--- title: "Clean makeup brands: Which are most popular?" description: "Compare the clean makeup brands people buy. Share of Search among Jones Road, Saie, Tower 28, Westman Atelier, bareMinerals, Merit, Kosas, RMS Beauty, ILIA, Ere Perez, Well People and Kjaer Weis, the clean makeup brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/categories/clean-makeup-brands" publisher: "Brandwave" --- # Clean makeup brands: Which are most popular? Compare the clean makeup brands people buy. Share of Search among Jones Road, Saie, Tower 28, Westman Atelier, bareMinerals, Merit, Kosas, RMS Beauty, ILIA, Ere Perez, Well People and Kjaer Weis, the clean makeup brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Competitive set**: Clean makeup brands - **Market**: Global - **Brands compared**: 12 - **Month measured**: Oct 2026 - **Highest Share of Search**: Jones Road, 16.2% ## Which brand is most popular in search among clean makeup brands worldwide? - 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. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ILIA | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Merit | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Saie | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Tower 28 | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | RMS Beauty | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Kosas | 6th | 2 of 3 | 1 of 2 | 3 of 5 | | Well People | 7th | 1 of 3 | 2 of 2 | 3 of 5 | | bareMinerals | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | Jones Road | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Westman Atelier | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Ere Perez | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kjaer Weis | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about clean makeup brands - Asked ChatGPT "Which clean makeup brand should I buy?": 1. ILIA, 2. Saie, 3. Merit, 4. Kosas - Asked ChatGPT "What are the best clean makeup brands?": 1. ILIA, 2. Saie, 3. Tower 28, 4. Merit, 5. Kosas, 6. RMS Beauty, 7. Well People - Asked ChatGPT "What's the best clean makeup for sensitive skin?": 1. Tower 28, 2. bareMinerals, 3. RMS Beauty - Searched Google, AI Overview "clean makeup": 1. Merit, 2. Well People, 3. ILIA, 4. bareMinerals - Searched Google, AI Overview "non toxic makeup": 1. ILIA, 2. RMS Beauty, 3. Kosas, 4. Merit, 5. Saie, 6. Well People Not named in any answer: Jones Road, Westman Atelier, Ere Perez and Kjaer Weis. Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026. ## Compare search popularity between leading brands - [Jones Road vs Saie: compare search popularity](/demand/global-en/compare/jones-road-beauty-vs-saie): 16.2% Share of Search each. - [Jones Road vs Tower 28: compare search popularity](/demand/global-en/compare/jones-road-beauty-vs-tower-28): 16.2% Share of Search each. - [Jones Road vs Westman Atelier: compare search popularity](/demand/global-en/compare/jones-road-beauty-vs-westman-atelier): 16.2% against 13.3% Share of Search. - [Jones Road vs bareMinerals: compare search popularity](/demand/global-en/compare/bareminerals-vs-jones-road-beauty): 16.2% against 10.8% Share of Search. - [Saie vs Tower 28: compare search popularity](/demand/global-en/compare/saie-vs-tower-28): 