---
title: "Oil paint brands: Which are most popular?"
description: "Compare the oil paint brands artists buy. Share of Search among Michael Harding, Gamblin, Winsor & Newton, Old Holland, Rembrandt, Williamsburg and Sennelier, the oil paint brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/oil-paint-brands"
publisher: "Brandwave"
---

# Oil paint brands: Which are most popular?

Compare the oil paint brands artists buy. Share of Search among Michael Harding, Gamblin, Winsor & Newton, Old Holland, Rembrandt, Williamsburg and Sennelier, the oil paint brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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

- **Competitive set**: Oil paint brands
- **Market**: Global
- **Brands compared**: 7
- **Month measured**: Oct 2026
- **Highest Share of Search**: Michael Harding, 35.7%

## Which brand is most popular in search among oil paint brands worldwide?

- In October 2026, Michael Harding was the most searched among oil paint brands worldwide, with an estimated 12.8K branded searches, 35.7% of all searches for the seven tracked by the Brandwave Brand Demand Index.
- Gamblin is in 2nd place, 3.1 percentage points behind at 32.6%.
- Across the 12 months ending October 2026, Michael Harding’s share of searches among oil paint brands worldwide increased from 28.2% to 35.7%.
- Across the 12 months ending October 2026, Winsor & Newton’s share of searches among oil paint brands worldwide decreased from 19.5% to 18.4%.
- Across the 12 months ending October 2026, Old Holland’s share of searches among oil paint brands worldwide decreased from 10.6% to 4.5%.
- Across the 12 months ending October 2026, Michael Harding’s share of searches among oil paint brands worldwide peaked at 35.7% in October 2026 and was lowest at 19.7% in March 2026.
- Across the 12 months ending October 2026, Gamblin’s share of searches among oil paint brands worldwide peaked at 40.7% in March 2026 and was lowest at 28% in May 2026.
- Across the 12 months ending October 2026, Winsor & Newton’s share of searches among oil paint brands worldwide peaked at 34.5% in May 2026 and was lowest at 18.4% in October 2026.
- Across the 12 months ending October 2026, Old Holland’s share of searches among oil paint brands worldwide peaked at 10.6% in November 2025 and was lowest at 4.4% in June 2026.
- Across the 12 months ending October 2026, Rembrandt’s share of searches among oil paint brands worldwide peaked at 5.3% in September 2026 and was lowest at 3.7% in June 2026.
- Across the 12 months ending October 2026, Williamsburg’s share of searches among oil paint brands worldwide peaked at 3.3% in September 2026 and was lowest at 2% in March 2026.
- Across the 12 months ending October 2026, Michael Harding rose from 2nd to 1st among oil paint brands worldwide.
- Across the 12 months ending October 2026, Gamblin fell from 1st to 2nd among oil paint brands worldwide.
- Across the 12 months ending October 2026, Rembrandt, Williamsburg and Sennelier held steady: their share of searches among oil paint brands worldwide each moved less than 0.5 percentage points.

## Top oil paint brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Gamblin and Winsor & Newton appeared every time. Gamblin was recommended most often, coming first in two out of four answers. Winsor & Newton was second, and Michael Harding was third. Sennelier, which ranked seventh in searches, was not mentioned at all.

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 |
| --- | --- | --- | --- | --- |
| Gamblin | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| Winsor & Newton | 2nd | 3 of 3 | 1 of 1 | 4 of 4 |
| Michael Harding | 3rd | 2 of 3 | 0 of 1 | 2 of 4 |
| Old Holland | 4th | 2 of 3 | 1 of 1 | 3 of 4 |
| Williamsburg | 5th | 2 of 3 | 0 of 1 | 2 of 4 |
| Rembrandt | 6th | 1 of 3 | 1 of 1 | 2 of 4 |
| Sennelier | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about oil paint brands

- Asked ChatGPT "What's the best oil paint brand for artists?": 1. Winsor & Newton, 2. Michael Harding, 3. Gamblin, 4. Old Holland, 5. Williamsburg
- Asked ChatGPT "Which oil paints should a beginner buy?": 1. Gamblin, 2. Winsor & Newton
- Asked ChatGPT "What are the best professional oil paint brands?": 1. Michael Harding, 2. Old Holland, 3. Williamsburg, 4. Gamblin, 5. Winsor & Newton, 6. Rembrandt
- Searched Google, AI Overview "oil paint": 1. Gamblin, 2. Winsor & Newton, 3. Old Holland, 4. Rembrandt

Not named in any answer: Sennelier.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 27, 2026.

