Rare Beauty vs Sephora Collection:Which is more popular?
In September 2026, Rare Beauty had more branded searches than Sephora Collection among concealer brush brands worldwide. Rare Beauty had about 550,000 branded searches, while Sephora Collection had 18,100. Rare Beauty made up 53.4% of all concealer brush brand searches we track, and Sephora Collection accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about concealer brush brands, Sephora Collection appeared in all five answers and Rare Beauty in four. Rare Beauty was mentioned before Sephora Collection in three out of five answers.
Who do people search for more?
Rare Beauty, about 30 searches for every 1 for Sephora Collection
Who does AI mention more?
Sephora Collection, mentioned in every answer we collected
Who does AI recommend more?
Rare Beauty, named ahead of Sephora Collection in 3 of 5 answers
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Top concealer brush brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Sephora Collection appeared in all five answers. Rare Beauty was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Rare Beauty was listed before Sephora Collection in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Real Techniques1st- Rare Beauty2nd
Hourglass3rd- Sephora Collection4th
e.l.f.5th
MAC–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Real Techniques5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sephora Collection5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Rare Beauty4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Hourglass3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- e.l.f.1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- MAC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about concealer brush brands
5 answers
Asked ChatGPT
“Which concealer brush brand should I buy?”
Asked ChatGPT
“What are the best concealer brush brands?”
Asked ChatGPT
“What's the best concealer brush brand for precise blending?”
Searched Google, AI Overview
“best concealer brush”
Searched Google, AI Overview
“concealer brush for under eyes”
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 20, 2026.
Is Rare Beauty or Sephora Collection more popular in search?
This chart shows how often people search Google for Rare Beauty and Sephora Collection by name. Each line represents a brand's share of searches for all six concealer brush brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Rare Beauty, Sephora Collection. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rare Beauty | e.l.f. | Hourglass | MAC | Real Techniques | Sephora Collection |
|---|---|---|---|---|---|---|
| Oct 2025 | 60.4% | 14.8% | 12.3% | 5.4% | 5.4% | 1.6% |
| Nov 2025 | 63.2% | 10.4% | 13.6% | 5.7% | 5.7% | 1.4% |
| Dec 2025 | 60.3% | 12.1% | 12.9% | 6.6% | 6.6% | 1.3% |
| Jan 2026 | 60.5% | 12.1% | 15.1% | 5.4% | 5.4% | 1.3% |
| Feb 2026 | 60.1% | 12.1% | 14.5% | 6.6% | 5.4% | 1.3% |
| Mar 2026 | 58.2% | 14.3% | 14.5% | 6.4% | 5.2% | 1.3% |
| Apr 2026 | 58.1% | 14.2% | 14.5% | 6.4% | 5.2% | 1.6% |
| May 2026 | 53% | 19.4% | 13.2% | 7.1% | 5.8% | 1.4% |
| Jun 2026 | 51.6% | 18.9% | 15.2% | 6.9% | 5.7% | 1.7% |
| Jul 2026 | 59.2% | 14.5% | 12.1% | 6.5% | 5.3% | 2.4% |
| Aug 2026 | 53.4% | 16% | 15.7% | 7.2% | 5.9% | 1.8% |
| Sep 2026 | 53.4% | 16% | 15.7% | 7.2% | 5.9% | 1.8% |
How has the Rare Beauty and Sephora Collection comparison changed over the last 12 months?
3 findings
- Rare Beauty was ahead of Sephora Collection in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Rare Beauty’s share of searches among concealer brush brands worldwide moved from 60.4% to 53.4%, and its estimated monthly branded searches moved from 823K to 550K.
- Across the 12 months ending September 2026, Sephora Collection’s share of searches among concealer brush brands worldwide moved from 1.6% to 1.8%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for concealer brush brands worldwide in September 2026?
2 changes
Estimated monthly branded searches for Rare Beauty worldwide fell 33.2% over 12 measured months, from 823K to 550K in September 2026.
Estimated monthly branded searches for Sephora Collection worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Rare Beauty’s and Sephora Collection’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.
Rare Beauty
1 branded search term
- rare beauty
Sephora Collection
1 branded search term
- sephora collection
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