Brandwave

Hourglass vs NYX Professional Makeup:Which is more popular?

In October 2026, NYX Professional Makeup had more branded searches than Hourglass among makeup primer brands worldwide. NYX Professional Makeup had about 27,100 branded searches, while Hourglass had 10,500. NYX Professional Makeup made up 6.7% of all makeup primer brand searches we track, and Hourglass accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about makeup primer brands, Hourglass and NYX Professional Makeup each appeared in one of the five answers. Hourglass and NYX Professional Makeup were each mentioned first in one of the two answers that named either.

Among makeup primer brands worldwide in October 2026

Who do people search for more?

NYX Professional Makeup, about 3 searches for every 1 for Hourglass

NYX Professional Makeup 27.1K searchesHourglass 10.5K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Hourglass in 1 of 5NYX Professional Makeup in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Hourglass first in 1NYX Professional Makeup 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, 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. NYX Professional Makeup was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hourglass and NYX Professional Makeup were each listed first in one of the two answers that named either.

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 Hourglass or NYX Professional Makeup more popular in search?

This chart shows how often people search Google for Hourglass and NYX Professional 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.

Hourglass and NYX Professional Makeup among makeup primer brands worldwide, by month

Share of searches by month for NYX Professional Makeup, Hourglass. 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%

NYX Professional Makeup sells other things too, so only its searches that name this product count here, like “nyx primer”.

How has branded search for Hourglass and NYX Professional Makeup changed worldwide over the last 12 months?

3 findings

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

2 changes

  1. Estimated monthly branded searches for NYX Professional Makeup worldwide fell 33.1% over 12 measured months, from 40.5K to 27.1K 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 Hourglass’ and NYX Professional Makeup’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Hourglass’ and NYX Professional 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

2 branded search terms

  • hourglass primer
  • hourglass veil primer

NYX Professional Makeup

1 branded search term

  • nyx primer

How the Brand Demand Index is measured

Other head-to-heads among makeup primer brands

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