Brandwave

Hourglass vs Rare Beauty:Which is more popular?

In September 2026, Rare Beauty had more branded searches than Hourglass among concealer brush brands in New Zealand. Rare Beauty had about 2,680 branded searches, while Hourglass had 1,230. Rare Beauty made up 28.5% 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, Rare Beauty appeared in two of the five answers and Hourglass in one.

Among concealer brush brands in New Zealand in September 2026

Who do people search for more?

Rare Beauty, about 2 searches for every 1 for Hourglass

Rare Beauty 2.7K searchesHourglass 1.2K searches

Who does AI mention more?

Rare Beauty, mentioned in 2 of 5 answers, Hourglass in 1

Rare Beauty in 2 of 5Hourglass in 1 of 5

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Top concealer brush brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rare Beauty was mentioned in two out of five: not in any of the three ChatGPT answers, but in both 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.

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 Rare Beauty more popular in search?

This chart shows how often people search Google for Hourglass and Rare Beauty 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 Rare Beauty among concealer brush brands in New Zealand, by month

Share of searches by month for Rare Beauty, 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 Rare Beauty comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Rare Beauty lost share of searches among concealer brush brands in New Zealand, from 30.4% to 28.5%.

  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?

13 search terms

Brandwave collects information about searches that people make online using Hourglass’ and Rare Beauty’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

Rare Beauty

6 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among concealer brush brands

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