
Moved from 21st to 22nd. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
23.Benefit Cosmetics
0.51%
Held 23rd. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.
24.CoverGirl
0.42%
Held 24th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.
25.Rimmel
0.42%
Held 25th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.
26.Hourglass
0.34%
Held 26th. 27.1K estimated branded searches, +49.7% vs prior month. Share +0.1 points.
27.Revolution Beauty
0.19%
Held 27th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Hourglass and its closest rivals

Every comparison with Hourglass

15 comparisons

How has branded search demand for Hourglass changed worldwide over the last 12 months?

2 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Hourglass worldwide rose from 330K to 435K.
Across the 12 months ending September 2026, Hourglass’ estimated Share of Search among makeup and cosmetics brands worldwide held steady, from 0.27% to 0.34%.

How did search popularity change for makeup and cosmetics brands worldwide in September 2026?

6 changes

In September 2026, L'Oréal Paris overtook NARS and Bobbi Brown to rank 8th among makeup and cosmetics brands worldwide, with 3.8% estimated Share of Search.
In September 2026, Morphe gained estimated Share of Search among makeup and cosmetics brands worldwide, from 4.6% to 5.6%.
In September 2026, Huda Beauty lost estimated Share of Search among makeup and cosmetics brands worldwide, from 10.3% to 8.4%.
In September 2026, Essence rose from 22nd to 21st among makeup and cosmetics brands worldwide.
In September 2026, Maybelline rose from 4th to 3rd among makeup and cosmetics brands worldwide.
In September 2026, NYX Professional Makeup rose from 19th to 18th among makeup and cosmetics brands worldwide.

How is Hourglass measured?

Brandwave collects information about searches that people make online using Hourglass’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

4 branded search terms

hourglass brush
hourglass concealer

hourglass cosmetic
hourglass palette

Do you work for Hourglass? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Hourglass your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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Month	Charlotte Tilbury	Estée Lauder	Maybelline	Huda Beauty	Rare Beauty	Fenty Beauty	Morphe	L'Oréal Paris	NARS	Bobbi Brown	Makeup by Mario	Tarte	ColourPop	Revlon	e.l.f. Cosmetics	Kylie Cosmetics	Too Faced	NYX Professional Makeup	Kosas	MAC	Essence	Milk Makeup	Benefit Cosmetics	CoverGirl	Rimmel	Hourglass	Revolution Beauty
Oct 2025	15%	12.2%	10%	10%	8.2%	6.7%	1.7%	3%	3.7%	3.7%	2.5%	3.7%	2.5%	2.5%	2%	5.5%	1.7%	0.79%	0.91%	0.74%	0.54%	0.74%	0.61%	0.33%	0.41%	0.27%	0.18%
Nov 2025	19.5%	10.7%	5.8%	23.9%	7.1%	4.8%	1.4%	1.8%	3.9%	2.6%	2.6%	2.6%	1.8%	1.4%	1.2%	2.1%	2.6%	0.54%	0.79%	0.64%	0.35%	0.53%	0.43%	0.19%	0.24%	0.19%	0.16%
Dec 2025	23.1%	12.6%	8.4%	8.4%	8.4%	5.7%	2.1%	2.5%	3.8%	3.1%	2.5%	3.1%	2.5%	2.1%	1.7%	2.5%	2.1%	0.78%	0.76%	0.93%	0.46%	0.76%	0.51%	0.34%	0.42%	0.23%	0.19%
Jan 2026	15.1%	10%	8.3%	12.3%	8.3%	5.5%	2.5%	3.7%	3.7%	3.7%	2.5%	3%	3%	2.5%	1.7%	6.8%	2%	0.89%	0.91%	0.74%	0.54%	0.74%	0.5%	0.41%	0.41%	0.22%	0.18%
Feb 2026	14.8%	12.1%	10%	10%	8.2%	6.7%	2.4%	3%	3.7%	3%	2.4%	3%	2.4%	2.4%	1.6%	6.7%	1.6%	0.91%	0.9%	0.9%	0.54%	0.9%	0.49%	0.49%	0.4%	0.27%	0.18%
Mar 2026	16.9%	13.7%	9.3%	7.6%	7.6%	6.2%	3.4%	3.4%	4.1%	3.4%	3.4%	3.4%	2.8%	2.3%	1.9%	2.8%	1.9%	0.89%	1%	0.83%	0.68%	0.83%	0.56%	0.46%	0.46%	0.25%	0.17%
Apr 2026	15.5%	12.7%	10.4%	8.5%	8.5%	7%	3.8%	3.1%	3.8%	3.1%	3.1%	2.6%	2.6%	2.6%	2.1%	2.1%	1.7%	0.96%	1.1%	0.94%	0.69%	0.94%	0.63%	0.51%	0.51%	0.28%	0.15%
May 2026	14.5%	11.9%	9.8%	8%	6.5%	5.3%	3.6%	2.9%	4.4%	2.9%	2.9%	8%	2.4%	2.4%	2.4%	4.4%	2%	0.89%	1.1%	0.88%	0.64%	0.72%	0.48%	0.48%	0.39%	0.26%	0.14%
Jun 2026	16.8%	11.3%	11.3%	7.6%	6.2%	5.1%	4.1%	3.4%	4.1%	3.4%	2.8%	3.4%	2.8%	2.3%	2.3%	5.1%	1.9%	1%	1.2%	0.83%	0.76%	0.68%	0.56%	0.45%	0.45%	0.3%	0.2%
Jul 2026	19%	10.4%	10.4%	8.5%	8.5%	5.7%	3.8%	3.1%	3.8%	3.1%	2.6%	3.1%	3.1%	2.6%	2.1%	2.1%	1.7%	0.96%	0.94%	0.94%	0.76%	0.77%	0.51%	0.42%	0.42%	0.23%	0.19%
Aug 2026	18.8%	10.3%	10.3%	10.3%	6.9%	5.6%	4.6%	3.1%	3.8%	3.1%	3.1%	3.1%	2.5%	2.5%	2.1%	2.1%	1.7%	0.94%	1.1%	0.93%	0.75%	0.76%	0.51%	0.41%	0.41%	0.23%	0.19%
Sep 2026	18.8%	10.3%	10.3%	8.4%	6.9%	5.6%	5.6%	3.8%	3.8%	3.1%	3.1%	3.1%	2.5%	2.5%	2.1%	2.1%	1.7%	0.94%	0.93%	0.93%	0.92%	0.62%	0.51%	0.42%	0.42%	0.34%	0.19%