Brandwave

Charlotte Tilbury vs Milani:Which is more popular?

In September 2026, Charlotte Tilbury had more branded searches than Milani among face palette brands worldwide. Charlotte Tilbury had about 1.5 million branded searches, while Milani had 60,500. Charlotte Tilbury made up 81.6% of all face palette brand searches we track, and Milani accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about face palette brands, Milani appeared in three of the five answers and Charlotte Tilbury in none.

Among face palette brands worldwide in September 2026

Who do people search for more?

Charlotte Tilbury, about 25 searches for every 1 for Milani

Charlotte Tilbury 1.5M searchesMilani 60.5K searches

Who does AI mention more?

Milani, mentioned in 3 of 5 answers, Charlotte Tilbury in 0

Milani in 3 of 5Charlotte Tilbury in 0 of 5

Who does AI recommend more?

Milani, the only one of the two named

Milani first in 2Charlotte Tilbury never named

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Top face palette brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Hourglass1st
  2. Smashbox2nd
  3. Milani3rd
  4. Dior4th
  5. Charlotte Tilbury–

Mentioned by AI

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

  • Hourglass3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milani3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Smashbox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dior1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about face palette brands

5 answers

  • Asked ChatGPT

    “Which face palette brand should I buy?”

    1. 1Milani
    2. 2Smashbox
    3. 3Hourglass

  • Asked ChatGPT

    “What are the best face palette brands?”

    1. 1Hourglass
    2. 2Dior
    3. 3Smashbox

  • Asked ChatGPT

    “What's the best face palette brand for everyday makeup?”

    1. 1Hourglass
    2. 2Smashbox
    3. 3Milani

  • Searched Google, AI Overview

    “makeup face palette”

    1. 1Milani

  • Searched Google, AI Overview

    “contour and highlight palette”

    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 20, 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 five face palette brands we track, month by month, from English-language searches worldwide.

    Charlotte Tilbury and Milani among face palette 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 TilburyHourglassMilaniSmashboxDior
    Oct 202586.5%7.8%3.5%1.9%0.31%
    Nov 202592.1%4.5%2%1.1%0.22%
    Dec 202591.5%4.5%2.5%1.4%0.22%
    Jan 202685.9%7.7%4.2%1.9%0.25%
    Feb 202686.2%6.4%5.2%1.9%0.25%
    Mar 202688.9%5.4%3.6%2%0.21%
    Apr 202688%5.3%4.4%2%0.32%
    May 202688%5.3%4.4%2%0.32%
    Jun 202689.3%4.4%4.4%1.6%0.26%
    Jul 202690.3%4.5%3.6%1.3%0.22%
    Aug 202690.1%4.4%3.6%1.6%0.22%
    Sep 202681.6%13.4%3.3%1.5%0.24%

    How has the Charlotte Tilbury and Milani comparison changed over the last 12 months?

    3 findings

    How did search popularity change for face palette brands worldwide in September 2026?

    2 changes

    1. In September 2026, Charlotte Tilbury lost share of searches among face palette brands worldwide, from 90.1% to 81.6%.

    2. Milani’s share of searches among face palette brands worldwide has lost ground for 3 months in a row, from 4.4% to 3.3% in September 2026.

    How are branded searches counted?

    2 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

    1 branded search term

    • charlotte tilbury

    Milani

    1 branded search term

    • milani

    How the Brand Demand Index is measured

    Other head-to-heads among face palette brands

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