How popular isToo Faced?
In October 2026, people searched for Too Faced by name about 225,000 times worldwide, a 57.6% decrease from the previous year. These searches made up 0.39% of all global makeup primer brand searches, placing Too Faced 12th out of 12 brands. When we asked both ChatGPT and Google AI Overviews about makeup primer brands, Too Faced did not appear in any of the answers.
Too Faced is the 12th most searched of 12 competitors and not named in the AI answers we collected.
e.l.f. CosmeticsShare of searches 50.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
Benefit CosmeticsShare of searches 11.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
SmashboxShare of searches 10.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Milk MakeupShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Too FacedShare of searches 0.39%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top makeup primer brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Too Faced 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Smashbox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Milk Makeup3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- e.l.f. Cosmetics2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Benefit Cosmetics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
NYX Professional Makeup1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hourglass1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
MAC0 of 5Named in 0 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
Laura Mercier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Too Faced0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about makeup primer brands
5 answers
Asked ChatGPT
“Which makeup primer should I buy?”
Asked ChatGPT
“What are the best makeup primers?”
Asked ChatGPT
“What's the best makeup primer for oily skin?”
Searched Google, AI Overview
“makeup primer”
Searched Google, AI Overview
“best primer”
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 Too Faced compared with other makeup primer brands worldwide?
Share of searches by month for e.l.f. Cosmetics, Benefit Cosmetics, Smashbox, Milk Makeup, NYX Professional Makeup, MAC, Hourglass, Too Faced. The figures are in the table below the chart.
View monthly share of searches table
| Month | e.l.f. Cosmetics | Benefit Cosmetics | Smashbox | Milk Makeup | NYX Professional Makeup | MAC | Hourglass | Charlotte Tilbury | Laura Mercier | Fenty Beauty | Rare Beauty | Too Faced |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 44.4% | 12.1% | 8.7% | 11.3% | 8.4% | 5.6% | 2.8% | 2.5% | 1.7% | 1.1% | 0.91% | 0.5% |
| Dec 2025 | 45.7% | 11.8% | 8.6% | 11.7% | 8.6% | 4.7% | 2.3% | 2.6% | 1.7% | 0.94% | 0.77% | 0.62% |
| Jan 2026 | 41% | 16.5% | 9.8% | 10.9% | 8.1% | 4.4% | 2.7% | 2.4% | 1.6% | 0.88% | 0.88% | 0.71% |
| Feb 2026 | 42.5% | 13.4% | 9.8% | 13% | 8% | 4.4% | 2.7% | 2.4% | 1.6% | 0.86% | 0.71% | 0.71% |
| Mar 2026 | 44.1% | 13.9% | 9.3% | 11.1% | 8.3% | 4.6% | 2.3% | 2.5% | 1.7% | 0.91% | 0.73% | 0.6% |
| Apr 2026 | 41.2% | 12.4% | 11.5% | 12.9% | 7.4% | 5% | 3% | 2.7% | 1.5% | 0.98% | 0.79% | 0.79% |
| May 2026 | 43% | 11.1% | 12.1% | 11.7% | 8.1% | 4.4% | 2.9% | 2.4% | 1.6% | 1.1% | 0.87% | 0.57% |
| Jun 2026 | 44.8% | 11.6% | 11.3% | 11.3% | 7% | 4.6% | 3% | 2.5% | 1.7% | 0.91% | 0.75% | 0.5% |
| Jul 2026 | 45.9% | 11.3% | 11.1% | 11.9% | 6.8% | 3.7% | 2.9% | 2.5% | 1.6% | 0.89% | 0.89% | 0.58% |
| Aug 2026 | 49.7% | 10.5% | 9.3% | 10.2% | 7.7% | 4.2% | 2.5% | 2.3% | 1.5% | 0.82% | 0.82% | 0.54% |
| Sep 2026 | 49.7% | 10.9% | 10.1% | 10% | 6.6% | 4.4% | 2.7% | 2% | 1.6% | 0.86% | 0.71% | 0.56% |
| Oct 2026 | 50.6% | 11.1% | 10.3% | 8.9% | 6.7% | 4.5% | 2.6% | 2% | 1.3% | 0.89% | 0.71% | 0.39% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50.6% | 206K | +22.2% | +0.9 points | |
| 2, held 2nd | 11.1% | 45.2K | +22.2% | +0.2 points | |
| 3, held 3rd | 10.3% | 41.9K | +22.2% | +0.2 points | |
| 4, held 4th | 8.9% | 36.2K | +7.4% | -1 points | |
| 5, held 5th | 6.7% | 27.1K | +22.1% | +0.1 points | |
| 6, held 6th | 4.5% | 18.1K | +22.3% | +0.1 points | |
| 7, held 7th | 2.6% | 10.5K | +16.7% | -0.1 points | |
| 8, held 8th | 2% | 8.1K | +22.7% | 0 points | |
| 9, held 9th | 1.3% | 5.4K | 0% | -0.3 points | |
| 10, held 10th | 0.89% | 3.6K | +24.1% | 0 points | |
| 11, held 11th | 0.71% | 2.9K | +20.8% | 0 points | |
| 12, held 12th | 0.39% | 1.6K | -15.8% | -0.2 points |
50.6%
Held 1st. 206K estimated branded searches, +22.2% vs prior month. Share +0.9 points.
