Charlotte Tilbury vs Morphe:Which is more popular?
In September 2026, Charlotte Tilbury had more branded searches than Morphe among face palette brands in New Zealand. Charlotte Tilbury had about 5,410 branded searches, while Morphe had 1,290. Charlotte Tilbury made up 48.7% of all face palette brand searches we track, and Morphe accounted for 11.6%. When we asked ChatGPT and Google AI Overviews about face palette brands, Morphe appeared in three of the five answers and Charlotte Tilbury in none.
Who do people search for more?
Charlotte Tilbury, about 4 searches for every 1 for Morphe
Who does AI mention more?
Morphe, mentioned in 3 of 5 answers, Charlotte Tilbury in 0
Who does AI recommend more?
Morphe, the only one of the two named
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Top face palette brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Morphe was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Charlotte Tilbury 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.
Hourglass4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Morphe3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Anastasia Beverly Hills2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dior0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about face palette brands
5 answers
Asked ChatGPT
“Which face palette brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best face palette brands in New Zealand?”
Asked ChatGPT
“What's the best face palette brand in New Zealand for makeup look?”
Searched Google, AI Overview
“best face palette”
Searched Google, AI Overview
“makeup face palette”
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 Charlotte Tilbury or Morphe more popular in search?
This chart shows how often people search Google for Charlotte Tilbury and Morphe by name. Each line represents a brand's share of searches for all five face palette brands we track, month by month, from searches in New Zealand.
Share of searches by month for Charlotte Tilbury, Morphe. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Dior | Morphe | Hourglass | Anastasia Beverly Hills |
|---|---|---|---|---|---|
| Oct 2025 | 51.6% | 12.3% | 11.9% | 13.3% | 10.8% |
| Nov 2025 | 55.1% | 12% | 10.6% | 13.7% | 8.6% |
| Dec 2025 | 49.1% | 14.4% | 12.8% | 14.7% | 8.8% |
| Jan 2026 | 50.4% | 16.8% | 12% | 13.5% | 7.2% |
| Feb 2026 | 46.2% | 15.9% | 13.1% | 16.6% | 8.3% |
| Mar 2026 | 47.7% | 18.8% | 11.6% | 13.8% | 8.1% |
| Apr 2026 | 53.6% | 13.9% | 11.2% | 12.2% | 9.1% |
| May 2026 | 50% | 17.8% | 12.4% | 12.7% | 7.2% |
| Jun 2026 | 56.9% | 15.7% | 11.6% | 10% | 5.8% |
| Jul 2026 | 53% | 12.8% | 13.5% | 11.7% | 9% |
| Aug 2026 | 41% | 30.5% | 11.1% | 9.6% | 7.9% |
| Sep 2026 | 48.7% | 21.6% | 11.6% | 10.3% | 7.9% |
How has the Charlotte Tilbury and Morphe comparison changed over the last 12 months?
3 findings
- Charlotte Tilbury was ahead of Morphe in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Charlotte Tilbury’s share of searches among face palette brands in New Zealand moved from 51.6% to 48.7%, and its estimated monthly branded searches moved from 4.8K to 5.4K.
- Across the 12 months ending September 2026, Morphe’s share of searches among face palette brands in New Zealand moved from 11.9% to 11.6%, and its estimated monthly branded searches moved from 1.1K to 1.3K.
How did search popularity change for New Zealand face palette brands in September 2026?
2 changes
In September 2026, Charlotte Tilbury gained share of searches among face palette brands in New Zealand, from 41% to 48.7%.
In September 2026, Morphe gained share of searches among face palette brands in New Zealand, from 11.1% to 11.6%.
How are branded searches counted?
15 search terms
Brandwave collects information about searches that people make online using Charlotte Tilbury’s and Morphe’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.
Charlotte Tilbury
8 branded search terms
- charlotte tilbury
- charlotte tilbury blush
- charlotte tilbury concealer
- charlotte tilbury foundation
- charlotte tilbury highlighter
- charlotte tilbury lipstick
- charlotte tilbury mascara
- charlotte tilbury powder
Morphe
7 branded search terms
- morphe concealer
- morphe eye palette
- morphe foundation
- morphe lipstick
- morphe mascara
- morphe palette
- morphe setting spray
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