Brandwave

How popular isSmashbox?

In September 2026, people searched for Smashbox by name about 27,100 times worldwide, an 18.1% decrease from the previous year. These searches made up 1.5% of all global face palette brand searches, placing Smashbox fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about face palette brands, Smashbox appeared in three of the five answers and was the second most recommended of the five.

Search and AI answers in September 2026

Smashbox is the fourth most searched of 5 competitors and the second most recommended in AI answers.

  1. Charlotte TilburyShare of searches 81.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. HourglassShare of searches 13.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. MilaniShare of searches 3.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. SmashboxShare of searches 1.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. DiorShare of searches 0.24%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
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Top face palette brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Smashbox was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Smashbox is the second most recommended of the five.

Most recommended by AI

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

  1. Hourglass1st
  2. Smashbox2nd
  3. Milani3rd
  4. Dior4th
  5. Charlotte Tilbury–

Mentioned by AI

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

  • Hourglass3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milani3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smashbox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dior1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about face palette brands

5 answers

  • Asked ChatGPT

    “Which face palette brand should I buy?”

    1. 1Milani
    2. 2Smashbox
    3. 3Hourglass

  • Asked ChatGPT

    “What are the best face palette brands?”

    1. 1Hourglass
    2. 2Dior
    3. 3Smashbox

  • Asked ChatGPT

    “What's the best face palette brand for everyday makeup?”

    1. 1Hourglass
    2. 2Smashbox
    3. 3Milani

  • Searched Google, AI Overview

    “makeup face palette”

    1. 1Milani

  • Searched Google, AI Overview

    “contour and highlight palette”

    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 face palette brands compete with Smashbox?

    Smashbox against face palette brands worldwide, by month

    Share of searches by month for Charlotte Tilbury, Hourglass, Milani, Smashbox. The figures are in the table below the chart.

    View monthly share of searches table
    MonthCharlotte TilburyHourglassMilaniSmashboxDior
    Oct 202586.5%7.8%3.5%1.9%0.31%
    Nov 202592.1%4.5%2%1.1%0.22%
    Dec 202591.5%4.5%2.5%1.4%0.22%
    Jan 202685.9%7.7%4.2%1.9%0.25%
    Feb 202686.2%6.4%5.2%1.9%0.25%
    Mar 202688.9%5.4%3.6%2%0.21%
    Apr 202688%5.3%4.4%2%0.32%
    May 202688%5.3%4.4%2%0.32%
    Jun 202689.3%4.4%4.4%1.6%0.26%
    Jul 202690.3%4.5%3.6%1.3%0.22%
    Aug 202690.1%4.4%3.6%1.6%0.22%
    Sep 202681.6%13.4%3.3%1.5%0.24%

    1. 1.Charlotte Tilbury

      81.6%

      Held 1st. 1.5M estimated branded searches, 0% vs prior month. Share -8.5 points.

    2. 2.Hourglass

      13.4%

      Held 2nd. 246K estimated branded searches, +232.4% vs prior month. Share +8.9 points.

    3. 3.Milani

      3.3%

      Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

    4. 4.Smashbox

      1.5%

      Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share -0.2 points.

    5. 5.Dior

      0.24%

      Held 5th. 4.4K estimated branded searches, +22.2% vs prior month. Share 0 points.

    Compare popularity between Smashbox and its closest rivals

    Every comparison with Smashbox

    4 comparisons

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

    2 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Smashbox worldwide fell from 33.1K to 27.1K.
    • Across the 12 months ending September 2026, Smashbox’s share of searches among face palette brands worldwide held steady, from 1.9% to 1.5%.

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

    5 changes

    1. In September 2026, Hourglass gained share of searches among face palette brands worldwide, from 4.4% to 13.4%.

    2. In September 2026, Charlotte Tilbury lost share of searches among face palette brands worldwide, from 90.1% to 81.6%.

    3. Milani’s share of searches among face palette brands worldwide has lost ground for 3 months in a row, from 4.4% to 3.3% in September 2026.

    4. Estimated monthly branded searches for Dior worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

    5. Estimated monthly branded searches for Smashbox worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.

    How are Smashbox’s branded searches counted?

    1 search term

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

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    How the Brand Demand Index is measured

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