---
title: "Kylie Cosmetics vs Morphe: Which is more popular?"
description: "Is Kylie Cosmetics or Morphe more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Makeup and cosmetics 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/kylie-cosmetics-vs-morphe"
publisher: "Brandwave"
---

# Kylie Cosmetics vs Morphe: Which is more popular?

Is Kylie Cosmetics or Morphe more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Makeup and cosmetics 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**: Kylie Cosmetics and Morphe
- **Competitive set**: Makeup and cosmetics brands
- **Market**: Global
- **Month measured**: Oct 2026
- **Kylie Cosmetics Share of Search**: 3.5%
- **Morphe Share of Search**: 5.3%

## Is Kylie Cosmetics or Morphe more popular in search?

- In October 2026, Morphe had more branded searches than Kylie Cosmetics among makeup and cosmetics brands worldwide. Morphe had about 550,000 branded searches, while Kylie Cosmetics had 368,000. Morphe made up 5.3% of all makeup and cosmetics brand searches we track, and Kylie Cosmetics accounted for 3.5%.
- The lead changed hands 3 times in the 12 months ending October 2026: Morphe took it in March 2026, Kylie Cosmetics took it in May 2026, Morphe took it in July 2026.
- Across the 12 months ending October 2026, Kylie Cosmetics’ share of searches among makeup and cosmetics brands worldwide moved from 1.9% to 3.5%, and its estimated monthly branded searches held steady at 368K.
- Across the 12 months ending October 2026, Morphe’s share of searches among makeup and cosmetics brands worldwide moved from 1.3% to 5.3%, and its estimated monthly branded searches moved from 246K to 550K.

## Top makeup and cosmetics brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Kylie Cosmetics nor Morphe showed up in any of the five answers.

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 |
| --- | --- | --- | --- | --- |
| Maybelline | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| e.l.f. Cosmetics | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Rare Beauty | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| MAC | 4th | 1 of 3 | 2 of 2 | 3 of 5 |
| Charlotte Tilbury | 5th | 1 of 3 | 2 of 2 | 3 of 5 |
| Fenty Beauty | 6th | 2 of 3 | 2 of 2 | 4 of 5 |
| NARS | 7th | 2 of 3 | 0 of 2 | 2 of 5 |
| Clinique | 8th | 2 of 3 | 0 of 2 | 2 of 5 |
| NYX Professional Makeup | 9th | 1 of 3 | 1 of 2 | 2 of 5 |
| Makeup by Mario | 10th | 1 of 3 | 1 of 2 | 2 of 5 |
| L'Oréal Paris | 11th | 2 of 3 | 0 of 2 | 2 of 5 |
| Estée Lauder | 12th | 1 of 3 | 0 of 2 | 1 of 5 |
| Tarte | 13th | 1 of 3 | 0 of 2 | 1 of 5 |
| Too Faced | 14th | 1 of 3 | 0 of 2 | 1 of 5 |
| Hourglass | 15th | 0 of 3 | 1 of 2 | 1 of 5 |
| Benefit Cosmetics | 16th | 1 of 3 | 0 of 2 | 1 of 5 |
| Essence | 17th | 0 of 3 | 1 of 2 | 1 of 5 |
| Huda Beauty | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Morphe | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Kylie Cosmetics | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Bobbi Brown | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| ColourPop | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Revlon | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Kosas | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| CoverGirl | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Milk Makeup | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Rimmel | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Revolution Beauty | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about makeup and cosmetics brands

