Brandwave

Kosas vs RMS Beauty:Which is more popular?

In October 2026, Kosas had more branded searches than RMS Beauty among clean makeup brands worldwide. Kosas had about 74,000 branded searches, while RMS Beauty had 49,500. Kosas made up 7.3% of all clean makeup brand searches we track, and RMS Beauty accounted for 4.9%. When we asked ChatGPT and Google AI Overviews about clean makeup brands, Kosas and RMS Beauty each appeared in three of the five answers. Kosas and RMS Beauty were each mentioned first in two of the four answers that named either.

Among clean makeup brands worldwide in October 2026

Who do people search for more?

Kosas, about 49% more searches than RMS Beauty

Kosas 74K searchesRMS Beauty 49.5K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Kosas in 3 of 5RMS Beauty in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Kosas first in 2RMS Beauty first in 2

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Top clean makeup brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kosas and RMS Beauty were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Kosas and RMS Beauty were each listed first in two of the four answers that named either.

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 Kosas or RMS Beauty more popular in search?

This chart shows how often people search Google for Kosas 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.

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

Share of searches by month for Kosas, RMS Beauty. 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 Kosas and RMS Beauty changed worldwide over the last 12 months?

3 findings
  • Kosas was ahead of RMS Beauty in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Kosas’ share of searches among clean makeup brands worldwide moved from 9.2% to 7.3%, and its estimated monthly branded searches moved from 135K to 74K.
  • 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, Kosas lost share of searches among clean makeup brands worldwide, from 7.8% to 7.3%.

  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 Kosas’ and RMS Beauty’s branded searches counted?

2 search terms

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

Kosas

1 branded search term

  • kosas

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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