Brandwave

How popular isHourglass in search?

In September 2026, there were an estimated 673K branded searches for Hourglass worldwide which is up 22.4% over the last 12 months. Hourglass holds 8.6% estimated Share of Search among makeup and cosmetics brands worldwide and is ranked 4th of 27 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Charlotte Tilbury19.2%
  2. Estée Lauder10.6%
  3. Maybelline10.6%
  4. Hourglass8.6%
  5. Huda Beauty8.6%
  6. Rare Beauty7.1%
  7. Fenty Beauty5.8%
  8. L'Oréal Paris3.9%
  9. Bobbi Brown3.2%
  10. Makeup by Mario3.2%
  11. +17 more
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Which makeup and cosmetics brands compete with Hourglass?

Hourglass against makeup and cosmetics brands worldwide, by month

Share of Search by month for Charlotte Tilbury, Estée Lauder, Maybelline, Hourglass, Huda Beauty, Rare Beauty, Fenty Beauty, L'Oréal Paris, Bobbi Brown, Makeup by Mario, Tarte, ColourPop, Revlon, e.l.f. Cosmetics, Kylie Cosmetics. The figures are in the table below the chart.

View monthly share of search table
MonthCharlotte TilburyEstée LauderMaybellineHourglassHuda BeautyRare BeautyFenty BeautyL'Oréal ParisBobbi BrownMakeup by MarioTarteColourPopRevlone.l.f. CosmeticsKylie CosmeticsToo FacedNYX Professional MakeupKosasMACMilk MakeupBenefit CosmeticsCoverGirlRimmelRevolution BeautyEssenceMorpheNARS
Oct 202515.1%12.3%10.1%5.5%10.1%8.3%6.8%3%3.7%2.5%3.7%2.5%2.5%2%5.5%1.7%0.79%0.91%0.75%0.75%0.61%0.33%0.41%0.18%<0.01%<0.01%<0.01%
Nov 202519.9%10.9%6%4%24.3%7.3%4.9%1.8%2.7%2.7%2.7%1.8%1.5%1.2%2.2%2.7%0.55%0.8%0.65%0.54%0.44%0.2%0.24%0.16%<0.01%<0.01%<0.01%
Dec 202523.5%12.9%8.6%4.7%8.6%8.6%5.8%2.6%3.2%2.6%3.2%2.6%2.1%1.7%2.6%2.1%0.79%0.78%0.94%0.78%0.52%0.35%0.42%0.19%<0.01%<0.01%<0.01%
Jan 202615.3%10.2%8.4%5.6%12.4%8.4%5.6%3.8%3.8%2.5%3.1%3.1%2.5%1.7%6.9%2%0.91%0.92%0.75%0.75%0.5%0.41%0.41%0.18%<0.01%<0.01%<0.01%
Feb 202615%12.3%10.1%5.5%10.1%8.3%6.8%3%3%2.5%3%2.5%2.5%1.7%6.8%1.7%0.93%0.91%0.91%0.91%0.5%0.5%0.41%0.18%<0.01%<0.01%<0.01%
Mar 202617.3%14.1%9.5%6.3%7.8%7.8%6.3%3.5%3.5%3.5%3.5%2.8%2.3%1.9%2.8%1.9%0.91%1%0.85%0.85%0.57%0.47%0.47%0.17%<0.01%<0.01%<0.01%
Apr 202615.7%12.9%10.6%7.1%8.7%8.7%7.1%3.2%3.2%3.2%2.6%2.6%2.6%2.1%2.1%1.7%0.97%1.2%0.95%0.95%0.64%0.52%0.52%0.16%<0.01%<0.01%<0.01%
May 202614.8%12.1%10%6.7%8.2%6.7%5.5%3%3%3%8.2%2.4%2.4%2.4%4.5%2%0.91%1.1%0.9%0.73%0.49%0.49%0.4%0.15%<0.01%<0.01%<0.01%
Jun 202617.3%11.7%11.7%6.4%7.8%6.4%5.2%3.5%3.5%2.8%3.5%2.8%2.3%2.3%5.2%1.9%1%1.3%0.86%0.7%0.57%0.47%0.47%0.21%0.02%<0.01%<0.01%
Jul 202619.6%10.8%10.8%5.9%8.8%8.8%5.9%3.2%3.2%2.6%3.2%3.2%2.6%2.2%2.2%1.8%0.98%0.97%0.97%0.79%0.53%0.43%0.43%0.19%0.01%<0.01%<0.01%
Aug 202619.5%10.7%10.7%5.8%10.7%7.1%5.8%3.2%3.2%3.2%3.2%2.6%2.6%2.1%2.1%1.8%0.98%1.2%0.96%0.79%0.53%0.43%0.43%0.19%<0.01%<0.01%<0.01%
Sep 202619.2%10.6%10.6%8.6%8.6%7.1%5.8%3.9%3.2%3.2%3.2%2.6%2.6%2.1%2.1%1.7%0.97%0.95%0.95%0.64%0.52%0.42%0.42%0.19%<0.01%<0.01%<0.01%

  1. 1.Charlotte Tilbury

    19.2%

    Held 1st. 1.5M estimated branded searches, 0% vs prior month. Share -0.3 points.

