---
title: "Charlotte Tilbury vs Hourglass: Which is more popular?"
description: "Is Charlotte Tilbury or Hourglass more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Makeup primer brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/makeup-primer-brands/compare/charlotte-tilbury-vs-hourglass"
publisher: "Brandwave"
---

# Charlotte Tilbury vs Hourglass: Which is more popular?

Is Charlotte Tilbury or Hourglass more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Makeup primer brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Compared**: Charlotte Tilbury and Hourglass
- **Competitive set**: Makeup primer brands
- **Market**: Global
- **Month measured**: Oct 2026
- **Charlotte Tilbury Share of Search**: 2%
- **Hourglass Share of Search**: 2.6%

## Is Charlotte Tilbury or Hourglass more popular in search?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Smashbox | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Milk Makeup | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| e.l.f. Cosmetics | 3rd | 0 of 3 | 2 of 2 | 2 of 5 |
| Benefit Cosmetics | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |
| NYX Professional Makeup | 5th | 1 of 3 | 0 of 2 | 1 of 5 |
| Hourglass | 6th | 0 of 3 | 1 of 2 | 1 of 5 |
| MAC | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Charlotte Tilbury | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Laura Mercier | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Fenty Beauty | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Rare Beauty | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Too Faced | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about makeup primer brands

- Asked ChatGPT "Which makeup primer should I buy?": 1. Smashbox, 2. Milk Makeup
- Asked ChatGPT "What are the best makeup primers?": 1. Milk Makeup, 2. Smashbox, 3. NYX Professional Makeup, 4. Benefit Cosmetics
- Asked ChatGPT "What's the best makeup primer for oily skin?": 1. Smashbox, 2. Benefit Cosmetics
- Searched Google, AI Overview "makeup primer": 1. e.l.f. Cosmetics
- Searched Google, AI Overview "best primer": 1. Milk Makeup, 2. e.l.f. Cosmetics, 3. Smashbox, 4. Hourglass

Not named in any answer: MAC, Charlotte Tilbury, Laura Mercier, Fenty Beauty, Rare Beauty and Too Faced.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026.

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

- Estimated monthly branded searches for Charlotte Tilbury worldwide fell 33.1% over 12 measured months, from 12.1K to 8.1K in October 2026.
- Estimated monthly branded searches for Hourglass worldwide fell 22.2% over 12 measured months, from 13.5K to 10.5K in October 2026.

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

| Month | Charlotte Tilbury estimated searches | Charlotte Tilbury Share of Search | Charlotte Tilbury rank | Hourglass estimated searches | Hourglass Share of Search | Hourglass rank |
| --- | --- | --- | --- | --- | --- | --- |
| Nov 2025 | 12.1K | 2.5% | 8 | 13.5K | 2.8% | 7 |
| Dec 2025 | 12.1K | 2.6% | 7 | 11K | 2.3% | 8 |
| Jan 2026 | 9.9K | 2.4% | 8 | 11K | 2.7% | 7 |
| Feb 2026 | 8.1K | 2.4% | 8 | 9K | 2.7% | 7 |
| Mar 2026 | 9.9K | 2.5% | 7 | 9K | 2.3% | 8 |
| Apr 2026 | 9.9K | 2.7% | 8 | 11K | 3% | 7 |
| May 2026 | 8.1K | 2.4% | 8 | 9.5K | 2.9% | 7 |
| Jun 2026 | 8.1K | 2.5% | 8 | 9.5K | 3% | 7 |
| Jul 2026 | 8.1K | 2.5% | 8 | 9.5K | 2.9% | 7 |
| Aug 2026 | 8.1K | 2.3% | 8 | 9K | 2.5% | 7 |
| Sep 2026 | 6.6K | 2% | 8 | 9K | 2.7% | 7 |
| Oct 2026 | 8.1K | 2% | 8 | 10.5K | 2.6% | 7 |

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

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**: Measured on the search term “charlotte tilbury primer”.
- **Hourglass**: Measured on the search terms “hourglass primer” and “hourglass veil primer”, summed into one figure.

- [Charlotte Tilbury profile](/demand/global-en/brands/charlotte-tilbury)
- [Hourglass profile](/demand/global-en/brands/hourglass)
- [All makeup primer brands worldwide](/demand/global-en/categories/makeup-primer-brands): The set both shares are measured inside, 12 brands.

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Is Charlotte Tilbury or Hourglass more popular in search?

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%.

## Cite this page

Brandwave. "Charlotte Tilbury vs Hourglass: Which is more popular?". https://gobrandwave.com/demand/global-en/categories/makeup-primer-brands/compare/charlotte-tilbury-vs-hourglass

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/makeup-primer-brands/compare/charlotte-tilbury-vs-hourglass. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.