e.l.f. Cosmetics vs Morphe:Which is more popular?
In October 2026, e.l.f. Cosmetics had more branded searches than Morphe among setting spray brands worldwide. e.l.f. Cosmetics had about 60,500 branded searches, while Morphe had 33,100. e.l.f. Cosmetics made up 9.8% of all setting spray brand searches we track, and Morphe accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about setting spray brands, neither e.l.f. Cosmetics nor Morphe appeared in any of the four answers.
Who do people search for more?
e.l.f. Cosmetics, about 83% more searches than Morphe
Who does AI mention more?
Both were mentioned in 0 of 4 answers.
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Top setting spray brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, neither e.l.f. Cosmetics nor Morphe showed up in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which setting spray should I buy?”
Asked ChatGPT
“What are the best makeup setting sprays?”
Asked ChatGPT
“What's the best setting spray for oily skin?”
Searched Google, AI Overview
“setting spray”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best setting spray”
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 e.l.f. Cosmetics or Morphe more popular in search?
This chart shows how often people search Google for e.l.f. Cosmetics and Morphe 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.
Share of searches by month for e.l.f. Cosmetics, Morphe. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | ONE/SIZE | Urban Decay | e.l.f. Cosmetics | Milani | MAC | Morphe | NYX Professional Makeup | Huda Beauty | Laura Mercier |
|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 36.7% | 19.4% | 13.3% | 7.1% | 5.8% | 7% | 3.9% | 3.9% | 1.7% | 1.2% |
| Dec 2025 | 37.8% | 19.9% | 11.2% | 7.3% | 6% | 5.7% | 4.9% | 4% | 1.8% | 1.5% |
| Jan 2026 | 30.9% | 24% | 11.1% | 7.2% | 7.2% | 6.8% | 4.8% | 4.8% | 1.8% | 1.2% |
| Feb 2026 | 28.9% | 22.7% | 12.7% | 8.3% | 6.8% | 6.7% | 6.8% | 4.5% | 1.7% | 0.9% |
| Mar 2026 | 30.9% | 19.7% | 13.5% | 8.8% | 7.2% | 6.8% | 5.9% | 4.8% | 1.4% | 0.79% |
| Apr 2026 | 28.9% | 22.5% | 12.6% | 8.3% | 8.3% | 6.7% | 5.5% | 4.5% | 2% | 0.59% |
| May 2026 | 27.7% | 26.4% | 12.1% | 7.9% | 6.5% | 6.4% | 5.3% | 5.3% | 1.9% | 0.57% |
| Jun 2026 | 28.2% | 26.9% | 12.3% | 8.1% | 6.6% | 5.9% | 5.4% | 4.4% | 1.6% | 0.58% |
| Jul 2026 | 26.3% | 30.9% | 9.5% | 7.6% | 7.6% | 5.5% | 5.1% | 5.1% | 1.9% | 0.54% |
| Aug 2026 | 25.8% | 30.3% | 9.3% | 9.1% | 7.4% | 5.7% | 5% | 5% | 1.8% | 0.66% |
| Sep 2026 | 28.2% | 27.1% | 10.1% | 8.1% | 8.1% | 5.9% | 5.4% | 4.5% | 1.6% | 0.72% |
| Oct 2026 | 27.8% | 26.7% | 10% | 9.8% | 8% | 5.8% | 5.4% | 4.4% | 1.6% | 0.58% |
e.l.f. Cosmetics and Morphe sell other things too, so only their searches that name this product count here, like “elf setting spray”.
How has branded search for e.l.f. Cosmetics and Morphe changed worldwide over the last 12 months?
3 findings
- e.l.f. Cosmetics was ahead of Morphe in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, e.l.f. Cosmetics’ share of searches among setting spray brands worldwide moved from 7.1% to 9.8%, and its estimated monthly branded searches moved from 49.5K to 60.5K.
- Across the 12 months ending October 2026, Morphe’s share of searches among setting spray brands worldwide moved from 3.9% to 5.4%, and its estimated monthly branded searches moved from 27.1K to 33.1K.
How did search popularity change for setting spray brands worldwide in October 2026?
2 changes
In October 2026, e.l.f. Cosmetics gained share of searches among setting spray brands worldwide, from 8.1% to 9.8%.
Estimated monthly branded searches for Morphe worldwide rose 22.1% over 12 measured months, from 27.1K to 33.1K in October 2026.
How are e.l.f. Cosmetics’ and Morphe’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Morphe’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.
e.l.f. Cosmetics
1 branded search term
- elf setting spray
Morphe
1 branded search term
- morphe setting spray
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