Brandwave

MAC vs Smashbox:Which is more popular?

In October 2026, Smashbox had more branded searches than MAC among makeup primer brands worldwide. Smashbox had about 41,900 branded searches, while MAC had 18,100. Smashbox made up 10.3% of all makeup primer brand searches we track, and MAC accounted for 4.5%. When we asked ChatGPT and Google AI Overviews about makeup primer brands, Smashbox appeared in four of the five answers and MAC in none.

Among makeup primer brands worldwide in October 2026

Who do people search for more?

Smashbox, about 2 searches for every 1 for MAC

Smashbox 41.9K searchesMAC 18.1K searches

Who does AI mention more?

Smashbox, mentioned in 4 of 5 answers, MAC in 0

Smashbox in 4 of 5MAC in 0 of 5

Who does AI recommend more?

Smashbox, the only one of the two named

Smashbox first in 3MAC never named

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Top makeup primer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Smashbox was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. MAC 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.

  1. Smashbox1st
  2. Milk Makeup2nd
  3. e.l.f. Cosmetics3rd
  4. Benefit Cosmetics3rd
  5. NYX Professional Makeup5th
  6. Hourglass6th
  7. MAC–
  8. Charlotte Tilbury–
  9. Laura Mercier–
  10. Fenty Beauty–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Smashbox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milk Makeup3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • e.l.f. Cosmetics2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Benefit Cosmetics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NYX Professional Makeup1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hourglass1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MAC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Laura Mercier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fenty Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about makeup primer 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 MAC or Smashbox more popular in search?

This chart shows how often people search Google for MAC and Smashbox by name. Each line represents a brand's share of searches for all 12 makeup primer brands we track, month by month, from English-language searches worldwide.

MAC and Smashbox among makeup primer brands worldwide, by month

Share of searches by month for Smashbox, MAC. The figures are in the table below the chart.

View monthly share of searches table
Monthe.l.f. CosmeticsBenefit CosmeticsSmashboxMilk MakeupNYX Professional MakeupMACHourglassCharlotte TilburyLaura MercierFenty BeautyRare BeautyToo Faced
Nov 202544.4%12.1%8.7%11.3%8.4%5.6%2.8%2.5%1.7%1.1%0.91%0.5%
Dec 202545.7%11.8%8.6%11.7%8.6%4.7%2.3%2.6%1.7%0.94%0.77%0.62%
Jan 202641%16.5%9.8%10.9%8.1%4.4%2.7%2.4%1.6%0.88%0.88%0.71%
Feb 202642.5%13.4%9.8%13%8%4.4%2.7%2.4%1.6%0.86%0.71%0.71%
Mar 202644.1%13.9%9.3%11.1%8.3%4.6%2.3%2.5%1.7%0.91%0.73%0.6%
Apr 202641.2%12.4%11.5%12.9%7.4%5%3%2.7%1.5%0.98%0.79%0.79%
May 202643%11.1%12.1%11.7%8.1%4.4%2.9%2.4%1.6%1.1%0.87%0.57%
Jun 202644.8%11.6%11.3%11.3%7%4.6%3%2.5%1.7%0.91%0.75%0.5%
Jul 202645.9%11.3%11.1%11.9%6.8%3.7%2.9%2.5%1.6%0.89%0.89%0.58%
Aug 202649.7%10.5%9.3%10.2%7.7%4.2%2.5%2.3%1.5%0.82%0.82%0.54%
Sep 202649.7%10.9%10.1%10%6.6%4.4%2.7%2%1.6%0.86%0.71%0.56%
Oct 202650.6%11.1%10.3%8.9%6.7%4.5%2.6%2%1.3%0.89%0.71%0.39%

Smashbox sells other things too, so only its searches that name this product count here, like “smashbox primer”.

How has branded search for MAC and Smashbox changed worldwide over the last 12 months?

3 findings
  • Smashbox was ahead of MAC in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, MAC’s share of searches among makeup primer brands worldwide moved from 5.6% to 4.5%, and its estimated monthly branded searches moved from 27.1K to 18.1K.
  • Across the 12 months ending October 2026, Smashbox’s share of searches among makeup primer brands worldwide moved from 8.7% to 10.3%, and its estimated monthly branded searches held steady at 41.9K.

How did search popularity change for makeup primer brands worldwide in October 2026?

1 change

  1. MAC’s share of searches among makeup primer brands worldwide has gained ground for 3 months in a row, from 3.7% to 4.5% in October 2026.

How are MAC’s and Smashbox’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using MAC’s and Smashbox’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.

MAC

1 branded search term

  • mac primer

Smashbox

2 branded search terms

  • smashbox photo finish primer
  • smashbox primer

How the Brand Demand Index is measured

Other head-to-heads among makeup primer brands

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