Clean makeup brands:Which are most popular?

Name: Clean makeup brands: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

Jones Road, Saie and Tower 28 tie for the highest share of searches among clean makeup brands worldwide, at 16.2% each in October 2026. When we checked with ChatGPT and Google AI Overviews, Merit and ILIA were mentioned most often, in four of the five answers. ILIA was recommended most often, coming first in three out of five responses.

Follow clean makeup brands 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

Track your brand in this set →

Top clean makeup brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Merit and ILIA were mentioned most often, in four of the five answers. ILIA was recommended most often, coming first in three out of five answers. Merit was second, and Saie was third. Jones Road, which ranked first in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Merit	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
ILIA	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Saie	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Kosas	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
RMS Beauty	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Well People	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Tower 28	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
bareMinerals	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Jones Road	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Westman Atelier	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Ere Perez	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Kjaer Weis	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Merit4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
ILIA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Saie3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Kosas3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
RMS Beauty3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Well People3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Tower 282 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
bareMinerals2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Jones Road0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Westman Atelier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ere Perez0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kjaer Weis0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about clean makeup brands

5 answers

Asked ChatGPT
“Which clean makeup brand should I buy?”
1. 1ILIA
2. 2Saie
3. 3Merit
4. 4Kosas
Asked ChatGPT
“What are the best clean makeup brands?”
1. 1ILIA
2. 2Saie
3. 3Tower 28
4. 4Merit
5. 5Kosas
6. 6RMS Beauty
7. 7Well People
Asked ChatGPT
“What's the best clean makeup for sensitive skin?”
Searched Google, AI Overview
“clean makeup”
1. 1Merit
2. 2Well People
3. 3ILIA
4. 4bareMinerals
Searched Google, AI Overview
“non toxic makeup”
1. 1ILIA
2. 2RMS Beauty
3. 3Kosas
4. 4Merit
5. 5Saie
6. 6Well People

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.

Which clean makeup brands do people search for most?

This chart shows how often people search Google for each clean makeup brand by name. Each line represents a brand's share of searches for all 12 clean makeup brands we track, month by month, from English-language searches worldwide.

Share of searches among clean makeup brands worldwide, by month

Month	Jones Road	Saie	Tower 28	Westman Atelier	bareMinerals	Merit	Kosas	RMS Beauty	ILIA	Ere Perez	Well People	Kjaer Weis
Nov 2025	13.6%	16.7%	13.6%	9.2%	13.6%	13.6%	9.2%	5%	3.4%	1.2%	0.45%	0.45%
Dec 2025	14.2%	17.3%	14.2%	9.5%	14.2%	11.6%	7.8%	6.4%	2.8%	1%	0.46%	0.46%
Jan 2026	15.4%	15.4%	15.4%	10.3%	12.6%	10.3%	8.5%	6.9%	3.1%	1.1%	0.5%	0.5%
Feb 2026	14.2%	14.2%	14.2%	11.6%	14.2%	11.6%	7.8%	6.4%	3.5%	1.3%	0.69%	0.46%
Mar 2026	14.7%	12%	14.7%	12%	14.7%	12%	8.1%	6.6%	3%	1.1%	0.59%	0.48%
Apr 2026	15.5%	12.7%	15.5%	12.7%	12.7%	10.3%	8.5%	6.9%	3.1%	1.1%	0.62%	0.51%
May 2026	16.1%	13.2%	16.1%	10.7%	13.2%	8.8%	8.8%	5.9%	4.8%	1.2%	0.53%	0.53%
Jun 2026	14.3%	14.3%	17.5%	9.6%	14.3%	9.6%	9.6%	5.3%	2.9%	1.6%	0.57%	0.47%
Jul 2026	14.6%	14.6%	17.8%	11.9%	11.9%	9.8%	8%	6.5%	2.4%	1.3%	0.58%	0.58%
Aug 2026	14.1%	14.1%	17.2%	14.1%	11.5%	9.4%	9.4%	5.2%	2.8%	1.3%	0.56%	0.46%
Sep 2026	17.4%	11.6%	17.4%	14.3%	11.6%	9.6%	7.8%	5.2%	2.9%	1.3%	0.46%	0.46%
Oct 2026	16.2%	16.2%	16.2%	13.3%	10.8%	10.8%	7.3%	4.9%	2.2%	1.2%	0.53%	0.43%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Jones Road	16.2%	165K	0%	-1.2 points
2, moved from 5th to 2nd	Saie	16.2%	165K	+50%	+4.6 pointsmoved from 5th to 2nd
3, moved from 2nd to 3rd	Tower 28	16.2%	165K	0%	-1.2 pointsmoved from 2nd to 3rd
4, moved from 3rd to 4th	Westman Atelier	13.3%	135K	0%	-1 pointsmoved from 3rd to 4th
5, moved from 4th to 5th	bareMinerals	10.8%	110K	0%	-0.8 pointsmoved from 4th to 5th
6, held 6th	Merit	10.8%	110K	+21.5%	+1.3 points
7, held 7th	Kosas	7.3%	74K	0%	-0.5 points
8, held 8th	RMS Beauty	4.9%	49.5K	0%	-0.4 points
9, held 9th	ILIA	2.2%	22.2K	-18.1%	-0.7 points
10, held 10th	Ere Perez	1.2%	12.1K	0%	-0.1 points
11, moved from 12th to 11th	Well People	0.53%	5.4K	+22.7%	+0.1 pointsmoved from 12th to 11th
12, moved from 11th to 12th	Kjaer Weis	0.43%	4.4K	0%	0 pointsmoved from 11th to 12th