## Compare search popularity between leading brands

- [Michael Harding vs Gamblin: compare search popularity](/demand/global-en/compare/gamblin-vs-michael-harding): 35.7% against 32.6% Share of Search.
- [Michael Harding vs Winsor & Newton: compare search popularity](/demand/global-en/compare/michael-harding-vs-winsor-and-newton): 35.7% against 18.4% Share of Search.
- [Michael Harding vs Old Holland: compare search popularity](/demand/global-en/compare/michael-harding-vs-old-holland): 35.7% against 4.5% Share of Search.
- [Michael Harding vs Rembrandt: compare search popularity](/demand/global-en/compare/michael-harding-vs-rembrandt-paints): 35.7% against 4.5% Share of Search.
- [Gamblin vs Winsor & Newton: compare search popularity](/demand/global-en/compare/gamblin-vs-winsor-and-newton): 32.6% against 18.4% Share of Search.
- [Gamblin vs Old Holland: compare search popularity](/demand/global-en/compare/gamblin-vs-old-holland): 32.6% against 4.5% Share of Search.
- [Gamblin vs Rembrandt: compare search popularity](/demand/global-en/compare/gamblin-vs-rembrandt-paints): 32.6% against 4.5% Share of Search.
- [Winsor & Newton vs Old Holland: compare search popularity](/demand/global-en/compare/old-holland-vs-winsor-and-newton): 18.4% against 4.5% Share of Search.
- [Winsor & Newton vs Rembrandt: compare search popularity](/demand/global-en/compare/rembrandt-paints-vs-winsor-and-newton): 18.4% against 4.5% Share of Search.
- [Old Holland vs Rembrandt: compare search popularity](/demand/global-en/compare/old-holland-vs-rembrandt-paints): 4.5% Share of Search each.

## How did search popularity change for oil paint brands worldwide in October 2026?

- In October 2026, Michael Harding overtook Gamblin to become the leader among oil paint brands worldwide, with 35.7% of the searches.
- In October 2026, Gamblin lost share of searches among oil paint brands worldwide, from 36.2% to 32.6%.
- In October 2026, Winsor & Newton lost share of searches among oil paint brands worldwide, from 21.7% to 18.4%.
- In October 2026, Old Holland lost share of searches among oil paint brands worldwide, from 5.3% to 4.5%.
- In October 2026, Rembrandt lost share of searches among oil paint brands worldwide, from 5.3% to 4.5%.
- In October 2026, Williamsburg lost share of searches among oil paint brands worldwide, from 3.3% to 2.8%.

