e.l.f. Cosmetics vs Hourglass:Which is more popular?
In October 2026, e.l.f. Cosmetics had more branded searches than Hourglass among makeup and cosmetics brands worldwide. e.l.f. Cosmetics had about 165,000 branded searches, while Hourglass had 27,100. e.l.f. Cosmetics made up 1.6% of all makeup and cosmetics brand searches we track, and Hourglass accounted for 0.26%. When we asked ChatGPT and Google AI Overviews about makeup and cosmetics brands, e.l.f. Cosmetics appeared in four of the five answers and Hourglass in one. e.l.f. Cosmetics was mentioned before Hourglass in four out of five answers.
Who do people search for more?
e.l.f. Cosmetics, about 6 searches for every 1 for Hourglass
Who does AI mention more?
e.l.f. Cosmetics, mentioned in 4 of 5 answers, Hourglass in 1
Who does AI recommend more?
e.l.f. Cosmetics, named ahead of Hourglass in 4 of 5 answers
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Top makeup and cosmetics brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, e.l.f. Cosmetics was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Hourglass was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. e.l.f. Cosmetics was listed before Hourglass in four out of five 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.
Rare Beauty5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Maybelline4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Fenty Beauty4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- e.l.f. Cosmetics4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Charlotte Tilbury3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
NYX Professional Makeup2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Clinique2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
L'Oréal Paris2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Makeup by Mario2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Hourglass1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about makeup and cosmetics brands
5 answers
Asked ChatGPT
“Which makeup and cosmetics brand should I buy?”
Asked ChatGPT
“What are the best makeup and cosmetics brands?”
Asked ChatGPT
“What's the best makeup and cosmetics brand for everyday wear?”
Searched Google, AI Overview
“makeup brands”
Searched Google, AI Overview
“cosmetics brands”
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 19, 2026.
Is e.l.f. Cosmetics or Hourglass more popular in search?
This chart shows how often people search Google for e.l.f. Cosmetics and Hourglass by name. Each line represents a brand's share of searches for all 28 makeup and cosmetics brands we track, month by month, from English-language searches worldwide.
Share of searches by month for e.l.f. Cosmetics, Hourglass. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Estée Lauder | Huda Beauty | Maybelline | NYX Professional Makeup | Clinique | Rare Beauty | Fenty Beauty | Morphe | Kylie Cosmetics | L'Oréal Paris | Makeup by Mario | NARS | Bobbi Brown | ColourPop | e.l.f. Cosmetics | Hourglass |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 17.2% | 9.4% | 21% | 5.1% | 5.6% | 6.3% | 6.3% | 4.2% | 1.3% | 1.9% | 1.5% | 2.3% | 3.5% | 2.3% | 1.5% | 1% | 0.17% |
| Dec 2025 | 19.9% | 10.9% | 7.3% | 7.3% | 6.6% | 7.3% | 7.3% | 4.9% | 1.8% | 2.2% | 2.2% | 2.2% | 3.3% | 2.7% | 2.2% | 1.5% | 0.2% |
| Jan 2026 | 12.9% | 8.6% | 10.5% | 7.1% | 7.8% | 7.1% | 7.1% | 4.7% | 2.1% | 5.8% | 3.2% | 2.1% | 3.2% | 3.2% | 2.6% | 1.4% | 0.19% |
| Feb 2026 | 12.6% | 10.4% | 8.5% | 8.5% | 7.8% | 7% | 7% | 5.7% | 2.1% | 5.7% | 2.5% | 2.1% | 3.1% | 2.5% | 2.1% | 1.4% | 0.23% |
| Mar 2026 | 14.4% | 11.7% | 6.4% | 7.9% | 7.2% | 7.9% | 6.4% | 5.3% | 2.9% | 2.4% | 2.9% | 2.9% | 3.5% | 2.9% | 2.4% | 1.6% | 0.21% |
| Apr 2026 | 13% | 10.6% | 7.2% | 8.7% | 8% | 8.7% | 7.2% | 5.8% | 3.2% | 1.8% | 2.6% | 2.6% | 3.2% | 2.6% | 2.1% | 1.8% | 0.24% |
| May 2026 | 12.2% | 10% | 6.7% | 8.2% | 7.5% | 8.2% | 5.5% | 4.5% | 3% | 3.7% | 2.5% | 2.5% | 3.7% | 2.5% | 2% | 2% | 0.22% |
| Jun 2026 | 14% | 9.5% | 6.3% | 9.5% | 8.6% | 7.7% | 5.2% | 4.2% | 3.5% | 4.2% | 2.8% | 2.3% | 3.5% | 2.8% | 2.3% | 1.9% | 0.26% |
| Jul 2026 | 16.1% | 8.8% | 7.2% | 8.8% | 8% | 7.2% | 7.2% | 4.8% | 3.2% | 1.8% | 2.6% | 2.2% | 3.2% | 2.6% | 2.6% | 1.8% | 0.19% |
| Aug 2026 | 15.9% | 8.7% | 8.7% | 8.7% | 8% | 7.2% | 5.8% | 4.8% | 3.9% | 1.8% | 2.6% | 2.6% | 3.2% | 2.6% | 2.1% | 1.8% | 0.19% |
| Sep 2026 | 16.2% | 8.9% | 7.2% | 8.9% | 6.7% | 7.2% | 5.9% | 4.8% | 4.8% | 1.8% | 3.2% | 2.6% | 3.2% | 2.6% | 2.2% | 1.8% | 0.29% |
| Oct 2026 | 14.4% | 9.6% | 7.9% | 7.9% | 7.2% | 6.4% | 6.4% | 5.3% | 5.3% | 3.5% | 2.9% | 2.9% | 2.9% | 2.4% | 2.4% | 1.6% | 0.26% |
How has branded search for e.l.f. Cosmetics and Hourglass changed worldwide over the last 12 months?
3 findings
- e.l.f. Cosmetics was ahead of Hourglass 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 makeup and cosmetics brands worldwide moved from 1% to 1.6%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 12 months ending October 2026, Hourglass’ share of searches among makeup and cosmetics brands worldwide moved from 0.17% to 0.26%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
How did search popularity change for makeup and cosmetics brands worldwide in October 2026?
3 changes
In October 2026, Kylie Cosmetics overtook L'Oréal Paris and 7 others to rank 10th among makeup and cosmetics brands worldwide, with 3.5% of the searches.
Estimated monthly branded searches for Hourglass worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in October 2026.
Estimated monthly branded searches for e.l.f. Cosmetics worldwide fell 17.9% over 12 measured months, from 201K to 165K in October 2026.
How are e.l.f. Cosmetics’ and Hourglass’ branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Hourglass’ 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
- e l f cosmetics
Hourglass
1 branded search term
- hourglass cosmetic
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