1.Jones Road
16.2%
Held 1st. 165K estimated branded searches, 0% vs prior month. Share -1.2 points.
2.Saie
16.2%
Moved from 5th to 2nd. 165K estimated branded searches, +50% vs prior month. Share +4.6 points.
3.Tower 28
16.2%
Moved from 2nd to 3rd. 165K estimated branded searches, 0% vs prior month. Share -1.2 points.
4.Westman Atelier
13.3%
Moved from 3rd to 4th. 135K estimated branded searches, 0% vs prior month. Share -1 points.
5.bareMinerals
10.8%
Moved from 4th to 5th. 110K estimated branded searches, 0% vs prior month. Share -0.8 points.
6.Merit
10.8%
Held 6th. 110K estimated branded searches, +21.5% vs prior month. Share +1.3 points.
7.Kosas
7.3%
Held 7th. 74K estimated branded searches, 0% vs prior month. Share -0.5 points.
8.RMS Beauty
4.9%
Held 8th. 49.5K estimated branded searches, 0% vs prior month. Share -0.4 points.
9.ILIA
2.2%
Held 9th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.7 points.
10.Ere Perez
1.2%
Held 10th. 12.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
11.Well People
0.53%
Moved from 12th to 11th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.1 points.
12.Kjaer Weis
0.43%
Moved from 11th to 12th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

Which brand is most popular in search among clean makeup brands worldwide?

12 brands

Jones Road, Saie and Tower 28 tie for the highest share of searches among clean makeup brands worldwide, at 16.2% each in October 2026.

Global clean makeup brands, last 12 months ending October 2026
Brand	Share of searches	Peak	Low	Rank
Jones Road	13.6% → 16.2%	17.4%Sep 2026	13.6%Nov 2025	3rd → 1st
Saie	16.7% → 16.2%	17.3%Dec 2025	11.6%Sep 2026	1st → 2nd
Tower 28	13.6% → 16.2%	17.8%Jul 2026	13.6%Nov 2025	5th → 3rd
Westman Atelier	9.2% → 13.3%	14.3%Sep 2026	9.2%Nov 2025	7th → 4th
bareMinerals	13.6% → 10.8%	14.7%Mar 2026	10.8%Oct 2026	2nd → 5th
Merit	13.6% → 10.8%	13.6%Nov 2025	8.8%May 2026	4th → 6th
Kosas	9.2% → 7.3%	9.6%Jun 2026	7.3%Oct 2026	6th → 7th
RMS Beauty	5% → 4.9%	6.9%Apr 2026	4.9%Oct 2026	8th
ILIA	3.4% → 2.2%	4.8%May 2026	2.2%Oct 2026	9th
Ere Perez	1.2%	1.6%Jun 2026	1%Dec 2025	10th
Well People	0.45% → 0.53%	0.69%Feb 2026	0.45%Nov 2025	12th → 11th
Kjaer Weis	0.45% → 0.43%	0.58%Jul 2026	0.43%Oct 2026	11th → 12th

