Brandwave

Charlotte Tilbury vs Hourglass:Which is more popular?

In October 2026, Hourglass had more branded searches than Charlotte Tilbury among makeup primer brands worldwide. Hourglass had about 10,500 branded searches, while Charlotte Tilbury had 8,100. Hourglass made up 2.6% of all makeup primer brand searches we track, and Charlotte Tilbury accounted for 2%. When we asked ChatGPT and Google AI Overviews about makeup primer brands, Hourglass appeared in one of the five answers and Charlotte Tilbury in none.

Among makeup primer brands worldwide in October 2026

Who do people search for more?

Hourglass, about 30% more searches than Charlotte Tilbury

Hourglass 10.5K searchesCharlotte Tilbury 8.1K searches

Who does AI mention more?

Hourglass, mentioned in 1 of 5 answers, Charlotte Tilbury in 0

Hourglass in 1 of 5Charlotte Tilbury in 0 of 5

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Top makeup primer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hourglass was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Charlotte Tilbury 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. 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 Charlotte Tilbury or Hourglass more popular in search?

This chart shows how often people search Google for Charlotte Tilbury and Hourglass 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.

Charlotte Tilbury and Hourglass among makeup primer brands worldwide, by month

Share of searches by month for Hourglass, Charlotte Tilbury. 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%

Charlotte Tilbury sells other things too, so only its searches that name this product count here, like “charlotte tilbury primer”.

How has branded search for Charlotte Tilbury and Hourglass changed worldwide over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending October 2026: Charlotte Tilbury took it in December 2025, Hourglass took it in January 2026, Charlotte Tilbury took it in March 2026, Hourglass took it in April 2026.
  • Across the 12 months ending October 2026, Charlotte Tilbury’s share of searches among makeup primer brands worldwide moved from 2.5% to 2%, and its estimated monthly branded searches moved from 12.1K to 8.1K.
  • Across the 12 months ending October 2026, Hourglass’ share of searches among makeup primer brands worldwide moved from 2.8% to 2.6%, and its estimated monthly branded searches moved from 13.5K to 10.5K.

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

2 changes

  1. Estimated monthly branded searches for Charlotte Tilbury worldwide fell 33.1% over 12 measured months, from 12.1K to 8.1K in October 2026.

  2. Estimated monthly branded searches for Hourglass worldwide fell 22.2% over 12 measured months, from 13.5K to 10.5K in October 2026.

How are Charlotte Tilbury’s and Hourglass’ branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Charlotte Tilbury’s and Hourglass’ 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.

Charlotte Tilbury

1 branded search term

  • charlotte tilbury primer

Hourglass

2 branded search terms

  • hourglass primer
  • hourglass veil primer

How the Brand Demand Index is measured

Other head-to-heads among makeup primer brands

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