Brandwave

Benefit Cosmetics vs Milani:Which is more popular?

In September 2026, Milani had more branded searches than Benefit Cosmetics among bronzing powder brands worldwide. Milani had about 60,500 branded searches, while Benefit Cosmetics had 40,500. Milani made up 9.3% of all bronzing powder brand searches we track, and Benefit Cosmetics accounted for 6.2%. When we asked ChatGPT and Google AI Overviews about bronzing powder brands, Benefit Cosmetics appeared in three of the five answers and Milani in two. Benefit Cosmetics and Milani were each mentioned first in one of the two answers.

Among bronzing powder brands worldwide in September 2026

Who do people search for more?

Milani, about 49% more searches than Benefit Cosmetics

Milani 60.5K searchesBenefit Cosmetics 40.5K searches

Who does AI mention more?

Benefit Cosmetics, mentioned in 3 of 5 answers, Milani in 2

Benefit Cosmetics in 3 of 5Milani in 2 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Benefit Cosmetics first in 1Milani first in 1

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Top bronzing powder brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Benefit Cosmetics was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Milani was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Benefit Cosmetics and Milani were each listed first in one of the two answers.

Most recommended by AI

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

  1. NARS1st
  2. Milani2nd
  3. Benefit Cosmetics2nd
  4. Bobbi Brown–
  5. MAC–

Mentioned by AI

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

  • NARS4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Benefit Cosmetics3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milani2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bobbi Brown0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bronzing powder 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.

Is Benefit Cosmetics or Milani more popular in search?

This chart shows how often people search Google for Benefit Cosmetics and Milani by name. Each line represents a brand's share of searches for all five bronzing powder brands we track, month by month, from English-language searches worldwide.

Benefit Cosmetics and Milani among bronzing powder brands worldwide, by month

Share of searches by month for Milani, Benefit Cosmetics. The figures are in the table below the chart.

View monthly share of searches table
MonthNARSBobbi BrownMilaniBenefit CosmeticsMAC
Oct 202542.9%42.9%7%7%0.19%
Nov 202552.9%35.3%5.8%5.8%0.19%
Dec 202547.2%38.6%7.8%6.3%0.2%
Jan 202642.7%42.7%8.6%5.7%0.19%
Feb 202645.4%37.1%11.2%6.1%0.2%
Mar 202647.1%38.6%7.8%6.3%0.2%
Apr 202645.7%37.4%9.2%7.5%0.24%
May 202651.4%34.3%8.4%5.7%0.22%
Jun 202646.4%37.9%9.3%6.2%0.2%
Jul 202646.3%37.9%9.3%6.2%0.25%
Aug 202646.4%37.9%9.3%6.2%0.2%
Sep 202646.3%37.9%9.3%6.2%0.25%

How has the Benefit Cosmetics and Milani comparison changed over the last 12 months?

3 findings

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

1 change

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Benefit Cosmetics’ and Milani’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Benefit Cosmetics

1 branded search term

  • benefit cosmetics

Milani

1 branded search term

  • milani

How the Brand Demand Index is measured

Other head-to-heads among bronzing powder brands

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