Brandwave

Charlotte Tilbury vs MAC:Which is more popular?

In October 2026, Charlotte Tilbury had more branded searches than MAC among setting spray brands worldwide. Charlotte Tilbury had about 172,000 branded searches, while MAC had 36,100. Charlotte Tilbury made up 27.8% of all setting spray brand searches we track, and MAC accounted for 5.8%. When we asked ChatGPT and Google AI Overviews about setting spray brands, Charlotte Tilbury appeared in three of the four answers and MAC in none.

Among setting spray brands worldwide in October 2026

Who do people search for more?

Charlotte Tilbury, about 5 searches for every 1 for MAC

Charlotte Tilbury 172K searchesMAC 36.1K searches

Who does AI mention more?

Charlotte Tilbury, mentioned in 3 of 4 answers, MAC in 0

Charlotte Tilbury in 3 of 4MAC in 0 of 4

Who does AI recommend more?

Charlotte Tilbury, the only one of the two named

Charlotte Tilbury first in 3MAC never named

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Top setting spray brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Charlotte Tilbury was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. MAC did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Urban Decay1st
  2. Charlotte Tilbury2nd
  3. ONE/SIZE3rd
  4. Milani4th
  5. NYX Professional Makeup5th
  6. e.l.f. Cosmetics–
  7. MAC–
  8. Morphe–
  9. Huda Beauty–
  10. Laura Mercier–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • ONE/SIZE4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Urban Decay4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Charlotte Tilbury3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Milani3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • NYX Professional Makeup1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • e.l.f. Cosmetics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • MAC0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Morphe0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Huda Beauty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Laura Mercier0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about setting spray brands

4 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 Charlotte Tilbury or MAC more popular in search?

This chart shows how often people search Google for Charlotte Tilbury and MAC by name. Each line represents a brand's share of searches for all ten setting spray brands we track, month by month, from English-language searches worldwide.

Charlotte Tilbury and MAC among setting spray brands worldwide, by month

Share of searches by month for Charlotte Tilbury, MAC. The figures are in the table below the chart.

View monthly share of searches table
MonthCharlotte TilburyONE/SIZEUrban Decaye.l.f. CosmeticsMilaniMACMorpheNYX Professional MakeupHuda BeautyLaura Mercier
Nov 202536.7%19.4%13.3%7.1%5.8%7%3.9%3.9%1.7%1.2%
Dec 202537.8%19.9%11.2%7.3%6%5.7%4.9%4%1.8%1.5%
Jan 202630.9%24%11.1%7.2%7.2%6.8%4.8%4.8%1.8%1.2%
Feb 202628.9%22.7%12.7%8.3%6.8%6.7%6.8%4.5%1.7%0.9%
Mar 202630.9%19.7%13.5%8.8%7.2%6.8%5.9%4.8%1.4%0.79%
Apr 202628.9%22.5%12.6%8.3%8.3%6.7%5.5%4.5%2%0.59%
May 202627.7%26.4%12.1%7.9%6.5%6.4%5.3%5.3%1.9%0.57%
Jun 202628.2%26.9%12.3%8.1%6.6%5.9%5.4%4.4%1.6%0.58%
Jul 202626.3%30.9%9.5%7.6%7.6%5.5%5.1%5.1%1.9%0.54%
Aug 202625.8%30.3%9.3%9.1%7.4%5.7%5%5%1.8%0.66%
Sep 202628.2%27.1%10.1%8.1%8.1%5.9%5.4%4.5%1.6%0.72%
Oct 202627.8%26.7%10%9.8%8%5.8%5.4%4.4%1.6%0.58%

Charlotte Tilbury sells other things too, so only its searches that name this product count here, like “charlotte tilbury fixing spray”.

How has branded search for Charlotte Tilbury and MAC changed worldwide over the last 12 months?

3 findings
  • Charlotte Tilbury was ahead of MAC in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Charlotte Tilbury’s share of searches among setting spray brands worldwide moved from 36.7% to 27.8%, and its estimated monthly branded searches moved from 256K to 172K.
  • Across the 12 months ending October 2026, MAC’s share of searches among setting spray brands worldwide moved from 7% to 5.8%, and its estimated monthly branded searches moved from 49.1K to 36.1K.

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

2 changes

  1. Estimated monthly branded searches for Charlotte Tilbury worldwide fell 32.9% over 12 measured months, from 256K to 172K in October 2026.

  2. Estimated monthly branded searches for MAC worldwide fell 26.5% over 12 measured months, from 49.1K to 36.1K in October 2026.

How are Charlotte Tilbury’s and MAC’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Charlotte Tilbury’s and MAC’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.

Charlotte Tilbury

2 branded search terms

  • charlotte tilbury fixing spray
  • charlotte tilbury setting spray

MAC

3 branded search terms

  • mac fix plus
  • mac fixing spray
  • mac setting spray

How the Brand Demand Index is measured

Other head-to-heads among setting spray brands

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