How popular isTarte?
In September 2026, people searched for Tarte by name about 830 times in New Zealand, a 17% decrease from the previous year. These searches made up 0.75% of all New Zealand makeup and cosmetics brand searches, placing Tarte 27th out of 33 brands. When we asked both ChatGPT and Google AI Overviews about makeup and cosmetics brands, Tarte did not appear in any of the answers.
Tarte is the 27th most searched of 33 competitors and not listed in any AI answer.
Dior BeautyShare of searches 20.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
MaybellineShare of searches 11.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
MCoBeautyShare of searches 9.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
Thin LizzyShare of searches 6.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
TarteShare of searches 0.75%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top makeup and cosmetics brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Tarte 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Maybelline3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- MCoBeauty2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
MAC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
L'Oréal Paris2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
e.l.f. Cosmetics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aleph Beauty2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
MECCA MAX2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Estée Lauder1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
NARS1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Tarte0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about makeup and cosmetics brands
5 answers
Asked ChatGPT
“Which makeup and cosmetics brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best makeup and cosmetics brands in New Zealand?”
Asked ChatGPT
“What's the best makeup and cosmetics brand in New Zealand for everyday makeup?”
Searched Google, AI Overview
“makeup brands nz”
Searched Google, AI Overview
“cosmetics brands nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which makeup and cosmetics brands compete with Tarte?
Share of searches by month for Dior Beauty, Maybelline, MCoBeauty, Thin Lizzy, Charlotte Tilbury, Estée Lauder, MAC, NARS, L'Oréal Paris, Huda Beauty, e.l.f. Cosmetics, Revlon, Rare Beauty, Nude by Nature, NYX Professional Makeup, Tarte. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dior Beauty | Maybelline | MCoBeauty | Thin Lizzy | Charlotte Tilbury | Estée Lauder | MAC | NARS | L'Oréal Paris | Huda Beauty | e.l.f. Cosmetics | Revlon | Rare Beauty | Nude by Nature | NYX Professional Makeup | Bobbi Brown | Kosas | Aleph Beauty | Hourglass | Essence | ColourPop | Too Faced | Fenty Beauty | Makeup by Mario | MECCA MAX | Morphe | Tarte | CoverGirl | Kylie Cosmetics | Benefit Cosmetics | Rimmel | Milk Makeup | Revolution Beauty |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18.8% | 10% | 11% | 4.7% | 4.9% | 4% | 4.6% | 3% | 2.8% | 2.9% | 2.7% | 3.2% | 3.7% | 2.2% | 2% | 2.5% | 1.3% | 1.9% | 1.6% | 1.1% | 0.93% | 0.93% | 1.5% | 1.2% | 0.74% | 0.71% | 1% | 0.72% | 2% | 0.71% | 0.32% | 0.26% | 0.11% |
