Kosas vs Saie:Which is more popular?
In October 2026, Saie had more branded searches than Kosas among clean makeup brands worldwide. Saie had about 165,000 branded searches, while Kosas had 74,000. Saie made up 16.2% of all clean makeup brand searches we track, and Kosas accounted for 7.3%. When we asked ChatGPT and Google AI Overviews about clean makeup brands, Kosas and Saie each appeared in three of the five answers. Saie was mentioned before Kosas in two out of three answers that named either.
Who do people search for more?
Saie, about 2 searches for every 1 for Kosas
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Saie, named ahead of Kosas in 2 of 3 answers
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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 Saie were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Saie was listed before Kosas in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
ILIA1st
Merit2nd- Saie3rd
Tower 284th
RMS Beauty5th
Kosas6th
Well People7th
bareMinerals8th
Jones Road–
Westman Atelier–- +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
See every answer about clean makeup brands
5 answers
Asked ChatGPT
“Which clean makeup brand should I buy?”
Asked ChatGPT
“What are the best clean makeup brands?”
Asked ChatGPT
“What's the best clean makeup for sensitive skin?”
Searched Google, AI Overview
“clean makeup”
Searched Google, AI Overview
“non toxic makeup”
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 Saie more popular in search?
This chart shows how often people search Google for Kosas and Saie 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.
Share of searches by month for Saie, Kosas. The figures are in the table below the chart.
View monthly share of searches table
| Month | Jones Road | Saie | Tower 28 | Westman Atelier | bareMinerals | Merit | Kosas | RMS Beauty | ILIA | Ere Perez | Well People | Kjaer Weis |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 13.6% | 16.7% | 13.6% | 9.2% | 13.6% | 13.6% | 9.2% | 5% | 3.4% | 1.2% | 0.45% | 0.45% |
| Dec 2025 | 14.2% | 17.3% | 14.2% | 9.5% | 14.2% | 11.6% | 7.8% | 6.4% | 2.8% | 1% | 0.46% | 0.46% |
| Jan 2026 | 15.4% | 15.4% | 15.4% | 10.3% | 12.6% | 10.3% | 8.5% | 6.9% | 3.1% | 1.1% | 0.5% | 0.5% |
| Feb 2026 | 14.2% | 14.2% | 14.2% | 11.6% | 14.2% | 11.6% | 7.8% | 6.4% | 3.5% | 1.3% | 0.69% | 0.46% |
| Mar 2026 | 14.7% | 12% | 14.7% | 12% | 14.7% | 12% | 8.1% | 6.6% | 3% | 1.1% | 0.59% | 0.48% |
| Apr 2026 | 15.5% | 12.7% | 15.5% | 12.7% | 12.7% | 10.3% | 8.5% | 6.9% | 3.1% | 1.1% | 0.62% | 0.51% |
| May 2026 | 16.1% | 13.2% | 16.1% | 10.7% | 13.2% | 8.8% | 8.8% | 5.9% | 4.8% | 1.2% | 0.53% | 0.53% |
| Jun 2026 | 14.3% | 14.3% | 17.5% | 9.6% | 14.3% | 9.6% | 9.6% | 5.3% | 2.9% | 1.6% | 0.57% | 0.47% |
| Jul 2026 | 14.6% | 14.6% | 17.8% | 11.9% | 11.9% | 9.8% | 8% | 6.5% | 2.4% | 1.3% | 0.58% | 0.58% |
| Aug 2026 | 14.1% | 14.1% | 17.2% | 14.1% | 11.5% | 9.4% | 9.4% | 5.2% | 2.8% | 1.3% | 0.56% | 0.46% |
| Sep 2026 | 17.4% | 11.6% | 17.4% | 14.3% | 11.6% | 9.6% | 7.8% | 5.2% | 2.9% | 1.3% | 0.46% | 0.46% |
| Oct 2026 | 16.2% | 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 Saie changed worldwide over the last 12 months?
3 findings
- Saie was ahead of Kosas 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, Saie’s share of searches among clean makeup brands worldwide moved from 16.7% to 16.2%, and its estimated monthly branded searches moved from 246K to 165K.
How did search popularity change for clean makeup brands worldwide in October 2026?
2 changes
In October 2026, Saie overtook Tower 28 and 2 others to rank 2nd among clean makeup brands worldwide, with 16.2% of the searches.
In October 2026, Kosas lost share of searches among clean makeup brands worldwide, from 7.8% to 7.3%.
How are Kosas’ and Saie’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kosas’ and Saie’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.
Other head-to-heads among clean makeup brands
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