---
title: "e.l.f. vs Hourglass: Which is searched more?"
description: "Which is more popular in search, e.l.f. or Hourglass? Compare estimated monthly branded-search demand and Share of Search inside the Concealer brush brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/compare/elf-vs-hourglass"
publisher: "Brandwave"
---

# e.l.f. vs Hourglass: Which is searched more?

Which is more popular in search, e.l.f. or Hourglass? Compare estimated monthly branded-search demand and Share of Search inside the Concealer brush brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Compared**: e.l.f. and Hourglass
- **Competitive set**: Concealer brush brands
- **Market**: Global
- **Month measured**: Sep 2026
- **e.l.f. Share of Search**: 12.8%
- **Hourglass Share of Search**: 33.9%

## Which is more popular in search, e.l.f. or Hourglass?

- In September 2026, Hourglass had more branded searches than e.l.f. among concealer brush brands worldwide. Hourglass was estimated to have 435K branded searches compared to e.l.f.’s 165K, and held a 33.9% Share of Search versus e.l.f.’s 12.8%.
- Hourglass was ahead of e.l.f. in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, e.l.f.’s estimated Share of Search among concealer brush brands worldwide moved from 13.4% to 12.8%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 12 months ending September 2026, Hourglass’ estimated Share of Search among concealer brush brands worldwide moved from 22% to 33.9%, and its estimated monthly branded searches moved from 330K to 435K.

## How did search popularity change for concealer brush brands worldwide in September 2026?

- In September 2026, Hourglass gained estimated Share of Search among concealer brush brands worldwide, from 23% to 33.9%.
- In September 2026, e.l.f. lost estimated Share of Search among concealer brush brands worldwide, from 14.9% to 12.8%.

## Month by month

| Month | e.l.f. estimated searches | e.l.f. Share of Search | e.l.f. rank | Hourglass estimated searches | Hourglass Share of Search | Hourglass rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 201K | 13.4% | 3 | 330K | 22% | 2 |
| Nov 2025 | 201K | 9.6% | 3 | 460K | 21.9% | 2 |
| Dec 2025 | 201K | 11.2% | 3 | 377K | 21% | 2 |
| Jan 2026 | 165K | 11% | 3 | 363K | 24.2% | 2 |
| Feb 2026 | 135K | 11.1% | 3 | 275K | 22.6% | 2 |
| Mar 2026 | 165K | 13.2% | 3 | 281K | 22.4% | 2 |
| Apr 2026 | 165K | 13.3% | 3 | 264K | 21.4% | 2 |
| May 2026 | 201K | 18% | 3 | 233K | 20.9% | 2 |
| Jun 2026 | 165K | 17.6% | 3 | 215K | 22.9% | 2 |
| Jul 2026 | 165K | 13.7% | 3 | 229K | 19.1% | 2 |
| Aug 2026 | 165K | 14.9% | 3 | 254K | 23% | 2 |
| Sep 2026 | 165K | 12.8% | 3 | 435K | 33.9% | 2 |

## How each brand is measured

Brandwave collects information about searches that people make online using e.l.f.’s 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.**: Measured on the search term “elf cosmetics”.
- **Hourglass**: Measured on the search terms “hourglass brush”, “hourglass concealer”, “hourglass cosmetic” and “hourglass palette”, summed into one figure.

- [e.l.f. profile](/demand/global-en/brands/elf)
- [Hourglass profile](/demand/global-en/brands/hourglass)
- [All concealer brush brands worldwide](/demand/global-en/categories/concealer-brush-brands): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, e.l.f. or Hourglass?

In September 2026, Hourglass had more branded searches than e.l.f. among concealer brush brands worldwide. Hourglass was estimated to have 435K branded searches compared to e.l.f.’s 165K, and held a 33.9% Share of Search versus e.l.f.’s 12.8%.

## Cite this page

Brandwave. "e.l.f. vs Hourglass: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/elf-vs-hourglass

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/elf-vs-hourglass. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.