e.l.f. Cosmetics vs ONE/SIZE:Which is more popular?
In October 2026, ONE/SIZE had more branded searches than e.l.f. Cosmetics among setting spray brands worldwide. ONE/SIZE had about 165,000 branded searches, while e.l.f. Cosmetics had 60,500. ONE/SIZE made up 26.7% of all setting spray brand searches we track, and e.l.f. Cosmetics accounted for 9.8%. When we asked ChatGPT and Google AI Overviews about setting spray brands, ONE/SIZE appeared in all four answers and e.l.f. Cosmetics in none.
Who do people search for more?
ONE/SIZE, about 3 searches for every 1 for e.l.f. Cosmetics
Who does AI mention more?
ONE/SIZE, mentioned in every answer we collected
Who does AI recommend more?
ONE/SIZE, the only one of the two named
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Top setting spray brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, ONE/SIZE appeared in all four answers. e.l.f. Cosmetics did not appear 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 ONE/SIZE more popular in search?
This chart shows how often people search Google for e.l.f. Cosmetics and ONE/SIZE 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 ONE/SIZE, e.l.f. Cosmetics. 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 sells other things too, so only its searches that name this product count here, like “elf setting spray”.
How has branded search for e.l.f. Cosmetics and ONE/SIZE changed worldwide over the last 12 months?
3 findings
- ONE/SIZE was ahead of e.l.f. Cosmetics 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, ONE/SIZE’s share of searches among setting spray brands worldwide moved from 19.4% to 26.7%, and its estimated monthly branded searches moved from 135K to 165K.
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%.
ONE/SIZE’s share of searches among setting spray brands worldwide has lost ground for 3 months in a row, from 30.9% to 26.7% in October 2026.
How are e.l.f. Cosmetics’ and ONE/SIZE’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and ONE/SIZE’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
ONE/SIZE
1 branded search term
- one size setting spray
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