--- title: "Tower 28 vs Well People: Which is more popular?" description: "Is Tower 28 or Well People more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Clean makeup 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/tower-28-vs-well-people" publisher: "Brandwave" --- # Tower 28 vs Well People: Which is more popular? Is Tower 28 or Well People more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Clean makeup 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**: Tower 28 and Well People - **Competitive set**: Clean makeup brands - **Market**: Global - **Month measured**: Oct 2026 - **Tower 28 Share of Search**: 16.2% - **Well People Share of Search**: 0.53% ## Is Tower 28 or Well People more popular in search? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | ILIA | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Merit | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Saie | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Tower 28 | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | RMS Beauty | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Kosas | 6th | 2 of 3 | 1 of 2 | 3 of 5 | | Well People | 7th | 1 of 3 | 2 of 2 | 3 of 5 | | bareMinerals | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | Jones Road | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Westman Atelier | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Ere Perez | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Kjaer Weis | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about clean makeup brands - Asked ChatGPT "Which clean makeup brand should I buy?": 1. ILIA, 2. Saie, 3. Merit, 4. Kosas - Asked ChatGPT "What are the best clean makeup brands?": 1. ILIA, 2. Saie, 3. Tower 28, 4. Merit, 5. Kosas, 6. RMS Beauty, 7. Well People - Asked ChatGPT "What's the best clean makeup for sensitive skin?": 1. Tower 28, 2. bareMinerals, 3. RMS Beauty - Searched Google, AI Overview "clean makeup": 1. Merit, 2. Well People, 3. ILIA, 4. bareMinerals - Searched Google, AI Overview "non toxic makeup": 1. ILIA, 2. RMS Beauty, 3. Kosas, 4. Merit, 5. Saie, 6. Well People Not named in any answer: Jones Road, Westman Atelier, Ere Perez and Kjaer Weis. Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026. ## How did search popularity change for clean makeup brands worldwide in October 2026? - 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 has branded search for Tower 28 and Well People changed worldwide over the last 12 months? | Month | Tower 28 estimated searches | Tower 28 Share of Search | Tower 28 rank | Well People estimated searches | Well People Share of Search | Well People rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 201K | 13.6% | 5 | 6.6K | 0.45% | 12 | | Dec 2025 | 165K | 14.2% | 4 | 5.4K | 0.46% | 12 | | Jan 2026 | 165K | 15.4% | 3 | 5.4K | 0.5% | 12 | | Feb 2026 | 135K | 14.2% | 4 | 6.6K | 0.69% | 11 | | Mar 2026 | 165K | 14.7% | 3 | 6.6K | 0.59% | 11 | | Apr 2026 | 165K | 15.5% | 2 | 6.6K | 0.62% | 11 | | May 2026 | 165K | 16.1% | 2 | 5.4K | 0.53% | 12 | | Jun 2026 | 165K | 17.5% | 1 | 5.4K | 0.57% | 11 | | Jul 2026 | 165K | 17.8% | 1 | 5.4K | 0.58% | 12 | | Aug 2026 | 165K | 17.2% | 1 | 5.4K | 0.56% | 11 | | Sep 2026 | 165K | 17.4% | 2 | 4.4K | 0.46% | 12 | | Oct 2026 | 165K | 16.2% | 3 | 5.4K | 0.53% | 11 | ## How are Tower 28’s and Well People’s branded searches counted? 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**: Measured on the search term “tower 28”. - **Well People**: Measured on the search term “well people makeup”. - [Tower 28 profile](/demand/global-en/brands/tower-28) - [Well People profile](/demand/global-en/brands/well-people) - [All clean makeup brands worldwide](/demand/global-en/categories/clean-makeup-brands): The set both shares are measured inside, 12 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 Tower 28 or Well People more popular in search? 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%. ## Cite this page Brandwave. "Tower 28 vs Well People: Which is more popular?". https://gobrandwave.com/demand/global-en/compare/tower-28-vs-well-people This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/tower-28-vs-well-people. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.