Brandwave

ILIA vs RMS Beauty:Which is more popular?

In October 2026, RMS Beauty had more branded searches than ILIA among clean makeup brands worldwide. RMS Beauty had about 49,500 branded searches, while ILIA had 22,200. RMS Beauty made up 4.9% of all clean makeup brand searches we track, and ILIA accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about clean makeup brands, ILIA appeared in four of the five answers and RMS Beauty in three. ILIA was mentioned before RMS Beauty in four out of five answers.

Among clean makeup brands worldwide in October 2026

Who do people search for more?

RMS Beauty, about 2 searches for every 1 for ILIA

RMS Beauty 49.5K searchesILIA 22.2K searches

Who does AI mention more?

ILIA, mentioned in 4 of 5 answers, RMS Beauty in 3

ILIA in 4 of 5RMS Beauty in 3 of 5

Who does AI recommend more?

ILIA, named ahead of RMS Beauty in 4 of 5 answers

ILIA first in 4RMS Beauty first in 1

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Top clean makeup brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ILIA was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. RMS Beauty was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. ILIA was listed before RMS Beauty in four out of five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. ILIA1st
  2. Merit2nd
  3. Saie3rd
  4. Tower 284th
  5. RMS Beauty5th
  6. Kosas6th
  7. Well People7th
  8. bareMinerals8th
  9. Jones Road–
  10. Westman Atelier–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Merit4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ILIA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Saie3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kosas3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • RMS Beauty3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Well People3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tower 282 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • bareMinerals2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jones Road0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Westman Atelier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about clean makeup brands

5 answers

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 ILIA or RMS Beauty more popular in search?

This chart shows how often people search Google for ILIA and RMS Beauty by name. Each line represents a brand's share of searches for all 12 clean makeup brands we track, month by month, from English-language searches worldwide.

ILIA and RMS Beauty among clean makeup brands worldwide, by month

Share of searches by month for RMS Beauty, ILIA. The figures are in the table below the chart.

View monthly share of searches table
MonthJones RoadSaieTower 28Westman AtelierbareMineralsMeritKosasRMS BeautyILIAEre PerezWell PeopleKjaer Weis
Nov 202513.6%16.7%13.6%9.2%13.6%13.6%9.2%5%3.4%1.2%0.45%0.45%
Dec 202514.2%17.3%14.2%9.5%14.2%11.6%7.8%6.4%2.8%1%0.46%0.46%
Jan 202615.4%15.4%15.4%10.3%12.6%10.3%8.5%6.9%3.1%1.1%0.5%0.5%
Feb 202614.2%14.2%14.2%11.6%14.2%11.6%7.8%6.4%3.5%1.3%0.69%0.46%
Mar 202614.7%12%14.7%12%14.7%12%8.1%6.6%3%1.1%0.59%0.48%
Apr 202615.5%12.7%15.5%12.7%12.7%10.3%8.5%6.9%3.1%1.1%0.62%0.51%
May 202616.1%13.2%16.1%10.7%13.2%8.8%8.8%5.9%4.8%1.2%0.53%0.53%
Jun 202614.3%14.3%17.5%9.6%14.3%9.6%9.6%5.3%2.9%1.6%0.57%0.47%
Jul 202614.6%14.6%17.8%11.9%11.9%9.8%8%6.5%2.4%1.3%0.58%0.58%
Aug 202614.1%14.1%17.2%14.1%11.5%9.4%9.4%5.2%2.8%1.3%0.56%0.46%
Sep 202617.4%11.6%17.4%14.3%11.6%9.6%7.8%5.2%2.9%1.3%0.46%0.46%
Oct 202616.2%16.2%16.2%13.3%10.8%10.8%7.3%4.9%2.2%1.2%0.53%0.43%

How has branded search for ILIA and RMS Beauty changed worldwide over the last 12 months?

3 findings
  • RMS Beauty was ahead of ILIA in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, ILIA’s share of searches among clean makeup brands worldwide moved from 3.4% to 2.2%, and its estimated monthly branded searches moved from 49.5K to 22.2K.
  • Across the 12 months ending October 2026, RMS Beauty’s share of searches among clean makeup brands worldwide moved from 5% to 4.9%, and its estimated monthly branded searches moved from 74K to 49.5K.

How did search popularity change for clean makeup brands worldwide in October 2026?

2 changes

  1. In October 2026, ILIA lost share of searches among clean makeup brands worldwide, from 2.9% to 2.2%.

  2. Estimated monthly branded searches for RMS Beauty worldwide fell 33.1% over 12 measured months, from 74K to 49.5K in October 2026.

How are ILIA’s and RMS Beauty’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using ILIA’s and RMS Beauty’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.

ILIA

1 branded search term

  • ilia beauty

RMS Beauty

1 branded search term

  • rms beauty

How the Brand Demand Index is measured

Other head-to-heads among clean makeup brands

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