  2. 2.Estée Lauder

    10.6%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Maybelline

    10.6%

    Moved from 4th to 3rd. 823K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Hourglass

    8.6%

    Moved from 7th to 4th. 673K estimated branded searches, +49.6% vs prior month. Share +2.8 points.

  5. 5.Huda Beauty

    8.6%

    Moved from 3rd to 5th. 673K estimated branded searches, -18.2% vs prior month. Share -2.1 points.

  6. 6.Rare Beauty

    7.1%

    Moved from 5th to 6th. 550K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Fenty Beauty

    5.8%

    Moved from 6th to 7th. 450K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.L'Oréal Paris

    3.9%

    Moved from 9th to 8th. 301K estimated branded searches, +22.4% vs prior month. Share +0.7 points.

  9. 9.Bobbi Brown

    3.2%

    Moved from 8th to 9th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Makeup by Mario

    3.2%

    Held 10th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Tarte

    3.2%

    Held 11th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.ColourPop

    2.6%

    Held 12th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  13. 13.Revlon

    2.6%

    Held 13th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  14. 14.e.l.f. Cosmetics

    2.1%

    Held 14th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  15. 15.Kylie Cosmetics

    2.1%

    Held 15th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  16. 16.Too Faced

    1.7%

    Held 16th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  17. 17.NYX Professional Makeup

    0.97%

    Moved from 18th to 17th. 75.3K estimated branded searches, 0% vs prior month. Share 0 points.

  18. 18.Kosas

    0.95%

    Moved from 17th to 18th. 74K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  19. 19.MAC

    0.95%

    Held 19th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  20. 20.Milk Makeup

    0.64%

    Held 20th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  21. 21.Benefit Cosmetics

    0.52%

    Held 21st. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  22. 22.CoverGirl

    0.42%

    Held 22nd. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  23. 23.Rimmel

    0.42%

    Held 23rd. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  24. 24.Revolution Beauty

    0.19%

    Held 24th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  25. 25.Essence

    <0.01%

    Held 25th. 480 estimated branded searches, -18.6% vs prior month. Share 0 points.

  26. 26.Morphe

    <0.01%

    Held 26th. 260 estimated branded searches, -18.8% vs prior month. Share 0 points.

  27. 27.NARS

    <0.01%

    Held 27th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Hourglass and its closest rivals

Every comparison with Hourglass

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Hourglass worldwide rose from 550K to 673K.
  • Across the 12 months ending September 2026, Hourglass’ estimated Share of Search among makeup and cosmetics brands worldwide increased from 5.5% to 8.6%.
  • Across the 12 months ending September 2026, Hourglass’ estimated Share of Search among makeup and cosmetics brands worldwide peaked at 8.6% in September 2026 and was lowest at 4% in November 2025.
  • Across the 12 months ending September 2026, Hourglass rose from 7th to 4th among makeup and cosmetics brands worldwide.

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

  1. In September 2026, L'Oréal Paris overtook Bobbi Brown to rank 8th among makeup and cosmetics brands worldwide, with 3.9% estimated Share of Search.

  2. In September 2026, Hourglass overtook Huda Beauty and 2 others to rank 4th among makeup and cosmetics brands worldwide, with 8.6% estimated Share of Search.

  3. In September 2026, Huda Beauty lost estimated Share of Search among makeup and cosmetics brands worldwide, from 10.7% to 8.6%.

  4. Kylie Cosmetics’ estimated Share of Search among makeup and cosmetics brands worldwide has lost ground for 3 months in a row, from 5.2% to 2.1% in September 2026.

  5. Estée Lauder’s estimated Share of Search among makeup and cosmetics brands worldwide has lost ground for 3 months in a row, from 11.7% to 10.6% in September 2026.

  6. Maybelline’s estimated Share of Search among makeup and cosmetics brands worldwide has lost ground for 3 months in a row, from 11.7% to 10.6% in September 2026.

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 setRankShare of SearchRanking
Makeup and cosmetics brands4th of 278.6%Shown above
Face Palette brands2nd of 325.7%Show ranking
Concealer Brush brands1st of 544.2%Show ranking

How is Hourglass measured?

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

1 branded search term

  • hourglass

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How the Brand Demand Index is measured

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