Huda Beauty vs Milani:Which is more popular?
In October 2026, Milani had more branded searches than Huda Beauty among setting spray brands worldwide. Milani had about 49,500 branded searches, while Huda Beauty had 9,900. Milani made up 8% of all setting spray brand searches we track, and Huda Beauty accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about setting spray brands, Milani appeared in three of the four answers and Huda Beauty in none.
Who do people search for more?
Milani, about 5 searches for every 1 for Huda Beauty
Who does AI mention more?
Milani, mentioned in 3 of 4 answers, Huda Beauty in 0
Who does AI recommend more?
Milani, the only one of the two named
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Top setting spray brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Milani was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Huda Beauty did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
ONE/SIZE4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Urban Decay4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Charlotte Tilbury3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Milani3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
NYX Professional Makeup1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
e.l.f. Cosmetics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
MAC0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Morphe0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Huda Beauty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Laura Mercier0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about setting spray brands
4 answers
Asked ChatGPT
“Which setting spray should I buy?”
Asked ChatGPT
“What are the best makeup setting sprays?”
Asked ChatGPT
“What's the best setting spray for oily skin?”
Searched Google, AI Overview
“setting spray”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best setting spray”
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 25, 2026.
Is Huda Beauty or Milani more popular in search?
This chart shows how often people search Google for Huda Beauty and Milani by name. Each line represents a brand's share of searches for all ten setting spray brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Milani, Huda Beauty. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | ONE/SIZE | Urban Decay | e.l.f. Cosmetics | Milani | MAC | Morphe | NYX Professional Makeup | Huda Beauty | Laura Mercier |
|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 36.7% | 19.4% | 13.3% | 7.1% | 5.8% | 7% | 3.9% | 3.9% | 1.7% | 1.2% |
| Dec 2025 | 37.8% | 19.9% | 11.2% | 7.3% | 6% | 5.7% | 4.9% | 4% | 1.8% | 1.5% |
| Jan 2026 | 30.9% | 24% | 11.1% | 7.2% | 7.2% | 6.8% | 4.8% | 4.8% | 1.8% | 1.2% |
| Feb 2026 | 28.9% | 22.7% | 12.7% | 8.3% | 6.8% | 6.7% | 6.8% | 4.5% | 1.7% | 0.9% |
| Mar 2026 | 30.9% | 19.7% | 13.5% | 8.8% | 7.2% | 6.8% | 5.9% | 4.8% | 1.4% | 0.79% |
| Apr 2026 | 28.9% | 22.5% | 12.6% | 8.3% | 8.3% | 6.7% | 5.5% | 4.5% | 2% | 0.59% |
| May 2026 | 27.7% | 26.4% | 12.1% | 7.9% | 6.5% | 6.4% | 5.3% | 5.3% | 1.9% | 0.57% |
| Jun 2026 | 28.2% | 26.9% | 12.3% | 8.1% | 6.6% | 5.9% | 5.4% | 4.4% | 1.6% | 0.58% |
| Jul 2026 | 26.3% | 30.9% | 9.5% | 7.6% | 7.6% | 5.5% | 5.1% | 5.1% | 1.9% | 0.54% |
| Aug 2026 | 25.8% | 30.3% | 9.3% | 9.1% | 7.4% | 5.7% | 5% | 5% | 1.8% | 0.66% |
| Sep 2026 | 28.2% | 27.1% | 10.1% | 8.1% | 8.1% | 5.9% | 5.4% | 4.5% | 1.6% | 0.72% |
| Oct 2026 | 27.8% | 26.7% | 10% | 9.8% | 8% | 5.8% | 5.4% | 4.4% | 1.6% | 0.58% |
Milani and Huda Beauty sell other things too, so only their searches that name this product count here, like “milani setting spray”.
How has branded search for Huda Beauty and Milani changed worldwide over the last 12 months?
3 findings
- Milani was ahead of Huda Beauty in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Huda Beauty’s share of searches among setting spray brands worldwide moved from 1.7% to 1.6%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
- Across the 12 months ending October 2026, Milani’s share of searches among setting spray brands worldwide moved from 5.8% to 8%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
How did search popularity change for setting spray brands worldwide in October 2026?
2 changes
Estimated monthly branded searches for Milani worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in October 2026.
Estimated monthly branded searches for Huda Beauty worldwide fell 18.2% over 12 measured months, from 12.1K to 9.9K in October 2026.
How are Huda Beauty’s and Milani’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Huda Beauty’s 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.
Huda Beauty
1 branded search term
- huda beauty setting spray
Milani
1 branded search term
- milani setting spray
Other head-to-heads among setting spray brands
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