Brandwave

Milani vs Urban Decay:Which is more popular?

In October 2026, Urban Decay had more branded searches than Milani among setting spray brands worldwide. Urban Decay had about 61,500 branded searches, while Milani had 49,500. Urban Decay made up 10% of all setting spray brand searches we track, and Milani accounted for 8%. When we asked ChatGPT and Google AI Overviews about setting spray brands, Urban Decay appeared in all four answers and Milani in three. Urban Decay was mentioned before Milani in every answer.

Among setting spray brands worldwide in October 2026

Who do people search for more?

Urban Decay, about 24% more searches than Milani

Urban Decay 61.5K searchesMilani 49.5K searches

Who does AI mention more?

Urban Decay, mentioned in every answer we collected

Urban Decay in 4 of 4Milani in 3 of 4

Who does AI recommend more?

Urban Decay, named ahead of Milani in every answer

Urban Decay first in 4Milani never first

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Top setting spray brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Urban Decay appeared in all four answers. Milani was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Urban Decay was listed before Milani in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Urban Decay1st
  2. Charlotte Tilbury2nd
  3. ONE/SIZE3rd
  4. Milani4th
  5. NYX Professional Makeup5th
  6. e.l.f. Cosmetics–
  7. MAC–
  8. Morphe–
  9. Huda Beauty–
  10. Laura Mercier–

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

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 Urban Decay more popular in search?

This chart shows how often people search Google for Milani and Urban Decay 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.

Milani and Urban Decay among setting spray brands worldwide, by month

Share of searches by month for Urban Decay, Milani. The figures are in the table below the chart.

View monthly share of searches table
MonthCharlotte TilburyONE/SIZEUrban Decaye.l.f. CosmeticsMilaniMACMorpheNYX Professional MakeupHuda BeautyLaura Mercier
Nov 202536.7%19.4%13.3%7.1%5.8%7%3.9%3.9%1.7%1.2%
Dec 202537.8%19.9%11.2%7.3%6%5.7%4.9%4%1.8%1.5%
Jan 202630.9%24%11.1%7.2%7.2%6.8%4.8%4.8%1.8%1.2%
Feb 202628.9%22.7%12.7%8.3%6.8%6.7%6.8%4.5%1.7%0.9%
Mar 202630.9%19.7%13.5%8.8%7.2%6.8%5.9%4.8%1.4%0.79%
Apr 202628.9%22.5%12.6%8.3%8.3%6.7%5.5%4.5%2%0.59%
May 202627.7%26.4%12.1%7.9%6.5%6.4%5.3%5.3%1.9%0.57%
Jun 202628.2%26.9%12.3%8.1%6.6%5.9%5.4%4.4%1.6%0.58%
Jul 202626.3%30.9%9.5%7.6%7.6%5.5%5.1%5.1%1.9%0.54%
Aug 202625.8%30.3%9.3%9.1%7.4%5.7%5%5%1.8%0.66%
Sep 202628.2%27.1%10.1%8.1%8.1%5.9%5.4%4.5%1.6%0.72%
Oct 202627.8%26.7%10%9.8%8%5.8%5.4%4.4%1.6%0.58%

Urban Decay and Milani sell other things too, so only their searches that name this product count here, like “urban decay fixing spray”.

How has branded search for Milani and Urban Decay changed worldwide over the last 12 months?

3 findings
  • Urban Decay was ahead of Milani 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, Urban Decay’s share of searches among setting spray brands worldwide moved from 13.3% to 10%, and its estimated monthly branded searches moved from 92.9K to 61.5K.

How did search popularity change for setting spray brands worldwide in October 2026?

2 changes

  1. Estimated monthly branded searches for Milani worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in October 2026.

  2. Estimated monthly branded searches for Urban Decay worldwide fell 33.8% over 12 measured months, from 92.9K to 61.5K in October 2026.

How are Milani’s and Urban Decay’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Milani’s and Urban Decay’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.

Milani

1 branded search term

  • milani setting spray

Urban Decay

2 branded search terms

  • urban decay fixing spray
  • urban decay setting spray

How the Brand Demand Index is measured

Other head-to-heads among setting spray brands

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