---
title: "Contour stick brands in New Zealand: Which are searched most?"
description: "Compare the contour stick brands people buy. Share of Search among Rare Beauty, Makeup by Mario and Milk Makeup, the contour stick brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-contour-stick-brands"
publisher: "Brandwave"
---

# Contour stick brands in New Zealand: Which are searched most?

Compare the contour stick brands people buy. Share of Search among Rare Beauty, Makeup by Mario and Milk Makeup, the contour stick brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Contour stick brands
- **Market**: New Zealand
- **Brands compared**: 3
- **Month measured**: Sep 2026
- **Highest Share of Search**: Rare Beauty, 68.7%

## Which brand is most popular in search among contour stick brands in New Zealand?

- In September 2026, Rare Beauty was the most searched among contour stick brands in New Zealand, with an estimated 2.7K branded searches, 68.7% of all searches for the three we track.
- Makeup by Mario is in 2nd place, 41.8 percentage points behind at 26.9%.
- 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, Makeup by Mario’s share of searches among contour stick brands in New Zealand increased from 22.6% to 26.9%.
- 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, 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.
- Across the 12 months ending September 2026, Makeup by Mario’s share of searches among contour stick brands in New Zealand peaked at 31% in March 2026 and was lowest at 20.5% in February 2026.
- 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.

## Top contour stick brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Makeup by Mario was mentioned most often, in two of the five answers. Rare Beauty, which ranked first in searches, was not mentioned at all.

Too few answers listed options to rank the brands, so only mentions are counted.

| Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- |
| Rare Beauty | 0 of 3 | 0 of 2 | 0 of 5 |
| Makeup by Mario | 1 of 3 | 1 of 2 | 2 of 5 |
| Milk Makeup | 0 of 3 | 1 of 2 | 1 of 5 |

## Every AI answer about contour stick brands

- Asked ChatGPT "Which contour stick brand should I buy in New Zealand?": named none of the brands we track
- Asked ChatGPT "What are the best contour stick brands in New Zealand?": 1. Makeup by Mario
- Asked ChatGPT "What's the best contour stick brand in New Zealand for face contouring?": named none of the brands we track
- Searched Google, AI Overview "best contour stick": 1. Makeup by Mario
- Searched Google, AI Overview "cream contour stick": 1. Milk Makeup

Not named in any answer: Rare Beauty.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Rare Beauty vs Makeup by Mario: compare search popularity](/demand/nz/compare/makeup-by-mario-vs-rare-beauty): 68.7% against 26.9% Share of Search.
- [Rare Beauty vs Milk Makeup: compare search popularity](/demand/nz/compare/milk-makeup-vs-rare-beauty): 68.7% against 4.4% Share of Search.
- [Makeup by Mario vs Milk Makeup: compare search popularity](/demand/nz/compare/makeup-by-mario-vs-milk-makeup): 26.9% against 4.4% Share of Search.

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

- In September 2026, Makeup by Mario gained share of searches among contour stick brands in New Zealand, from 25.8% to 26.9%.
- In September 2026, Milk Makeup lost share of searches among contour stick brands in New Zealand, from 5.1% to 4.4%.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Rare Beauty | 68.7% | 2.7K | -6.6% | Rare Beauty |
| 2 | Makeup by Mario | 26.9% | 1.1K | -1.9% | Makeup by Mario |
| 3 | Milk Makeup | 4.4% | 170 | -19.0% | Milk Makeup |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Rare Beauty | 3.7K | 72.2% | 1 |
| Oct 2025 | Makeup by Mario | 1.1K | 22.6% | 2 |
| Oct 2025 | Milk Makeup | 260 | 5.1% | 3 |
| Nov 2025 | Rare Beauty | 3.8K | 69.2% | 1 |
| Nov 2025 | Makeup by Mario | 1.4K | 26% | 2 |
| Nov 2025 | Milk Makeup | 260 | 4.7% | 3 |
| Dec 2025 | Rare Beauty | 3.1K | 67.2% | 1 |
| Dec 2025 | Makeup by Mario | 1.3K | 27.3% | 2 |
| Dec 2025 | Milk Makeup | 260 | 5.6% | 3 |
| Jan 2026 | Rare Beauty | 2.6K | 66.5% | 1 |
| Jan 2026 | Makeup by Mario | 1.1K | 27% | 2 |
| Jan 2026 | Milk Makeup | 260 | 6.5% | 3 |
| Feb 2026 | Rare Beauty | 2.5K | 71.8% | 1 |
| Feb 2026 | Makeup by Mario | 700 | 20.5% | 2 |
| Feb 2026 | Milk Makeup | 260 | 7.6% | 3 |
| Mar 2026 | Rare Beauty | 2.2K | 64% | 1 |
| Mar 2026 | Makeup by Mario | 1.1K | 31% | 2 |
| Mar 2026 | Milk Makeup | 170 | 5% | 3 |
| Apr 2026 | Rare Beauty | 2.7K | 68.3% | 1 |
| Apr 2026 | Makeup by Mario | 1.1K | 26.4% | 2 |
| Apr 2026 | Milk Makeup | 210 | 5.3% | 3 |
| May 2026 | Rare Beauty | 2.6K | 68.9% | 1 |
| May 2026 | Makeup by Mario | 1K | 26.6% | 2 |
| May 2026 | Milk Makeup | 170 | 4.5% | 3 |
| Jun 2026 | Rare Beauty | 2.3K | 67.3% | 1 |
| Jun 2026 | Makeup by Mario | 900 | 26.5% | 2 |
| Jun 2026 | Milk Makeup | 210 | 6.2% | 3 |
| Jul 2026 | Rare Beauty | 2.9K | 70% | 1 |
| Jul 2026 | Makeup by Mario | 1.1K | 25.8% | 2 |
| Jul 2026 | Milk Makeup | 170 | 4.1% | 3 |
| Aug 2026 | Rare Beauty | 2.9K | 69.2% | 1 |
| Aug 2026 | Makeup by Mario | 1.1K | 25.8% | 2 |
| Aug 2026 | Milk Makeup | 210 | 5.1% | 3 |
| Sep 2026 | Rare Beauty | 2.7K | 68.7% | 1 |
| Sep 2026 | Makeup by Mario | 1.1K | 26.9% | 2 |
| Sep 2026 | Milk Makeup | 170 | 4.4% | 3 |

## What is being compared

- **Makeup by Mario**: Measured on the search terms “makeup by mario bronzer”, “makeup by mario brushes”, “makeup by mario foundation”, “makeup by mario palette” and “makeupbymario”, summed into one figure.
- **Milk Makeup**: Measured on the search term “milk makeup”.
- **Rare Beauty**: Measured on the search terms “rare beauty”, “rare beauty blush”, “rare beauty foundation”, “rare beauty highlighter”, “rare beauty lipstick” and “rare beauty mascara”, summed into one figure.

- [Makeup by Mario](/demand/nz/brands/makeup-by-mario)
- [Milk Makeup](/demand/nz/brands/milk-makeup)
- [Rare Beauty](/demand/nz/brands/rare-beauty)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among contour stick brands in New Zealand?

In September 2026, Rare Beauty was the most searched among contour stick brands in New Zealand, with an estimated 2.7K branded searches, 68.7% of all searches for the three we track.

## Cite this page

Brandwave. "Contour stick brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-contour-stick-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-contour-stick-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.