- Asked ChatGPT "Which makeup and cosmetics brand should I buy?": 1. Maybelline, 2. e.l.f. Cosmetics, 3. L'Oréal Paris, 4. Fenty Beauty, 5. Rare Beauty
- Asked ChatGPT "What are the best makeup and cosmetics brands?": 1. Charlotte Tilbury, 2. Fenty Beauty, 3. NARS, 4. MAC, 5. Rare Beauty, 6. e.l.f. Cosmetics, 7. Maybelline, 8. Estée Lauder, 9. Clinique, 10. Tarte, 11. Too Faced, 12. Benefit Cosmetics, 13. Makeup by Mario, 14. NYX Professional Makeup, 15. L'Oréal Paris
- Asked ChatGPT "What's the best makeup and cosmetics brand for everyday wear?": 1. Maybelline, 2. e.l.f. Cosmetics, 3. Rare Beauty, 4. Clinique, 5. NARS
- Searched Google, AI Overview "makeup brands": 1. e.l.f. Cosmetics, 2. Maybelline, 3. NYX Professional Makeup, 4. MAC, 5. Charlotte Tilbury, 6. Rare Beauty, 7. Fenty Beauty
- Searched Google, AI Overview "cosmetics brands": 1. MAC, 2. Charlotte Tilbury, 3. Rare Beauty, 4. Makeup by Mario, 5. Fenty Beauty, 6. Hourglass, 7. Essence

Not named in any answer: Huda Beauty, Morphe, Kylie Cosmetics, Bobbi Brown, ColourPop, Revlon, Kosas, CoverGirl, Milk Makeup, Rimmel and Revolution Beauty.

Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026.

## How did search popularity change for makeup and cosmetics brands worldwide in October 2026?

- 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.
- Morphe’s share of searches among makeup and cosmetics brands worldwide has gained ground for 3 months in a row, from 3.2% to 5.3% in October 2026.

## How has branded search for Kylie Cosmetics and Morphe changed worldwide over the last 12 months?

| Month | Kylie Cosmetics estimated searches | Kylie Cosmetics Share of Search | Kylie Cosmetics rank | Morphe estimated searches | Morphe Share of Search | Morphe rank |
| --- | --- | --- | --- | --- | --- | --- |
| Nov 2025 | 368K | 1.9% | 14 | 246K | 1.3% | 17 |
| Dec 2025 | 301K | 2.2% | 13 | 246K | 1.8% | 16 |
| Jan 2026 | 673K | 5.8% | 8 | 246K | 2.1% | 16 |
| Feb 2026 | 550K | 5.7% | 9 | 201K | 2.1% | 16 |
| Mar 2026 | 246K | 2.4% | 16 | 301K | 2.9% | 13 |
| Apr 2026 | 165K | 1.8% | 18 | 301K | 3.2% | 9 |
| May 2026 | 368K | 3.7% | 10 | 301K | 3% | 12 |
| Jun 2026 | 368K | 4.2% | 9 | 301K | 3.5% | 10 |
| Jul 2026 | 165K | 1.8% | 18 | 301K | 3.2% | 9 |
| Aug 2026 | 165K | 1.8% | 18 | 368K | 3.9% | 9 |
| Sep 2026 | 165K | 1.8% | 18 | 450K | 4.8% | 9 |
| Oct 2026 | 368K | 3.5% | 10 | 550K | 5.3% | 9 |

## How are Kylie Cosmetics’ and Morphe’s branded searches counted?

Brandwave collects information about searches that people make online using Kylie Cosmetics’ and Morphe’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.

- **Kylie Cosmetics**: Measured on the search term “kylie cosmetics”.
- **Morphe**: Measured on the search term “morphe”.

- [Kylie Cosmetics profile](/demand/global-en/brands/kylie-cosmetics)
- [Morphe profile](/demand/global-en/brands/morphe)
- [All makeup and cosmetics brands worldwide](/demand/global-en/categories/makeup-brands): The set both shares are measured inside, 28 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 Kylie Cosmetics or Morphe more popular in search?

In October 2026, Morphe had more branded searches than Kylie Cosmetics among makeup and cosmetics brands worldwide. Morphe had about 550,000 branded searches, while Kylie Cosmetics had 368,000. Morphe made up 5.3% of all makeup and cosmetics brand searches we track, and Kylie Cosmetics accounted for 3.5%.

## Cite this page

Brandwave. "Kylie Cosmetics vs Morphe: Which is more popular?". https://gobrandwave.com/demand/global-en/compare/kylie-cosmetics-vs-morphe

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/kylie-cosmetics-vs-morphe. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.