Milani vs Smashbox:Which is more popular?
In September 2026, Milani had more branded searches than Smashbox among face palette brands worldwide. Milani had about 60,500 branded searches, while Smashbox had 27,100. Milani made up 3.3% of all face palette brand searches we track, and Smashbox accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about face palette brands, Milani and Smashbox each appeared in three of the five answers. Smashbox was mentioned before Milani in two out of three answers.
Who do people search for more?
Milani, about 2 searches for every 1 for Smashbox
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Smashbox, named ahead of Milani in 2 of 3 answers
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Top face palette brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Milani was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Smashbox was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Smashbox was listed before Milani in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Hourglass1st- Smashbox2nd
- Milani3rd
Dior4th
Charlotte Tilbury–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Hourglass3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Milani3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Smashbox3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dior1 of 5Named in 1 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
See every answer about face palette brands
5 answers
Asked ChatGPT
“Which face palette brand should I buy?”
Asked ChatGPT
“What are the best face palette brands?”
Asked ChatGPT
“What's the best face palette brand for everyday makeup?”
Searched Google, AI Overview
“makeup face palette”
Searched Google, AI Overview
“contour and highlight palette”
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 20, 2026.
Is Milani or Smashbox more popular in search?
This chart shows how often people search Google for Milani and Smashbox by name. Each line represents a brand's share of searches for all five face palette brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Milani, Smashbox. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Hourglass | Milani | Smashbox | Dior |
|---|---|---|---|---|---|
| Oct 2025 | 86.5% | 7.8% | 3.5% | 1.9% | 0.31% |
| Nov 2025 | 92.1% | 4.5% | 2% | 1.1% | 0.22% |
| Dec 2025 | 91.5% | 4.5% | 2.5% | 1.4% | 0.22% |
| Jan 2026 | 85.9% | 7.7% | 4.2% | 1.9% | 0.25% |
| Feb 2026 | 86.2% | 6.4% | 5.2% | 1.9% | 0.25% |
| Mar 2026 | 88.9% | 5.4% | 3.6% | 2% | 0.21% |
| Apr 2026 | 88% | 5.3% | 4.4% | 2% | 0.32% |
| May 2026 | 88% | 5.3% | 4.4% | 2% | 0.32% |
| Jun 2026 | 89.3% | 4.4% | 4.4% | 1.6% | 0.26% |
| Jul 2026 | 90.3% | 4.5% | 3.6% | 1.3% | 0.22% |
| Aug 2026 | 90.1% | 4.4% | 3.6% | 1.6% | 0.22% |
| Sep 2026 | 81.6% | 13.4% | 3.3% | 1.5% | 0.24% |
How has the Milani and Smashbox comparison changed over the last 12 months?
3 findings
- Milani was ahead of Smashbox in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Milani’s share of searches among face palette brands worldwide moved from 3.5% to 3.3%, and its estimated monthly branded searches held steady at 60.5K.
- Across the 12 months ending September 2026, Smashbox’s share of searches among face palette brands worldwide moved from 1.9% to 1.5%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
How did search popularity change for face palette brands worldwide in September 2026?
2 changes
Milani’s share of searches among face palette brands worldwide has lost ground for 3 months in a row, from 4.4% to 3.3% in September 2026.
Estimated monthly branded searches for Smashbox worldwide fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Milani’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.
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