## Which oil paint brands do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Michael Harding | 35.7% | 12.8K | +60.0% | Michael Harding |
| 2 | Gamblin | 32.6% | 11.7K | +6.4% | Gamblin Artists Colors |
| 3 | Winsor & Newton | 18.4% | 6.6K | 0.0% | Winsor & Newton |
| 4 | Old Holland | 4.5% | 1.6K | 0.0% | Old Holland |
| 5 | Rembrandt | 4.5% | 1.6K | 0.0% | Royal Talens |
| 6 | Williamsburg | 2.8% | 1K | 0.0% | Golden Artist Colors |
| 7 | Sennelier | 1.6% | 590 | 0.0% | Sennelier |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | Gamblin | 13.5K | 32.5% | 1 |
| Nov 2025 | Michael Harding | 11.7K | 28.2% | 2 |
| Nov 2025 | Winsor & Newton | 8.1K | 19.5% | 3 |
| Nov 2025 | Old Holland | 4.4K | 10.6% | 4 |
| Nov 2025 | Rembrandt | 1.9K | 4.6% | 5 |
| Nov 2025 | Williamsburg | 1.3K | 3.1% | 6 |
| Nov 2025 | Sennelier | 590 | 1.4% | 7 |
| Dec 2025 | Gamblin | 14.7K | 33.6% | 1 |
| Dec 2025 | Michael Harding | 11.7K | 26.8% | 2 |
| Dec 2025 | Winsor & Newton | 9.9K | 22.7% | 3 |
| Dec 2025 | Old Holland | 3.6K | 8.2% | 4 |
| Dec 2025 | Rembrandt | 1.9K | 4.3% | 5 |
| Dec 2025 | Williamsburg | 1.3K | 3% | 6 |
| Dec 2025 | Sennelier | 590 | 1.4% | 7 |
| Jan 2026 | Winsor & Newton | 14.8K | 31.7% | 1 |
| Jan 2026 | Gamblin | 13.5K | 28.9% | 2 |
| Jan 2026 | Michael Harding | 11K | 23.6% | 3 |
| Jan 2026 | Old Holland | 3.6K | 7.7% | 4 |
| Jan 2026 | Rembrandt | 1.9K | 4.1% | 5 |
| Jan 2026 | Williamsburg | 1.3K | 2.8% | 6 |
| Jan 2026 | Sennelier | 590 | 1.3% | 7 |
| Feb 2026 | Winsor & Newton | 12.1K | 30.9% | 1 |
| Feb 2026 | Gamblin | 12K | 30.6% | 2 |
| Feb 2026 | Michael Harding | 8K | 20.4% | 3 |
| Feb 2026 | Old Holland | 3.6K | 9.2% | 4 |
| Feb 2026 | Rembrandt | 1.9K | 4.8% | 5 |
| Feb 2026 | Williamsburg | 1K | 2.6% | 6 |
| Feb 2026 | Sennelier | 590 | 1.5% | 7 |
| Mar 2026 | Gamblin | 20.2K | 40.7% | 1 |
| Mar 2026 | Winsor & Newton | 12.1K | 24.4% | 2 |
| Mar 2026 | Michael Harding | 9.8K | 19.7% | 3 |
| Mar 2026 | Old Holland | 3.6K | 7.2% | 4 |
| Mar 2026 | Rembrandt | 2.4K | 4.8% | 5 |
| Mar 2026 | Williamsburg | 1K | 2% | 6 |
| Mar 2026 | Sennelier | 590 | 1.2% | 7 |
| Apr 2026 | Gamblin | 12.5K | 30.8% | 1 |
| Apr 2026 | Winsor & Newton | 12.1K | 29.8% | 2 |
| Apr 2026 | Michael Harding | 10.2K | 25.1% | 3 |
| Apr 2026 | Old Holland | 2.4K | 5.9% | 4 |
| Apr 2026 | Rembrandt | 1.9K | 4.7% | 5 |
| Apr 2026 | Williamsburg | 1K | 2.5% | 6 |
| Apr 2026 | Sennelier | 480 | 1.2% | 7 |
| May 2026 | Winsor & Newton | 14.8K | 34.5% | 1 |
| May 2026 | Gamblin | 12K | 28% | 2 |
| May 2026 | Michael Harding | 10.2K | 23.8% | 3 |
| May 2026 | Old Holland | 2.4K | 5.6% | 4 |
| May 2026 | Rembrandt | 1.9K | 4.4% | 5 |
| May 2026 | Williamsburg | 1K | 2.3% | 6 |
| May 2026 | Sennelier | 590 | 1.4% | 7 |
| Jun 2026 | Gamblin | 16.5K | 38% | 1 |
| Jun 2026 | Winsor & Newton | 12.1K | 27.9% | 2 |
| Jun 2026 | Michael Harding | 9.8K | 22.6% | 3 |
| Jun 2026 | Old Holland | 1.9K | 4.4% | 4 |
| Jun 2026 | Rembrandt | 1.6K | 3.7% | 5 |
| Jun 2026 | Williamsburg | 1K | 2.3% | 6 |
| Jun 2026 | Sennelier | 480 | 1.1% | 7 |
| Jul 2026 | Gamblin | 12K | 37.3% | 1 |
| Jul 2026 | Michael Harding | 8.8K | 27.3% | 2 |
| Jul 2026 | Winsor & Newton | 6.6K | 20.5% | 3 |
| Jul 2026 | Old Holland | 1.6K | 5% | 4 |
| Jul 2026 | Rembrandt | 1.6K | 5% | 5 |
| Jul 2026 | Williamsburg | 1K | 3.1% | 6 |
| Jul 2026 | Sennelier | 590 | 1.8% | 7 |
| Aug 2026 | Gamblin | 15.3K | 39.6% | 1 |
| Aug 2026 | Michael Harding | 9.8K | 25.4% | 2 |
| Aug 2026 | Winsor & Newton | 8.1K | 21% | 3 |
| Aug 2026 | Old Holland | 1.9K | 4.9% | 4 |
| Aug 2026 | Rembrandt | 1.9K | 4.9% | 5 |
| Aug 2026 | Williamsburg | 1K | 2.6% | 6 |
| Aug 2026 | Sennelier | 590 | 1.5% | 7 |
| Sep 2026 | Gamblin | 11K | 36.2% | 1 |
| Sep 2026 | Michael Harding | 8K | 26.3% | 2 |
| Sep 2026 | Winsor & Newton | 6.6K | 21.7% | 3 |
| Sep 2026 | Old Holland | 1.6K | 5.3% | 4 |
| Sep 2026 | Rembrandt | 1.6K | 5.3% | 5 |
| Sep 2026 | Williamsburg | 1K | 3.3% | 6 |
| Sep 2026 | Sennelier | 590 | 1.9% | 7 |
| Oct 2026 | Michael Harding | 12.8K | 35.7% | 1 |
| Oct 2026 | Gamblin | 11.7K | 32.6% | 2 |
| Oct 2026 | Winsor & Newton | 6.6K | 18.4% | 3 |
| Oct 2026 | Old Holland | 1.6K | 4.5% | 4 |
| Oct 2026 | Rembrandt | 1.6K | 4.5% | 5 |
| Oct 2026 | Williamsburg | 1K | 2.8% | 6 |
| Oct 2026 | Sennelier | 590 | 1.6% | 7 |

