---
title: "Setting spray brands: Which are most popular?"
description: "Compare the makeup setting spray brands people buy. Share of Search among Charlotte Tilbury, ONE/SIZE, Urban Decay, e.l.f. Cosmetics, Milani, MAC, Morphe, NYX Professional Makeup, Huda Beauty and Laura Mercier, the setting spray 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/setting-spray-brands"
publisher: "Brandwave"
---

# Setting spray brands: Which are most popular?

Compare the makeup setting spray brands people buy. Share of Search among Charlotte Tilbury, ONE/SIZE, Urban Decay, e.l.f. Cosmetics, Milani, MAC, Morphe, NYX Professional Makeup, Huda Beauty and Laura Mercier, the setting spray 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**: Setting spray brands
- **Market**: Global
- **Brands compared**: 10
- **Month measured**: Oct 2026
- **Highest Share of Search**: Charlotte Tilbury, 27.8%

## Which brand is most popular in search among setting spray brands worldwide?

- In October 2026, Charlotte Tilbury was the most searched among setting spray brands worldwide, with an estimated 172K branded searches, 27.8% of all searches for the ten tracked by the Brandwave Brand Demand Index.
- ONE/SIZE is in 2nd place, 1.1 percentage points behind at 26.7%.
- Across the 12 months ending October 2026, Charlotte Tilbury’s share of searches among setting spray brands worldwide decreased from 36.7% to 27.8%.
- Across the 12 months ending October 2026, ONE/SIZE’s share of searches among setting spray brands worldwide increased from 19.4% to 26.7%.
- Across the 12 months ending October 2026, Urban Decay’s share of searches among setting spray brands worldwide decreased from 13.3% to 10%.
- Across the 12 months ending October 2026, e.l.f. Cosmetics’ share of searches among setting spray brands worldwide increased from 7.1% to 9.8%.
- Across the 12 months ending October 2026, Milani’s share of searches among setting spray brands worldwide increased from 5.8% to 8%.
- Across the 12 months ending October 2026, MAC’s share of searches among setting spray brands worldwide decreased from 7% to 5.8%.
- Across the 12 months ending October 2026, Morphe’s share of searches among setting spray brands worldwide increased from 3.9% to 5.4%.
- Across the 12 months ending October 2026, Laura Mercier’s share of searches among setting spray brands worldwide decreased from 1.2% to 0.58%.
- Across the 12 months ending October 2026, Charlotte Tilbury’s share of searches among setting spray brands worldwide peaked at 37.8% in December 2025 and was lowest at 25.8% in August 2026.
- Across the 12 months ending October 2026, ONE/SIZE’s share of searches among setting spray brands worldwide peaked at 30.9% in July 2026 and was lowest at 19.4% in November 2025.
- Across the 12 months ending October 2026, Urban Decay’s share of searches among setting spray brands worldwide peaked at 13.5% in March 2026 and was lowest at 9.3% in August 2026.
- Across the 12 months ending October 2026, Milani’s share of searches among setting spray brands worldwide peaked at 8.3% in April 2026 and was lowest at 5.8% in November 2025.
- Across the 12 months ending October 2026, MAC’s share of searches among setting spray brands worldwide peaked at 7% in November 2025 and was lowest at 5.5% in July 2026.
- Across the 12 months ending October 2026, Morphe’s share of searches among setting spray brands worldwide peaked at 6.8% in February 2026 and was lowest at 3.9% in November 2025.
- Across the 12 months ending October 2026, NYX Professional Makeup’s share of searches among setting spray brands worldwide peaked at 5.3% in May 2026 and was lowest at 3.9% in November 2025.
- Across the 12 months ending October 2026, Milani rose from 6th to 5th among setting spray brands worldwide.
- Across the 12 months ending October 2026, MAC fell from 5th to 6th among setting spray brands worldwide.
- Across the 12 months ending October 2026, NYX Professional Makeup and Huda Beauty held steady: their share of searches among setting spray brands worldwide each moved less than 0.5 percentage points.

