Kosas vs Tarte:Which is more popular?
In October 2026, Tarte had more branded searches than Kosas among makeup and cosmetics brands worldwide. Tarte had about 246,000 branded searches, while Kosas had 74,000. Tarte made up 2.4% 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, Tarte appeared in one of the five answers and Kosas in none.
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Top makeup and cosmetics brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Tarte was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. 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.
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
Tarte1 of 5Named in 1 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
See every answer about makeup and cosmetics brands
5 answers
Asked ChatGPT
“Which makeup and cosmetics brand should I buy?”
Asked ChatGPT
“What are the best makeup and cosmetics brands?”
Asked ChatGPT
“What's the best makeup and cosmetics brand for everyday wear?”
Searched Google, AI Overview
“makeup brands”
Searched Google, AI Overview
“cosmetics brands”
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 Tarte more popular in search?
This chart shows how often people search Google for Kosas and Tarte 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.
Share of searches by month for Tarte, Kosas. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Estée Lauder | Huda Beauty | Maybelline | NYX Professional Makeup | Clinique | Rare Beauty | Fenty Beauty | Morphe | Kylie Cosmetics | L'Oréal Paris | Makeup by Mario | NARS | Bobbi Brown | ColourPop | Tarte | Kosas |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 17.2% | 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% | 2.3% | 0.69% |
| Dec 2025 | 19.9% | 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% | 2.7% | 0.66% |
| Jan 2026 | 12.9% | 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% | 2.6% | 0.78% |
| Feb 2026 | 12.6% | 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% | 2.5% | 0.77% |
| Mar 2026 | 14.4% | 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% | 2.9% | 0.87% |
| Apr 2026 | 13% | 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% | 2.1% | 0.96% |
| May 2026 | 12.2% | 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% | 6.7% | 0.91% |
| Jun 2026 | 14% | 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% | 2.8% | 1% |
| Jul 2026 | 16.1% | 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% | 2.6% | 0.8% |
| Aug 2026 | 15.9% | 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% | 2.6% | 0.96% |
| Sep 2026 | 16.2% | 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% | 2.6% | 0.8% |
| Oct 2026 | 14.4% | 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% | 2.4% | 0.71% |
How has branded search for Kosas and Tarte changed worldwide over the last 12 months?
3 findings
- Tarte 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 makeup and cosmetics brands worldwide moved from 0.69% to 0.71%, and its estimated monthly branded searches moved from 135K to 74K.
- Across the 12 months ending October 2026, Tarte’s share of searches among makeup and cosmetics brands worldwide moved from 2.3% to 2.4%, and its estimated monthly branded searches moved from 450K to 246K.
How did search popularity change for makeup and cosmetics brands worldwide in October 2026?
3 changes
In October 2026, Kylie Cosmetics overtook L'Oréal Paris and 7 others to rank 10th among makeup and cosmetics brands worldwide, with 3.5% of the searches.
Estimated monthly branded searches for Tarte worldwide fell 45.3% over 12 measured months, from 450K to 246K in October 2026.
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 Tarte’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kosas’ and Tarte’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 makeup and cosmetics brands
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- Charlotte Tilbury vs NYX Professional Makeup: compare popularity
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- Estée Lauder vs Maybelline: compare popularity
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