Milani vs Morphe:Which is more popular?
In October 2026, Milani had more branded searches than Morphe among setting spray brands worldwide. Milani had about 49,500 branded searches, while Morphe had 33,100. Milani made up 8% of all setting spray brand searches we track, and Morphe accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about setting spray brands, Milani appeared in three of the four answers and Morphe in none.
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Top setting spray brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Milani was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Morphe did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
ONE/SIZE4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Urban Decay4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Charlotte Tilbury3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Milani3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
NYX Professional Makeup1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
e.l.f. Cosmetics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
MAC0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Morphe0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Huda Beauty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Laura Mercier0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about setting spray brands
4 answers
Asked ChatGPT
“Which setting spray should I buy?”
Asked ChatGPT
“What are the best makeup setting sprays?”
Asked ChatGPT
“What's the best setting spray for oily skin?”
Searched Google, AI Overview
“setting spray”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best setting spray”
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 Milani or Morphe more popular in search?
This chart shows how often people search Google for Milani and Morphe by name. Each line represents a brand's share of searches for all ten setting spray brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Milani, Morphe. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | ONE/SIZE | Urban Decay | e.l.f. Cosmetics | Milani | MAC | Morphe | NYX Professional Makeup | Huda Beauty | Laura Mercier |
|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 36.7% | 19.4% | 13.3% | 7.1% | 5.8% | 7% | 3.9% | 3.9% | 1.7% | 1.2% |
| Dec 2025 | 37.8% | 19.9% | 11.2% | 7.3% | 6% | 5.7% | 4.9% | 4% | 1.8% | 1.5% |
| Jan 2026 | 30.9% | 24% | 11.1% | 7.2% | 7.2% | 6.8% | 4.8% | 4.8% | 1.8% | 1.2% |
| Feb 2026 | 28.9% | 22.7% | 12.7% | 8.3% | 6.8% | 6.7% | 6.8% | 4.5% | 1.7% | 0.9% |
| Mar 2026 | 30.9% | 19.7% | 13.5% | 8.8% | 7.2% | 6.8% | 5.9% | 4.8% | 1.4% | 0.79% |
| Apr 2026 | 28.9% | 22.5% | 12.6% | 8.3% | 8.3% | 6.7% | 5.5% | 4.5% | 2% | 0.59% |
| May 2026 | 27.7% | 26.4% | 12.1% | 7.9% | 6.5% | 6.4% | 5.3% | 5.3% | 1.9% | 0.57% |
| Jun 2026 | 28.2% | 26.9% | 12.3% | 8.1% | 6.6% | 5.9% | 5.4% | 4.4% | 1.6% | 0.58% |
| Jul 2026 | 26.3% | 30.9% | 9.5% | 7.6% | 7.6% | 5.5% | 5.1% | 5.1% | 1.9% | 0.54% |
| Aug 2026 | 25.8% | 30.3% | 9.3% | 9.1% | 7.4% | 5.7% | 5% | 5% | 1.8% | 0.66% |
| Sep 2026 | 28.2% | 27.1% | 10.1% | 8.1% | 8.1% | 5.9% | 5.4% | 4.5% | 1.6% | 0.72% |
| Oct 2026 | 27.8% | 26.7% | 10% | 9.8% | 8% | 5.8% | 5.4% | 4.4% | 1.6% | 0.58% |
Milani and Morphe sell other things too, so only their searches that name this product count here, like “milani setting spray”.
How has branded search for Milani and Morphe changed worldwide over the last 12 months?
3 findings
- Milani was ahead of Morphe in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Milani’s share of searches among setting spray brands worldwide moved from 5.8% to 8%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
- Across the 12 months ending October 2026, Morphe’s share of searches among setting spray brands worldwide moved from 3.9% to 5.4%, and its estimated monthly branded searches moved from 27.1K to 33.1K.
How did search popularity change for setting spray brands worldwide in October 2026?
2 changes
How are Milani’s and Morphe’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Milani’s 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.
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