Hourglass vs Maybelline:Which is searched more?
In September 2026, Maybelline had more branded searches than Hourglass among makeup and cosmetics brands worldwide. Maybelline was estimated to have 823K branded searches compared to Hourglass’ 435K, and held a 10.9% Share of Search versus Hourglass’ 5.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Hourglass or Maybelline?
Compare the makeup and cosmetics brands people buy. 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.
Share of Search by month for Maybelline, Hourglass. The figures are in the table below the chart.
View monthly share of search table
| Month | Charlotte Tilbury | Estée Lauder | Maybelline | Huda Beauty | Rare Beauty | Fenty Beauty | Hourglass | L'Oréal Paris | Bobbi Brown | Makeup by Mario | Tarte | ColourPop | Revlon | e.l.f. Cosmetics | Kylie Cosmetics |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 15.5% | 12.6% | 10.3% | 10.3% | 8.5% | 6.9% | 3.4% | 3.1% | 3.8% | 2.5% | 3.8% | 2.5% | 2.5% | 2.1% | 5.7% |
| Nov 2025 | 20.2% | 11% | 6% | 24.6% | 7.4% | 5% | 2.8% | 1.8% | 2.7% | 2.7% | 2.7% | 1.8% | 1.5% | 1.2% | 2.2% |
| Dec 2025 | 23.9% | 13.1% | 8.7% | 8.7% | 8.7% | 5.9% | 3.3% | 2.6% | 3.2% | 2.6% | 3.2% | 2.6% | 2.1% | 1.8% | 2.6% |
| Jan 2026 | 15.6% | 10.4% | 8.6% | 12.7% | 8.6% | 5.7% | 3.8% | 3.8% | 3.8% | 2.6% | 3.1% | 3.1% | 2.6% | 1.7% | 7% |
| Feb 2026 | 15.3% | 12.6% | 10.4% | 10.4% | 8.5% | 6.9% | 3.5% | 3.1% | 3.1% | 2.5% | 3.1% | 2.5% | 2.5% | 1.7% | 6.9% |
| Mar 2026 | 17.8% | 14.5% | 9.8% | 8% | 8% | 6.5% | 3.3% | 3.6% | 3.6% | 3.6% | 3.6% | 2.9% | 2.4% | 2% | 2.9% |
| Apr 2026 | 16.3% | 13.4% | 11% | 9% | 9% | 7.4% | 3.5% | 3.3% | 3.3% | 3.3% | 2.7% | 2.7% | 2.7% | 2.2% | 2.2% |
| May 2026 | 15.4% | 12.6% | 10.4% | 8.5% | 6.9% | 5.7% | 2.9% | 3.1% | 3.1% | 3.1% | 8.5% | 2.5% | 2.5% | 2.5% | 4.6% |
| Jun 2026 | 17.9% | 12.1% | 12.1% | 8.1% | 6.6% | 5.4% | 3.2% | 3.6% | 3.6% | 2.9% | 3.6% | 2.9% | 2.4% | 2.4% | 5.4% |
| Jul 2026 | 20.2% | 11.1% | 11.1% | 9.1% | 9.1% | 6.1% | 3.1% | 3.3% | 3.3% | 2.7% | 3.3% | 3.3% | 2.7% | 2.2% | 2.2% |
| Aug 2026 | 20% | 11% | 11% | 11% | 7.3% | 6% | 3.4% | 3.3% | 3.3% | 3.3% | 3.3% | 2.7% | 2.7% | 2.2% | 2.2% |
| Sep 2026 | 19.9% | 10.9% | 10.9% | 8.9% | 7.3% | 6% | 5.8% | 4% | 3.3% | 3.3% | 3.3% | 2.7% | 2.7% | 2.2% | 2.2% |
How has the Hourglass and Maybelline comparison changed over the last 12 months?
3 findings
- Maybelline was ahead of Hourglass in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hourglass’ estimated Share of Search among makeup and cosmetics brands worldwide moved from 3.4% to 5.8%, and its estimated monthly branded searches moved from 330K to 435K.
- Across the 12 months ending September 2026, Maybelline’s estimated Share of Search among makeup and cosmetics brands worldwide moved from 10.3% to 10.9%, and its estimated monthly branded searches moved from 1M to 823K.
How did search popularity change for makeup and cosmetics brands worldwide in September 2026?
2 changes
In September 2026, Hourglass gained estimated Share of Search among makeup and cosmetics brands worldwide, from 3.4% to 5.8%.
Maybelline’s estimated Share of Search among makeup and cosmetics brands worldwide has lost ground for 3 months in a row, from 12.1% to 10.9% in September 2026.
Other head-to-heads among makeup and cosmetics brands
Charlotte Tilbury vs Estée Lauder: compare search popularity
- Charlotte Tilbury vs Maybelline: compare search popularity
Charlotte Tilbury vs Huda Beauty: compare search popularity
Charlotte Tilbury vs Rare Beauty: compare search popularity- Estée Lauder vs Maybelline: compare search popularity
- Estée Lauder vs Huda Beauty: compare search popularity
How each brand is measured
Brandwave collects information about searches that people make online using Hourglass’ and Maybelline’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.
Hourglass
4 branded search terms
- hourglass brush
- hourglass concealer
- hourglass cosmetic
- hourglass palette
Maybelline
1 branded search term
- maybelline
Put your own brand in this comparison
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