Brandwave

Benefit Cosmetics vs Milk Makeup:Which is more popular?

In October 2026, Benefit Cosmetics had more branded searches than Milk Makeup among makeup primer brands worldwide. Benefit Cosmetics had about 45,200 branded searches, while Milk Makeup had 36,200. Benefit Cosmetics made up 11.1% of all makeup primer brand searches we track, and Milk Makeup accounted for 8.9%. When we asked ChatGPT and Google AI Overviews about makeup primer brands, Milk Makeup appeared in three of the five answers and Benefit Cosmetics in two. Milk Makeup was mentioned before Benefit Cosmetics in two out of three answers.

Among makeup primer brands worldwide in October 2026

Who do people search for more?

Benefit Cosmetics, about 25% more searches than Milk Makeup

Benefit Cosmetics 45.2K searchesMilk Makeup 36.2K searches

Who does AI mention more?

Milk Makeup, mentioned in 3 of 5 answers, Benefit Cosmetics in 2

Milk Makeup in 3 of 5Benefit Cosmetics in 2 of 5

Who does AI recommend more?

Milk Makeup, named ahead of Benefit Cosmetics in 2 of 3 answers

Milk Makeup first in 2Benefit Cosmetics first in 1

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Top makeup primer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Milk Makeup was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Benefit Cosmetics was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Milk Makeup was listed before Benefit Cosmetics in two out of three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Smashbox1st
  2. Milk Makeup2nd
  3. e.l.f. Cosmetics3rd
  4. Benefit Cosmetics3rd
  5. NYX Professional Makeup5th
  6. Hourglass6th
  7. MAC–
  8. Charlotte Tilbury–
  9. Laura Mercier–
  10. Fenty Beauty–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Smashbox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milk Makeup3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • e.l.f. Cosmetics2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Benefit Cosmetics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NYX Professional Makeup1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hourglass1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MAC0 of 5Named in 0 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
  • Laura Mercier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fenty Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about makeup primer 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 25, 2026.

Is Benefit Cosmetics or Milk Makeup more popular in search?

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

Benefit Cosmetics and Milk Makeup among makeup primer brands worldwide, by month

Share of searches by month for Benefit Cosmetics, Milk Makeup. The figures are in the table below the chart.

View monthly share of searches table
Monthe.l.f. CosmeticsBenefit CosmeticsSmashboxMilk MakeupNYX Professional MakeupMACHourglassCharlotte TilburyLaura MercierFenty BeautyRare BeautyToo Faced
Nov 202544.4%12.1%8.7%11.3%8.4%5.6%2.8%2.5%1.7%1.1%0.91%0.5%
Dec 202545.7%11.8%8.6%11.7%8.6%4.7%2.3%2.6%1.7%0.94%0.77%0.62%
Jan 202641%16.5%9.8%10.9%8.1%4.4%2.7%2.4%1.6%0.88%0.88%0.71%
Feb 202642.5%13.4%9.8%13%8%4.4%2.7%2.4%1.6%0.86%0.71%0.71%
Mar 202644.1%13.9%9.3%11.1%8.3%4.6%2.3%2.5%1.7%0.91%0.73%0.6%
Apr 202641.2%12.4%11.5%12.9%7.4%5%3%2.7%1.5%0.98%0.79%0.79%
May 202643%11.1%12.1%11.7%8.1%4.4%2.9%2.4%1.6%1.1%0.87%0.57%
Jun 202644.8%11.6%11.3%11.3%7%4.6%3%2.5%1.7%0.91%0.75%0.5%
Jul 202645.9%11.3%11.1%11.9%6.8%3.7%2.9%2.5%1.6%0.89%0.89%0.58%
Aug 202649.7%10.5%9.3%10.2%7.7%4.2%2.5%2.3%1.5%0.82%0.82%0.54%
Sep 202649.7%10.9%10.1%10%6.6%4.4%2.7%2%1.6%0.86%0.71%0.56%
Oct 202650.6%11.1%10.3%8.9%6.7%4.5%2.6%2%1.3%0.89%0.71%0.39%

Benefit Cosmetics and Milk Makeup sell other things too, so only their searches that name this product count here, like “benefit primer”.

How has branded search for Benefit Cosmetics and Milk Makeup changed worldwide over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending October 2026: Milk Makeup took it in April 2026, Benefit Cosmetics took it in June 2026, Milk Makeup took it in July 2026, Benefit Cosmetics took it in August 2026.
  • Across the 12 months ending October 2026, Benefit Cosmetics’ share of searches among makeup primer brands worldwide moved from 12.1% to 11.1%, and its estimated monthly branded searches moved from 58.6K to 45.2K.
  • Across the 12 months ending October 2026, Milk Makeup’s share of searches among makeup primer brands worldwide moved from 11.3% to 8.9%, and its estimated monthly branded searches moved from 54.8K to 36.2K.

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

2 changes

  1. In October 2026, Milk Makeup lost share of searches among makeup primer brands worldwide, from 10% to 8.9%.

  2. Estimated monthly branded searches for Benefit Cosmetics worldwide fell 22.9% over 12 measured months, from 58.6K to 45.2K in October 2026.

How are Benefit Cosmetics’ and Milk Makeup’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Benefit Cosmetics’ and Milk Makeup’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.

Benefit Cosmetics

2 branded search terms

  • benefit porefessional
  • benefit primer

Milk Makeup

3 branded search terms

  • milk hydro grip primer
  • milk makeup primer
  • milk primer

How the Brand Demand Index is measured

Other head-to-heads among makeup primer brands

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