| Nov 2025 | 18.2% | 8.7% | 15.5% | 6.6% | 4.6% | 4.5% | 4.8% | 2.9% | 2.2% | 4.5% | 2.3% | 2.6% | 3.1% | 2.3% | 1.5% | 2.1% | 1.1% | 1.6% | 1.4% | 0.83% | 0.85% | 0.78% | 0.98% | 1.2% | 0.6% | 0.6% | 1% | 0.68% | 0.74% | 0.6% | 0.34% | 0.21% | 0.14% |
| Dec 2025 | 21.9% | 8.9% | 14.2% | 7.4% | 4.4% | 4.3% | 4.4% | 2.6% | 2.1% | 2.3% | 2.5% | 2.8% | 2.8% | 2.1% | 1.6% | 2% | 1.1% | 1.2% | 1.6% | 0.75% | 0.85% | 0.85% | 1% | 1.1% | 0.78% | 0.78% | 0.79% | 0.75% | 0.81% | 0.66% | 0.33% | 0.23% | 0.08% |
| Jan 2026 | 20.9% | 10.8% | 8.4% | 5.2% | 4.8% | 4.4% | 4.3% | 2.8% | 3% | 4% | 2.7% | 3% | 3.1% | 2.5% | 2.2% | 2.1% | 1.2% | 1.2% | 1.7% | 1% | 1.1% | 0.96% | 1% | 1.2% | 0.82% | 0.67% | 0.91% | 1% | 1.6% | 0.68% | 0.41% | 0.3% | 0.1% |
| Feb 2026 | 19.8% | 11% | 9.4% | 6.7% | 4.4% | 4.3% | 4.6% | 2.5% | 2.9% | 2.8% | 2.4% | 3.1% | 3.2% | 2.2% | 2% | 2.1% | 1.2% | 1.1% | 2% | 0.95% | 1% | 0.93% | 1.1% | 0.91% | 0.75% | 0.77% | 0.84% | 1.1% | 2.5% | 0.53% | 0.39% | 0.34% | 0.09% |
| Mar 2026 | 20% | 11.5% | 12.4% | 5.1% | 4.2% | 4.7% | 4.7% | 2.8% | 2.8% | 2.5% | 2.2% | 3.1% | 2.5% | 2.3% | 2.1% | 1.7% | 1.2% | 1.5% | 1.5% | 1.1% | 1.1% | 0.96% | 1.2% | 1.2% | 0.81% | 0.64% | 0.81% | 0.94% | 1.2% | 0.51% | 0.43% | 0.2% | 0.1% |
| Apr 2026 | 20.6% | 11% | 8.6% | 6.2% | 5% | 4.6% | 4.5% | 2.8% | 3.2% | 2.7% | 2.5% | 2.8% | 3.2% | 2.7% | 2.6% | 1.8% | 1.3% | 1.5% | 1.4% | 1.1% | 0.88% | 0.98% | 1.3% | 1.2% | 0.83% | 0.81% | 0.84% | 0.92% | 0.88% | 0.52% | 0.42% | 0.24% | 0.08% |
| May 2026 | 22.6% | 10.6% | 7.8% | 6.6% | 4.6% | 4.1% | 4.6% | 3.1% | 2.8% | 2.5% | 2.3% | 2.7% | 2.8% | 2.6% | 2.1% | 1.8% | 1.2% | 1.4% | 1.4% | 1.1% | 0.99% | 0.92% | 1.2% | 1.1% | 0.64% | 0.74% | 1.9% | 0.94% | 2% | 0.5% | 0.37% | 0.18% | 0.07% |
| Jun 2026 | 19.9% | 11.3% | 9.7% | 4% | 7.3% | 3.7% | 4.5% | 3.5% | 3.3% | 2.7% | 2.8% | 2.9% | 2.6% | 2.3% | 2.2% | 1.7% | 1.2% | 1.4% | 1.4% | 1.2% | 1% | 0.85% | 1.2% | 0.98% | 0.58% | 0.78% | 0.77% | 0.87% | 2.1% | 0.58% | 0.4% | 0.23% | 0.08% |
| Jul 2026 | 18.2% | 11.9% | 10.5% | 6.4% | 5.8% | 3.3% | 4.6% | 3.2% | 3.5% | 2.5% | 3% | 2.9% | 2.9% | 2.3% | 2% | 1.8% | 1.2% | 1.8% | 1.4% | 1.4% | 1.1% | 0.9% | 1.1% | 1% | 0.62% | 0.85% | 0.84% | 0.87% | 0.6% | 0.6% | 0.44% | 0.16% | 0.07% |
| Aug 2026 | 23.5% | 12.1% | 9.8% | 4.4% | 5.2% | 3.7% | 4% | 2.9% | 3.1% | 2.8% | 2.8% | 2.9% | 2.6% | 2.2% | 2.2% | 1.7% | 1.3% | 1.7% | 1.3% | 1.3% | 0.97% | 0.88% | 1.1% | 0.97% | 0.49% | 0.75% | 0.7% | 0.73% | 0.57% | 0.49% | 0.44% | 0.19% | 0.08% |
| Sep 2026 | 20.5% | 11.6% | 9.9% | 6.1% | 5% | 4.6% | 4.2% | 3% | 2.9% | 2.9% | 2.8% | 2.6% | 2.5% | 2.3% | 2% | 2% | 1.5% | 1.5% | 1.4% | 1.3% | 1.2% | 1.2% | 1.1% | 0.95% | 0.9% | 0.83% | 0.75% | 0.72% | 0.67% | 0.49% | 0.44% | 0.15% | 0.13% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 20.5% | 22.6K | -13.2% | -3 points | |
| 2, held 2nd | 11.6% | 12.8K | -4.7% | -0.5 points | |
| 3, held 3rd | 9.9% | 10.9K | +0.46% | +0.1 points | |
| 4, moved from 5th to 4th | 6.1% | 6.7K | +39.4% | +1.7 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 5% | 5.5K | -5.3% | -0.3 pointsmoved from 4th to 5th | |
| 6, moved from 7th to 6th | 4.6% | 5.1K | +22.7% | +0.9 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 4.2% | 4.6K | +5.5% | +0.2 pointsmoved from 6th to 7th | |
