Milani vs Tarte:Which is more popular by branded search?
In August 2026, Tarte had more branded searches than Milani among blush brands worldwide. Tarte was estimated to have 246K branded searches compared to Milani’s 60.5K, and held a 21% Share of Search versus Milani’s 5.2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Milani or Tarte?
Compare the blush brands people buy. 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.
Share of Search by month for Tarte, Milani. The figures are in the table below the chart.
View monthly share of search table
| Month | Maybelline | Tarte | Milani | Benefit Cosmetics | NARS |
|---|---|---|---|---|---|
| Oct 2025 | 67.1% | 24.7% | 4.1% | 4.1% | 0.02% |
| Nov 2025 | 62.6% | 28.2% | 4.6% | 4.6% | 0.03% |
| Dec 2025 | 66.5% | 24.5% | 4.9% | 4% | 0.02% |
| Jan 2026 | 66% | 24.1% | 5.9% | 4% | 0.02% |
| Feb 2026 | 66.4% | 24.3% | 6% | 3.3% | 0.01% |
| Mar 2026 | 66.7% | 24.4% | 4.9% | 4% | 0.01% |
| Apr 2026 | 72.6% | 17.7% | 5.3% | 4.4% | 0.02% |
| May 2026 | 51.5% | 42.1% | 3.8% | 2.5% | 0.01% |
| Jun 2026 | 70.3% | 21% | 5.2% | 3.5% | 0.01% |
| Jul 2026 | 70.3% | 21% | 5.2% | 3.5% | 0.02% |
| Aug 2026 | 70.3% | 21% | 5.2% | 3.5% | 0.01% |
| Sep 2026 | — | — | — | — | — |
How has the Milani and Tarte comparison changed over the last 12 months?
3 findings
- Tarte was ahead of Milani in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Milani’s estimated Share of Search among blush brands worldwide moved from 4.1% to 5.2%, and its estimated monthly branded searches held steady at 60.5K.
- Across the 11 months ending August 2026, Tarte’s estimated Share of Search among blush brands worldwide moved from 24.7% to 21%, and its estimated monthly branded searches moved from 368K to 246K.
How did search popularity change for blush brands worldwide in August 2026?
1 change
Estimated monthly branded searches for Tarte worldwide fell 33.2% over 11 measured months, from 368K to 246K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Milani’s and Tarte’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.