Huda Beauty vs Morphe:Which is more popular?
In September 2026, Huda Beauty had more branded searches than Morphe among makeup and cosmetics brands worldwide. Huda Beauty had about 673,000 branded searches, while Morphe had 450,000. Huda Beauty made up 7.3% of all makeup and cosmetics brand searches we track, and Morphe accounted for 4.9%. When we asked ChatGPT and Google AI Overviews about makeup and cosmetics brands, neither Huda Beauty nor Morphe appeared in any of the five answers.
Who do people search for more?
Huda Beauty, about 50% more searches than Morphe
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top makeup and cosmetics brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Huda Beauty nor Morphe showed up in any of the five 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.
Rare Beauty5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Maybelline4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Fenty Beauty4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Charlotte Tilbury3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Clinique2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
NYX Professional Makeup2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
L'Oréal Paris2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
NARS2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Huda Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Morphe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about makeup and cosmetics brands
5 answers
Asked ChatGPT
“Which makeup and cosmetics brand should I buy?”
Asked ChatGPT
“What are the best makeup and cosmetics brands?”
Asked ChatGPT
“What's the best makeup and cosmetics brand for everyday wear?”
Searched Google, AI Overview
“makeup brands”
Searched Google, AI Overview
“cosmetics brands”
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 19, 2026.
Is Huda Beauty or Morphe more popular in search?
This chart shows how often people search Google for Huda Beauty and Morphe by name. Each line represents a brand's share of searches for all 28 makeup and cosmetics brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Huda Beauty, Morphe. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Estée Lauder | Maybelline | Clinique | Huda Beauty | NYX Professional Makeup | Rare Beauty | Fenty Beauty | Morphe | L'Oréal Paris | NARS | Bobbi Brown | Makeup by Mario | Tarte | ColourPop |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 13.1% | 10.6% | 8.7% | 7.2% | 8.7% | 6.5% | 7.2% | 5.9% | 1.4% | 2.6% | 3.2% | 3.2% | 2.1% | 3.2% | 2.1% |
| Nov 2025 | 17.3% | 9.5% | 5.2% | 6.3% | 21.1% | 5.6% | 6.3% | 4.3% | 1.3% | 1.6% | 3.5% | 2.3% | 2.3% | 2.3% | 1.6% |
| Dec 2025 | 20% | 10.9% | 7.3% | 7.3% | 7.3% | 6.7% | 7.3% | 4.9% | 1.8% | 2.2% | 3.3% | 2.7% | 2.2% | 2.7% | 2.2% |
| Jan 2026 | 12.9% | 8.6% | 7.1% | 7.1% | 10.5% | 7.9% | 7.1% | 4.7% | 2.1% | 3.2% | 3.2% | 3.2% | 2.1% | 2.6% | 2.6% |
| Feb 2026 | 12.7% | 10.4% | 8.6% | 7% | 8.6% | 7.8% | 7% | 5.7% | 2.1% | 2.6% | 3.1% | 2.6% | 2.1% | 2.6% | 2.1% |
| Mar 2026 | 14.5% | 11.8% | 7.9% | 7.9% | 6.5% | 7.2% | 6.5% | 5.3% | 2.9% | 2.9% | 3.5% | 2.9% | 2.9% | 2.9% | 2.4% |
| Apr 2026 | 13% | 10.7% | 8.8% | 8.8% | 7.2% | 8% | 7.2% | 5.9% | 3.2% | 2.6% | 3.2% | 2.6% | 2.6% | 2.1% | 2.1% |
| May 2026 | 12.3% | 10.1% | 8.3% | 8.3% | 6.8% | 7.5% | 5.5% | 4.5% | 3% | 2.5% | 3.7% | 2.5% | 2.5% | 6.8% | 2% |
| Jun 2026 | 14.1% | 9.5% | 9.5% | 7.8% | 6.4% | 8.6% | 5.2% | 4.3% | 3.5% | 2.9% | 3.5% | 2.9% | 2.3% | 2.9% | 2.3% |
| Jul 2026 | 16.3% | 8.9% | 8.9% | 7.3% | 7.3% | 8.1% | 7.3% | 4.9% | 3.3% | 2.7% | 3.3% | 2.7% | 2.2% | 2.7% | 2.7% |
| Aug 2026 | 16.1% | 8.8% | 8.8% | 7.2% | 8.8% | 8% | 5.9% | 4.8% | 3.9% | 2.6% | 3.2% | 2.6% | 2.6% | 2.6% | 2.2% |
| Sep 2026 | 16.3% | 9% | 9% | 7.3% | 7.3% | 6.8% | 6% | 4.9% | 4.9% | 3.3% | 3.3% | 2.7% | 2.7% | 2.7% | 2.2% |
How has the Huda Beauty and Morphe comparison changed over the last 12 months?
3 findings
- Huda Beauty was ahead of Morphe in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Huda Beauty’s share of searches among makeup and cosmetics brands worldwide moved from 8.7% to 7.3%, and its estimated monthly branded searches moved from 1M to 673K.
- Across the 12 months ending September 2026, Morphe’s share of searches among makeup and cosmetics brands worldwide moved from 1.4% to 4.9%, and its estimated monthly branded searches moved from 165K to 450K.
How did search popularity change for makeup and cosmetics brands worldwide in September 2026?
2 changes
In September 2026, Morphe gained share of searches among makeup and cosmetics brands worldwide, from 3.9% to 4.9%.
In September 2026, Huda Beauty lost share of searches among makeup and cosmetics brands worldwide, from 8.8% to 7.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Huda Beauty’s and Morphe’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
Morphe
1 branded search term
- morphe
Other head-to-heads among makeup and cosmetics brands
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