Brandwave

Benefit Cosmetics vs Smashbox:Which is more popular?

In October 2026, Benefit Cosmetics had more branded searches than Smashbox among makeup primer brands worldwide. Benefit Cosmetics had about 45,200 branded searches, while Smashbox had 41,900. Benefit Cosmetics made up 11.1% of all makeup primer brand searches we track, and Smashbox accounted for 10.3%. When we asked ChatGPT and Google AI Overviews about makeup primer brands, Smashbox appeared in four of the five answers and Benefit Cosmetics in two. Smashbox was mentioned before Benefit Cosmetics in every answer.

Among makeup primer brands worldwide in October 2026

Who do people search for more?

Benefit Cosmetics, about 8% more searches than Smashbox

Benefit Cosmetics 45.2K searchesSmashbox 41.9K searches

Who does AI mention more?

Smashbox, mentioned in 4 of 5 answers, Benefit Cosmetics in 2

Smashbox in 4 of 5Benefit Cosmetics in 2 of 5

Who does AI recommend more?

Smashbox, named ahead of Benefit Cosmetics in every answer

Smashbox first in 3Benefit Cosmetics never first

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Top makeup primer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Smashbox was mentioned in four out of five: in all 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. Smashbox was listed before Benefit Cosmetics in every answer.

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 Smashbox more popular in search?

This chart shows how often people search Google for Benefit Cosmetics and Smashbox 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 Smashbox among makeup primer brands worldwide, by month

Share of searches by month for Benefit Cosmetics, Smashbox. 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 Smashbox 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 Smashbox changed worldwide over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending October 2026: Smashbox took it in May 2026, Benefit Cosmetics took it in June 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, Smashbox’s share of searches among makeup primer brands worldwide moved from 8.7% to 10.3%, and its estimated monthly branded searches held steady at 41.9K.

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

1 change

  1. 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 Smashbox’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Benefit Cosmetics’ and Smashbox’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

Smashbox

2 branded search terms

  • smashbox photo finish primer
  • smashbox primer

How the Brand Demand Index is measured

Other head-to-heads among makeup primer brands

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