Brandwave

How popular isRare Beauty?

In September 2026, people searched for Rare Beauty by name about 2,720 times in New Zealand, a 26.3% decrease from the previous year. These searches made up 68.7% of all New Zealand contour stick brand searches, placing Rare Beauty first out of three brands. When we asked both ChatGPT and Google AI Overviews about contour stick brands, Rare Beauty did not appear in any of the answers.

Search and AI answers in September 2026

Rare Beauty is the 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, Rare Beauty did not appear in any of the five answers.

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 Rare Beauty?

      Rare Beauty 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 Rare Beauty and its closest rivals

      Every comparison with Rare Beauty

      17 comparisons

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

      3 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Rare Beauty in New Zealand fell from 3.7K to 2.7K.
      • Across the 12 months ending September 2026, Rare Beauty’s share of searches among contour stick brands in New Zealand decreased from 72.2% to 68.7%.
      • Across the 12 months ending September 2026, Rare Beauty’s share of searches among contour stick brands in New Zealand peaked at 72.2% in October 2025 and was lowest at 64% in March 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 Rare Beauty’s branded searches counted?

      7 search terms

      Brandwave collects information about searches that people make online using Rare Beauty’s 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.

      • rare beauty
      • rare beauty blush
      • rare beauty foundation
      • rare beauty highlighter
      • rare beauty lipstick
      • rare beauty makeup
      • rare beauty mascara

      Do you work for Rare Beauty? 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 Rare Beauty compete?

      Rare Beauty is ranked in five 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 brands13th of 332.5%Show ranking
      Tinted moisturizer brands3rd of 514.6%Show ranking
      Bronzer stick brands2nd of 427.1%Show ranking
      Concealer brush brands2nd of 428.5%Show ranking
      Contour stick brands1st of 368.7%Shown above
      Creator with pink hair and a pink jacket

      Is Rare Beauty 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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