--- title: "Kosas vs Tower 28: Which is more popular?" description: "Is Kosas or Tower 28 more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Clean makeup brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/kosas-vs-tower-28" publisher: "Brandwave" --- # Kosas vs Tower 28: Which is more popular? Is Kosas or Tower 28 more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Clean makeup brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Kosas and Tower 28 - **Competitive set**: Clean makeup brands - **Market**: Global - **Month measured**: Oct 2026 - **Kosas Share of Search**: 7.3% - **Tower 28 Share of Search**: 16.2% ## Is Kosas or Tower 28 more popular in search? - In October 2026, Tower 28 had more branded searches than Kosas among clean makeup brands worldwide. Tower 28 had about 165,000 branded searches, while Kosas had 74,000. Tower 28 made up 16.2% of all clean makeup brand searches we track, and Kosas accounted for 7.3%. - Tower 28 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, 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. ## Top clean makeup brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Kosas was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. Kosas and Tower 28 were each listed first in two of the four answers that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ILIA | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Merit | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Saie | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Tower 28 | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | RMS Beauty | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Kosas | 6th | 2 of 3 | 1 of 2 | 3 of 5 | | Well People | 7th | 1 of 3 | 2 of 2 | 3 of 5 | | bareMinerals | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | Jones Road | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Westman Atelier | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Ere Perez | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kjaer Weis | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about clean makeup brands - Asked ChatGPT "Which clean makeup brand should I buy?": 1. ILIA, 2. Saie, 3. Merit, 4. Kosas - Asked ChatGPT "What are the best clean makeup brands?": 1. ILIA, 2. Saie, 3. Tower 28, 4. Merit, 5. Kosas, 6. RMS Beauty, 7. Well People - Asked ChatGPT "What's the best clean makeup for sensitive skin?": 1. Tower 28, 2. bareMinerals, 3. RMS Beauty - Searched Google, AI Overview "clean makeup": 1. Merit, 2. Well People, 3. ILIA, 4. bareMinerals - Searched Google, AI Overview "non toxic makeup": 1. ILIA, 2. RMS Beauty, 3. Kosas, 4. Merit, 5. Saie, 6. Well People Not named in any answer: Jones Road, Westman Atelier, Ere Perez and Kjaer Weis. Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026. ## How did search popularity change for clean makeup brands worldwide in October 2026? - 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, Tower 28 lost share of searches among clean makeup brands worldwide, from 17.4% to 16.2%. - In October 2026, Kosas lost share of searches among clean makeup brands worldwide, from 7.8% to 7.3%. ## How has branded search for Kosas and Tower 28 changed worldwide over the last 12 months? | Month | Kosas estimated searches | Kosas Share of Search | Kosas rank | Tower 28 estimated searches | Tower 28 Share of Search | Tower 28 rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 135K | 9.2% | 6 | 201K | 13.6% | 5 | | Dec 2025 | 90.5K | 7.8% | 7 | 165K | 14.2% | 4 | | Jan 2026 | 90.5K | 8.5% | 7 | 165K | 15.4% | 3 | | Feb 2026 | 74K | 7.8% | 7 | 135K | 14.2% | 4 | | Mar 2026 | 90.5K | 8.1% | 7 | 165K | 14.7% | 3 | | Apr 2026 | 90.5K | 8.5% | 7 | 165K | 15.5% | 2 | | May 2026 | 90.5K | 8.8% | 6 | 165K | 16.1% | 2 | | Jun 2026 | 90.5K | 9.6% | 5 | 165K | 17.5% | 1 | | Jul 2026 | 74K | 8% | 7 | 165K | 17.8% | 1 | | Aug 2026 | 90.5K | 9.4% | 6 | 165K | 17.2% | 1 | | Sep 2026 | 74K | 7.8% | 7 | 165K | 17.4% | 2 | | Oct 2026 | 74K | 7.3% | 7 | 165K | 16.2% | 3 | ## How are Kosas’ and Tower 28’s branded searches counted? Brandwave collects information about searches that people make online using Kosas’ 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. - **Kosas**: Measured on the search term “kosas”. - **Tower 28**: Measured on the search term “tower 28”. - [Kosas profile](/demand/global-en/brands/kosas) - [Tower 28 profile](/demand/global-en/brands/tower-28) - [All clean makeup brands worldwide](/demand/global-en/categories/clean-makeup-brands): The set both shares are measured inside, 12 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Kosas or Tower 28 more popular in search? In October 2026, Tower 28 had more branded searches than Kosas among clean makeup brands worldwide. Tower 28 had about 165,000 branded searches, while Kosas had 74,000. Tower 28 made up 16.2% of all clean makeup brand searches we track, and Kosas accounted for 7.3%. ## Cite this page Brandwave. "Kosas vs Tower 28: Which is more popular?". https://gobrandwave.com/demand/global-en/compare/kosas-vs-tower-28 This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/kosas-vs-tower-28. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.