## Top setting spray brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, ONE/SIZE and Urban Decay appeared every time. Urban Decay was recommended most often, coming first in one out of four answers. Charlotte Tilbury was second, and ONE/SIZE was third. e.l.f. Cosmetics, which ranked fourth 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 |
| --- | --- | --- | --- | --- |
| Urban Decay | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| Charlotte Tilbury | 2nd | 2 of 3 | 1 of 1 | 3 of 4 |
| ONE/SIZE | 3rd | 3 of 3 | 1 of 1 | 4 of 4 |
| Milani | 4th | 2 of 3 | 1 of 1 | 3 of 4 |
| NYX Professional Makeup | 5th | 1 of 3 | 0 of 1 | 1 of 4 |
| e.l.f. Cosmetics | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| MAC | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Morphe | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Huda Beauty | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Laura Mercier | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about setting spray brands

- Asked ChatGPT "Which setting spray should I buy?": 1. Urban Decay, 2. Charlotte Tilbury, 3. ONE/SIZE
- Asked ChatGPT "What are the best makeup setting sprays?": 1. Charlotte Tilbury, 2. Urban Decay, 3. ONE/SIZE, 4. NYX Professional Makeup, 5. Milani
- Asked ChatGPT "What's the best setting spray for oily skin?": 1. ONE/SIZE, 2. Urban Decay, 3. Milani
- Searched Google, AI Overview "best setting spray": 1. Charlotte Tilbury, 2. Urban Decay, 3. ONE/SIZE, 4. Milani

Not named in any answer: e.l.f. Cosmetics, MAC, Morphe, Huda Beauty and Laura Mercier.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026.

## Compare search popularity between leading brands

- [Charlotte Tilbury vs ONE/SIZE: compare search popularity](/demand/global-en/compare/charlotte-tilbury-vs-one-size): 27.8% against 26.7% Share of Search.
- [Charlotte Tilbury vs Urban Decay: compare search popularity](/demand/global-en/compare/charlotte-tilbury-vs-urban-decay): 27.8% against 10% Share of Search.
- [Charlotte Tilbury vs e.l.f. Cosmetics: compare search popularity](/demand/global-en/compare/charlotte-tilbury-vs-e-l-f-cosmetics): 27.8% against 9.8% Share of Search.
- [Charlotte Tilbury vs Milani: compare search popularity](/demand/global-en/compare/charlotte-tilbury-vs-milani): 27.8% against 8% Share of Search.
- [ONE/SIZE vs Urban Decay: compare search popularity](/demand/global-en/compare/one-size-vs-urban-decay): 26.7% against 10% Share of Search.
- [ONE/SIZE vs e.l.f. Cosmetics: compare search popularity](/demand/global-en/compare/e-l-f-cosmetics-vs-one-size): 26.7% against 9.8% Share of Search.
- [ONE/SIZE vs Milani: compare search popularity](/demand/global-en/compare/milani-vs-one-size): 26.7% against 8% Share of Search.
- [Urban Decay vs e.l.f. Cosmetics: compare search popularity](/demand/global-en/compare/e-l-f-cosmetics-vs-urban-decay): 10% against 9.8% Share of Search.
- [Urban Decay vs Milani: compare search popularity](/demand/global-en/compare/milani-vs-urban-decay): 10% against 8% Share of Search.
- [e.l.f. Cosmetics vs Milani: compare search popularity](/demand/global-en/compare/e-l-f-cosmetics-vs-milani): 9.8% against 8% Share of Search.

## How did search popularity change for setting spray brands worldwide in October 2026?

- In October 2026, e.l.f. Cosmetics gained share of searches among setting spray brands worldwide, from 8.1% to 9.8%.
- ONE/SIZE’s share of searches among setting spray brands worldwide has lost ground for 3 months in a row, from 30.9% to 26.7% in October 2026.
- NYX Professional Makeup’s share of searches among setting spray brands worldwide has lost ground for 3 months in a row, from 5.1% to 4.4% in October 2026.
- Estimated monthly branded searches for Milani worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in October 2026.
- Estimated monthly branded searches for Morphe worldwide rose 22.1% over 12 measured months, from 27.1K to 33.1K in October 2026.
- Estimated monthly branded searches for Laura Mercier worldwide fell 55.6% over 12 measured months, from 8.1K to 3.6K in October 2026.
- Estimated monthly branded searches for Urban Decay worldwide fell 33.8% over 12 measured months, from 92.9K to 61.5K in October 2026.
- Estimated monthly branded searches for Charlotte Tilbury worldwide fell 32.9% over 12 measured months, from 256K to 172K in October 2026.

