Brandwave

How popular isCharlotte Tilbury?

In September 2026, people searched for Charlotte Tilbury by name about 301,000 times in the United Kingdom, an 18.2% decrease from the previous year. These searches made up 47.5% of all United Kingdom makeup brand searches, placing Charlotte Tilbury first out of 16 brands. When we asked both ChatGPT and Google AI Overviews about makeup brands, Charlotte Tilbury appeared in three of the five answers and was the second most recommended of the 16.

Search and AI answers in September 2026

Charlotte Tilbury is the most searched of 16 competitors and the second most recommended in AI answers.

  1. Charlotte TilburyShare of searches 47.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. MACShare of searches 8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. Huda BeautyShare of searches 7.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  4. Fenty BeautyShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  5. MaybellineShare of searches 4.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

+11 more

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Top makeup brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Charlotte Tilbury was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Charlotte Tilbury is the second most recommended of the 16.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Maybelline1st
  2. Charlotte Tilbury2nd
  3. e.l.f. Cosmetics3rd
  4. MAC4th
  5. Rare Beauty5th
  6. NARS6th
  7. NYX Professional Makeup7th
  8. Fenty Beauty8th
  9. Huda Beauty9th
  10. Urban Decay10th
  11. +6 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Maybelline4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Charlotte Tilbury3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MAC3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rare Beauty3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • e.l.f. Cosmetics3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • NARS3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fenty Beauty2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • NYX Professional Makeup2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huda Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Urban Decay1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+6 more

See every answer about makeup brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.

Which makeup brands compete with Charlotte Tilbury?

Charlotte Tilbury against makeup brands in the United Kingdom, by month

Share of searches by month for Charlotte Tilbury, MAC, Huda Beauty, Fenty Beauty, Maybelline, Rare Beauty, Sculpted by Aimee, e.l.f. Cosmetics, Bobbi Brown, NARS, NYX Professional Makeup. The figures are in the table below the chart.

View monthly share of searches table
MonthCharlotte TilburyMACHuda BeautyFenty BeautyMaybellineRare BeautySculpted by Aimeee.l.f. CosmeticsBobbi BrownNARSNYX Professional MakeupNo7Iconic LondonToo FacedUrban DecayBenefit Cosmetics
Oct 202543.3%6.2%10.6%5.8%3.9%5.8%3.2%3.6%5.8%3.2%2.6%1.2%1.7%1.2%1.2%0.78%
Nov 202552.6%4.1%19.4%3.2%1.7%3.9%1.4%2.4%2.6%2.6%1.4%0.68%1.7%0.95%0.78%0.43%
Dec 202559.3%4.9%7.9%3.6%2.4%4.4%1.6%2.9%2.9%2.9%1.6%0.89%2.4%1.1%0.87%0.48%
Jan 202642.8%6.1%12.9%4.7%4.7%5.8%2.6%2.9%3.9%3.2%3.2%1.5%2.6%1.4%1.4%0.63%
Feb 202646%6.6%11.3%5.1%4.1%5.1%2.8%3.1%3.4%3.4%2.8%1.5%1.8%1.2%1.2%0.67%
Mar 202649.6%6.8%8.2%4.5%4.5%4.5%3%3.1%3.7%3.7%2.4%1.5%1.6%1.1%1.3%0.59%
Apr 202645.8%7.7%9.2%4.1%4.1%5%4.1%3.3%4.1%3.4%2.8%1.5%1.8%1.2%1.2%0.67%
May 202644.7%7.5%9%4.9%4%4%4.9%3.3%4%4%3.3%1.4%1.8%1.2%1.2%0.65%
Jun 202649%7.9%8.1%3.6%4.4%3.6%4.4%3%3.6%3.6%2.9%1.3%1.6%0.88%1.3%0.72%
Jul 202648.5%7.8%8%3.6%4.4%5.3%3.6%3.6%3.6%2.9%2.9%1.3%1.6%1.1%1.1%0.71%
Aug 202642.6%8.4%8.6%4.7%4.7%5.7%4.7%3.9%3.8%3.1%3.1%1.7%1.4%1.4%1.4%0.62%
Sep 202647.5%8%7.8%5.2%4.3%4.3%4.3%3.6%3.5%2.9%2.9%1.4%1.3%1.3%1.3%0.69%

  1. 1.Charlotte Tilbury

    47.5%

    Held 1st. 301K estimated branded searches, +22.4% vs prior month. Share +4.9 points.