11.1%
Held 2nd. 45.2K estimated branded searches, +22.2% vs prior month. Share +0.2 points.
3.
Smashbox10.3%
Held 3rd. 41.9K estimated branded searches, +22.2% vs prior month. Share +0.2 points.
8.9%
Held 4th. 36.2K estimated branded searches, +7.4% vs prior month. Share -1 points.
6.7%
Held 5th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.1 points.
6.
MAC4.5%
Held 6th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.1 points.
2.6%
Held 7th. 10.5K estimated branded searches, +16.7% vs prior month. Share -0.1 points.
Held 8th. 8.1K estimated branded searches, +22.7% vs prior month. Share 0 points.
1.3%
Held 9th. 5.4K estimated branded searches, 0% vs prior month. Share -0.3 points.
10.
Fenty Beauty0.89%
Held 10th. 3.6K estimated branded searches, +24.1% vs prior month. Share 0 points.
11.
Rare Beauty0.71%
Held 11th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.
12.
Too Faced0.39%
Held 12th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.2 points.
Too Faced, e.l.f. Cosmetics and 8 other brands sell other things too, so only their searches that name this product count here, like “too faced hangover primer”.
Compare popularity between Too Faced and its closest rivals
Every comparison with Too Faced
39 comparisons
- Bobbi Brown vs Too Faced
- Charlotte Tilbury vs Too Faced
- Clinique vs Too Faced
- ColourPop vs Too Faced
- e.l.f. Cosmetics vs Too Faced
- Essence vs Too Faced
- Estée Lauder vs Too Faced
- Fenty Beauty vs Too Faced
- Huda Beauty vs Too Faced
- Kylie Cosmetics vs Too Faced
- L'Oréal Paris vs Too Faced
- Makeup by Mario vs Too Faced
- Maybelline vs Too Faced
- Morphe vs Too Faced
- NARS vs Too Faced
- NYX Professional Makeup vs Too Faced
- Rare Beauty vs Too Faced
- Revlon vs Too Faced
- Tarte vs Too Faced
- Kosas vs Too Faced
- MAC vs Too Faced
- Benefit Cosmetics vs Too Faced
- CoverGirl vs Too Faced
- Milk Makeup vs Too Faced
- Rimmel vs Too Faced
- Hourglass vs Too Faced
- L'Oreal vs Too Faced
- Natasha Denona vs Too Faced
- Lancôme vs Too Faced
- Revolution Beauty vs Too Faced
- rhode vs Too Faced
- Too Faced vs Urban Decay
- Tom Ford vs Too Faced
- Anastasia Beverly Hills vs Too Faced
- BUXOM vs Too Faced
- Glossier vs Too Faced
- Pat McGrath Labs vs Too Faced
- Laura Mercier vs Too Faced
- Smashbox vs Too Faced
How has branded search demand for Too Faced changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending October 2026, estimated monthly branded searches for Too Faced worldwide fell from 532K to 225K.
- Across the 12 months ending October 2026, Too Faced’s share of searches among makeup primer brands worldwide held steady, from 0.5% to 0.39%.
How did search popularity change for makeup primer brands worldwide in October 2026?
6 changes
In October 2026, e.l.f. Cosmetics gained share of searches among makeup primer brands worldwide, from 49.7% to 50.6%.
In October 2026, Milk Makeup lost share of searches among makeup primer brands worldwide, from 10% to 8.9%.
MAC’s share of searches among makeup primer brands worldwide has gained ground for 3 months in a row, from 3.7% to 4.5% in October 2026.
Estimated monthly branded searches for Rare Beauty worldwide fell 34.1% over 12 measured months, from 4.4K to 2.9K in October 2026.
Estimated monthly branded searches for Fenty Beauty worldwide fell 33.3% over 12 measured months, from 5.4K to 3.6K in October 2026.
Estimated monthly branded searches for Laura Mercier worldwide fell 33.3% over 12 measured months, from 8.1K to 5.4K in October 2026.
How are Too Faced’s branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Too Faced’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.
- too faced
- too faced eyeshadow
- too faced eyeshadow palette
- too faced hangover primer
- too faced lip injection
- too faced mascara
Do you work for Too Faced? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Too Faced compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Makeup and cosmetics brands | 20th of 28 | 1.6% | Show ranking |
| Mascara brands | 5th of 5 | 3.4% | Show ranking |
| Lip gloss brands | 9th of 13 | 3.5% | Show ranking |
| Makeup primer brands | 12th of 12 | 0.39% | Shown above |
| Eyeshadow brands | 6th of 14 | 8.2% | Show ranking |
Is Too Faced 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.