Brandwave

How popular isRare Beauty?

In September 2026, people searched for Rare Beauty by name about 550,000 times worldwide, a 33.2% decrease from the previous year. These searches made up 24% of all global blush brand searches, placing Rare Beauty second out of eight brands. When we asked both ChatGPT and Google AI Overviews about blush brands, Rare Beauty appeared in all answers and was the most recommended of the eight.

Search and AI answers in September 2026

Rare Beauty is the second most searched of 8 competitors and the most recommended in AI answers.

  1. MaybellineShare of searches 35.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  2. Rare BeautyShare of searches 24%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. NARSShare of searches 13.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. TarteShare of searches 10.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. e.l.f. CosmeticsShare of searches 7.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd

+3 more

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Top blush brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Rare Beauty appeared in all four answers. Rare Beauty is the most recommended of the eight.

Most recommended by AI

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

  1. Rare Beauty1st
  2. e.l.f. Cosmetics2nd
  3. Saie3rd
  4. NARS4th
  5. Milani5th
  6. Maybelline–
  7. Tarte–
  8. Benefit Cosmetics–

Mentioned by AI

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

  • Rare Beauty4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • e.l.f. Cosmetics3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • NARS2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Saie2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Milani2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Maybelline0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Tarte0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Benefit Cosmetics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about blush brands

4 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 blush brands compete with Rare Beauty?

Rare Beauty against blush brands worldwide, by month

Share of searches by month for Maybelline, Rare Beauty, NARS, Tarte, e.l.f. Cosmetics, Saie, Milani. The figures are in the table below the chart.

View monthly share of searches table
MonthMaybellineRare BeautyNARSTartee.l.f. CosmeticsSaieMilaniBenefit Cosmetics
Oct 202532.8%27%12.1%12.1%6.6%5.4%2%2%
Nov 202525.4%31%17.1%11.4%5.1%6.2%1.9%1.9%
Dec 202529.8%29.8%13.4%11%6%6%2.2%1.8%
Jan 202629.7%29.7%13.3%10.9%6%6%2.7%1.8%
Feb 202633.9%27.7%12.4%10.1%5.6%5.6%3%1.7%
Mar 202632%26.1%14.3%11.7%6.4%5.2%2.3%1.9%
Apr 202634.2%27.9%12.5%8.3%6.9%5.6%2.5%2.1%
May 202628.9%19.3%12.9%23.6%7.1%4.7%2.1%1.4%
Jun 202637.1%20.3%13.6%11.1%7.4%6.1%2.7%1.8%
Jul 202633.7%27.5%12.3%10.1%6.8%5.5%2.5%1.7%
Aug 202635.5%23.7%13%10.6%7.1%5.8%2.6%1.7%
Sep 202635.8%24%13.1%10.7%7.2%4.8%2.6%1.8%

  1. 1.Maybelline

    35.8%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share +0.4 points.

  2. 2.Rare Beauty

    24%

    Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.NARS

    13.1%

    Held 3rd. 301K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Tarte

    10.7%

    Held 4th. 246K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.e.l.f. Cosmetics

    7.2%

    Held 5th. 165K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Saie

    4.8%

    Held 6th. 110K estimated branded searches, -18.5% vs prior month. Share -1 points.

  7. 7.Milani

    2.6%

    Held 7th. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Benefit Cosmetics

    1.8%

    Held 8th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Rare Beauty and its closest rivals

Every comparison with Rare Beauty

25 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Rare Beauty worldwide fell from 823K to 550K.
  • Across the 12 months ending September 2026, Rare Beauty’s share of searches among blush brands worldwide decreased from 27% to 24%.
  • Across the 12 months ending September 2026, Rare Beauty’s share of searches among blush brands worldwide peaked at 31% in November 2025 and was lowest at 19.3% in May 2026.

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

6 changes

  1. In September 2026, Saie lost share of searches among blush brands worldwide, from 5.8% to 4.8%.

  2. Estimated monthly branded searches for Rare Beauty worldwide fell 33.2% over 12 measured months, from 823K to 550K in September 2026.

  3. Estimated monthly branded searches for Tarte worldwide fell 33.2% over 12 measured months, from 368K to 246K in September 2026.

  4. Estimated monthly branded searches for Benefit Cosmetics worldwide fell 33.1% over 12 measured months, from 60.5K to 40.5K in September 2026.

  5. Estimated monthly branded searches for NARS worldwide fell 18.2% over 12 measured months, from 368K to 301K in September 2026.

  6. Estimated monthly branded searches for e.l.f. Cosmetics worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

How are Rare Beauty’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Rare Beauty’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.

  • rare beauty

Do you work for Rare Beauty? 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 Rare Beauty compete?

Rare Beauty is ranked in six 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 brands7th of 286%Show ranking
Tinted moisturizer brands2nd of 419.6%Show ranking
Bronzer stick brands2nd of 523.5%Show ranking
Blush brands2nd of 824%Shown above
Contour stick brands2nd of 932.7%Show ranking
Concealer brush brands1st of 653.4%Show ranking
Creator with pink hair and a pink jacket

Is Rare Beauty 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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