Morphe vs Tarte:Which is more popular?
In September 2026, Morphe had more branded searches than Tarte among makeup and cosmetics brands worldwide. Morphe had about 450,000 branded searches, while Tarte had 246,000. Morphe made up 5.2% of all makeup and cosmetics brand searches we track, and Tarte accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about makeup and cosmetics brands, Tarte appeared in one of the five answers and Morphe in none.
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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. Morphe 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.
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
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
NARS2 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
Estée Lauder1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Morphe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about makeup and cosmetics brands
5 answers
Asked ChatGPT
“Which makeup and cosmetics brand should I buy?”
Asked ChatGPT
“What are the best makeup and cosmetics brands?”
Asked ChatGPT
“What's the best makeup and cosmetics brand for everyday wear?”
Searched Google, AI Overview
“makeup brands”
Searched Google, AI Overview
“cosmetics brands”
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 Morphe or Tarte more popular in search?
This chart shows how often people search Google for Morphe 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.
Share of searches by month for Morphe, Tarte. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Estée Lauder | Maybelline | Clinique | Huda Beauty | Rare Beauty | Fenty Beauty | Morphe | L'Oréal Paris | NARS | Bobbi Brown | Makeup by Mario | Tarte | ColourPop | Revlon |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 13.9% | 11.3% | 9.2% | 7.6% | 9.2% | 7.6% | 6.2% | 1.5% | 2.8% | 3.4% | 3.4% | 2.3% | 3.4% | 2.3% | 2.3% |
| Nov 2025 | 18.2% | 10% | 5.4% | 6.6% | 22.3% | 6.6% | 4.5% | 1.3% | 1.6% | 3.7% | 2.5% | 2.5% | 2.5% | 1.6% | 1.3% |
| Dec 2025 | 21.3% | 11.6% | 7.8% | 7.8% | 7.8% | 7.8% | 5.2% | 1.9% | 2.3% | 3.5% | 2.9% | 2.3% | 2.9% | 2.3% | 1.9% |
| Jan 2026 | 13.9% | 9.3% | 7.6% | 7.6% | 11.3% | 7.6% | 5.1% | 2.3% | 3.4% | 3.4% | 3.4% | 2.3% | 2.8% | 2.8% | 2.3% |
| Feb 2026 | 13.7% | 11.2% | 9.2% | 7.5% | 9.2% | 7.5% | 6.2% | 2.3% | 2.8% | 3.4% | 2.8% | 2.3% | 2.8% | 2.3% | 2.3% |
| Mar 2026 | 15.5% | 12.6% | 8.5% | 8.5% | 6.9% | 6.9% | 5.7% | 3.1% | 3.1% | 3.8% | 3.1% | 3.1% | 3.1% | 2.5% | 2.1% |
| Apr 2026 | 14% | 11.5% | 9.5% | 9.5% | 7.7% | 7.7% | 6.3% | 3.5% | 2.8% | 3.5% | 2.8% | 2.8% | 2.3% | 2.3% | 2.3% |
| May 2026 | 13.2% | 10.8% | 8.9% | 8.9% | 7.3% | 5.9% | 4.9% | 3.3% | 2.7% | 4% | 2.7% | 2.7% | 7.3% | 2.2% | 2.2% |
| Jun 2026 | 15.3% | 10.3% | 10.3% | 8.5% | 6.9% | 5.7% | 4.6% | 3.8% | 3.1% | 3.8% | 3.1% | 2.5% | 3.1% | 2.5% | 2.1% |
| Jul 2026 | 17.5% | 9.6% | 9.6% | 7.9% | 7.9% | 7.9% | 5.3% | 3.5% | 2.9% | 3.5% | 2.9% | 2.4% | 2.9% | 2.9% | 2.4% |
| Aug 2026 | 17.3% | 9.5% | 9.5% | 7.8% | 9.5% | 6.3% | 5.2% | 4.2% | 2.8% | 3.5% | 2.8% | 2.8% | 2.8% | 2.3% | 2.3% |
| Sep 2026 | 17.4% | 9.5% | 9.5% | 7.8% | 7.8% | 6.4% | 5.2% | 5.2% | 3.5% | 3.5% | 2.8% | 2.8% | 2.8% | 2.3% | 2.3% |
How has the Morphe and Tarte comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Morphe took it in April 2026, Tarte took it in May 2026, Morphe took it in June 2026.
- Across the 12 months ending September 2026, Morphe’s share of searches among makeup and cosmetics brands worldwide moved from 1.5% to 5.2%, and its estimated monthly branded searches moved from 165K to 450K.
- Across the 12 months ending September 2026, Tarte’s share of searches among makeup and cosmetics brands worldwide moved from 3.4% to 2.8%, and its estimated monthly branded searches moved from 368K to 246K.
How did search popularity change for makeup and cosmetics brands worldwide in September 2026?
2 changes
In September 2026, Morphe gained share of searches among makeup and cosmetics brands worldwide, from 4.2% to 5.2%.
Estimated monthly branded searches for Tarte worldwide fell 33.2% over 12 measured months, from 368K to 246K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Morphe’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.
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