Brandwave

Merit vs Tower 28:Which is more popular?

In October 2026, Tower 28 had more branded searches than Merit among clean makeup brands worldwide. Tower 28 had about 165,000 branded searches, while Merit had 110,000. Tower 28 made up 16.2% of all clean makeup brand searches we track, and Merit accounted for 10.8%. When we asked ChatGPT and Google AI Overviews about clean makeup brands, Merit appeared in four of the five answers and Tower 28 in two. Merit was mentioned before Tower 28 in three out of five answers.

Among clean makeup brands worldwide in October 2026

Who do people search for more?

Tower 28, about 50% more searches than Merit

Tower 28 165K searchesMerit 110K searches

Who does AI mention more?

Merit, mentioned in 4 of 5 answers, Tower 28 in 2

Merit in 4 of 5Tower 28 in 2 of 5

Who does AI recommend more?

Merit, named ahead of Tower 28 in 3 of 5 answers

Merit first in 3Tower 28 first in 2

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Top clean makeup brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Merit was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. Merit was listed before Tower 28 in three out of five answers.

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 Merit or Tower 28 more popular in search?

This chart shows how often people search Google for Merit and Tower 28 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.

Merit and Tower 28 among clean makeup brands worldwide, by month

Share of searches by month for Tower 28, Merit. 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 Merit and Tower 28 changed worldwide over the last 12 months?

3 findings
  • Tower 28 was ahead of Merit in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Merit’s share of searches among clean makeup brands worldwide moved from 13.6% to 10.8%, and its estimated monthly branded searches moved from 201K to 110K.
  • 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.

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

3 changes

  1. In October 2026, Saie overtook Tower 28 and 2 others to rank 2nd among clean makeup brands worldwide, with 16.2% of the searches.

  2. In October 2026, Merit gained share of searches among clean makeup brands worldwide, from 9.6% to 10.8%.

  3. In October 2026, Tower 28 lost share of searches among clean makeup brands worldwide, from 17.4% to 16.2%.

How are Merit’s and Tower 28’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Merit’s 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.

Merit

1 branded search term

  • merit beauty

Tower 28

1 branded search term

  • tower 28

How the Brand Demand Index is measured

Other head-to-heads among clean makeup brands

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