Brandwave

Milk Makeup vs Tarte:Which is more popular?

In October 2026, Tarte had more branded searches than Milk Makeup among makeup and cosmetics brands worldwide. Tarte had about 246,000 branded searches, while Milk Makeup had 49,500. Tarte made up 2.4% of all makeup and cosmetics brand searches we track, and Milk Makeup accounted for 0.47%. When we asked ChatGPT and Google AI Overviews about makeup and cosmetics brands, Tarte appeared in one of the five answers and Milk Makeup in none.

Among makeup and cosmetics brands worldwide in October 2026

Who do people search for more?

Tarte, about 5 searches for every 1 for Milk Makeup

Tarte 246K searchesMilk Makeup 49.5K searches

Who does AI mention more?

Tarte, mentioned in 1 of 5 answers, Milk Makeup in 0

Tarte in 1 of 5Milk Makeup in 0 of 5

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Top makeup and cosmetics brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tarte was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Milk Makeup did not appear in any of the five answers.

Most recommended by AI

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

  1. Maybelline1st
  2. Rare Beauty2nd
  3. Charlotte Tilbury3rd
  4. Fenty Beauty4th
  5. NARS5th
  6. Clinique6th
  7. NYX Professional Makeup7th
  8. Makeup by Mario8th
  9. +2 more
  10. Tarte11th
  11. +5 more
  12. Milk Makeup–

Mentioned by AI

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

  • Rare Beauty5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Maybelline4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fenty Beauty4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Charlotte Tilbury3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NYX Professional Makeup2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Clinique2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L'Oréal Paris2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Makeup by Mario2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tarte1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Milk Makeup0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+7 more

See every answer about makeup and cosmetics 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 19, 2026.

Is Milk Makeup or Tarte more popular in search?

This chart shows how often people search Google for Milk Makeup and Tarte by name. Each line represents a brand's share of searches for all 28 makeup and cosmetics brands we track, month by month, from English-language searches worldwide.

Milk Makeup and Tarte among makeup and cosmetics brands worldwide, by month

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

View monthly share of searches table
MonthCharlotte TilburyEstée LauderHuda BeautyMaybellineNYX Professional MakeupCliniqueRare BeautyFenty BeautyMorpheKylie CosmeticsL'Oréal ParisMakeup by MarioNARSBobbi BrownColourPopTarteMilk Makeup
Nov 202517.2%9.4%21%5.1%5.6%6.3%6.3%4.2%1.3%1.9%1.5%2.3%3.5%2.3%1.5%2.3%0.47%
Dec 202519.9%10.9%7.3%7.3%6.6%7.3%7.3%4.9%1.8%2.2%2.2%2.2%3.3%2.7%2.2%2.7%0.66%
Jan 202612.9%8.6%10.5%7.1%7.8%7.1%7.1%4.7%2.1%5.8%3.2%2.1%3.2%3.2%2.6%2.6%0.63%
Feb 202612.6%10.4%8.5%8.5%7.8%7%7%5.7%2.1%5.7%2.5%2.1%3.1%2.5%2.1%2.5%0.77%
Mar 202614.4%11.7%6.4%7.9%7.2%7.9%6.4%5.3%2.9%2.4%2.9%2.9%3.5%2.9%2.4%2.9%0.71%
Apr 202613%10.6%7.2%8.7%8%8.7%7.2%5.8%3.2%1.8%2.6%2.6%3.2%2.6%2.1%2.1%0.64%
May 202612.2%10%6.7%8.2%7.5%8.2%5.5%4.5%3%3.7%2.5%2.5%3.7%2.5%2%6.7%0.61%
Jun 202614%9.5%6.3%9.5%8.6%7.7%5.2%4.2%3.5%4.2%2.8%2.3%3.5%2.8%2.3%2.8%0.57%
Jul 202616.1%8.8%7.2%8.8%8%7.2%7.2%4.8%3.2%1.8%2.6%2.2%3.2%2.6%2.6%2.6%0.65%
Aug 202615.9%8.7%8.7%8.7%8%7.2%5.8%4.8%3.9%1.8%2.6%2.6%3.2%2.6%2.1%2.6%0.64%
Sep 202616.2%8.9%7.2%8.9%6.7%7.2%5.9%4.8%4.8%1.8%3.2%2.6%3.2%2.6%2.2%2.6%0.53%
Oct 202614.4%9.6%7.9%7.9%7.2%6.4%6.4%5.3%5.3%3.5%2.9%2.9%2.9%2.4%2.4%2.4%0.47%

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

3 findings

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

3 changes

  1. In October 2026, Kylie Cosmetics overtook L'Oréal Paris and 7 others to rank 10th among makeup and cosmetics brands worldwide, with 3.5% of the searches.

  2. In October 2026, Milk Makeup fell from 24th to 25th among makeup and cosmetics brands worldwide.

  3. Estimated monthly branded searches for Tarte worldwide fell 45.3% over 12 measured months, from 450K to 246K in October 2026.

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

2 search terms

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

Milk Makeup

1 branded search term

  • milk makeup

Tarte

1 branded search term

  • tarte

How the Brand Demand Index is measured

Other head-to-heads among makeup and cosmetics brands

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