Brandwave

Jones Road vs Tower 28:Which is more popular?

In October 2026, Jones Road and Tower 28 were level in searches among clean makeup brands worldwide, with an estimated 165K branded searches each, at 16.2% of the total each. When we asked ChatGPT and Google AI Overviews about clean makeup brands, Tower 28 appeared in two of the five answers and Jones Road in none.

Among clean makeup brands worldwide in October 2026

Who do people search for more?

Jones Road and Tower 28 are searched for about as often as each other.

Jones Road 165K searchesTower 28 165K searches

Who does AI mention more?

Tower 28, mentioned in 2 of 5 answers, Jones Road in 0

Tower 28 in 2 of 5Jones Road in 0 of 5

Who does AI recommend more?

Tower 28, the only one of the two named

Tower 28 first in 2Jones Road never named

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Top clean makeup brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tower 28 was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Jones Road did not appear in any of the 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 Jones Road or Tower 28 more popular in search?

This chart shows how often people search Google for Jones Road and Tower 28 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.

Jones Road and Tower 28 among clean makeup brands worldwide, by month

Share of searches by month for Jones Road, Tower 28. 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 Jones Road and Tower 28 changed worldwide over the last 12 months?

3 findings
  • Jones Road was ahead of Tower 28 in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Jones Road’s share of searches among clean makeup brands worldwide moved from 13.6% to 16.2%, and its estimated monthly branded searches moved from 201K to 165K.
  • Across the 12 months ending October 2026, Tower 28’s share of searches among clean makeup brands worldwide moved from 13.6% to 16.2%, and its estimated monthly branded searches moved from 201K to 165K.

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

3 changes

  1. In October 2026, Saie overtook Tower 28 and 2 others to rank 2nd among clean makeup brands worldwide, with 16.2% of the searches.

  2. In October 2026, Jones Road lost share of searches among clean makeup brands worldwide, from 17.4% to 16.2%.

  3. In October 2026, Tower 28 lost share of searches among clean makeup brands worldwide, from 17.4% to 16.2%.

How are Jones Road’s and Tower 28’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Jones Road’s and Tower 28’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.

Jones Road

1 branded search term

  • jones road beauty

Tower 28

1 branded search term

  • tower 28

How the Brand Demand Index is measured

Other head-to-heads among clean makeup brands

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