Brandwave

Charlotte Tilbury vs Milani:Which is more popular?

In October 2026, Charlotte Tilbury had more branded searches than Milani among setting spray brands worldwide. Charlotte Tilbury had about 172,000 branded searches, while Milani had 49,500. Charlotte Tilbury made up 27.8% of all setting spray brand searches we track, and Milani accounted for 8%. When we asked ChatGPT and Google AI Overviews about setting spray brands, Charlotte Tilbury and Milani each appeared in three of the four answers. Charlotte Tilbury was mentioned before Milani in three out of four answers.

Among setting spray brands worldwide in October 2026

Who do people search for more?

Charlotte Tilbury, about 3 searches for every 1 for Milani

Charlotte Tilbury 172K searchesMilani 49.5K searches

Who does AI mention more?

Both were mentioned in 3 of 4 answers.

Charlotte Tilbury in 3 of 4Milani in 3 of 4

Who does AI recommend more?

Charlotte Tilbury, named ahead of Milani in 3 of 4 answers

Charlotte Tilbury first in 3Milani first in 1

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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 and Milani were each mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Charlotte Tilbury was listed before Milani in three out of 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 Milani more popular in search?

This chart shows how often people search Google for Charlotte Tilbury and Milani 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 Milani among setting spray brands worldwide, by month

Share of searches by month for Charlotte Tilbury, Milani. 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 and Milani sell other things too, so only their searches that name this product count here, like “charlotte tilbury fixing spray”.

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

3 findings

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

2 changes

  1. Estimated monthly branded searches for Milani worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in October 2026.

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

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

3 search terms

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

Milani

1 branded search term

  • milani setting spray

How the Brand Demand Index is measured

Other head-to-heads among setting spray brands

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