  2. 2.MAC

    8%

    Moved from 3rd to 2nd. 50.4K estimated branded searches, +3.7% vs prior month. Share -0.5 points.

  3. 3.Huda Beauty

    7.8%

    Moved from 2nd to 3rd. 49.5K estimated branded searches, 0% vs prior month. Share -0.8 points.

  4. 4.Fenty Beauty

    5.2%

    Moved from 5th to 4th. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.5 points.

  5. 5.Maybelline

    4.3%

    Moved from 6th to 5th. 27.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

  6. 6.Rare Beauty

    4.3%

    Moved from 4th to 6th. 27.1K estimated branded searches, -18.1% vs prior month. Share -1.5 points.

  7. 7.Sculpted by Aimee

    4.3%

    Held 7th. 27.1K estimated branded searches, 0% vs prior month. Share -0.4 points.

  8. 8.e.l.f. Cosmetics

    3.6%

    Held 8th. 22.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  9. 9.Bobbi Brown

    3.5%

    Held 9th. 22.2K estimated branded searches, 0% vs prior month. Share -0.3 points.

  10. 10.NARS

    2.9%

    Held 10th. 18.1K estimated branded searches, 0% vs prior month. Share -0.3 points.

  11. 11.NYX Professional Makeup

    2.9%

    Held 11th. 18.1K estimated branded searches, 0% vs prior month. Share -0.3 points.

  12. 12.No7

    1.4%

    Held 12th. 8.6K estimated branded searches, -12.2% vs prior month. Share -0.3 points.

  13. 13.Iconic London

    1.3%

    Held 13th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  14. 14.Too Faced

    1.3%

    Held 14th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  15. 15.Urban Decay

    1.3%

    Held 15th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  16. 16.Benefit Cosmetics

    0.69%

    Held 16th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

No7 sells other things too, so only its searches that name this product count here, like “no7 makeup”.

Compare popularity between Charlotte Tilbury and its closest rivals

Every comparison with Charlotte Tilbury

15 comparisons

How has branded search demand for Charlotte Tilbury changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Charlotte Tilbury in the United Kingdom fell from 368K to 301K.
  • Across the 12 months ending September 2026, Charlotte Tilbury’s share of searches among makeup brands in the United Kingdom increased from 43.3% to 47.5%.
  • Across the 12 months ending September 2026, Charlotte Tilbury’s share of searches among makeup brands in the United Kingdom peaked at 59.3% in December 2025 and was lowest at 42.6% in August 2026.

How did search popularity change for United Kingdom makeup brands in September 2026?

6 changes

  1. In September 2026, Fenty Beauty overtook Rare Beauty to rank 4th among makeup brands in the United Kingdom, with 5.2% of the searches.

  2. In September 2026, Charlotte Tilbury gained share of searches among makeup brands in the United Kingdom, from 42.6% to 47.5%.

  3. In September 2026, Rare Beauty lost share of searches among makeup brands in the United Kingdom, from 5.7% to 4.3%.

  4. In September 2026, Huda Beauty lost share of searches among makeup brands in the United Kingdom, from 8.6% to 7.8%.

  5. In September 2026, MAC rose from 3rd to 2nd among makeup brands in the United Kingdom.

  6. In September 2026, Maybelline rose from 6th to 5th among makeup brands in the United Kingdom.

How are Charlotte Tilbury’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Charlotte Tilbury’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • charlotte tilbury

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How the Brand Demand Index is measured

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