Morphe vs Urban Decay:Which is more popular?
In October 2026, Urban Decay had more branded searches than Morphe among setting spray brands worldwide. Urban Decay had about 61,500 branded searches, while Morphe had 33,100. Urban Decay made up 10% of all setting spray brand searches we track, and Morphe accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about setting spray brands, Urban Decay appeared in all four answers and Morphe in none.
Who do people search for more?
Urban Decay, about 86% more searches than Morphe
Who does AI mention more?
Urban Decay, mentioned in every answer we collected
Who does AI recommend more?
Urban Decay, the only one of the two named
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Top setting spray brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Urban Decay appeared in all four answers. Morphe did not appear in any of the four 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.
ONE/SIZE4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Urban Decay4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Charlotte Tilbury3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Milani3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
NYX Professional Makeup1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
e.l.f. Cosmetics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
MAC0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Morphe0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Huda Beauty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Laura Mercier0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about setting spray brands
4 answers
Asked ChatGPT
“Which setting spray should I buy?”
Asked ChatGPT
“What are the best makeup setting sprays?”
Asked ChatGPT
“What's the best setting spray for oily skin?”
Searched Google, AI Overview
“setting spray”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best setting spray”
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 Morphe or Urban Decay more popular in search?
This chart shows how often people search Google for Morphe and Urban Decay by name. Each line represents a brand's share of searches for all ten setting spray brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Urban Decay, Morphe. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | ONE/SIZE | Urban Decay | e.l.f. Cosmetics | Milani | MAC | Morphe | NYX Professional Makeup | Huda Beauty | Laura Mercier |
|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 36.7% | 19.4% | 13.3% | 7.1% | 5.8% | 7% | 3.9% | 3.9% | 1.7% | 1.2% |
| Dec 2025 | 37.8% | 19.9% | 11.2% | 7.3% | 6% | 5.7% | 4.9% | 4% | 1.8% | 1.5% |
| Jan 2026 | 30.9% | 24% | 11.1% | 7.2% | 7.2% | 6.8% | 4.8% | 4.8% | 1.8% | 1.2% |
| Feb 2026 | 28.9% | 22.7% | 12.7% | 8.3% | 6.8% | 6.7% | 6.8% | 4.5% | 1.7% | 0.9% |
| Mar 2026 | 30.9% | 19.7% | 13.5% | 8.8% | 7.2% | 6.8% | 5.9% | 4.8% | 1.4% | 0.79% |
| Apr 2026 | 28.9% | 22.5% | 12.6% | 8.3% | 8.3% | 6.7% | 5.5% | 4.5% | 2% | 0.59% |
| May 2026 | 27.7% | 26.4% | 12.1% | 7.9% | 6.5% | 6.4% | 5.3% | 5.3% | 1.9% | 0.57% |
| Jun 2026 | 28.2% | 26.9% | 12.3% | 8.1% | 6.6% | 5.9% | 5.4% | 4.4% | 1.6% | 0.58% |
| Jul 2026 | 26.3% | 30.9% | 9.5% | 7.6% | 7.6% | 5.5% | 5.1% | 5.1% | 1.9% | 0.54% |
| Aug 2026 | 25.8% | 30.3% | 9.3% | 9.1% | 7.4% | 5.7% | 5% | 5% | 1.8% | 0.66% |
| Sep 2026 | 28.2% | 27.1% | 10.1% | 8.1% | 8.1% | 5.9% | 5.4% | 4.5% | 1.6% | 0.72% |
| Oct 2026 | 27.8% | 26.7% | 10% | 9.8% | 8% | 5.8% | 5.4% | 4.4% | 1.6% | 0.58% |
Urban Decay and Morphe sell other things too, so only their searches that name this product count here, like “urban decay fixing spray”.
How has branded search for Morphe and Urban Decay changed worldwide over the last 12 months?
3 findings
- Urban Decay was ahead of Morphe in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Morphe’s share of searches among setting spray brands worldwide moved from 3.9% to 5.4%, and its estimated monthly branded searches moved from 27.1K to 33.1K.
- Across the 12 months ending October 2026, Urban Decay’s share of searches among setting spray brands worldwide moved from 13.3% to 10%, and its estimated monthly branded searches moved from 92.9K to 61.5K.
How did search popularity change for setting spray brands worldwide in October 2026?
2 changes
Estimated monthly branded searches for Morphe worldwide rose 22.1% over 12 measured months, from 27.1K to 33.1K in October 2026.
Estimated monthly branded searches for Urban Decay worldwide fell 33.8% over 12 measured months, from 92.9K to 61.5K in October 2026.
How are Morphe’s and Urban Decay’s branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Morphe’s and Urban Decay’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
1 branded search term
- morphe setting spray
Urban Decay
2 branded search terms
- urban decay fixing spray
- urban decay setting spray
Other head-to-heads among setting spray brands
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