Brandwave

Milk Makeup vs Smashbox:Which is more popular?

In October 2026, Smashbox had more branded searches than Milk Makeup among makeup primer brands worldwide. Smashbox had about 41,900 branded searches, while Milk Makeup had 36,200. Smashbox made up 10.3% of all makeup primer brand searches we track, and Milk Makeup accounted for 8.9%. When we asked ChatGPT and Google AI Overviews about makeup primer brands, Smashbox appeared in four of the five answers and Milk Makeup in three. Milk Makeup was mentioned before Smashbox in two out of three answers.

Among makeup primer brands worldwide in October 2026

Who do people search for more?

Smashbox, about 16% more searches than Milk Makeup

Smashbox 41.9K searchesMilk Makeup 36.2K searches

Who does AI mention more?

Smashbox, mentioned in 4 of 5 answers, Milk Makeup in 3

Smashbox in 4 of 5Milk Makeup in 3 of 5

Who does AI recommend more?

Milk Makeup, named ahead of Smashbox in 2 of 3 answers

Milk Makeup first in 2Smashbox first in 1

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Top makeup primer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Smashbox was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Milk Makeup was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Milk Makeup was listed before Smashbox in two out of three answers.

Most recommended by AI

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

  1. Smashbox1st
  2. Milk Makeup2nd
  3. e.l.f. Cosmetics3rd
  4. Benefit Cosmetics3rd
  5. NYX Professional Makeup5th
  6. Hourglass6th
  7. MAC–
  8. Charlotte Tilbury–
  9. Laura Mercier–
  10. Fenty Beauty–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Smashbox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milk Makeup3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • e.l.f. Cosmetics2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Benefit Cosmetics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NYX Professional Makeup1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hourglass1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MAC0 of 5Named in 0 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
  • Laura Mercier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fenty Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about makeup primer brands

5 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 Milk Makeup or Smashbox more popular in search?

This chart shows how often people search Google for Milk Makeup and Smashbox by name. Each line represents a brand's share of searches for all 12 makeup primer brands we track, month by month, from English-language searches worldwide.

Milk Makeup and Smashbox among makeup primer brands worldwide, by month

Share of searches by month for Smashbox, Milk Makeup. The figures are in the table below the chart.

View monthly share of searches table
Monthe.l.f. CosmeticsBenefit CosmeticsSmashboxMilk MakeupNYX Professional MakeupMACHourglassCharlotte TilburyLaura MercierFenty BeautyRare BeautyToo Faced
Nov 202544.4%12.1%8.7%11.3%8.4%5.6%2.8%2.5%1.7%1.1%0.91%0.5%
Dec 202545.7%11.8%8.6%11.7%8.6%4.7%2.3%2.6%1.7%0.94%0.77%0.62%
Jan 202641%16.5%9.8%10.9%8.1%4.4%2.7%2.4%1.6%0.88%0.88%0.71%
Feb 202642.5%13.4%9.8%13%8%4.4%2.7%2.4%1.6%0.86%0.71%0.71%
Mar 202644.1%13.9%9.3%11.1%8.3%4.6%2.3%2.5%1.7%0.91%0.73%0.6%
Apr 202641.2%12.4%11.5%12.9%7.4%5%3%2.7%1.5%0.98%0.79%0.79%
May 202643%11.1%12.1%11.7%8.1%4.4%2.9%2.4%1.6%1.1%0.87%0.57%
Jun 202644.8%11.6%11.3%11.3%7%4.6%3%2.5%1.7%0.91%0.75%0.5%
Jul 202645.9%11.3%11.1%11.9%6.8%3.7%2.9%2.5%1.6%0.89%0.89%0.58%
Aug 202649.7%10.5%9.3%10.2%7.7%4.2%2.5%2.3%1.5%0.82%0.82%0.54%
Sep 202649.7%10.9%10.1%10%6.6%4.4%2.7%2%1.6%0.86%0.71%0.56%
Oct 202650.6%11.1%10.3%8.9%6.7%4.5%2.6%2%1.3%0.89%0.71%0.39%

Smashbox and Milk Makeup sell other things too, so only their searches that name this product count here, like “smashbox primer”.

How has branded search for Milk Makeup and Smashbox changed worldwide over the last 12 months?

3 findings
  • The lead changed hands 3 times in the 12 months ending October 2026: Smashbox took it in May 2026, Milk Makeup took it in July 2026, Smashbox took it in September 2026.
  • Across the 12 months ending October 2026, Milk Makeup’s share of searches among makeup primer brands worldwide moved from 11.3% to 8.9%, and its estimated monthly branded searches moved from 54.8K to 36.2K.
  • Across the 12 months ending October 2026, Smashbox’s share of searches among makeup primer brands worldwide moved from 8.7% to 10.3%, and its estimated monthly branded searches held steady at 41.9K.

How did search popularity change for makeup primer brands worldwide in October 2026?

1 change

  1. In October 2026, Milk Makeup lost share of searches among makeup primer brands worldwide, from 10% to 8.9%.

How are Milk Makeup’s and Smashbox’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Milk Makeup’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.

Milk Makeup

3 branded search terms

  • milk hydro grip primer
  • milk makeup primer
  • milk primer

Smashbox

2 branded search terms

  • smashbox photo finish primer
  • smashbox primer

How the Brand Demand Index is measured

Other head-to-heads among makeup primer brands

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