Brandwave

Charlotte Tilbury vs Smashbox:Which is more popular?

In September 2026, Charlotte Tilbury had more branded searches than Smashbox among face palette brands worldwide. Charlotte Tilbury had about 1.5 million branded searches, while Smashbox had 27,100. Charlotte Tilbury made up 81.6% of all face palette brand searches we track, and Smashbox accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about face palette brands, Smashbox 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 55 searches for every 1 for Smashbox

Charlotte Tilbury 1.5M searchesSmashbox 27.1K searches

Who does AI mention more?

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

Smashbox in 3 of 5Charlotte Tilbury in 0 of 5

Who does AI recommend more?

Smashbox, the only one of the two named

Smashbox first in 3Charlotte 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, Smashbox was mentioned in three out of five: in all three ChatGPT answers, but not in either 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 Smashbox more popular in search?

    This chart shows how often people search Google for Charlotte Tilbury and Smashbox 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 Smashbox among face palette brands worldwide, by month

    Share of searches by month for Charlotte Tilbury, Smashbox. 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 Smashbox 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. Estimated monthly branded searches for Smashbox worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K 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 Smashbox’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

    Smashbox

    1 branded search term

    • smashbox

    How the Brand Demand Index is measured

    Other head-to-heads among face palette brands

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