--- title: "e.l.f. Cosmetics vs Hourglass: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, e.l.f. Cosmetics or Hourglass? Compare estimated monthly branded-search demand and Share of Search inside the Makeup and cosmetics brands set in New Zealand. 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/compare/e-l-f-cosmetics-vs-hourglass" publisher: "Brandwave" --- # e.l.f. Cosmetics vs Hourglass: Which is more popular by branded search in New Zealand? Which is more popular in search, e.l.f. Cosmetics or Hourglass? Compare estimated monthly branded-search demand and Share of Search inside the Makeup and cosmetics brands set in New Zealand. 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 - **Compared**: e.l.f. Cosmetics and Hourglass - **Competitive set**: Makeup and cosmetics brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **e.l.f. Cosmetics Share of Search**: 2.9% - **Hourglass Share of Search**: 1.7% ## Which is more popular in search, e.l.f. Cosmetics or Hourglass? - In August 2026, e.l.f. Cosmetics had more branded searches than Hourglass among makeup and cosmetics brands in New Zealand. e.l.f. Cosmetics was estimated to have 4.8K branded searches compared to Hourglass’ 2.9K, and held a 2.9% Share of Search versus Hourglass’ 1.7%. - The lead changed hands 2 times in the 11 months ending August 2026: Hourglass took it in February 2026, e.l.f. Cosmetics took it in April 2026. - Across the 11 months ending August 2026, e.l.f. Cosmetics’ estimated Share of Search among makeup and cosmetics brands in New Zealand moved from 2.7% to 2.9%, and its estimated monthly branded searches moved from 4.2K to 4.8K. - Across the 11 months ending August 2026, Hourglass’ estimated Share of Search among makeup and cosmetics brands in New Zealand held steady at 1.7%, and its estimated monthly branded searches moved from 2.6K to 2.9K. ## How did search popularity change for New Zealand makeup and cosmetics brands in August 2026? - In August 2026, e.l.f. Cosmetics rose from 10th to 9th among makeup and cosmetics brands in New Zealand. - Estimated monthly branded searches for Hourglass in New Zealand rose 11.5% over 11 measured months, from 2.6K to 2.9K in August 2026. ## Month by month | Month | e.l.f. Cosmetics estimated searches | e.l.f. Cosmetics Share of Search | e.l.f. Cosmetics rank | Hourglass estimated searches | Hourglass Share of Search | Hourglass rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 4.2K | 2.7% | 11 | 2.6K | 1.7% | 19 | | Nov 2025 | 4.3K | 2.3% | 13 | 2.7K | 1.4% | 18 | | Dec 2025 | 4.3K | 2.4% | 10 | 3K | 1.7% | 16 | | Jan 2026 | 3.4K | 2.4% | 12 | 2.7K | 1.9% | 16 | | Feb 2026 | 2.6K | 2.1% | 14 | 3.8K | 3% | 9 | | Mar 2026 | 2.8K | 2% | 15 | 2.8K | 2.1% | 14 | | Apr 2026 | 3.2K | 2.4% | 15 | 2.7K | 2% | 16 | | May 2026 | 3.2K | 2.1% | 14 | 2.8K | 1.9% | 16 | | Jun 2026 | 3.7K | 2.5% | 12 | 3.4K | 2.3% | 15 | | Jul 2026 | 5K | 2.9% | 10 | 2.9K | 1.7% | 18 | | Aug 2026 | 4.8K | 2.9% | 9 | 2.9K | 1.7% | 18 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Hourglass’ 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. - **e.l.f. Cosmetics**: Measured on the search terms “elf camo concealer”, “elf cosmetics”, “elf cosmetics bronzer”, “elf cosmetics brow pencil”, “elf cosmetics brushes”, “elf cosmetics eyebrow pencil”, “elf cosmetics gloss”, “elf cosmetics lip gloss”, “elf cosmetics makeup”, “elf cosmetics mascara”, “elf cosmetics nz”, “elf cosmetics primer”, “elf halo glow”, “elf makeup”, “elf power grip primer” and “elf primer”, summed into one figure. - **Hourglass**: Measured on the search terms “hourglass cosmetics”, “hourglass cosmetics vanish seamless finish foundation stick”, “hourglass foundation”, “hourglass lipstick”, “hourglass make up”, “hourglass makeup”, “hourglass makeup brushes”, “hourglass mascara”, “hourglass mascara nz”, “hourglass nz”, “hourglass tubing mascara”, “hourglass unlocked instant extensions mascara” and “hourglass unlocked mascara”, summed into one figure. - [e.l.f. Cosmetics profile](/demand/nz/brands/e-l-f-cosmetics) - [Hourglass profile](/demand/nz/brands/hourglass) - [All makeup and cosmetics brands in New Zealand](/demand/nz/categories/nz-makeup-brands): The set both shares are measured inside, 33 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, e.l.f. Cosmetics or Hourglass? In August 2026, e.l.f. Cosmetics had more branded searches than Hourglass among makeup and cosmetics brands in New Zealand. e.l.f. Cosmetics was estimated to have 4.8K branded searches compared to Hourglass’ 2.9K, and held a 2.9% Share of Search versus Hourglass’ 1.7%. ## Cite this page Brandwave. "e.l.f. Cosmetics vs Hourglass: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/e-l-f-cosmetics-vs-hourglass This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/e-l-f-cosmetics-vs-hourglass. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.