Brandwave

NYX Professional Makeup vs Rare Beauty:Which is more popular?

In September 2026, NYX Professional Makeup had more branded searches than Rare Beauty among contour stick brands worldwide. NYX Professional Makeup had about 640,000 branded searches, while Rare Beauty had 550,000. NYX Professional Makeup made up 38.1% of all contour stick brand searches we track, and Rare Beauty accounted for 32.7%. When we asked ChatGPT and Google AI Overviews about contour stick brands, NYX Professional Makeup appeared in four of the five answers and Rare Beauty in none.

Among contour stick brands worldwide in September 2026

Who do people search for more?

NYX Professional Makeup, about 16% more searches than Rare Beauty

NYX Professional Makeup 640K searchesRare Beauty 550K searches

Who does AI mention more?

NYX Professional Makeup, mentioned in 4 of 5 answers, Rare Beauty in 0

NYX Professional Makeup in 4 of 5Rare Beauty in 0 of 5

Who does AI recommend more?

NYX Professional Makeup, the only one of the two named

NYX Professional Makeup first in 4Rare Beauty never named

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Top contour stick brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, NYX Professional Makeup was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Rare Beauty 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.

  1. NYX Professional Makeup1st
  2. Milk Makeup2nd
  3. Fenty Beauty3rd
  4. Westman Atelier4th
  5. Makeup by Mario5th
  6. Rare Beauty–
  7. LYS Beauty–
  8. Dior–
  9. Morphe–

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

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 NYX Professional Makeup or Rare Beauty more popular in search?

This chart shows how often people search Google for NYX Professional Makeup and Rare Beauty 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.

NYX Professional Makeup and Rare Beauty among contour stick brands worldwide, by month

Share of searches by month for NYX Professional Makeup, Rare Beauty. The figures are in the table below the chart.

View monthly share of searches table
MonthNYX Professional MakeupRare BeautyMakeup by MarioWestman AtelierMilk MakeupLYS BeautyDiorFenty BeautyMorphe
Oct 202536.8%39.7%11.9%5.9%3.6%1.1%0.39%0.39%0.32%
Nov 202535.9%39.7%14.7%5%2.9%0.88%0.32%0.39%0.18%
Dec 202537.1%40%12%5%3.6%1.1%0.4%0.48%0.26%
Jan 202641%36.5%10.9%5.5%3.3%1.5%0.44%0.44%0.36%
Feb 202640.4%35.8%10.7%6.6%3.9%1.3%0.43%0.43%0.35%
Mar 202638%33.4%14.9%7.6%3.7%1.2%0.49%0.4%0.33%
Apr 202639%34.5%12.6%7.7%3.8%1.4%0.42%0.42%0.28%
May 202642.7%30.9%13.8%6.9%3.4%1.2%0.45%0.37%0.3%
Jun 202647.4%28.2%12.6%6.4%3.1%1.2%0.41%0.41%0.28%
Jul 202640.9%36.1%10.8%6.6%3.2%1.3%0.43%0.35%0.24%
Aug 202642.2%30.2%13.5%8.1%3.3%1.5%0.45%0.36%0.36%
Sep 202638.1%32.7%14.6%8.8%2.9%1.6%0.48%0.39%0.39%

How has the NYX Professional Makeup and Rare Beauty comparison changed over the last 12 months?

3 findings

How did search popularity change for contour stick brands worldwide in September 2026?

2 changes

  1. In September 2026, Rare Beauty gained share of searches among contour stick brands worldwide, from 30.2% to 32.7%.

  2. In September 2026, NYX Professional Makeup lost share of searches among contour stick brands worldwide, from 42.2% to 38.1%.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using NYX Professional Makeup’s and Rare Beauty’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.

NYX Professional Makeup

4 branded search terms

  • nyx
  • nyx makeup
  • nyx professional makeup
  • nyx wonder stick

Rare Beauty

1 branded search term

  • rare beauty

How the Brand Demand Index is measured

Other head-to-heads among contour stick brands

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