## How are branded searches counted for oil paint brands?

- **Gamblin**: Measured on the search terms “gamblin” and “gamblin oil paint”, summed into one figure.
- **Michael Harding**: Measured on the search terms “michael harding” and “michael harding oil paint”, summed into one figure.
- **Old Holland**: Measured on the search term “old holland oil paint”.
- **Rembrandt**: Measured on the search term “rembrandt oil paint”.
- **Sennelier**: Measured on the search term “sennelier oil paint”.
- **Williamsburg**: Measured on the search term “williamsburg oil paint”.
- **Winsor & Newton**: Measured on the search term “winsor and newton oil paint”.

- [Gamblin](/demand/global-en/brands/gamblin)
- [Michael Harding](/demand/global-en/brands/michael-harding)
- [Old Holland](/demand/global-en/brands/old-holland)
- [Rembrandt](/demand/global-en/brands/rembrandt-paints)
- [Sennelier](/demand/global-en/brands/sennelier)
- [Williamsburg](/demand/global-en/brands/williamsburg-oil-colors)
- [Winsor & Newton](/demand/global-en/brands/winsor-and-newton)

## 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

### Which brand is most popular in search among oil paint brands worldwide?

In October 2026, Michael Harding was the most searched among oil paint brands worldwide, with an estimated 12.8K branded searches, 35.7% of all searches for the seven tracked by the Brandwave Brand Demand Index. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Oil paint brands: Which are most popular?". https://gobrandwave.com/demand/global-en/categories/oil-paint-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/oil-paint-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.