Hourglass vs Milani:Which is searched more?
In September 2026, Hourglass had more branded searches than Milani among face palette brands worldwide. Hourglass had about 246,000 branded searches, while Milani had 60,500. Hourglass made up 13.4% of all face palette brand searches we track, and Milani accounted for 3.3%. These are worldwide searches for English-language branded terms.
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Is Hourglass or Milani more popular in search?
Compare the face palette 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 searches by month for Hourglass, Milani. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Hourglass | Milani | Smashbox | Dior |
|---|---|---|---|---|---|
| Oct 2025 | 86.5% | 7.8% | 3.5% | 1.9% | 0.31% |
| Nov 2025 | 92.1% | 4.5% | 2% | 1.1% | 0.22% |
| Dec 2025 | 91.5% | 4.5% | 2.5% | 1.4% | 0.22% |
| Jan 2026 | 85.9% | 7.7% | 4.2% | 1.9% | 0.25% |
| Feb 2026 | 86.2% | 6.4% | 5.2% | 1.9% | 0.25% |
| Mar 2026 | 88.9% | 5.4% | 3.6% | 2% | 0.21% |
| Apr 2026 | 88% | 5.3% | 4.4% | 2% | 0.32% |
| May 2026 | 88% | 5.3% | 4.4% | 2% | 0.32% |
| Jun 2026 | 89.3% | 4.4% | 4.4% | 1.6% | 0.26% |
| Jul 2026 | 90.3% | 4.5% | 3.6% | 1.3% | 0.22% |
| Aug 2026 | 90.1% | 4.4% | 3.6% | 1.6% | 0.22% |
| Sep 2026 | 81.6% | 13.4% | 3.3% | 1.5% | 0.24% |
How has the Hourglass and Milani comparison changed over the last 12 months?
3 findings
- Hourglass was ahead of Milani in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hourglass’ share of searches among face palette brands worldwide moved from 7.8% to 13.4%, and its estimated monthly branded searches moved from 135K to 246K.
- Across the 12 months ending September 2026, Milani’s share of searches among face palette brands worldwide moved from 3.5% to 3.3%, and its estimated monthly branded searches held steady at 60.5K.
How did search popularity change for face palette brands worldwide in September 2026?
2 changes
In September 2026, Hourglass gained share of searches among face palette brands worldwide, from 4.4% to 13.4%.
Milani’s share of searches among face palette brands worldwide has lost ground for 3 months in a row, from 4.4% to 3.3% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hourglass’ and Milani’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.
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