Each finding as a sentence

Across the 12 months ending October 2026, Jones Road’s share of searches among clean makeup brands worldwide increased from 13.6% to 16.2%.
Across the 12 months ending October 2026, Tower 28’s share of searches among clean makeup brands worldwide increased from 13.6% to 16.2%.
Across the 12 months ending October 2026, Westman Atelier’s share of searches among clean makeup brands worldwide increased from 9.2% to 13.3%.
Across the 12 months ending October 2026, bareMinerals’ share of searches among clean makeup brands worldwide decreased from 13.6% to 10.8%.
Across the 12 months ending October 2026, Merit’s share of searches among clean makeup brands worldwide decreased from 13.6% to 10.8%.
Across the 12 months ending October 2026, Kosas’ share of searches among clean makeup brands worldwide decreased from 9.2% to 7.3%.
Across the 12 months ending October 2026, ILIA’s share of searches among clean makeup brands worldwide decreased from 3.4% to 2.2%.
Across the 12 months ending October 2026, Jones Road’s share of searches among clean makeup brands worldwide peaked at 17.4% in September 2026 and was lowest at 13.6% in November 2025.
Across the 12 months ending October 2026, Saie’s share of searches among clean makeup brands worldwide peaked at 17.3% in December 2025 and was lowest at 11.6% in September 2026.
Across the 12 months ending October 2026, Tower 28’s share of searches among clean makeup brands worldwide peaked at 17.8% in July 2026 and was lowest at 13.6% in November 2025.
Across the 12 months ending October 2026, Westman Atelier’s share of searches among clean makeup brands worldwide peaked at 14.3% in September 2026 and was lowest at 9.2% in November 2025.
Across the 12 months ending October 2026, bareMinerals’ share of searches among clean makeup brands worldwide peaked at 14.7% in March 2026 and was lowest at 10.8% in October 2026.
Across the 12 months ending October 2026, Merit’s share of searches among clean makeup brands worldwide peaked at 13.6% in November 2025 and was lowest at 8.8% in May 2026.
Across the 12 months ending October 2026, Kosas’ share of searches among clean makeup brands worldwide peaked at 9.6% in June 2026 and was lowest at 7.3% in October 2026.
Across the 12 months ending October 2026, RMS Beauty’s share of searches among clean makeup brands worldwide peaked at 6.9% in April 2026 and was lowest at 4.9% in October 2026.
Across the 12 months ending October 2026, ILIA’s share of searches among clean makeup brands worldwide peaked at 4.8% in May 2026 and was lowest at 2.2% in October 2026.
Across the 12 months ending October 2026, Jones Road rose from 3rd to 1st among clean makeup brands worldwide.
Across the 12 months ending October 2026, Saie fell from 1st to 2nd among clean makeup brands worldwide.
Across the 12 months ending October 2026, Tower 28 rose from 5th to 3rd among clean makeup brands worldwide.
Across the 12 months ending October 2026, Westman Atelier rose from 7th to 4th among clean makeup brands worldwide.
Across the 12 months ending October 2026, bareMinerals fell from 2nd to 5th among clean makeup brands worldwide.
Across the 12 months ending October 2026, Merit fell from 4th to 6th among clean makeup brands worldwide.
Across the 12 months ending October 2026, Kosas fell from 6th to 7th among clean makeup brands worldwide.
Across the 12 months ending October 2026, Well People rose from 12th to 11th among clean makeup brands worldwide.
Across the 12 months ending October 2026, Kjaer Weis fell from 11th to 12th among clean makeup brands worldwide.
Across the 12 months ending October 2026, RMS Beauty and Ere Perez held steady: their share of searches among clean makeup brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for clean makeup brands worldwide in October 2026?

8 changes

In October 2026, Saie overtook Tower 28 and 2 others to rank 2nd among clean makeup brands worldwide, with 16.2% of the searches.
In October 2026, Merit gained share of searches among clean makeup brands worldwide, from 9.6% to 10.8%.
In October 2026, Jones Road lost share of searches among clean makeup brands worldwide, from 17.4% to 16.2%.
In October 2026, Tower 28 lost share of searches among clean makeup brands worldwide, from 17.4% to 16.2%.
In October 2026, Westman Atelier lost share of searches among clean makeup brands worldwide, from 14.3% to 13.3%.
In October 2026, bareMinerals lost share of searches among clean makeup brands worldwide, from 11.6% to 10.8%.
In October 2026, ILIA lost share of searches among clean makeup brands worldwide, from 2.9% to 2.2%.
In October 2026, Kosas lost share of searches among clean makeup brands worldwide, from 7.8% to 7.3%.

How are branded searches counted for clean makeup brands?

12 search terms

Each brand's share of searches among clean makeup brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.