---
title: "Hourglass vs Milk Makeup: Which is more popular?"
description: "Is Hourglass or Milk Makeup 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/hourglass-vs-milk-makeup"
publisher: "Brandwave"
---

# Hourglass vs Milk Makeup: Which is more popular?

Is Hourglass or Milk Makeup 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**: Hourglass and Milk Makeup
- **Competitive set**: Makeup primer brands
- **Market**: Global
- **Month measured**: Oct 2026
- **Hourglass Share of Search**: 2.6%
- **Milk Makeup Share of Search**: 8.9%

## Is Hourglass or Milk Makeup more popular in search?

- In October 2026, Milk Makeup had more branded searches than Hourglass among makeup primer brands worldwide. Milk Makeup had about 36,200 branded searches, while Hourglass had 10,500. Milk Makeup made up 8.9% of all makeup primer brand searches we track, and Hourglass accounted for 2.6%.
- Milk Makeup was ahead of Hourglass in every measured month of the 12 months ending October 2026.
- 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.
- 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.

## 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. 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. Milk Makeup was listed before Hourglass in every answer that named either.

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?

- In October 2026, Milk Makeup lost share of searches among makeup primer brands worldwide, from 10% to 8.9%.
- 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 Hourglass and Milk Makeup changed worldwide over the last 12 months?

| Month | Hourglass estimated searches | Hourglass Share of Search | Hourglass rank | Milk Makeup estimated searches | Milk Makeup Share of Search | Milk Makeup rank |
| --- | --- | --- | --- | --- | --- | --- |
| Nov 2025 | 13.5K | 2.8% | 7 | 54.8K | 11.3% | 3 |
| Dec 2025 | 11K | 2.3% | 8 | 54.8K | 11.7% | 3 |
| Jan 2026 | 11K | 2.7% | 7 | 44.8K | 10.9% | 3 |
| Feb 2026 | 9K | 2.7% | 7 | 43.8K | 13% | 3 |
| Mar 2026 | 9K | 2.3% | 8 | 44.3K | 11.1% | 3 |
| Apr 2026 | 11K | 3% | 7 | 47.1K | 12.9% | 2 |
| May 2026 | 9.5K | 2.9% | 7 | 38.9K | 11.7% | 3 |
| Jun 2026 | 9.5K | 3% | 7 | 36.2K | 11.3% | 3 |
| Jul 2026 | 9.5K | 2.9% | 7 | 38.9K | 11.9% | 2 |
| Aug 2026 | 9K | 2.5% | 7 | 35.9K | 10.2% | 3 |
| Sep 2026 | 9K | 2.7% | 7 | 33.7K | 10% | 4 |
| Oct 2026 | 10.5K | 2.6% | 7 | 36.2K | 8.9% | 4 |

## How are Hourglass’ and Milk Makeup’s branded searches counted?

Brandwave collects information about searches that people make online using Hourglass’ 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.

- **Hourglass**: Measured on the search terms “hourglass primer” and “hourglass veil primer”, summed into one figure.
- **Milk Makeup**: Measured on the search terms “milk hydro grip primer”, “milk makeup primer” and “milk primer”, summed into one figure.

- [Hourglass profile](/demand/global-en/brands/hourglass)
- [Milk Makeup profile](/demand/global-en/brands/milk-makeup)
- [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 Hourglass or Milk Makeup more popular in search?

In October 2026, Milk Makeup had more branded searches than Hourglass among makeup primer brands worldwide. Milk Makeup had about 36,200 branded searches, while Hourglass had 10,500. Milk Makeup made up 8.9% of all makeup primer brand searches we track, and Hourglass accounted for 2.6%.

## Cite this page

Brandwave. "Hourglass vs Milk Makeup: Which is more popular?". https://gobrandwave.com/demand/global-en/categories/makeup-primer-brands/compare/hourglass-vs-milk-makeup

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