| 8, moved from 9th to 8th | 3% | 3.3K | +3.1% | +0.1 pointsmoved from 9th to 8th | |
| 9, moved from 8th to 9th | 2.9% | 3.2K | -8.4% | -0.2 pointsmoved from 8th to 9th | |
| 10, moved from 11th to 10th | 2.9% | 3.1K | +0.96% | 0 pointsmoved from 11th to 10th | |
| 11, moved from 12th to 11th | 2.8% | 3K | -0.33% | 0 pointsmoved from 12th to 11th | |
| 12, moved from 10th to 12th | 2.6% | 2.9K | -10.4% | -0.3 pointsmoved from 10th to 12th | |
| 13, held 13th | 2.5% | 2.7K | -6.8% | -0.2 points | |
| 14, held 14th | 2.3% | 2.6K | +5.3% | +0.1 points | |
| 15, held 15th | 2% | 2.2K | -8.7% | -0.2 points | |
| 16, moved from 17th to 16th | 2% | 2.2K | +15.3% | +0.3 pointsmoved from 17th to 16th | |
| 17, moved from 19th to 17th | 1.5% | 1.7K | +13.6% | +0.2 pointsmoved from 19th to 17th | |
| 18, moved from 16th to 18th | 1.5% | 1.6K | -15.8% | -0.3 pointsmoved from 16th to 18th | |
| 19, moved from 18th to 19th | 1.4% | 1.6K | +6% | +0.1 pointsmoved from 18th to 19th | |
| 20, held 20th | 1.3% | 1.4K | 0% | 0 points | |
| 21, moved from 22nd to 21st | 1.2% | 1.4K | +28% | +0.3 pointsmoved from 22nd to 21st | |
| 22, moved from 24th to 22nd | 1.2% | 1.3K | +30.9% | +0.3 pointsmoved from 24th to 22nd | |
| 23, moved from 21st to 23rd | 1.1% | 1.2K | -0.83% | 0 pointsmoved from 21st to 23rd | |
| 24, moved from 23rd to 24th | 0.95% | 1.1K | -1.9% | 0 pointsmoved from 23rd to 24th | |
| 25, moved from 30th to 25th | 0.9% | 990 | +83.3% | +0.4 pointsmoved from 30th to 25th | |
| 26, moved from 25th to 26th | 0.83% | 920 | +10.8% | +0.1 pointsmoved from 25th to 26th | |
| 27, held 27th | 0.75% | 830 | +6.4% | 0 points | |
| 28, moved from 26th to 28th | 0.72% | 790 | -2.5% | 0 pointsmoved from 26th to 28th | |
| 29, moved from 28th to 29th | 0.67% | 740 | +17.5% | +0.1 pointsmoved from 28th to 29th | |
| 30, moved from 29th to 30th | 0.49% | 540 | 0% | 0 pointsmoved from 29th to 30th | |
| 31, held 31st | 0.44% | 490 | 0% | 0 points | |
| 32, held 32nd | 0.15% | 170 | -19% | 0 points | |
| 33, held 33rd | 0.13% | 140 | +55.6% | 0 points |
20.5%
Held 1st. 22.6K estimated branded searches, -13.2% vs prior month. Share -3 points.
11.6%
Held 2nd. 12.8K estimated branded searches, -4.7% vs prior month. Share -0.5 points.
9.9%
Held 3rd. 10.9K estimated branded searches, +0.46% vs prior month. Share +0.1 points.
6.1%
Moved from 5th to 4th. 6.7K estimated branded searches, +39.4% vs prior month. Share +1.7 points.
Moved from 4th to 5th. 5.5K estimated branded searches, -5.3% vs prior month. Share -0.3 points.
4.6%
Moved from 7th to 6th. 5.1K estimated branded searches, +22.7% vs prior month. Share +0.9 points.
7.
MAC4.2%
Moved from 6th to 7th. 4.6K estimated branded searches, +5.5% vs prior month. Share +0.2 points.
8.
NARS3%
Moved from 9th to 8th. 3.3K estimated branded searches, +3.1% vs prior month. Share +0.1 points.
2.9%
Moved from 8th to 9th. 3.2K estimated branded searches, -8.4% vs prior month. Share -0.2 points.
10.
Huda Beauty2.9%
Moved from 11th to 10th. 3.1K estimated branded searches, +0.96% vs prior month. Share 0 points.
2.8%
Moved from 12th to 11th. 3K estimated branded searches, -0.33% vs prior month. Share 0 points.
12.
Revlon2.6%
Moved from 10th to 12th. 2.9K estimated branded searches, -10.4% vs prior month. Share -0.3 points.
13.
