Tower 28 vs Well People:Which is more popular?
In October 2026, Tower 28 had more branded searches than Well People among clean makeup brands worldwide. Tower 28 had about 165,000 branded searches, while Well People had 5,400. Tower 28 made up 16.2% of all clean makeup brand searches we track, and Well People accounted for 0.53%. When we asked ChatGPT and Google AI Overviews about clean makeup brands, Well People appeared in three of the five answers and Tower 28 in two. Tower 28 and Well People were each mentioned first in two of the four answers that named either.
Who do people search for more?
Tower 28, about 31 searches for every 1 for Well People
Who does AI mention more?
Well People, mentioned in 3 of 5 answers, Tower 28 in 2
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top clean makeup brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Well People was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Tower 28 was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Tower 28 and Well People were each listed first in two of the four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
ILIA1st
Merit2nd
Saie3rd- Tower 284th
RMS Beauty5th
Kosas6th- Well People7th
bareMinerals8th
Jones Road–
Westman Atelier–- +2 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Merit4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- ILIA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Saie3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kosas3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- RMS Beauty3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Well People3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Tower 282 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- bareMinerals2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Jones Road0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Westman Atelier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about clean makeup brands
5 answers
Asked ChatGPT
“Which clean makeup brand should I buy?”
Asked ChatGPT
“What are the best clean makeup brands?”
Asked ChatGPT
“What's the best clean makeup for sensitive skin?”
Searched Google, AI Overview
“clean makeup”
Searched Google, AI Overview
“non toxic makeup”
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 Tower 28 or Well People more popular in search?
This chart shows how often people search Google for Tower 28 and Well People by name. Each line represents a brand's share of searches for all 12 clean makeup brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Tower 28, Well People. The figures are in the table below the chart.
View monthly share of searches table
| Month | Jones Road | Saie | Tower 28 | Westman Atelier | bareMinerals | Merit | Kosas | RMS Beauty | ILIA | Ere Perez | Well People | Kjaer Weis |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 13.6% | 16.7% | 13.6% | 9.2% | 13.6% | 13.6% | 9.2% | 5% | 3.4% | 1.2% | 0.45% | 0.45% |
| Dec 2025 | 14.2% | 17.3% | 14.2% | 9.5% | 14.2% | 11.6% | 7.8% | 6.4% | 2.8% | 1% | 0.46% | 0.46% |
| Jan 2026 | 15.4% | 15.4% | 15.4% | 10.3% | 12.6% | 10.3% | 8.5% | 6.9% | 3.1% | 1.1% | 0.5% | 0.5% |
| Feb 2026 | 14.2% | 14.2% | 14.2% | 11.6% | 14.2% | 11.6% | 7.8% | 6.4% | 3.5% | 1.3% | 0.69% | 0.46% |
| Mar 2026 | 14.7% | 12% | 14.7% | 12% | 14.7% | 12% | 8.1% | 6.6% | 3% | 1.1% | 0.59% | 0.48% |
| Apr 2026 | 15.5% | 12.7% | 15.5% | 12.7% | 12.7% | 10.3% | 8.5% | 6.9% | 3.1% | 1.1% | 0.62% | 0.51% |
| May 2026 | 16.1% | 13.2% | 16.1% | 10.7% | 13.2% | 8.8% | 8.8% | 5.9% | 4.8% | 1.2% | 0.53% | 0.53% |
| Jun 2026 | 14.3% | 14.3% | 17.5% | 9.6% | 14.3% | 9.6% | 9.6% | 5.3% | 2.9% | 1.6% | 0.57% | 0.47% |
| Jul 2026 | 14.6% | 14.6% | 17.8% | 11.9% | 11.9% | 9.8% | 8% | 6.5% | 2.4% | 1.3% | 0.58% | 0.58% |
| Aug 2026 | 14.1% | 14.1% | 17.2% | 14.1% | 11.5% | 9.4% | 9.4% | 5.2% | 2.8% | 1.3% | 0.56% | 0.46% |
| Sep 2026 | 17.4% | 11.6% | 17.4% | 14.3% | 11.6% | 9.6% | 7.8% | 5.2% | 2.9% | 1.3% | 0.46% | 0.46% |
| Oct 2026 | 16.2% | 16.2% | 16.2% | 13.3% | 10.8% | 10.8% | 7.3% | 4.9% | 2.2% | 1.2% | 0.53% | 0.43% |
How has branded search for Tower 28 and Well People changed worldwide over the last 12 months?
3 findings
- Tower 28 was ahead of Well People in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Tower 28’s share of searches among clean makeup brands worldwide moved from 13.6% to 16.2%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 12 months ending October 2026, Well People’s share of searches among clean makeup brands worldwide moved from 0.45% to 0.53%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
How did search popularity change for clean makeup brands worldwide in October 2026?
3 changes
In October 2026, Saie overtook Tower 28 and 2 others to rank 2nd among clean makeup brands worldwide, with 16.2% of the searches.
In October 2026, Tower 28 lost share of searches among clean makeup brands worldwide, from 17.4% to 16.2%.
In October 2026, Well People rose from 12th to 11th among clean makeup brands worldwide.
How are Tower 28’s and Well People’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Tower 28’s and Well People’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.
Tower 28
1 branded search term
- tower 28
Well People
1 branded search term
- well people makeup
Other head-to-heads among clean makeup brands
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