Hourglass vs Morphe:Which is more popular?
In September 2026, Morphe had more branded searches than Hourglass among face palette brands in New Zealand. Morphe had about 1,290 branded searches, while Hourglass had 1,140. Morphe made up 11.6% of all face palette brand searches we track, and Hourglass accounted for 10.3%. When we asked ChatGPT and Google AI Overviews about face palette brands, Hourglass appeared in four of the five answers and Morphe in three. Hourglass was mentioned before Morphe in two out of three answers.
Who do people search for more?
Morphe, about 13% more searches than Hourglass
Who does AI mention more?
Hourglass, mentioned in 4 of 5 answers, Morphe in 3
Who does AI recommend more?
Hourglass, named ahead of Morphe in 2 of 3 answers
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Top face palette brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hourglass was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Hourglass was listed before Morphe in two out of three 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 Hourglass or Morphe more popular in search?
This chart shows how often people search Google for Hourglass 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 Morphe, Hourglass. 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 Hourglass and Morphe comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Morphe took it in June 2026.
- Across the 12 months ending September 2026, Hourglass’ share of searches among face palette brands in New Zealand moved from 13.3% to 10.3%, and its estimated monthly branded searches moved from 1.2K to 1.1K.
- 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, Hourglass gained share of searches among face palette brands in New Zealand, from 9.6% to 10.3%.
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?
13 search terms
Brandwave collects information about searches that people make online using Hourglass’ 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.
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