Milk Makeup vs Rare Beauty:Which is more popular?
In September 2026, Rare Beauty had more branded searches than Milk Makeup among contour stick brands in New Zealand. Rare Beauty had about 2,680 branded searches, while Milk Makeup had 170. Rare Beauty made up 68.7% of all contour stick brand searches we track, and Milk Makeup accounted for 4.4%. When we asked ChatGPT and Google AI Overviews about contour stick brands, Milk Makeup appeared in one of the five answers and Rare Beauty in none.
Who do people search for more?
Rare Beauty, about 16 searches for every 1 for Milk Makeup
Who does AI mention more?
Milk Makeup, mentioned in 1 of 5 answers, Rare Beauty in 0
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Top contour stick brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Milk Makeup was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the 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?”
Asked ChatGPT
“What are the best contour stick brands in New Zealand?”
Asked ChatGPT
“What's the best contour stick brand in New Zealand for face contouring?”
Searched Google, AI Overview
“best contour stick”
Searched Google, AI Overview
“cream contour stick”
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.
Is Milk Makeup or Rare Beauty more popular in search?
This chart shows how often people search Google for Milk Makeup and Rare Beauty by name. Each line represents a brand's share of searches for all three contour stick brands we track, month by month, from searches in New Zealand.
Share of searches by month for Rare Beauty, Milk Makeup. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rare Beauty | Makeup by Mario | Milk Makeup |
|---|---|---|---|
| Oct 2025 | 72.2% | 22.6% | 5.1% |
| Nov 2025 | 69.2% | 26% | 4.7% |
| Dec 2025 | 67.2% | 27.3% | 5.6% |
| Jan 2026 | 66.5% | 27% | 6.5% |
| Feb 2026 | 71.8% | 20.5% | 7.6% |
| Mar 2026 | 64% | 31% | 5% |
| Apr 2026 | 68.3% | 26.4% | 5.3% |
| May 2026 | 68.9% | 26.6% | 4.5% |
| Jun 2026 | 67.3% | 26.5% | 6.2% |
| Jul 2026 | 70% | 25.8% | 4.1% |
| Aug 2026 | 69.2% | 25.8% | 5.1% |
| Sep 2026 | 68.7% | 26.9% | 4.4% |
How has the Milk Makeup and Rare Beauty comparison changed over the last 12 months?
3 findings
- Rare Beauty was ahead of Milk Makeup in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Milk Makeup’s share of searches among contour stick brands in New Zealand moved from 5.1% to 4.4%, and its estimated monthly branded searches moved from 260 to 170.
- Across the 12 months ending September 2026, Rare Beauty’s share of searches among contour stick brands in New Zealand moved from 72.2% to 68.7%, and its estimated monthly branded searches moved from 3.7K to 2.7K.
How did search popularity change for New Zealand contour stick brands in September 2026?
2 changes
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.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Milk Makeup’s 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.
Milk Makeup
1 branded search term
- milk makeup
Rare Beauty
6 branded search terms
- rare beauty
- rare beauty blush
- rare beauty foundation
- rare beauty highlighter
- rare beauty lipstick
- rare beauty mascara
Other head-to-heads among contour stick brands
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