Brandwave

Tower 28 vs Westman Atelier:Which is more popular?

In October 2026, Tower 28 had more branded searches than Westman Atelier among clean makeup brands worldwide. Tower 28 had about 165,000 branded searches, while Westman Atelier had 135,000. Tower 28 made up 16.2% of all clean makeup brand searches we track, and Westman Atelier accounted for 13.3%. When we asked ChatGPT and Google AI Overviews about clean makeup brands, Tower 28 appeared in two of the five answers and Westman Atelier in none.

Among clean makeup brands worldwide in October 2026

Who do people search for more?

Tower 28, about 22% more searches than Westman Atelier

Tower 28 165K searchesWestman Atelier 135K searches

Who does AI mention more?

Tower 28, mentioned in 2 of 5 answers, Westman Atelier in 0

Tower 28 in 2 of 5Westman Atelier in 0 of 5

Who does AI recommend more?

Tower 28, the only one of the two named

Tower 28 first in 2Westman Atelier never named

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Top clean makeup brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two 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. Westman Atelier did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. ILIA1st
  2. Merit2nd
  3. Saie3rd
  4. Tower 284th
  5. RMS Beauty5th
  6. Kosas6th
  7. Well People7th
  8. bareMinerals8th
  9. Jones Road–
  10. Westman Atelier–
  11. +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

+2 more

See every answer about clean makeup 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 Tower 28 or Westman Atelier more popular in search?

This chart shows how often people search Google for Tower 28 and Westman Atelier 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.

Tower 28 and Westman Atelier among clean makeup brands worldwide, by month

Share of searches by month for Tower 28, Westman Atelier. The figures are in the table below the chart.

View monthly share of searches table
MonthJones RoadSaieTower 28Westman AtelierbareMineralsMeritKosasRMS BeautyILIAEre PerezWell PeopleKjaer Weis
Nov 202513.6%16.7%13.6%9.2%13.6%13.6%9.2%5%3.4%1.2%0.45%0.45%
Dec 202514.2%17.3%14.2%9.5%14.2%11.6%7.8%6.4%2.8%1%0.46%0.46%
Jan 202615.4%15.4%15.4%10.3%12.6%10.3%8.5%6.9%3.1%1.1%0.5%0.5%
Feb 202614.2%14.2%14.2%11.6%14.2%11.6%7.8%6.4%3.5%1.3%0.69%0.46%
Mar 202614.7%12%14.7%12%14.7%12%8.1%6.6%3%1.1%0.59%0.48%
Apr 202615.5%12.7%15.5%12.7%12.7%10.3%8.5%6.9%3.1%1.1%0.62%0.51%
May 202616.1%13.2%16.1%10.7%13.2%8.8%8.8%5.9%4.8%1.2%0.53%0.53%
Jun 202614.3%14.3%17.5%9.6%14.3%9.6%9.6%5.3%2.9%1.6%0.57%0.47%
Jul 202614.6%14.6%17.8%11.9%11.9%9.8%8%6.5%2.4%1.3%0.58%0.58%
Aug 202614.1%14.1%17.2%14.1%11.5%9.4%9.4%5.2%2.8%1.3%0.56%0.46%
Sep 202617.4%11.6%17.4%14.3%11.6%9.6%7.8%5.2%2.9%1.3%0.46%0.46%
Oct 202616.2%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 Westman Atelier changed worldwide over the last 12 months?

3 findings

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

3 changes

  1. In October 2026, Saie overtook Tower 28 and 2 others to rank 2nd among clean makeup brands worldwide, with 16.2% of the searches.

  2. In October 2026, Tower 28 lost share of searches among clean makeup brands worldwide, from 17.4% to 16.2%.

  3. In October 2026, Westman Atelier lost share of searches among clean makeup brands worldwide, from 14.3% to 13.3%.

How are Tower 28’s and Westman Atelier’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Tower 28’s and Westman Atelier’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

Westman Atelier

1 branded search term

  • westman atelier

How the Brand Demand Index is measured

Other head-to-heads among clean makeup brands

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