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 16% estimated Share of Search among concealer brush brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Rare Beauty54.4%
e.l.f.16.3%
Hourglass16%MAC7.3%
Real Techniques6%
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Which concealer brush brands compete with Hourglass?
Share of Search by month for Rare Beauty, e.l.f., Hourglass, MAC, Real Techniques. The figures are in the table below the chart.
View monthly share of search table
| Month | Rare Beauty | e.l.f. | Hourglass | MAC | Real Techniques |
|---|---|---|---|---|---|
| Oct 2025 | 61.4% | 15% | 12.5% | 5.5% | 5.5% |
| Nov 2025 | 64.1% | 10.6% | 13.7% | 5.8% | 5.8% |
| Dec 2025 | 61.1% | 12.3% | 13.1% | 6.7% | 6.7% |
| Jan 2026 | 61.3% | 12.3% | 15.3% | 5.5% | 5.5% |
| Feb 2026 | 60.9% | 12.2% | 14.7% | 6.7% | 5.5% |
| Mar 2026 | 59% | 14.5% | 14.7% | 6.5% | 5.3% |
| Apr 2026 | 59% | 14.5% | 14.7% | 6.5% | 5.3% |
| May 2026 | 53.8% | 19.7% | 13.4% | 7.2% | 5.9% |
| Jun 2026 | 52.5% | 19.2% | 15.4% | 7.1% | 5.8% |
| Jul 2026 | 60.7% | 14.9% | 12.4% | 6.7% | 5.5% |
| Aug 2026 | 54.4% | 16.3% | 16% | 7.3% | 6% |
| Sep 2026 | 54.4% | 16.3% | 16% | 7.3% | 6% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 54.4% | 550K | 0% | 0 points | |
| 2, held 2nd | 16.3% | 165K | 0% | 0 points | |
| 3, held 3rd | 16% | 162K | 0% | 0 points | |
| 4, held 4th | 7.3% | 74K | 0% | 0 points | |
| 5, held 5th | 6% | 60.5K | 0% | 0 points |
54.4%
Held 1st. 550K estimated branded searches, 0% vs prior month. Share 0 points.
2.
e.l.f.16.3%
Held 2nd. 165K estimated branded searches, 0% vs prior month. Share 0 points.
16%
Held 3rd. 162K estimated branded searches, 0% vs prior month. Share 0 points.
4.
7.3%
Held 4th. 74K estimated branded searches, 0% vs prior month. Share 0 points.
6%
Held 5th. 60.5K 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
- Dior vs Hourglass
- e.l.f. vs Hourglass
- Hourglass vs Real Techniques
- Bobbi Brown vs Hourglass
- Charlotte Tilbury vs Hourglass
- CoverGirl vs Hourglass
- Essence vs Hourglass
- Hourglass vs Huda Beauty
- Hourglass vs L'Oréal Paris
- Hourglass vs MAC
- Hourglass vs Makeup by Mario
- Hourglass vs Morphe
- Hourglass vs NARS
- Hourglass vs Rare Beauty
- Hourglass vs Tarte
How has branded search demand for Hourglass changed worldwide over the last 12 months?
3 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 concealer brush brands worldwide increased from 12.5% to 16%.
- Across the 12 months ending September 2026, Hourglass’ estimated Share of Search among concealer brush brands worldwide peaked at 16% in August 2026 and was lowest at 12.4% in July 2026.
How did search popularity change for concealer brush brands worldwide in September 2026?
3 changes
Estimated monthly branded searches for Rare Beauty worldwide fell 33.2% over 12 measured months, from 823K to 550K in September 2026.
Estimated monthly branded searches for Real Techniques worldwide fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.
Estimated monthly branded searches for e.l.f. worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.
Where does Hourglass compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Makeup and cosmetics brands | 26th of 27 | 0.34% | Show ranking |
| Face palette brands | 3rd of 3 | 11.2% | Show ranking |
| Concealer brush brands | 3rd of 5 | 16% | Shown above |
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
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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.