Hourglass vs Milani:Which is more popular?
In September 2026, Hourglass had more branded searches than Milani among face palette brands worldwide. Hourglass had about 246,000 branded searches, while Milani had 60,500. Hourglass made up 13.4% of all face palette brand searches we track, and Milani accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about face palette brands, Hourglass and Milani each appeared in three of the five answers. Hourglass was mentioned before Milani in two out of three answers.
Who do people search for more?
Hourglass, about 4 searches for every 1 for Milani
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Hourglass, named ahead of Milani in 2 of 3 answers
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Top face palette brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hourglass 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 three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Hourglass was listed before Milani in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Hourglass1st
Smashbox2nd
Milani3rd
Dior4th
Charlotte Tilbury–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Hourglass3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Milani3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Smashbox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dior1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about face palette brands
5 answers
Asked ChatGPT
“Which face palette brand should I buy?”
Asked ChatGPT
“What are the best face palette brands?”
Asked ChatGPT
“What's the best face palette brand for everyday makeup?”
Searched Google, AI Overview
“makeup face palette”
Searched Google, AI Overview
“contour and highlight palette”
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 Hourglass or Milani more popular in search?
This chart shows how often people search Google for Hourglass and Milani by name. Each line represents a brand's share of searches for all five face palette brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Hourglass, Milani. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Hourglass | Milani | Smashbox | Dior |
|---|---|---|---|---|---|
| Oct 2025 | 86.5% | 7.8% | 3.5% | 1.9% | 0.31% |
| Nov 2025 | 92.1% | 4.5% | 2% | 1.1% | 0.22% |
| Dec 2025 | 91.5% | 4.5% | 2.5% | 1.4% | 0.22% |
| Jan 2026 | 85.9% | 7.7% | 4.2% | 1.9% | 0.25% |
| Feb 2026 | 86.2% | 6.4% | 5.2% | 1.9% | 0.25% |
| Mar 2026 | 88.9% | 5.4% | 3.6% | 2% | 0.21% |
| Apr 2026 | 88% | 5.3% | 4.4% | 2% | 0.32% |
| May 2026 | 88% | 5.3% | 4.4% | 2% | 0.32% |
| Jun 2026 | 89.3% | 4.4% | 4.4% | 1.6% | 0.26% |
| Jul 2026 | 90.3% | 4.5% | 3.6% | 1.3% | 0.22% |
| Aug 2026 | 90.1% | 4.4% | 3.6% | 1.6% | 0.22% |
| Sep 2026 | 81.6% | 13.4% | 3.3% | 1.5% | 0.24% |
How has the Hourglass and Milani comparison changed over the last 12 months?
3 findings
- Hourglass was ahead of Milani in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hourglass’ share of searches among face palette brands worldwide moved from 7.8% to 13.4%, and its estimated monthly branded searches moved from 135K to 246K.
- Across the 12 months ending September 2026, Milani’s share of searches among face palette brands worldwide moved from 3.5% to 3.3%, and its estimated monthly branded searches held steady at 60.5K.
How did search popularity change for face palette brands worldwide in September 2026?
2 changes
In September 2026, Hourglass gained share of searches among face palette brands worldwide, from 4.4% to 13.4%.
Milani’s share of searches among face palette brands worldwide has lost ground for 3 months in a row, from 4.4% to 3.3% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hourglass’ 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.
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