Brandwave

Kosas vs Well People:Which is more popular?

In October 2026, Kosas had more branded searches than Well People among clean makeup brands worldwide. Kosas had about 74,000 branded searches, while Well People had 5,400. Kosas made up 7.3% of all clean makeup brand searches we track, and Well People accounted for 0.53%. When we asked ChatGPT and Google AI Overviews about clean makeup brands, Kosas and Well People each appeared in three of the five answers. Kosas was mentioned before Well People in three out of four answers that named either.

Among clean makeup brands worldwide in October 2026

Who do people search for more?

Kosas, about 14 searches for every 1 for Well People

Kosas 74K searchesWell People 5.4K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Kosas in 3 of 5Well People in 3 of 5

Who does AI recommend more?

Kosas, named ahead of Well People in 3 of 4 answers

Kosas first in 3Well People first in 1

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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. Well People was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Kosas was listed before Well People in three out of 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 Well People more popular in search?

This chart shows how often people search Google for Kosas and Well People 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 Well People among clean makeup brands worldwide, by month

Share of searches by month for Kosas, Well People. 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 Well People changed worldwide over the last 12 months?

3 findings
  • Kosas was ahead of Well People 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, Well People’s share of searches among clean makeup brands worldwide moved from 0.45% to 0.53%, and its estimated monthly branded searches moved from 6.6K to 5.4K.

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. In October 2026, Well People rose from 12th to 11th among clean makeup brands worldwide.

How are Kosas’ and Well People’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Kosas’ and Well People’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

Well People

1 branded search term

  • well people makeup

How the Brand Demand Index is measured

Other head-to-heads among clean makeup brands

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