16.2% Share of Search each. - [Saie vs Westman Atelier: compare search popularity](/demand/global-en/compare/saie-vs-westman-atelier): 16.2% against 13.3% Share of Search. - [Saie vs bareMinerals: compare search popularity](/demand/global-en/compare/bareminerals-vs-saie): 16.2% against 10.8% Share of Search. - [Tower 28 vs Westman Atelier: compare search popularity](/demand/global-en/compare/tower-28-vs-westman-atelier): 16.2% against 13.3% Share of Search. - [Tower 28 vs bareMinerals: compare search popularity](/demand/global-en/compare/bareminerals-vs-tower-28): 16.2% against 10.8% Share of Search. - [Westman Atelier vs bareMinerals: compare search popularity](/demand/global-en/compare/bareminerals-vs-westman-atelier): 13.3% against 10.8% Share of Search. ## How did search popularity change for clean makeup brands worldwide in October 2026? - 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%. ## Which clean makeup brands do people search for most? | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Jones Road | 16.2% | 165K | 0.0% | Jones Road | | 2 | Saie | 16.2% | 165K | +50.0% | Saie | | 3 | Tower 28 | 16.2% | 165K | 0.0% | Tower 28 | | 4 | Westman Atelier | 13.3% | 135K | 0.0% | Westman Atelier | | 5 | bareMinerals | 10.8% | 110K | 0.0% | bareMinerals | | 6 | Merit | 10.8% | 110K | +21.5% | Merit | | 7 | Kosas | 7.3% | 74K | 0.0% | Kosas | | 8 | RMS Beauty | 4.9% | 49.5K | 0.0% | RMS Beauty | | 9 | ILIA | 2.2% | 22.2K | -18.1% | ILIA | | 10 | Ere Perez | 1.2% | 12.1K | 0.0% | Ere Perez | | 11 | Well People | 0.53% | 5.4K | +22.7% | Well People | | 12 | Kjaer Weis | 0.43% | 4.4K | 0.0% | Kjaer Weis | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Nov 2025 | Saie | 246K | 16.7% | 1 | | Nov 2025 | bareMinerals | 201K | 13.6% | 2 | | Nov 2025 | Jones Road | 201K | 13.6% | 3 | | Nov 2025 | Merit | 201K | 13.6% | 4 | | Nov 2025 | Tower 28 | 201K | 13.6% | 5 | | Nov 2025 | Kosas | 135K | 9.2% | 6 | | Nov 2025 | Westman Atelier | 135K | 9.2% | 7 | | Nov 2025 | RMS Beauty | 74K | 5% | 8 | | Nov 2025 | ILIA | 49.5K | 3.4% | 9 | | Nov 2025 | Ere Perez | 18.1K | 1.2% | 10 | | Nov 2025 | Kjaer Weis | 6.6K | 0.45% | 11 | | Nov 2025 | Well People | 6.6K | 0.45% | 12 | | Dec 2025 | Saie | 201K | 17.3% | 1 | | Dec 2025 | bareMinerals | 165K | 14.2% | 2 | | Dec 2025 | Jones Road | 165K | 14.2% | 3 | | Dec 2025 | Tower 28 | 165K | 14.2% | 4 | | Dec 2025 | Merit | 135K | 11.6% | 5 | | Dec 2025 | Westman Atelier | 110K | 9.5% | 6 | | Dec 2025 | Kosas | 90.5K | 7.8% | 7 | | Dec 2025 | RMS Beauty | 74K | 6.4% | 8 | | Dec 2025 | ILIA | 33.1K | 2.8% | 9 | | Dec 2025 | Ere Perez | 12.1K | 1% | 10 | | Dec 2025 | Kjaer Weis | 5.4K | 0.46% | 11 | | Dec 2025 | Well People | 5.4K | 0.46% | 12 | | Jan 2026 | Jones Road | 165K | 15.4% | 1 | | Jan 2026 | Saie | 165K | 15.4% | 2 | | Jan 2026 | Tower 28 | 165K | 15.4% | 3 | | Jan 2026 | bareMinerals | 135K | 12.6% | 4 | | Jan 2026 | Merit | 110K | 10.3% | 5 | | Jan 2026 | Westman Atelier | 110K | 10.3% | 6 | | Jan 2026 | Kosas | 90.5K | 8.5% | 7 | | Jan 2026 | RMS Beauty | 74K | 6.9% | 8 | | Jan 2026 | ILIA | 33.1K | 3.1% | 9 | | Jan 2026 | Ere Perez | 12.1K | 1.1% | 10 | | Jan 2026 | Kjaer Weis | 5.4K | 0.5% | 11 | | Jan 2026 | Well People | 5.4K | 0.5% | 12 | | Feb 2026 | bareMinerals | 135K | 14.2% | 1 | | Feb 2026 | Jones Road | 135K | 14.2% | 2 | | Feb 2026 | Saie | 135K | 14.2% | 3 | | Feb 2026 | Tower 28 | 135K | 14.2% | 4 | | Feb 2026 | Merit | 110K | 11.6% | 5 | | Feb 2026 | Westman Atelier | 110K | 11.6% | 6 | | Feb 2026 | Kosas | 74K | 7.8% | 7 | | Feb 2026 | RMS Beauty | 60.5K | 6.4% | 8 | | Feb 2026 | ILIA | 33.1K | 3.5% | 9 | | Feb 2026 | Ere Perez | 12.1K | 1.3% | 10 | | Feb 2026 | Well People | 6.6K | 0.69% | 11 | | Feb 2026 | Kjaer Weis | 4.4K | 0.46% | 12 | | Mar 2026 | bareMinerals | 165K | 14.7% | 1 | | Mar 2026 | Jones Road | 165K | 14.7% | 2 | | Mar 2026 | Tower 28 | 165K | 14.7% | 3 | | Mar 2026 | Merit | 135K | 12% | 4 | | Mar 2026 | Saie | 135K | 12% | 5 | | Mar 2026 | Westman Atelier | 135K | 12% | 6 | | Mar 2026 | Kosas | 90.5K | 8.1% | 7 | | Mar 2026 | RMS Beauty | 74K | 6.6% | 8 | | Mar 2026 | ILIA | 33.1K | 3% | 9 | | Mar 2026 | Ere Perez | 12.1K | 1.1% | 10 | | Mar 2026 | Well People | 6.6K | 0.59% | 11 | | Mar 2026 | Kjaer Weis | 5.4K | 0.48% | 12 | | Apr 2026 | Jones Road | 165K | 15.5% | 1 | | Apr 2026 | Tower 28 | 165K | 15.5% | 2 | | Apr 2026 | bareMinerals | 135K | 12.7% | 3 | | Apr 2026 | Saie | 135K | 12.7% | 4 | | Apr 2026 | Westman Atelier | 135K | 12.7% | 5 | | Apr 2026 | Merit | 110K | 10.3% | 6 | | Apr 2026 | Kosas | 90.5K | 8.5% | 7 | | Apr 2026 | RMS Beauty | 74K | 6.9% | 8 | | Apr 2026 | ILIA | 33.1K | 3.1% | 9 | | Apr 2026 | Ere Perez | 12.1K | 1.1% | 10 | | Apr 2026 | Well People | 6.6K | 0.62% | 11 | | Apr 2026 | Kjaer Weis | 5.4K | 0.51% | 12 | | May 2026 | Jones Road | 165K | 16.1% | 1 | | May 2026 | Tower 28 | 165K | 16.1% | 2 | | May 2026 | bareMinerals | 135K | 13.2% | 3 | | May 2026 | Saie | 135K | 13.2% | 4 | | May 2026 | Westman Atelier | 110K | 10.7% | 5 | | May 2026 | Kosas | 90.5K | 8.8% | 6 | | May 2026 | Merit | 90.5K | 8.8% | 7 | | May 2026 | RMS Beauty | 60.5K | 5.9% | 8 | | May 2026 | ILIA | 49.5K | 4.8% | 9 | | May 2026 | Ere Perez | 12.1K | 1.2% | 10 | | May 2026 | Kjaer Weis | 5.4K | 0.53% | 11 | | May 2026 | Well People | 5.4K | 0.53% | 12 | | Jun 2026 | Tower 28 | 165K | 17.5% | 1 | | Jun 2026 | bareMinerals | 135K | 14.3% | 2 | | Jun 2026 | Jones Road | 135K | 14.3% | 3 | | Jun 2026 | Saie | 135K | 14.3% | 4 | | Jun 2026 | Kosas | 90.5K | 9.6% | 5 | | Jun 2026 | Merit | 90.5K | 9.6% | 6 | | Jun 2026 | Westman Atelier | 90.5K | 9.6% | 7 | | Jun 2026 | RMS Beauty | 49.5K | 5.3% | 8 | | Jun 2026 | ILIA | 27.1K | 2.9% | 9 | | Jun 2026 | Ere Perez | 14.8K | 1.6% | 10 | | Jun 2026 | Well People | 5.4K | 0.57% | 11 | | Jun 2026 | Kjaer Weis | 4.4K | 0.47% | 12 | | Jul 2026 | Tower 28 | 165K | 17.8% | 1 | | Jul 2026 | Jones Road | 135K | 14.6% | 2 | | Jul 2026 | Saie | 135K | 14.6% | 3 | | Jul 2026 | bareMinerals | 110K | 11.9% | 4 | | Jul 2026 | Westman Atelier | 110K | 11.9% | 5 | | Jul 2026 | Merit | 90.5K | 9.8% | 6 | | Jul 2026 | Kosas | 74K | 8% | 7 | | Jul 2026 | RMS Beauty | 60.5K | 6.5% | 8 | | Jul 2026 | ILIA | 22.2K | 2.4% | 9 | | Jul 2026 | Ere Perez | 12.1K | 1.3% | 10 | | Jul 2026 | Kjaer Weis | 5.4K | 0.58% | 11 | | Jul 2026 | Well People | 5.4K | 0.58% | 12 | | Aug 2026 | Tower 28 | 165K | 17.2% | 1 | | Aug 2026 | Jones Road | 135K | 14.1% | 2 | | Aug 2026 | Saie | 135K | 14.1% | 3 | | Aug 2026 | Westman Atelier | 135K | 14.1% | 4 | | Aug 2026 | bareMinerals | 110K | 11.5% | 5 | | Aug 2026 | Kosas | 90.5K | 9.4% | 6 | | Aug 2026 | Merit | 90.5K | 9.4% | 7 | | Aug 2026 | RMS Beauty | 49.5K | 5.2% | 8 | | Aug 2026 | ILIA | 27.1K | 2.8% | 9 | | Aug 2026 | Ere Perez | 12.1K | 1.3% | 10 | | Aug 2026 | Well People | 5.4K | 0.56% | 11 | | Aug 2026 | Kjaer Weis | 4.4K | 0.46% | 12 | | Sep 2026 | Jones Road | 165K | 17.4% | 1 | | Sep 2026 | Tower 28 | 165K | 17.4% | 2 | | Sep 2026 | Westman Atelier | 135K | 14.3% | 3 | | Sep 2026 | bareMinerals | 110K | 11.6% | 4 | | Sep 2026 | Saie | 110K | 11.6% | 5 | | Sep 2026 | Merit | 90.5K | 9.6% | 6 | | Sep 2026 | Kosas | 74K | 7.8% | 7 | | Sep 2026 | RMS Beauty | 49.5K | 5.2% | 8 | | Sep 2026 | ILIA | 27.1K | 2.9% | 9 | | Sep 2026 | Ere Perez | 12.1K | 1.3% | 10 | | Sep 2026 | Kjaer Weis | 4.4K | 0.46% | 11 | | Sep 2026 | Well People | 4.4K | 0.46% | 12 | | Oct 2026 | Jones Road | 165K | 16.2% | 1 | | Oct 2026 | Saie | 165K | 16.2% | 2 | | Oct 2026 | Tower 28 | 165K | 16.2% | 3 | | Oct 2026 | Westman Atelier | 135K | 13.3% | 4 | | Oct 2026 | bareMinerals | 110K | 10.8% | 5 | | Oct 2026 | Merit | 110K | 10.8% | 6 | | Oct 2026 | Kosas | 74K | 7.3% | 7 | | Oct 2026 | RMS Beauty | 49.5K | 4.9% | 8 | | Oct 2026 | ILIA | 22.2K | 2.2% | 9 | | Oct 2026 | Ere Perez | 12.1K | 1.2% | 10 | | Oct 2026 | Well People | 5.4K | 0.53% | 11 | | Oct 2026 | Kjaer Weis | 4.4K | 0.43% | 12 | ## How are branded searches counted for clean makeup brands? - **bareMinerals**: Measured on the search term “bareminerals”. - **Ere Perez**: Measured on the search term “ere perez”. - **ILIA**: Measured on the search term “ilia beauty”. - **Jones Road**: Measured on the search term “jones road beauty”. - **Kjaer Weis**: Measured on the search term “kjaer weis”. - **Kosas**: Measured on the search term “kosas”. - **Merit**: Measured on the search term “merit beauty”. - **RMS Beauty**: Measured on the search term “rms beauty”. - **Saie**: Measured on the search term “saie”. - **Tower 28**: Measured on the search term “tower 28”. - **Well People**: Measured on the search term “well people makeup”. - **Westman Atelier**: Measured on the search term “westman atelier”. - [bareMinerals](/demand/global-en/brands/bareminerals) - [Ere Perez](/demand/global-en/brands/ere-perez) - [ILIA](/demand/global-en/brands/ilia-beauty) - [Jones Road](/demand/global-en/brands/jones-road-beauty) - [Kjaer Weis](/demand/global-en/brands/kjaer-weis) - [Kosas](/demand/global-en/brands/kosas) - [Merit](/demand/global-en/brands/merit-beauty) - [RMS Beauty](/demand/global-en/brands/rms-beauty) - [Saie](/demand/global-en/brands/saie) - [Tower 28](/demand/global-en/brands/tower-28) - [Well People](/demand/global-en/brands/well-people) - [Westman Atelier](/demand/global-en/brands/westman-atelier) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among clean makeup brands worldwide? 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Clean makeup brands: Which are most popular?". https://gobrandwave.com/demand/global-en/categories/clean-makeup-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/clean-makeup-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.