Brandwave

How popular isMorphe?

In September 2026, people searched for Morphe by name about 457,000 times worldwide, a 166.1% increase from the previous year. These searches made up 0.39% of all global contour stick brand searches, placing Morphe ninth out of nine brands. When we asked both ChatGPT and Google AI Overviews about contour stick brands, Morphe did not appear in any of the answers.

Search and AI answers in September 2026

Morphe is the ninth most searched of 9 competitors and not listed in any AI answer.

  1. NYX Professional MakeupShare of searches 38.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Rare BeautyShare of searches 32.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Makeup by MarioShare of searches 14.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. Westman AtelierShare of searches 8.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. MorpheShare of searches 0.39%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+4 more

Morphe website (opens in a new tab)

Follow Morphe and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top contour stick brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Morphe 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. NYX Professional Makeup1st
  2. Milk Makeup2nd
  3. Fenty Beauty3rd
  4. Westman Atelier4th
  5. Makeup by Mario5th
  6. Rare Beauty–
  7. LYS Beauty–
  8. Dior–
  9. Morphe–

Mentioned by AI

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

  • NYX Professional Makeup4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milk Makeup4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fenty Beauty4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Westman Atelier3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Makeup by Mario1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rare Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LYS Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dior0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Morphe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about contour stick 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 20, 2026.

Which contour stick brands compete with Morphe?

Morphe against contour stick brands worldwide, by month

Share of searches by month for NYX Professional Makeup, Rare Beauty, Makeup by Mario, Westman Atelier, Milk Makeup, Morphe. The figures are in the table below the chart.

View monthly share of searches table
MonthNYX Professional MakeupRare BeautyMakeup by MarioWestman AtelierMilk MakeupLYS BeautyDiorFenty BeautyMorphe
Oct 202536.8%39.7%11.9%5.9%3.6%1.1%0.39%0.39%0.32%
Nov 202535.9%39.7%14.7%5%2.9%0.88%0.32%0.39%0.18%
Dec 202537.1%40%12%5%3.6%1.1%0.4%0.48%0.26%
Jan 202641%36.5%10.9%5.5%3.3%1.5%0.44%0.44%0.36%
Feb 202640.4%35.8%10.7%6.6%3.9%1.3%0.43%0.43%0.35%
Mar 202638%33.4%14.9%7.6%3.7%1.2%0.49%0.4%0.33%
Apr 202639%34.5%12.6%7.7%3.8%1.4%0.42%0.42%0.28%
May 202642.7%30.9%13.8%6.9%3.4%1.2%0.45%0.37%0.3%
Jun 202647.4%28.2%12.6%6.4%3.1%1.2%0.41%0.41%0.28%
Jul 202640.9%36.1%10.8%6.6%3.2%1.3%0.43%0.35%0.24%
Aug 202642.2%30.2%13.5%8.1%3.3%1.5%0.45%0.36%0.36%
Sep 202638.1%32.7%14.6%8.8%2.9%1.6%0.48%0.39%0.39%

  1. 1.NYX Professional Makeup

    38.1%

    Held 1st. 640K estimated branded searches, -16.5% vs prior month. Share -4.1 points.

  2. 2.Rare Beauty

    32.7%

    Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +2.5 points.

  3. 3.Makeup by Mario

    14.6%

    Held 3rd. 246K estimated branded searches, 0% vs prior month. Share +1.1 points.

  4. 4.Westman Atelier

    8.8%

    Held 4th. 147K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.Milk Makeup

    2.9%

    Held 5th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  6. 6.LYS Beauty

    1.6%

    Held 6th. 26.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Dior

    0.48%

    Held 7th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Fenty Beauty

    0.39%

    Held 8th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Morphe

    0.39%

    Held 9th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Morphe and its closest rivals

Every comparison with Morphe

24 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Morphe worldwide rose from 172K to 457K.
  • Across the 12 months ending September 2026, Morphe’s share of searches among contour stick brands worldwide held steady, from 0.32% to 0.39%.

How did search popularity change for contour stick brands worldwide in September 2026?

6 changes

  1. In September 2026, Rare Beauty gained share of searches among contour stick brands worldwide, from 30.2% to 32.7%.

  2. In September 2026, Makeup by Mario gained share of searches among contour stick brands worldwide, from 13.5% to 14.6%.

  3. In September 2026, Westman Atelier gained share of searches among contour stick brands worldwide, from 8.1% to 8.8%.

  4. In September 2026, NYX Professional Makeup lost share of searches among contour stick brands worldwide, from 42.2% to 38.1%.

  5. Estimated monthly branded searches for LYS Beauty worldwide rose 22.3% over 12 measured months, from 22K to 26.9K in September 2026.

  6. Estimated monthly branded searches for Milk Makeup worldwide fell 33.1% over 12 measured months, from 74K to 49.5K in September 2026.

How are Morphe’s branded searches counted?

2 search terms

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

  • morphe
  • morphe contour stick

Do you work for Morphe? 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

Where does Morphe compete?

Morphe is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Makeup and cosmetics brands9th of 284.9%Show ranking
Contour stick brands9th of 90.39%Shown above
Makeup brush brands1st of 747.8%Show ranking
Makeup sponge brands1st of 652.3%Show ranking
Creator with pink hair and a pink jacket

Is Morphe 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.

Start free