Milk Makeup vs Morphe:Which is more popular?
In September 2026, Milk Makeup had more branded searches than Morphe among contour stick brands worldwide. Milk Makeup had about 49,500 branded searches, while Morphe had 6,600. Milk Makeup made up 2.9% of all contour stick brand searches we track, and Morphe accounted for 0.39%. When we asked ChatGPT and Google AI Overviews about contour stick brands, Milk Makeup appeared in four of the five answers and Morphe in none.
Who do people search for more?
Milk Makeup, about 8 searches for every 1 for Morphe
Who does AI mention more?
Milk Makeup, mentioned in 4 of 5 answers, Morphe in 0
Who does AI recommend more?
Milk Makeup, the only one of the two named
Follow Milk Makeup vs Morphe 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
Top contour stick brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Milk Makeup was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Morphe 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.
NYX Professional Makeup4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Milk Makeup4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Fenty Beauty4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Westman Atelier3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Makeup by Mario1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Rare Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
LYS Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dior0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Morphe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about contour stick brands
5 answers
Asked ChatGPT
“Which contour stick brand should I buy?”
Asked ChatGPT
“What are the best contour stick brands?”
Asked ChatGPT
“What's the best contour stick brand for everyday makeup?”
Searched Google, AI Overview
“contour stick”
Searched Google, AI Overview
“cream contour stick”
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 Milk Makeup or Morphe more popular in search?
This chart shows how often people search Google for Milk Makeup and Morphe by name. Each line represents a brand's share of searches for all nine contour stick brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Milk Makeup, Morphe. The figures are in the table below the chart.
View monthly share of searches table
| Month | NYX Professional Makeup | Rare Beauty | Makeup by Mario | Westman Atelier | Milk Makeup | LYS Beauty | Dior | Fenty Beauty | Morphe |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.8% | 39.7% | 11.9% | 5.9% | 3.6% | 1.1% | 0.39% | 0.39% | 0.32% |
| Nov 2025 | 35.9% | 39.7% | 14.7% | 5% | 2.9% | 0.88% | 0.32% | 0.39% | 0.18% |
| Dec 2025 | 37.1% | 40% | 12% | 5% | 3.6% | 1.1% | 0.4% | 0.48% | 0.26% |
| Jan 2026 | 41% | 36.5% | 10.9% | 5.5% | 3.3% | 1.5% | 0.44% | 0.44% | 0.36% |
| Feb 2026 | 40.4% | 35.8% | 10.7% | 6.6% | 3.9% | 1.3% | 0.43% | 0.43% | 0.35% |
| Mar 2026 | 38% | 33.4% | 14.9% | 7.6% | 3.7% | 1.2% | 0.49% | 0.4% | 0.33% |
| Apr 2026 | 39% | 34.5% | 12.6% | 7.7% | 3.8% | 1.4% | 0.42% | 0.42% | 0.28% |
| May 2026 | 42.7% | 30.9% | 13.8% | 6.9% | 3.4% | 1.2% | 0.45% | 0.37% | 0.3% |
| Jun 2026 | 47.4% | 28.2% | 12.6% | 6.4% | 3.1% | 1.2% | 0.41% | 0.41% | 0.28% |
| Jul 2026 | 40.9% | 36.1% | 10.8% | 6.6% | 3.2% | 1.3% | 0.43% | 0.35% | 0.24% |
| Aug 2026 | 42.2% | 30.2% | 13.5% | 8.1% | 3.3% | 1.5% | 0.45% | 0.36% | 0.36% |
| Sep 2026 | 38.1% | 32.7% | 14.6% | 8.8% | 2.9% | 1.6% | 0.48% | 0.39% | 0.39% |
How has the Milk Makeup and Morphe comparison changed over the last 12 months?
3 findings
- Milk Makeup was ahead of Morphe in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Milk Makeup’s share of searches among contour stick brands worldwide moved from 3.6% to 2.9%, and its estimated monthly branded searches moved from 74K to 49.5K.
- Across the 12 months ending September 2026, Morphe’s share of searches among contour stick brands worldwide moved from 0.32% to 0.39%, and its estimated monthly branded searches held steady at 6.6K.
How did search popularity change for contour stick brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Milk Makeup worldwide fell 33.1% over 12 measured months, from 74K to 49.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Milk Makeup’s and Morphe’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.
Milk Makeup
1 branded search term
- milk makeup
Morphe
1 branded search term
- morphe contour stick
Other head-to-heads among contour stick brands
- NYX Professional Makeup vs Rare Beauty: compare popularity
- NYX Professional Makeup vs Makeup by Mario: compare popularity
- NYX Professional Makeup vs Westman Atelier: compare popularity
- NYX Professional Makeup vs Milk Makeup: compare popularity
- Rare Beauty vs Makeup by Mario: compare popularity
- Rare Beauty vs Westman Atelier: compare popularity
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.