Brandwave

Kosas vs Rare Beauty:Which is more popular?

In October 2026, Rare Beauty had more branded searches than Kosas among makeup and cosmetics brands worldwide. Rare Beauty had about 673,000 branded searches, while Kosas had 74,000. Rare Beauty made up 6.4% of all makeup and cosmetics brand searches we track, and Kosas accounted for 0.71%. When we asked ChatGPT and Google AI Overviews about makeup and cosmetics brands, Rare Beauty appeared in all five answers and Kosas in none.

Among makeup and cosmetics brands worldwide in October 2026

Who do people search for more?

Rare Beauty, about 9 searches for every 1 for Kosas

Rare Beauty 673K searchesKosas 74K searches

Who does AI mention more?

Rare Beauty, mentioned in every answer we collected

Rare Beauty in 5 of 5Kosas in 0 of 5

Who does AI recommend more?

Rare Beauty, the only one of the two named

Rare Beauty first in 5Kosas never named

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Top makeup and cosmetics brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rare Beauty appeared in all five answers. Kosas 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. Maybelline1st
  2. Rare Beauty2nd
  3. Charlotte Tilbury3rd
  4. Fenty Beauty4th
  5. NARS5th
  6. Clinique6th
  7. NYX Professional Makeup7th
  8. Makeup by Mario8th
  9. L'Oréal Paris9th
  10. +6 more
  11. Kosas–

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
  • NYX Professional Makeup2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Clinique2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L'Oréal Paris2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Makeup by Mario2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • NARS2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kosas0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+6 more

See every answer about makeup and cosmetics 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 19, 2026.

Is Kosas or Rare Beauty more popular in search?

This chart shows how often people search Google for Kosas and Rare Beauty 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.

Kosas and Rare Beauty among makeup and cosmetics brands worldwide, by month

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

View monthly share of searches table
MonthCharlotte TilburyEstée LauderHuda BeautyMaybellineNYX Professional MakeupCliniqueRare BeautyFenty BeautyMorpheKylie CosmeticsL'Oréal ParisMakeup by MarioNARSBobbi BrownColourPopKosas
Nov 202517.2%9.4%21%5.1%5.6%6.3%6.3%4.2%1.3%1.9%1.5%2.3%3.5%2.3%1.5%0.69%
Dec 202519.9%10.9%7.3%7.3%6.6%7.3%7.3%4.9%1.8%2.2%2.2%2.2%3.3%2.7%2.2%0.66%
Jan 202612.9%8.6%10.5%7.1%7.8%7.1%7.1%4.7%2.1%5.8%3.2%2.1%3.2%3.2%2.6%0.78%
Feb 202612.6%10.4%8.5%8.5%7.8%7%7%5.7%2.1%5.7%2.5%2.1%3.1%2.5%2.1%0.77%
Mar 202614.4%11.7%6.4%7.9%7.2%7.9%6.4%5.3%2.9%2.4%2.9%2.9%3.5%2.9%2.4%0.87%
Apr 202613%10.6%7.2%8.7%8%8.7%7.2%5.8%3.2%1.8%2.6%2.6%3.2%2.6%2.1%0.96%
May 202612.2%10%6.7%8.2%7.5%8.2%5.5%4.5%3%3.7%2.5%2.5%3.7%2.5%2%0.91%
Jun 202614%9.5%6.3%9.5%8.6%7.7%5.2%4.2%3.5%4.2%2.8%2.3%3.5%2.8%2.3%1%
Jul 202616.1%8.8%7.2%8.8%8%7.2%7.2%4.8%3.2%1.8%2.6%2.2%3.2%2.6%2.6%0.8%
Aug 202615.9%8.7%8.7%8.7%8%7.2%5.8%4.8%3.9%1.8%2.6%2.6%3.2%2.6%2.1%0.96%
Sep 202616.2%8.9%7.2%8.9%6.7%7.2%5.9%4.8%4.8%1.8%3.2%2.6%3.2%2.6%2.2%0.8%
Oct 202614.4%9.6%7.9%7.9%7.2%6.4%6.4%5.3%5.3%3.5%2.9%2.9%2.9%2.4%2.4%0.71%

How has branded search for Kosas and Rare Beauty changed worldwide over the last 12 months?

3 findings

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

2 changes

  1. In October 2026, Rare Beauty gained share of searches among makeup and cosmetics brands worldwide, from 5.9% to 6.4%.

  2. Estimated monthly branded searches for Kosas worldwide fell 45.2% over 12 measured months, from 135K to 74K in October 2026.

How are Kosas’ and Rare Beauty’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Kosas’ and Rare 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.

Kosas

1 branded search term

  • kosas

Rare Beauty

1 branded search term

  • rare beauty

How the Brand Demand Index is measured

Other head-to-heads among makeup and cosmetics brands

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