Rare Beauty2.5%
Held 13th. 2.7K estimated branded searches, -6.8% vs prior month. Share -0.2 points.
2.3%
Held 14th. 2.6K estimated branded searches, +5.3% vs prior month. Share +0.1 points.
Held 15th. 2.2K estimated branded searches, -8.7% vs prior month. Share -0.2 points.
16.
Bobbi Brown2%
Moved from 17th to 16th. 2.2K estimated branded searches, +15.3% vs prior month. Share +0.3 points.
17.
Kosas1.5%
Moved from 19th to 17th. 1.7K estimated branded searches, +13.6% vs prior month. Share +0.2 points.
18.
Aleph Beauty1.5%
Moved from 16th to 18th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.3 points.
19.
Hourglass1.4%
Moved from 18th to 19th. 1.6K estimated branded searches, +6% vs prior month. Share +0.1 points.
20.
Essence1.3%
Held 20th. 1.4K estimated branded searches, 0% vs prior month. Share 0 points.
21.
ColourPop1.2%
Moved from 22nd to 21st. 1.4K estimated branded searches, +28% vs prior month. Share +0.3 points.
22.
Too Faced1.2%
Moved from 24th to 22nd. 1.3K estimated branded searches, +30.9% vs prior month. Share +0.3 points.
23.
Fenty Beauty1.1%
Moved from 21st to 23rd. 1.2K estimated branded searches, -0.83% vs prior month. Share 0 points.
0.95%
Moved from 23rd to 24th. 1.1K estimated branded searches, -1.9% vs prior month. Share 0 points.
25.
MECCA MAX0.9%
Moved from 30th to 25th. 990 estimated branded searches, +83.3% vs prior month. Share +0.4 points.
26.
Morphe0.83%
Moved from 25th to 26th. 920 estimated branded searches, +10.8% vs prior month. Share +0.1 points.
27.
Tarte0.75%
Held 27th. 830 estimated branded searches, +6.4% vs prior month. Share 0 points.
28.
CoverGirl0.72%
Moved from 26th to 28th. 790 estimated branded searches, -2.5% vs prior month. Share 0 points.
0.67%
Moved from 28th to 29th. 740 estimated branded searches, +17.5% vs prior month. Share +0.1 points.
0.49%
Moved from 29th to 30th. 540 estimated branded searches, 0% vs prior month. Share 0 points.
31.
Rimmel0.44%
Held 31st. 490 estimated branded searches, 0% vs prior month. Share 0 points.
32.
Milk Makeup0.15%
Held 32nd. 170 estimated branded searches, -19% vs prior month. Share 0 points.
0.13%
Held 33rd. 140 estimated branded searches, +55.6% vs prior month. Share 0 points.
Compare popularity between Tarte and its closest rivals
Every comparison with Tarte
12 comparisons
How has branded search demand for Tarte changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Tarte in New Zealand fell from 1K to 830.
- Across the 12 months ending September 2026, Tarte’s share of searches among makeup and cosmetics brands in New Zealand peaked at 1.9% in May 2026 and was lowest at 0.7% in August 2026.
- Across the 12 months ending September 2026, Tarte fell from 24th to 27th among makeup and cosmetics brands in New Zealand.
How did search popularity change for New Zealand makeup and cosmetics brands in September 2026?
6 changes
In September 2026, Thin Lizzy overtook Charlotte Tilbury to rank 4th among makeup and cosmetics brands in New Zealand, with 6.1% of the searches.
In September 2026, Estée Lauder overtook MAC to rank 6th among makeup and cosmetics brands in New Zealand, with 4.6% of the searches.
In September 2026, Dior Beauty lost share of searches among makeup and cosmetics brands in New Zealand, from 23.5% to 20.5%.
In September 2026, Maybelline lost share of searches among makeup and cosmetics brands in New Zealand, from 12.1% to 11.6%.
Charlotte Tilbury’s share of searches among makeup and cosmetics brands in New Zealand has lost ground for 3 months in a row, from 7.3% to 5% in September 2026.
In September 2026, MECCA MAX rose from 30th to 25th among makeup and cosmetics brands in New Zealand.
How are Tarte’s branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Tarte’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.
- tarte
- tarte cosmetics
- tarte cosmetics company
- tarte foundation
- tarte makeup
- tarte mascara
- tarte tubing mascara
Do you work for Tarte? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Tarte compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Makeup and cosmetics brands | 27th of 33 | 0.75% | Shown above |
| Cream bronzer brands | 3rd of 3 | 7.1% | Show ranking |
Is Tarte 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.