--- title: "Morphe vs Too Faced: Which is searched more?" description: "Is Morphe or Too Faced 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/morphe-vs-too-faced" publisher: "Brandwave" --- # Morphe vs Too Faced: Which is searched more? Is Morphe or Too Faced 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**: Morphe and Too Faced - **Competitive set**: Makeup and cosmetics brands - **Market**: Global - **Month measured**: Sep 2026 - **Morphe Share of Search**: 4.9% - **Too Faced Share of Search**: 1.5% ## Is Morphe or Too Faced more popular in search? - In September 2026, Morphe had more branded searches than Too Faced among makeup and cosmetics brands worldwide. Morphe had about 450,000 branded searches, while Too Faced had 135,000. Morphe made up 4.9% of all makeup and cosmetics brand searches we track, and Too Faced accounted for 1.5%. - The lead changed hands once in the 12 months ending September 2026: Morphe took it in January 2026. - 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. - Across the 12 months ending September 2026, Too Faced’s share of searches among makeup and cosmetics brands worldwide moved from 1.4% to 1.5%, and its estimated monthly branded searches moved from 165K to 135K. ## Top makeup and cosmetics brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Too Faced 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. 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%. - Estimated monthly branded searches for Too Faced worldwide fell 18.2% over 12 measured months, from 165K to 135K in September 2026. ## Month by month | Month | Morphe estimated searches | Morphe Share of Search | Morphe rank | Too Faced estimated searches | Too Faced Share of Search | Too Faced rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 165K | 1.4% | 18 | 165K | 1.4% | 19 | | Nov 2025 | 246K | 1.3% | 17 | 450K | 2.3% | 13 | | Dec 2025 | 246K | 1.8% | 16 | 246K | 1.8% | 18 | | Jan 2026 | 246K | 2.1% | 16 | 201K | 1.7% | 18 | | Feb 2026 | 201K | 2.1% | 16 | 135K | 1.4% | 19 | | Mar 2026 | 301K | 2.9% | 13 | 165K | 1.6% | 19 | | Apr 2026 | 301K | 3.2% | 9 | 135K | 1.4% | 19 | | May 2026 | 301K | 3% | 12 | 165K | 1.7% | 19 | | Jun 2026 | 301K | 3.5% | 10 | 135K | 1.6% | 19 | | Jul 2026 | 301K | 3.3% | 9 | 135K | 1.5% | 19 | | Aug 2026 | 368K | 3.9% | 9 | 135K | 1.4% | 19 | | Sep 2026 | 450K | 4.9% | 9 | 135K | 1.5% | 19 | ## How each brand is measured Brandwave collects information about searches that people make online using Morphe’s and Too Faced’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. - **Morphe**: Measured on the search term “morphe”. - **Too Faced**: Measured on the search term “too faced”. - [Morphe profile](/demand/global-en/brands/morphe) - [Too Faced profile](/demand/global-en/brands/too-faced) - [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 Morphe or Too Faced more popular in search? In September 2026, Morphe had more branded searches than Too Faced among makeup and cosmetics brands worldwide. Morphe had about 450,000 branded searches, while Too Faced had 135,000. Morphe made up 4.9% of all makeup and cosmetics brand searches we track, and Too Faced accounted for 1.5%. ## Cite this page Brandwave. "Morphe vs Too Faced: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/morphe-vs-too-faced This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/morphe-vs-too-faced. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.