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 10.3% of all New Zealand face palette brand searches, placing Hourglass fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about face palette brands, Hourglass appeared in four of the five answers and was the most recommended of the five.

Search and AI answers in September 2026

Hourglass is the fourth most searched of 5 competitors and the most recommended in AI answers.

  1. Charlotte TilburyShare of searches 48.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. DiorShare of searches 21.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. MorpheShare of searches 11.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. HourglassShare of searches 10.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. Anastasia Beverly HillsShare of searches 7.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top face palette brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hourglass was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Hourglass is the most recommended of the five.

Most recommended by AI

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

  1. Hourglass1st
  2. Morphe2nd
  3. Anastasia Beverly Hills3rd
  4. Charlotte Tilbury–
  5. Dior–

Mentioned by AI

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

  • Hourglass4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Morphe3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Anastasia Beverly Hills2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dior0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about face palette brands

5 answers

Not named in any answer:

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

Which face palette brands compete with Hourglass?

Hourglass against face palette brands in New Zealand, by month

Share of searches by month for Charlotte Tilbury, Dior, Morphe, Hourglass, Anastasia Beverly Hills. The figures are in the table below the chart.

View monthly share of searches table
MonthCharlotte TilburyDiorMorpheHourglassAnastasia Beverly Hills
Oct 202551.6%12.3%11.9%13.3%10.8%
Nov 202555.1%12%10.6%13.7%8.6%
Dec 202549.1%14.4%12.8%14.7%8.8%
Jan 202650.4%16.8%12%13.5%7.2%
Feb 202646.2%15.9%13.1%16.6%8.3%
Mar 202647.7%18.8%11.6%13.8%8.1%
Apr 202653.6%13.9%11.2%12.2%9.1%
May 202650%17.8%12.4%12.7%7.2%
Jun 202656.9%15.7%11.6%10%5.8%
Jul 202653%12.8%13.5%11.7%9%
Aug 202641%30.5%11.1%9.6%7.9%
Sep 202648.7%21.6%11.6%10.3%7.9%

  1. 1.Charlotte Tilbury

    48.7%

    Held 1st. 5.4K estimated branded searches, +3.6% vs prior month. Share +7.6 points.

  2. 2.Dior

    21.6%

    Held 2nd. 2.4K estimated branded searches, -38.1% vs prior month. Share -8.9 points.

  3. 3.Morphe

    11.6%

    Held 3rd. 1.3K estimated branded searches, -8.5% vs prior month. Share +0.5 points.

  4. 4.Hourglass

    10.3%

    Held 4th. 1.1K estimated branded searches, -6.6% vs prior month. Share +0.7 points.

  5. 5.Anastasia Beverly Hills

    7.9%

    Held 5th. 880 estimated branded searches, -12% vs prior month. Share +0.1 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?

4 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 face palette brands in New Zealand decreased from 13.3% to 10.3%.
  • Across the 12 months ending September 2026, Hourglass’ share of searches among face palette brands in New Zealand peaked at 16.6% in February 2026 and was lowest at 9.6% in August 2026.
  • Across the 12 months ending September 2026, Hourglass fell from 2nd to 4th among face palette brands in New Zealand.

How did search popularity change for New Zealand face palette brands in September 2026?

5 changes

  1. In September 2026, Charlotte Tilbury gained share of searches among face palette brands in New Zealand, from 41% to 48.7%.

  2. In September 2026, Hourglass gained share of searches among face palette brands in New Zealand, from 9.6% to 10.3%.

  3. In September 2026, Morphe gained share of searches among face palette brands in New Zealand, from 11.1% to 11.6%.

  4. In September 2026, Dior lost share of searches among face palette brands in New Zealand, from 30.5% to 21.6%.

  5. Estimated monthly branded searches for Anastasia Beverly Hills in New Zealand fell 12% over 12 measured months, from 1K to 880 in September 2026.

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%Shown above
Concealer brush brands3rd of 413.1%Show ranking
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Is Hourglass your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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