Hourglass vs Sephora Collection:Which is more popular?
In September 2026, Hourglass had more branded searches than Sephora Collection among concealer brush brands worldwide. Hourglass had about 162,000 branded searches, while Sephora Collection had 18,100. Hourglass made up 15.7% of all concealer brush brand searches we track, and Sephora Collection accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about concealer brush brands, Sephora Collection appeared in all five answers and Hourglass in three. Hourglass was mentioned before Sephora Collection in three out of five answers.
Who do people search for more?
Hourglass, about 9 searches for every 1 for Sephora Collection
Who does AI mention more?
Sephora Collection, mentioned in every answer we collected
Who does AI recommend more?
Hourglass, named ahead of Sephora Collection in 3 of 5 answers
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Top concealer brush brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Sephora Collection appeared in all five answers. Hourglass was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Hourglass was listed before Sephora Collection in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Real Techniques1st
Rare Beauty2nd- Hourglass3rd
- Sephora Collection4th
e.l.f.5th
MAC–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Real Techniques5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sephora Collection5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Rare Beauty4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Hourglass3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- e.l.f.1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- MAC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about concealer brush brands
5 answers
Asked ChatGPT
“Which concealer brush brand should I buy?”
Asked ChatGPT
“What are the best concealer brush brands?”
Asked ChatGPT
“What's the best concealer brush brand for precise blending?”
Searched Google, AI Overview
“best concealer brush”
Searched Google, AI Overview
“concealer brush for under eyes”
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 20, 2026.
Is Hourglass or Sephora Collection more popular in search?
This chart shows how often people search Google for Hourglass and Sephora Collection by name. Each line represents a brand's share of searches for all six concealer brush brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Hourglass, Sephora Collection. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rare Beauty | e.l.f. | Hourglass | MAC | Real Techniques | Sephora Collection |
|---|---|---|---|---|---|---|
| Oct 2025 | 60.4% | 14.8% | 12.3% | 5.4% | 5.4% | 1.6% |
| Nov 2025 | 63.2% | 10.4% | 13.6% | 5.7% | 5.7% | 1.4% |
| Dec 2025 | 60.3% | 12.1% | 12.9% | 6.6% | 6.6% | 1.3% |
| Jan 2026 | 60.5% | 12.1% | 15.1% | 5.4% | 5.4% | 1.3% |
| Feb 2026 | 60.1% | 12.1% | 14.5% | 6.6% | 5.4% | 1.3% |
| Mar 2026 | 58.2% | 14.3% | 14.5% | 6.4% | 5.2% | 1.3% |
| Apr 2026 | 58.1% | 14.2% | 14.5% | 6.4% | 5.2% | 1.6% |
| May 2026 | 53% | 19.4% | 13.2% | 7.1% | 5.8% | 1.4% |
| Jun 2026 | 51.6% | 18.9% | 15.2% | 6.9% | 5.7% | 1.7% |
| Jul 2026 | 59.2% | 14.5% | 12.1% | 6.5% | 5.3% | 2.4% |
| Aug 2026 | 53.4% | 16% | 15.7% | 7.2% | 5.9% | 1.8% |
| Sep 2026 | 53.4% | 16% | 15.7% | 7.2% | 5.9% | 1.8% |
How has the Hourglass and Sephora Collection comparison changed over the last 12 months?
3 findings
- Hourglass was ahead of Sephora Collection in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hourglass’ share of searches among concealer brush brands worldwide moved from 12.3% to 15.7%, and its estimated monthly branded searches moved from 168K to 162K.
- Across the 12 months ending September 2026, Sephora Collection’s share of searches among concealer brush brands worldwide moved from 1.6% to 1.8%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for concealer brush brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Sephora Collection worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Hourglass’ and Sephora Collection’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
2 branded search terms
- hourglass brush
- hourglass concealer
Sephora Collection
1 branded search term
- sephora collection
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