Brandwave

Hourglass vs MAC:Which is more popular?

In September 2026, MAC had more branded searches than Hourglass among concealer brush brands in New Zealand. MAC had about 4,900 branded searches, while Hourglass had 1,230. MAC made up 52.1% of all concealer brush brand searches we track, and Hourglass accounted for 13.1%. When we asked ChatGPT and Google AI Overviews about concealer brush brands, Hourglass and MAC each appeared in one of the five answers. Hourglass and MAC were each mentioned first in one of the two answers.

Among concealer brush brands in New Zealand in September 2026

Who do people search for more?

MAC, about 4 searches for every 1 for Hourglass

MAC 4.9K searchesHourglass 1.2K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Hourglass in 1 of 5MAC in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Hourglass first in 1MAC first in 1

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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. MAC was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hourglass and MAC were each listed first in one of the two answers.

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.

Is Hourglass or MAC more popular in search?

This chart shows how often people search Google for Hourglass and MAC by name. Each line represents a brand's share of searches for all four concealer brush brands we track, month by month, from searches in New Zealand.

Hourglass and MAC among concealer brush brands in New Zealand, by month

Share of searches by month for MAC, Hourglass. 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%

How has the Hourglass and MAC comparison changed over the last 12 months?

3 findings
  • MAC was ahead of Hourglass in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Hourglass’ share of searches among concealer brush brands in New Zealand moved from 12.7% to 13.1%, and its estimated monthly branded searches moved from 1.3K to 1.2K.
  • Across the 12 months ending September 2026, MAC’s share of searches among concealer brush brands in New Zealand moved from 46.9% to 52.1%, and its estimated monthly branded searches moved from 4.8K to 4.9K.

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

2 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, Hourglass lost share of searches among concealer brush brands in New Zealand, from 13.9% to 13.1%.

How are branded searches counted?

21 search terms

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

Hourglass

7 branded search terms

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

MAC

14 branded search terms

  • mac concealer
  • mac cosmetics
  • mac cosmetics concealer
  • mac cosmetics foundation
  • mac cosmetics lipstick
  • mac cosmetics makeup
  • mac cosmetics mascara
  • mac cosmetics powder
  • mac cosmetics primer
  • mac foundation
  • mac lipstick
  • mac makeup
  • mac studio fix
  • mac velvet teddy

How the Brand Demand Index is measured

Other head-to-heads among concealer brush brands

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