## Which setting spray brands do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Charlotte Tilbury | 27.8% | 172K | +22.2% | Charlotte Tilbury |
| 2 | ONE/SIZE | 26.7% | 165K | +22.2% | ONE/SIZE |
| 3 | Urban Decay | 10% | 61.5K | +22.1% | Urban Decay |
| 4 | e.l.f. Cosmetics | 9.8% | 60.5K | +49.4% | e.l.f. Cosmetics |
| 5 | Milani | 8% | 49.5K | +22.2% | Milani |
| 6 | MAC | 5.8% | 36.1K | +22.4% | MAC |
| 7 | Morphe | 5.4% | 33.1K | +22.1% | Morphe |
| 8 | NYX Professional Makeup | 4.4% | 27.1K | +22.1% | NYX Professional Makeup |
| 9 | Huda Beauty | 1.6% | 9.9K | +22.2% | Huda Beauty |
| 10 | Laura Mercier | 0.58% | 3.6K | 0.0% | Laura Mercier |

Charlotte Tilbury, Urban Decay and 6 other brands sell other things too, so only their searches that name this product count here, like “charlotte tilbury fixing spray”.

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | Charlotte Tilbury | 256K | 36.7% | 1 |
| Nov 2025 | ONE/SIZE | 135K | 19.4% | 2 |
| Nov 2025 | Urban Decay | 92.9K | 13.3% | 3 |
| Nov 2025 | e.l.f. Cosmetics | 49.5K | 7.1% | 4 |
| Nov 2025 | MAC | 49.1K | 7% | 5 |
| Nov 2025 | Milani | 40.5K | 5.8% | 6 |
| Nov 2025 | Morphe | 27.1K | 3.9% | 7 |
| Nov 2025 | NYX Professional Makeup | 27.1K | 3.9% | 8 |
| Nov 2025 | Huda Beauty | 12.1K | 1.7% | 9 |
| Nov 2025 | Laura Mercier | 8.1K | 1.2% | 10 |
| Dec 2025 | Charlotte Tilbury | 256K | 37.8% | 1 |
| Dec 2025 | ONE/SIZE | 135K | 19.9% | 2 |
| Dec 2025 | Urban Decay | 75.6K | 11.2% | 3 |
| Dec 2025 | e.l.f. Cosmetics | 49.5K | 7.3% | 4 |
| Dec 2025 | Milani | 40.5K | 6% | 5 |
| Dec 2025 | MAC | 38.3K | 5.7% | 6 |
| Dec 2025 | Morphe | 33.1K | 4.9% | 7 |
| Dec 2025 | NYX Professional Makeup | 27.1K | 4% | 8 |
| Dec 2025 | Huda Beauty | 12.1K | 1.8% | 9 |
| Dec 2025 | Laura Mercier | 9.9K | 1.5% | 10 |
| Jan 2026 | Charlotte Tilbury | 142K | 30.9% | 1 |
| Jan 2026 | ONE/SIZE | 110K | 24% | 2 |
| Jan 2026 | Urban Decay | 50.8K | 11.1% | 3 |
| Jan 2026 | e.l.f. Cosmetics | 33.1K | 7.2% | 4 |
| Jan 2026 | Milani | 33.1K | 7.2% | 5 |
| Jan 2026 | MAC | 31.3K | 6.8% | 6 |
| Jan 2026 | Morphe | 22.2K | 4.8% | 7 |
| Jan 2026 | NYX Professional Makeup | 22.2K | 4.8% | 8 |
| Jan 2026 | Huda Beauty | 8.1K | 1.8% | 9 |
| Jan 2026 | Laura Mercier | 5.4K | 1.2% | 10 |
| Feb 2026 | Charlotte Tilbury | 115K | 28.9% | 1 |
| Feb 2026 | ONE/SIZE | 90.5K | 22.7% | 2 |
| Feb 2026 | Urban Decay | 50.5K | 12.7% | 3 |
| Feb 2026 | e.l.f. Cosmetics | 33.1K | 8.3% | 4 |
| Feb 2026 | Milani | 27.1K | 6.8% | 5 |
| Feb 2026 | Morphe | 27.1K | 6.8% | 6 |
| Feb 2026 | MAC | 26.8K | 6.7% | 7 |
| Feb 2026 | NYX Professional Makeup | 18.1K | 4.5% | 8 |
| Feb 2026 | Huda Beauty | 6.6K | 1.7% | 9 |
| Feb 2026 | Laura Mercier | 3.6K | 0.9% | 10 |
| Mar 2026 | Charlotte Tilbury | 142K | 30.9% | 1 |
| Mar 2026 | ONE/SIZE | 90.5K | 19.7% | 2 |
| Mar 2026 | Urban Decay | 61.8K | 13.5% | 3 |
| Mar 2026 | e.l.f. Cosmetics | 40.5K | 8.8% | 4 |
| Mar 2026 | Milani | 33.1K | 7.2% | 5 |
| Mar 2026 | MAC | 31.3K | 6.8% | 6 |
| Mar 2026 | Morphe | 27.1K | 5.9% | 7 |
| Mar 2026 | NYX Professional Makeup | 22.2K | 4.8% | 8 |
| Mar 2026 | Huda Beauty | 6.6K | 1.4% | 9 |
| Mar 2026 | Laura Mercier | 3.6K | 0.79% | 10 |
