Brandwave

NYX Professional Makeup vs Smashbox:Which is more popular?

In October 2026, Smashbox had more branded searches than NYX Professional Makeup among makeup primer brands worldwide. Smashbox had about 41,900 branded searches, while NYX Professional Makeup had 27,100. Smashbox made up 10.3% of all makeup primer brand searches we track, and NYX Professional Makeup accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about makeup primer brands, Smashbox appeared in four of the five answers and NYX Professional Makeup in one. Smashbox was mentioned before NYX Professional Makeup in every answer.

Among makeup primer brands worldwide in October 2026

Who do people search for more?

Smashbox, about 55% more searches than NYX Professional Makeup

Smashbox 41.9K searchesNYX Professional Makeup 27.1K searches

Who does AI mention more?

Smashbox, mentioned in 4 of 5 answers, NYX Professional Makeup in 1

Smashbox in 4 of 5NYX Professional Makeup in 1 of 5

Who does AI recommend more?

Smashbox, named ahead of NYX Professional Makeup in every answer

Smashbox first in 3NYX Professional Makeup never first

Follow NYX Professional Makeup vs Smashbox and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

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. NYX Professional Makeup was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Smashbox was listed before NYX Professional Makeup in every answer.

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 NYX Professional Makeup or Smashbox more popular in search?

This chart shows how often people search Google for NYX Professional 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.

NYX Professional Makeup and Smashbox among makeup primer brands worldwide, by month

Share of searches by month for Smashbox, NYX Professional 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 NYX Professional Makeup sell other things too, so only their searches that name this product count here, like “smashbox primer”.

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

3 findings

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

1 change

  1. Estimated monthly branded searches for NYX Professional Makeup worldwide fell 33.1% over 12 measured months, from 40.5K to 27.1K in October 2026.

How are NYX Professional Makeup’s and Smashbox’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using NYX Professional 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.

NYX Professional Makeup

1 branded search term

  • nyx 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

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free