Brandwave

Hourglass vs Too Faced:Which is more popular?

In October 2026, Hourglass had more branded searches than Too Faced among makeup primer brands worldwide. Hourglass had about 10,500 branded searches, while Too Faced had 1,600. Hourglass made up 2.6% of all makeup primer brand searches we track, and Too Faced accounted for 0.39%. When we asked ChatGPT and Google AI Overviews about makeup primer brands, Hourglass appeared in one of the five answers and Too Faced in none.

Among makeup primer brands worldwide in October 2026

Who do people search for more?

Hourglass, about 7 searches for every 1 for Too Faced

Hourglass 10.5K searchesToo Faced 1.6K searches

Who does AI mention more?

Hourglass, mentioned in 1 of 5 answers, Too Faced in 0

Hourglass in 1 of 5Too Faced 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. Too Faced 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. +2 more
  11. Too Faced–

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
  • Too Faced0 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 Too Faced more popular in search?

This chart shows how often people search Google for Hourglass and Too Faced 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 Too Faced among makeup primer brands worldwide, by month

Share of searches by month for Hourglass, Too Faced. 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%

Too Faced sells other things too, so only its searches that name this product count here, like “too faced hangover primer”.

How has branded search for Hourglass and Too Faced changed worldwide over the last 12 months?

3 findings
  • Hourglass was ahead of Too Faced 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, Too Faced’s share of searches among makeup primer brands worldwide moved from 0.5% to 0.39%, and its estimated monthly branded searches moved from 2.4K to 1.6K.

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

2 changes

  1. Estimated monthly branded searches for Too Faced worldwide fell 33.3% over 12 measured months, from 2.4K to 1.6K 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 Too Faced’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Hourglass’ and Too Faced’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

Too Faced

1 branded search term

  • too faced hangover primer

How the Brand Demand Index is measured

Other head-to-heads among makeup primer brands

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