| Apr 2026 | Charlotte Tilbury | 142K | 28.9% | 1 |
| Apr 2026 | ONE/SIZE | 110K | 22.5% | 2 |
| Apr 2026 | Urban Decay | 61.8K | 12.6% | 3 |
| Apr 2026 | e.l.f. Cosmetics | 40.5K | 8.3% | 4 |
| Apr 2026 | Milani | 40.5K | 8.3% | 5 |
| Apr 2026 | MAC | 32.8K | 6.7% | 6 |
| Apr 2026 | Morphe | 27.1K | 5.5% | 7 |
| Apr 2026 | NYX Professional Makeup | 22.2K | 4.5% | 8 |
| Apr 2026 | Huda Beauty | 9.9K | 2% | 9 |
| Apr 2026 | Laura Mercier | 2.9K | 0.59% | 10 |
| May 2026 | Charlotte Tilbury | 142K | 27.7% | 1 |
| May 2026 | ONE/SIZE | 135K | 26.4% | 2 |
| May 2026 | Urban Decay | 61.8K | 12.1% | 3 |
| May 2026 | e.l.f. Cosmetics | 40.5K | 7.9% | 4 |
| May 2026 | Milani | 33.1K | 6.5% | 5 |
| May 2026 | MAC | 32.8K | 6.4% | 6 |
| May 2026 | Morphe | 27.1K | 5.3% | 7 |
| May 2026 | NYX Professional Makeup | 27.1K | 5.3% | 8 |
| May 2026 | Huda Beauty | 9.9K | 1.9% | 9 |
| May 2026 | Laura Mercier | 2.9K | 0.57% | 10 |
| Jun 2026 | Charlotte Tilbury | 142K | 28.2% | 1 |
| Jun 2026 | ONE/SIZE | 135K | 26.9% | 2 |
| Jun 2026 | Urban Decay | 61.8K | 12.3% | 3 |
| Jun 2026 | e.l.f. Cosmetics | 40.5K | 8.1% | 4 |
| Jun 2026 | Milani | 33.1K | 6.6% | 5 |
| Jun 2026 | MAC | 29.5K | 5.9% | 6 |
| Jun 2026 | Morphe | 27.1K | 5.4% | 7 |
| Jun 2026 | NYX Professional Makeup | 22.2K | 4.4% | 8 |
| Jun 2026 | Huda Beauty | 8.1K | 1.6% | 9 |
| Jun 2026 | Laura Mercier | 2.9K | 0.58% | 10 |
| Jul 2026 | ONE/SIZE | 165K | 30.9% | 1 |
| Jul 2026 | Charlotte Tilbury | 140K | 26.3% | 2 |
| Jul 2026 | Urban Decay | 50.5K | 9.5% | 3 |
| Jul 2026 | e.l.f. Cosmetics | 40.5K | 7.6% | 4 |
| Jul 2026 | Milani | 40.5K | 7.6% | 5 |
| Jul 2026 | MAC | 29.5K | 5.5% | 6 |
| Jul 2026 | Morphe | 27.1K | 5.1% | 7 |
| Jul 2026 | NYX Professional Makeup | 27.1K | 5.1% | 8 |
| Jul 2026 | Huda Beauty | 9.9K | 1.9% | 9 |
| Jul 2026 | Laura Mercier | 2.9K | 0.54% | 10 |
| Aug 2026 | ONE/SIZE | 165K | 30.3% | 1 |
| Aug 2026 | Charlotte Tilbury | 140K | 25.8% | 2 |
| Aug 2026 | Urban Decay | 50.5K | 9.3% | 3 |
| Aug 2026 | e.l.f. Cosmetics | 49.5K | 9.1% | 4 |
| Aug 2026 | Milani | 40.5K | 7.4% | 5 |
| Aug 2026 | MAC | 31.3K | 5.7% | 6 |
| Aug 2026 | Morphe | 27.1K | 5% | 7 |
| Aug 2026 | NYX Professional Makeup | 27.1K | 5% | 8 |
| Aug 2026 | Huda Beauty | 9.9K | 1.8% | 9 |
| Aug 2026 | Laura Mercier | 3.6K | 0.66% | 10 |
| Sep 2026 | Charlotte Tilbury | 140K | 28.2% | 1 |
| Sep 2026 | ONE/SIZE | 135K | 27.1% | 2 |
| Sep 2026 | Urban Decay | 50.4K | 10.1% | 3 |
| Sep 2026 | e.l.f. Cosmetics | 40.5K | 8.1% | 4 |
| Sep 2026 | Milani | 40.5K | 8.1% | 5 |
| Sep 2026 | MAC | 29.5K | 5.9% | 6 |
| Sep 2026 | Morphe | 27.1K | 5.4% | 7 |
| Sep 2026 | NYX Professional Makeup | 22.2K | 4.5% | 8 |
| Sep 2026 | Huda Beauty | 8.1K | 1.6% | 9 |
| Sep 2026 | Laura Mercier | 3.6K | 0.72% | 10 |
| Oct 2026 | Charlotte Tilbury | 172K | 27.8% | 1 |
| Oct 2026 | ONE/SIZE | 165K | 26.7% | 2 |
| Oct 2026 | Urban Decay | 61.5K | 10% | 3 |
| Oct 2026 | e.l.f. Cosmetics | 60.5K | 9.8% | 4 |
| Oct 2026 | Milani | 49.5K | 8% | 5 |
| Oct 2026 | MAC | 36.1K | 5.8% | 6 |
| Oct 2026 | Morphe | 33.1K | 5.4% | 7 |
| Oct 2026 | NYX Professional Makeup | 27.1K | 4.4% | 8 |
| Oct 2026 | Huda Beauty | 9.9K | 1.6% | 9 |
| Oct 2026 | Laura Mercier | 3.6K | 0.58% | 10 |

