--- title: "Hourglass vs Too Faced: Which is more popular?" description: "Is Hourglass or Too Faced more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Makeup and cosmetics 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/hourglass-vs-too-faced" publisher: "Brandwave" --- # Hourglass vs Too Faced: Which is more popular? Is Hourglass or Too Faced more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Makeup and cosmetics 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**: Hourglass and Too Faced - **Competitive set**: Makeup and cosmetics brands - **Market**: Global - **Month measured**: Oct 2026 - **Hourglass Share of Search**: 0.26% - **Too Faced Share of Search**: 1.6% ## Is Hourglass or Too Faced more popular in search? - In October 2026, Too Faced had more branded searches than Hourglass among makeup and cosmetics brands worldwide. Too Faced had about 165,000 branded searches, while Hourglass had 27,100. Too Faced made up 1.6% of all makeup and cosmetics brand searches we track, and Hourglass accounted for 0.26%. - Too Faced was ahead of Hourglass in every measured month of the 12 months ending October 2026. - Across the 12 months ending October 2026, Hourglass’ share of searches among makeup and cosmetics brands worldwide moved from 0.17% to 0.26%, and its estimated monthly branded searches moved from 33.1K to 27.1K. - Across the 12 months ending October 2026, Too Faced’s share of searches among makeup and cosmetics brands worldwide moved from 2.3% to 1.6%, and its estimated monthly branded searches moved from 450K to 165K. ## Top makeup and cosmetics brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Hourglass was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Too Faced was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hourglass and Too Faced were each listed first in one of the two answers that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Maybelline | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | e.l.f. Cosmetics | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Rare Beauty | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | MAC | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Charlotte Tilbury | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Fenty Beauty | 6th | 2 of 3 | 2 of 2 | 4 of 5 | | NARS | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Clinique | 8th | 2 of 3 | 0 of 2 | 2 of 5 | | NYX Professional Makeup | 9th | 1 of 3 | 1 of 2 | 2 of 5 | | Makeup by Mario | 10th | 1 of 3 | 1 of 2 | 2 of 5 | | L'Oréal Paris | 11th | 2 of 3 | 0 of 2 | 2 of 5 | | Estée Lauder | 12th | 1 of 3 | 0 of 2 | 1 of 5 | | Tarte | 13th | 1 of 3 | 0 of 2 | 1 of 5 | | Too Faced | 14th | 1 of 3 | 0 of 2 | 1 of 5 | | Hourglass | 15th | 0 of 3 | 1 of 2 | 1 of 5 | | Benefit Cosmetics | 16th | 1 of 3 | 0 of 2 | 1 of 5 | | Essence | 17th | 0 of 3 | 1 of 2 | 1 of 5 | | Huda Beauty | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Morphe | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kylie Cosmetics | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Bobbi Brown | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | ColourPop | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Revlon | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kosas | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | CoverGirl | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Milk Makeup | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Rimmel | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Revolution Beauty | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about makeup and cosmetics brands - Asked ChatGPT "Which makeup and cosmetics brand should I buy?": 1. Maybelline, 2. e.l.f. Cosmetics, 3. L'Oréal Paris, 4. Fenty Beauty, 5. Rare Beauty - Asked ChatGPT "What are the best makeup and cosmetics brands?": 1. Charlotte Tilbury, 2. Fenty Beauty, 3. NARS, 4. MAC, 5. Rare Beauty, 6. e.l.f. Cosmetics, 7. Maybelline, 8. Estée Lauder, 9. Clinique, 10. Tarte, 11. Too Faced, 12. Benefit Cosmetics, 13. Makeup by Mario, 14. NYX Professional Makeup, 15. L'Oréal Paris - Asked ChatGPT "What's the best makeup and cosmetics brand for everyday wear?": 1. Maybelline, 2. e.l.f. Cosmetics, 3. Rare Beauty, 4. Clinique, 5. NARS - Searched Google, AI Overview "makeup brands": 1. e.l.f. Cosmetics, 2. Maybelline, 3. NYX Professional Makeup, 4. MAC, 5. Charlotte Tilbury, 6. Rare Beauty, 7. Fenty Beauty - Searched Google, AI Overview "cosmetics brands": 1. MAC, 2. Charlotte Tilbury, 3. Rare Beauty, 4. Makeup by Mario, 5. Fenty Beauty, 6. Hourglass, 7. Essence Not named in any answer: Huda Beauty, Morphe, Kylie Cosmetics, Bobbi Brown, ColourPop, Revlon, Kosas, CoverGirl, Milk Makeup, Rimmel and Revolution Beauty. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for makeup and cosmetics brands worldwide in October 2026? - Estimated monthly branded searches for Too Faced worldwide fell 63.3% over 12 measured months, from 450K to 165K in October 2026. - Estimated monthly branded searches for Hourglass worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in October 2026. ## How has branded search for Hourglass and Too Faced changed worldwide over the last 12 months? | Month | Hourglass estimated searches | Hourglass Share of Search | Hourglass rank | Too Faced estimated searches | Too Faced Share of Search | Too Faced rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 33.1K | 0.17% | 27 | 450K | 2.3% | 13 | | Dec 2025 | 27.1K | 0.2% | 27 | 246K | 1.8% | 18 | | Jan 2026 | 22.2K | 0.19% | 27 | 201K | 1.7% | 18 | | Feb 2026 | 22.2K | 0.23% | 27 | 135K | 1.4% | 19 | | Mar 2026 | 22.2K | 0.21% | 27 | 165K | 1.6% | 19 | | Apr 2026 | 22.2K | 0.24% | 27 | 135K | 1.4% | 19 | | May 2026 | 22.2K | 0.22% | 27 | 165K | 1.7% | 19 | | Jun 2026 | 22.2K | 0.26% | 27 | 135K | 1.6% | 19 | | Jul 2026 | 18.1K | 0.19% | 27 | 135K | 1.5% | 19 | | Aug 2026 | 18.1K | 0.19% | 27 | 135K | 1.4% | 19 | | Sep 2026 | 27.1K | 0.29% | 27 | 135K | 1.5% | 20 | | Oct 2026 | 27.1K | 0.26% | 27 | 165K | 1.6% | 20 | ## How are Hourglass’ and Too Faced’s branded searches counted? Brandwave collects information about searches that people make online using Hourglass’ and Too Faced’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**: Measured on the search term “hourglass cosmetic”. - **Too Faced**: Measured on the search term “too faced”. - [Hourglass profile](/demand/global-en/brands/hourglass) - [Too Faced profile](/demand/global-en/brands/too-faced) - [All makeup and cosmetics brands worldwide](/demand/global-en/categories/makeup-brands): The set both shares are measured inside, 28 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Hourglass or Too Faced more popular in search? In October 2026, Too Faced had more branded searches than Hourglass among makeup and cosmetics brands worldwide. Too Faced had about 165,000 branded searches, while Hourglass had 27,100. Too Faced made up 1.6% of all makeup and cosmetics brand searches we track, and Hourglass accounted for 0.26%. ## Cite this page Brandwave. "Hourglass vs Too Faced: Which is more popular?". https://gobrandwave.com/demand/global-en/compare/hourglass-vs-too-faced This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/hourglass-vs-too-faced. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.