Brandwave

Milk Makeup vs NYX Professional Makeup:Which is more popular?

In October 2026, Milk Makeup had more branded searches than NYX Professional Makeup among makeup primer brands worldwide. Milk Makeup had about 36,200 branded searches, while NYX Professional Makeup had 27,100. Milk Makeup made up 8.9% of all makeup primer brand searches we track, and NYX Professional Makeup accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about makeup primer brands, Milk Makeup appeared in three of the five answers and NYX Professional Makeup in one. Milk Makeup was mentioned before NYX Professional Makeup in every answer that named either.

Among makeup primer brands worldwide in October 2026

Who do people search for more?

Milk Makeup, about 34% more searches than NYX Professional Makeup

Milk Makeup 36.2K searchesNYX Professional Makeup 27.1K searches

Who does AI mention more?

Milk Makeup, mentioned in 3 of 5 answers, NYX Professional Makeup in 1

Milk Makeup in 3 of 5NYX Professional Makeup in 1 of 5

Who does AI recommend more?

Milk Makeup, named ahead of NYX Professional Makeup in 2 of 2 answers

Milk Makeup first in 2NYX Professional Makeup never first

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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. 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. Milk Makeup was listed before NYX Professional Makeup in every answer 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 Milk Makeup or NYX Professional Makeup more popular in search?

This chart shows how often people search Google for Milk Makeup 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.

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

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

Milk Makeup and NYX Professional Makeup sell other things too, so only their searches that name this product count here, like “milk primer”.

How has branded search for Milk Makeup 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. In October 2026, Milk Makeup lost share of searches among makeup primer brands worldwide, from 10% to 8.9%.

  2. 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.

How are Milk Makeup’s and NYX Professional Makeup’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Milk Makeup’s 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.

Milk Makeup

3 branded search terms

  • milk hydro grip primer
  • milk makeup primer
  • milk 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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