Brandwave

How popular isMilk Makeup?

In September 2026, people searched for Milk Makeup by name about 170 times in New Zealand, a 34.6% decrease from the previous year. These searches made up 4.4% of all New Zealand contour stick brand searches, placing Milk Makeup third out of three brands. When we asked both ChatGPT and Google AI Overviews about contour stick brands, Milk Makeup appeared in one of the five answers.

Search and AI answers in September 2026

Milk Makeup is the third most searched of 3 competitors.

  1. Rare BeautyShare of searches 68.7%Mentioned in 0 of 5 AI answers
  2. Makeup by MarioShare of searches 26.9%Mentioned in 2 of 5 AI answers
  3. Milk MakeupShare of searches 4.4%Mentioned in 1 of 5 AI answers
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Top contour stick brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Milk Makeup was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews.

Mentioned by AI

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

  • Makeup by Mario2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milk Makeup1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rare Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about contour stick brands

5 answers

  • Asked ChatGPT

    “Which contour stick brand should I buy in New Zealand?”

    1. Asked ChatGPT

      “What are the best contour stick brands in New Zealand?”

      1. 1Makeup by Mario

    2. Asked ChatGPT

      “What's the best contour stick brand in New Zealand for face contouring?”

      1. Searched Google, AI Overview

        “best contour stick”

        1. 1Makeup by Mario

      2. Searched Google, AI Overview

        “cream contour stick”

        1. 1Milk Makeup

      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 contour stick brands compete with Milk Makeup?

      Milk Makeup against contour stick brands in New Zealand, by month

      Share of searches by month for Rare Beauty, Makeup by Mario, Milk Makeup. The figures are in the table below the chart.

      View monthly share of searches table
      MonthRare BeautyMakeup by MarioMilk Makeup
      Oct 202572.2%22.6%5.1%
      Nov 202569.2%26%4.7%
      Dec 202567.2%27.3%5.6%
      Jan 202666.5%27%6.5%
      Feb 202671.8%20.5%7.6%
      Mar 202664%31%5%
      Apr 202668.3%26.4%5.3%
      May 202668.9%26.6%4.5%
      Jun 202667.3%26.5%6.2%
      Jul 202670%25.8%4.1%
      Aug 202669.2%25.8%5.1%
      Sep 202668.7%26.9%4.4%

      1. 1.Rare Beauty

        68.7%

        Held 1st. 2.7K estimated branded searches, -6.6% vs prior month. Share -0.4 points.

      2. 2.Makeup by Mario

        26.9%

        Held 2nd. 1.1K estimated branded searches, -1.9% vs prior month. Share +1.1 points.

      3. 3.Milk Makeup

        4.4%

        Held 3rd. 170 estimated branded searches, -19% vs prior month. Share -0.7 points.

      Compare popularity between Milk Makeup and its closest rivals

      Every comparison with Milk Makeup

      7 comparisons

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

      3 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Milk Makeup in New Zealand fell from 260 to 170.
      • Across the 12 months ending September 2026, Milk Makeup’s share of searches among contour stick brands in New Zealand decreased from 5.1% to 4.4%.
      • Across the 12 months ending September 2026, Milk Makeup’s share of searches among contour stick brands in New Zealand peaked at 7.6% in February 2026 and was lowest at 4.1% in July 2026.

      How did search popularity change for New Zealand contour stick brands in September 2026?

      3 changes

      1. In September 2026, Makeup by Mario gained share of searches among contour stick brands in New Zealand, from 25.8% to 26.9%.

      2. In September 2026, Milk Makeup lost share of searches among contour stick brands in New Zealand, from 5.1% to 4.4%.

      3. Estimated monthly branded searches for Rare Beauty in New Zealand fell 27% over 12 measured months, from 3.7K to 2.7K in September 2026.

      How are Milk Makeup’s branded searches counted?

      1 search term

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

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      How the Brand Demand Index is measured

      Where does Milk Makeup compete?

      Milk Makeup 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 brands32nd of 330.15%Show ranking
      Bronzer stick brands4th of 41.7%Show ranking
      Contour stick brands3rd of 34.4%Shown above
      Creator with pink hair and a pink jacket

      Is Milk Makeup your brand?

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