--- title: "Milk Makeup vs Morphe: Which is searched more?" description: "Is Milk Makeup or Morphe more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Makeup and cosmetics brands set worldwide. 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." canonical: "https://gobrandwave.com/demand/global-en/compare/milk-makeup-vs-morphe" publisher: "Brandwave" --- # Milk Makeup vs Morphe: Which is searched more? Is Milk Makeup or Morphe more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Makeup and cosmetics brands set worldwide. 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. ## Key facts - **Compared**: Milk Makeup and Morphe - **Competitive set**: Makeup and cosmetics brands - **Market**: Global - **Month measured**: Sep 2026 - **Milk Makeup Share of Search**: 0.54% - **Morphe Share of Search**: 4.9% ## Is Milk Makeup or Morphe more popular in search? - In September 2026, Morphe had more branded searches than Milk Makeup among makeup and cosmetics brands worldwide. Morphe had about 450,000 branded searches, while Milk Makeup had 49,500. Morphe made up 4.9% of all makeup and cosmetics brand searches we track, and Milk Makeup accounted for 0.54%. - Morphe was ahead of Milk Makeup in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Milk Makeup’s share of searches among makeup and cosmetics brands worldwide moved from 0.64% to 0.54%, and its estimated monthly branded searches moved from 74K to 49.5K. - Across the 12 months ending September 2026, Morphe’s share of searches among makeup and cosmetics brands worldwide moved from 1.4% to 4.9%, and its estimated monthly branded searches moved from 165K to 450K. ## Top makeup and cosmetics brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, neither Milk Makeup nor Morphe showed up in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Maybelline | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | e.l.f. Cosmetics | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Rare Beauty | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | MAC | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Charlotte Tilbury | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Fenty Beauty | 6th | 2 of 3 | 2 of 2 | 4 of 5 | | NARS | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Clinique | 8th | 2 of 3 | 0 of 2 | 2 of 5 | | NYX Professional Makeup | 9th | 1 of 3 | 1 of 2 | 2 of 5 | | Makeup by Mario | 10th | 1 of 3 | 1 of 2 | 2 of 5 | | L'Oréal Paris | 11th | 2 of 3 | 0 of 2 | 2 of 5 | | Estée Lauder | 12th | 1 of 3 | 0 of 2 | 1 of 5 | | Tarte | 13th | 1 of 3 | 0 of 2 | 1 of 5 | | Too Faced | 14th | 1 of 3 | 0 of 2 | 1 of 5 | | Hourglass | 15th | 0 of 3 | 1 of 2 | 1 of 5 | | Benefit Cosmetics | 16th | 1 of 3 | 0 of 2 | 1 of 5 | | Essence | 17th | 0 of 3 | 1 of 2 | 1 of 5 | | Huda Beauty | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Morphe | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Bobbi Brown | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | ColourPop | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Revlon | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kylie Cosmetics | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kosas | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Milk Makeup | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | CoverGirl | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Rimmel | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Revolution Beauty | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about makeup and cosmetics brands - Asked ChatGPT "Which makeup and cosmetics brand should I buy?": 1. Maybelline, 2. e.l.f. Cosmetics, 3. L'Oréal Paris, 4. Fenty Beauty, 5. Rare Beauty - Asked ChatGPT "What are the best makeup and cosmetics brands?": 1. Charlotte Tilbury, 2. Fenty Beauty, 3. NARS, 4. MAC, 5. Rare Beauty, 6. e.l.f. Cosmetics, 7. Maybelline, 8. Estée Lauder, 9. Clinique, 10. Tarte, 11. Too Faced, 12. Benefit Cosmetics, 13. Makeup by Mario, 14. NYX Professional Makeup, 15. L'Oréal Paris - Asked ChatGPT "What's the best makeup and cosmetics brand for everyday wear?": 1. Maybelline, 2. e.l.f. Cosmetics, 3. Rare Beauty, 4. Clinique, 5. NARS - Searched Google, AI Overview "makeup brands": 1. e.l.f. Cosmetics, 2. Maybelline, 3. NYX Professional Makeup, 4. MAC, 5. Charlotte Tilbury, 6. Rare Beauty, 7. Fenty Beauty - Searched Google, AI Overview "cosmetics brands": 1. MAC, 2. Charlotte Tilbury, 3. Rare Beauty, 4. Makeup by Mario, 5. Fenty Beauty, 6. Hourglass, 7. Essence Not named in any answer: Huda Beauty, Morphe, Bobbi Brown, ColourPop, Revlon, Kylie Cosmetics, Kosas, Milk Makeup, CoverGirl, Rimmel and Revolution Beauty. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for makeup and cosmetics brands worldwide in September 2026? - In September 2026, Morphe gained share of searches among makeup and cosmetics brands worldwide, from 3.9% to 4.9%. - In September 2026, Milk Makeup fell from 22nd to 23rd among makeup and cosmetics brands worldwide. ## Month by month | Month | Milk Makeup estimated searches | Milk Makeup Share of Search | Milk Makeup rank | Morphe estimated searches | Morphe Share of Search | Morphe rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 74K | 0.64% | 22 | 165K | 1.4% | 18 | | Nov 2025 | 90.5K | 0.47% | 22 | 246K | 1.3% | 17 | | Dec 2025 | 90.5K | 0.66% | 22 | 246K | 1.8% | 16 | | Jan 2026 | 74K | 0.64% | 22 | 246K | 2.1% | 16 | | Feb 2026 | 74K | 0.77% | 22 | 201K | 2.1% | 16 | | Mar 2026 | 74K | 0.71% | 22 | 301K | 2.9% | 13 | | Apr 2026 | 74K | 0.79% | 22 | 301K | 3.2% | 9 | | May 2026 | 60.5K | 0.61% | 22 | 301K | 3% | 12 | | Jun 2026 | 49.5K | 0.57% | 23 | 301K | 3.5% | 10 | | Jul 2026 | 60.5K | 0.66% | 22 | 301K | 3.3% | 9 | | Aug 2026 | 60.5K | 0.65% | 22 | 368K | 3.9% | 9 | | Sep 2026 | 49.5K | 0.54% | 23 | 450K | 4.9% | 9 | ## How each brand is measured Brandwave collects information about searches that people make online using Milk Makeup’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. - **Milk Makeup**: Measured on the search term “milk makeup”. - **Morphe**: Measured on the search term “morphe”. - [Milk Makeup profile](/demand/global-en/brands/milk-makeup) - [Morphe profile](/demand/global-en/brands/morphe) - [All makeup and cosmetics brands worldwide](/demand/global-en/categories/makeup-brands): The set both shares are measured inside, 28 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Milk Makeup or Morphe more popular in search? In September 2026, Morphe had more branded searches than Milk Makeup among makeup and cosmetics brands worldwide. Morphe had about 450,000 branded searches, while Milk Makeup had 49,500. Morphe made up 4.9% of all makeup and cosmetics brand searches we track, and Milk Makeup accounted for 0.54%. ## Cite this page Brandwave. "Milk Makeup vs Morphe: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/milk-makeup-vs-morphe This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/milk-makeup-vs-morphe. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.