Brandwave

How popular isMerit?

In October 2026, people searched for Merit by name about 110,000 times worldwide, a 45.3% decrease from the previous year. These searches made up 10.8% of all global clean makeup brand searches, placing Merit sixth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about clean makeup brands, Merit appeared in four of the five answers and was the second most recommended of the 12.

Search and AI answers in October 2026

Merit is the sixth most searched of 12 competitors and the second most recommended in the AI answers we collected.

  1. Jones RoadShare of searches 16.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. SaieShare of searches 16.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. Tower 28Share of searches 16.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. Westman AtelierShare of searches 13.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. MeritShare of searches 10.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

+7 more

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Top clean makeup brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Merit was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Merit is the second most recommended of the 12.

Most recommended by AI

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

  1. ILIA1st
  2. Merit2nd
  3. Saie3rd
  4. Tower 284th
  5. RMS Beauty5th
  6. Kosas6th
  7. Well People7th
  8. bareMinerals8th
  9. Jones Road–
  10. Westman Atelier–
  11. +2 more

Mentioned by AI

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

  • Merit4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ILIA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Saie3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kosas3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • RMS Beauty3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Well People3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tower 282 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • bareMinerals2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jones Road0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Westman Atelier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about clean makeup brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.

How often do people search for Merit compared with other clean makeup brands worldwide?

Merit against clean makeup brands worldwide, by month

Share of searches by month for Jones Road, Saie, Tower 28, Westman Atelier, bareMinerals, Merit, Kosas, RMS Beauty, ILIA. The figures are in the table below the chart.

View monthly share of searches table
MonthJones RoadSaieTower 28Westman AtelierbareMineralsMeritKosasRMS BeautyILIAEre PerezWell PeopleKjaer Weis
Nov 202513.6%16.7%13.6%9.2%13.6%13.6%9.2%5%3.4%1.2%0.45%0.45%
Dec 202514.2%17.3%14.2%9.5%14.2%11.6%7.8%6.4%2.8%1%0.46%0.46%
Jan 202615.4%15.4%15.4%10.3%12.6%10.3%8.5%6.9%3.1%1.1%0.5%0.5%
Feb 202614.2%14.2%14.2%11.6%14.2%11.6%7.8%6.4%3.5%1.3%0.69%0.46%
Mar 202614.7%12%14.7%12%14.7%12%8.1%6.6%3%1.1%0.59%0.48%
Apr 202615.5%12.7%15.5%12.7%12.7%10.3%8.5%6.9%3.1%1.1%0.62%0.51%
May 202616.1%13.2%16.1%10.7%13.2%8.8%8.8%5.9%4.8%1.2%0.53%0.53%
Jun 202614.3%14.3%17.5%9.6%14.3%9.6%9.6%5.3%2.9%1.6%0.57%0.47%
Jul 202614.6%14.6%17.8%11.9%11.9%9.8%8%6.5%2.4%1.3%0.58%0.58%
Aug 202614.1%14.1%17.2%14.1%11.5%9.4%9.4%5.2%2.8%1.3%0.56%0.46%
Sep 202617.4%11.6%17.4%14.3%11.6%9.6%7.8%5.2%2.9%1.3%0.46%0.46%
Oct 202616.2%16.2%16.2%13.3%10.8%10.8%7.3%4.9%2.2%1.2%0.53%0.43%

  1. 1.Jones Road

    16.2%

    Held 1st. 165K estimated branded searches, 0% vs prior month. Share -1.2 points.

  2. 2.Saie

    16.2%

    Moved from 5th to 2nd. 165K estimated branded searches, +50% vs prior month. Share +4.6 points.

  3. 3.Tower 28

    16.2%

    Moved from 2nd to 3rd. 165K estimated branded searches, 0% vs prior month. Share -1.2 points.

  4. 4.Westman Atelier

    13.3%

    Moved from 3rd to 4th. 135K estimated branded searches, 0% vs prior month. Share -1 points.

  5. 5.bareMinerals

    10.8%

    Moved from 4th to 5th. 110K estimated branded searches, 0% vs prior month. Share -0.8 points.

  6. 6.Merit

    10.8%

    Held 6th. 110K estimated branded searches, +21.5% vs prior month. Share +1.3 points.

  7. 7.Kosas

    7.3%

    Held 7th. 74K estimated branded searches, 0% vs prior month. Share -0.5 points.

  8. 8.RMS Beauty

    4.9%

    Held 8th. 49.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

  9. 9.ILIA

    2.2%

    Held 9th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.7 points.

  10. 10.Ere Perez

    1.2%

    Held 10th. 12.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  11. 11.Well People

    0.53%

    Moved from 12th to 11th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.1 points.

  12. 12.Kjaer Weis

    0.43%

    Moved from 11th to 12th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Merit and its closest rivals

Every comparison with Merit

11 comparisons

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

4 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Merit worldwide fell from 201K to 110K.
  • Across the 12 months ending October 2026, Merit’s share of searches among clean makeup brands worldwide decreased from 13.6% to 10.8%.
  • Across the 12 months ending October 2026, Merit’s share of searches among clean makeup brands worldwide peaked at 13.6% in November 2025 and was lowest at 8.8% in May 2026.
  • Across the 12 months ending October 2026, Merit fell from 4th to 6th among clean makeup brands worldwide.

How did search popularity change for clean makeup brands worldwide in October 2026?

6 changes

  1. In October 2026, Saie overtook Tower 28 and 2 others to rank 2nd among clean makeup brands worldwide, with 16.2% of the searches.

  2. In October 2026, Merit gained share of searches among clean makeup brands worldwide, from 9.6% to 10.8%.

  3. In October 2026, Jones Road lost share of searches among clean makeup brands worldwide, from 17.4% to 16.2%.

  4. In October 2026, Tower 28 lost share of searches among clean makeup brands worldwide, from 17.4% to 16.2%.

  5. In October 2026, Westman Atelier lost share of searches among clean makeup brands worldwide, from 14.3% to 13.3%.

  6. In October 2026, bareMinerals lost share of searches among clean makeup brands worldwide, from 11.6% to 10.8%.

How are Merit’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Merit’s 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.

  • merit beauty

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How the Brand Demand Index is measured

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