## How are branded searches counted for setting spray brands?

- **Charlotte Tilbury**: Measured on the search terms “charlotte tilbury fixing spray” and “charlotte tilbury setting spray”, summed into one figure.
- **e.l.f. Cosmetics**: Measured on the search term “elf setting spray”.
- **Huda Beauty**: Measured on the search term “huda beauty setting spray”.
- **Laura Mercier**: Measured on the search term “laura mercier setting spray”.
- **MAC**: Measured on the search terms “mac fix plus”, “mac fixing spray” and “mac setting spray”, summed into one figure.
- **Milani**: Measured on the search term “milani setting spray”.
- **Morphe**: Measured on the search term “morphe setting spray”.
- **NYX Professional Makeup**: Measured on the search term “nyx setting spray”.
- **ONE/SIZE**: Measured on the search term “one size setting spray”.
- **Urban Decay**: Measured on the search terms “urban decay fixing spray” and “urban decay setting spray”, summed into one figure.

- [Charlotte Tilbury](/demand/global-en/brands/charlotte-tilbury)
- [e.l.f. Cosmetics](/demand/global-en/brands/e-l-f-cosmetics)
- [Huda Beauty](/demand/global-en/brands/huda-beauty)
- [Laura Mercier](/demand/global-en/brands/laura-mercier)
- [MAC](/demand/global-en/brands/mac-cosmetics)
- [Milani](/demand/global-en/brands/milani)
- [Morphe](/demand/global-en/brands/morphe)
- [NYX Professional Makeup](/demand/global-en/brands/nyx-professional-makeup)
- [ONE/SIZE](/demand/global-en/brands/one-size)
- [Urban Decay](/demand/global-en/brands/urban-decay)

## 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 setting spray brands worldwide?

In October 2026, Charlotte Tilbury was the most searched among setting spray brands worldwide, with an estimated 172K branded searches, 27.8% of all searches for the ten tracked by the Brandwave Brand Demand Index. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Setting spray brands: Which are most popular?". https://gobrandwave.com/demand/global-en/categories/setting-spray-brands

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