Brandwave

How popular isHourglass?

In September 2026, people searched for Hourglass by name about 1,580 times in New Zealand, about the same as the previous year. These searches made up 13.1% of all New Zealand concealer brush brand searches, placing Hourglass third out of four brands. When we asked both ChatGPT and Google AI Overviews about concealer brush brands, Hourglass appeared in one of the five answers and was the third most recommended of the four.

Search and AI answers in September 2026

Hourglass is the third most searched of 4 competitors and the third most recommended in AI answers.

  1. MACShare of searches 52.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  2. Rare BeautyShare of searches 28.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  3. HourglassShare of searches 13.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  4. Real TechniquesShare of searches 6.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
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Top concealer brush brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hourglass was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Hourglass is the third most recommended of the four.

Most recommended by AI

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

  1. Real Techniques1st
  2. Rare Beauty2nd
  3. Hourglass3rd
  4. MAC4th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Real Techniques4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rare Beauty2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MAC1 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

See every answer about concealer brush brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which concealer brush brands compete with Hourglass?

Hourglass against concealer brush brands in New Zealand, by month

Share of searches by month for MAC, Rare Beauty, Hourglass, Real Techniques. The figures are in the table below the chart.

View monthly share of searches table
MonthMACRare BeautyHourglassReal Techniques
Oct 202546.9%35.8%12.7%4.6%
Nov 202551.7%31.7%12.2%4.4%
Dec 202549.6%29.9%14.9%5.5%
Jan 202647.6%31.7%14.3%6.4%
Feb 202648.1%31.6%15.9%4.5%
Mar 202654.1%27.4%13.5%5%
Apr 202649.7%33%12.7%4.6%
May 202652.4%30.1%12.5%4.9%
Jun 202652.8%28.1%13.1%6%
Jul 202651.5%30.1%12.6%5.8%
Aug 202648.4%30.4%13.9%7.3%
Sep 202652.1%28.5%13.1%6.4%

  1. 1.MAC

    52.1%

    Held 1st. 4.9K estimated branded searches, +7.2% vs prior month. Share +3.7 points.

  2. 2.Rare Beauty

    28.5%

    Held 2nd. 2.7K estimated branded searches, -6.6% vs prior month. Share -1.9 points.

  3. 3.Hourglass

    13.1%

    Held 3rd. 1.2K estimated branded searches, -6.1% vs prior month. Share -0.8 points.

  4. 4.Real Techniques

    6.4%

    Held 4th. 600 estimated branded searches, -13% vs prior month. Share -0.9 points.

Compare popularity between Hourglass and its closest rivals

Every comparison with Hourglass

14 comparisons

How has branded search demand for Hourglass changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hourglass in New Zealand held steady at 1.6K.
  • Across the 12 months ending September 2026, Hourglass’ share of searches among concealer brush brands in New Zealand peaked at 15.9% in February 2026 and was lowest at 12.2% in November 2025.

How did search popularity change for New Zealand concealer brush brands in September 2026?

4 changes

  1. In September 2026, MAC gained share of searches among concealer brush brands in New Zealand, from 48.4% to 52.1%.

  2. In September 2026, Rare Beauty lost share of searches among concealer brush brands in New Zealand, from 30.4% to 28.5%.

  3. In September 2026, Real Techniques lost share of searches among concealer brush brands in New Zealand, from 7.3% to 6.4%.

  4. In September 2026, Hourglass lost share of searches among concealer brush brands in New Zealand, from 13.9% to 13.1%.

How are Hourglass’ branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Hourglass’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • hourglass cosmetics
  • hourglass foundation
  • hourglass lipstick
  • hourglass make up
  • hourglass makeup
  • hourglass makeup brushes
  • hourglass mascara
  • hourglass tubing mascara
  • hourglass unlocked mascara

Do you work for Hourglass? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Hourglass compete?

Hourglass is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Makeup and cosmetics brands19th of 331.4%Show ranking
Face palette brands4th of 510.3%Show ranking
Concealer brush brands3rd of 413.1%Shown above
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