Brandwave

How popular isHuda Beauty?

In September 2026, people searched for Huda Beauty by name about 18,100 times in Australia, an 18.5% decrease from the previous year. These searches made up 7.7% of all Australia makeup brand searches, placing Huda Beauty fourth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about makeup brands, Huda Beauty appeared in one of the five answers and was the 12th most recommended of the 15.

Search and AI answers in September 2026

Huda Beauty is the fourth most searched of 15 competitors and the 12th most recommended in AI answers.

  1. MCoBeautyShare of searches 31.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. Charlotte TilburyShare of searches 17.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. MaybellineShare of searches 9.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 9th
  4. Huda BeautyShare of searches 7.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 12th
  5. MACShare of searches 5.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

+10 more

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Top makeup brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Huda Beauty was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Huda Beauty is the 12th most recommended of the 15.

Most recommended by AI

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

  1. Charlotte Tilbury1st
  2. NARS2nd
  3. Fenty Beauty3rd
  4. MAC4th
  5. MCoBeauty5th
  6. MECCA MAX6th
  7. Rare Beauty7th
  8. +3 more
  9. Ere Perez11th
  10. Huda Beauty12th
  11. e.l.f. Cosmetics–
  12. +2 more

Mentioned by AI

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

  • Charlotte Tilbury3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Maybelline3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fenty Beauty3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NARS3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MECCA MAX3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MCoBeauty2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAC2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rare Beauty2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nude by Nature2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huda Beauty1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+5 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 Australia on October 26, 2026.

Which makeup brands compete with Huda Beauty?

Huda Beauty against makeup brands in Australia, by month

Share of searches by month for MCoBeauty, Charlotte Tilbury, Maybelline, Huda Beauty, MAC, Rare Beauty, Fenty Beauty, e.l.f. Cosmetics, Napoleon Perdis, Nude by Nature, NARS. The figures are in the table below the chart.

View monthly share of searches table
MonthMCoBeautyCharlotte TilburyMaybellineHuda BeautyMACRare BeautyFenty Beautye.l.f. CosmeticsNapoleon PerdisNude by NatureNARSEre PerezMECCA MAXToo FacedINIKA Organic
Oct 202533.4%15%8.2%8.2%6.1%6.7%5.5%3%3%3%3.7%1.1%1.3%1.1%0.89%
Nov 202527.1%18.2%4.5%22.1%5.8%5.4%3.6%1.6%2.4%2%3.6%1.1%0.88%0.88%0.88%
Dec 202535.8%19.7%5.9%8.8%5.4%5.9%3.9%2.4%2.2%2.6%3.2%0.94%1.4%0.94%0.78%
Jan 202633.3%14.9%8.1%12.2%5.3%6.7%4.5%2.5%2.4%3%3%1.3%1.1%1.1%0.72%
Feb 202631.9%14.3%9.6%9.6%6.2%7.8%4.3%2.2%2.3%3.5%3.5%1.5%1.5%1%0.84%
Mar 202638%13.9%9.3%6.2%6.9%6.2%4.2%2.2%2.3%3.4%3.4%1.2%1%1%0.8%
Apr 202630.8%16.8%9.2%7.5%6%6.2%5%2.9%2.7%4.1%3.4%1.5%1.5%1.2%1.2%
May 202629.7%16.3%8.9%8.9%7%5.9%5.9%3.1%2.7%3.2%3.2%1.4%1.2%1.2%1.2%
Jun 202630.9%20.7%9.3%7.6%6%4.1%4.1%2.7%3.4%3.4%2.8%2.3%0.79%0.79%1.2%
Jul 202630%20%9%7.3%6.7%6%4%4.7%2.2%3.3%2.7%1.5%0.97%0.97%0.77%
Aug 202634.8%15.6%8.5%7%7.4%4.6%4.6%3.6%3.1%3.8%2.5%1.7%0.92%0.92%0.92%
Sep 202631.7%17.3%9.5%7.7%5.8%5.2%4.2%4%3.5%3.5%2.8%1.5%1.2%1.2%0.81%

  1. 1.MCoBeauty

    31.7%

    Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share -3.1 points.

  2. 2.Charlotte Tilbury

    17.3%

    Held 2nd. 40.5K estimated branded searches, 0% vs prior month. Share +1.8 points.

  3. 3.Maybelline

    9.5%

    Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +1 points.

  4. 4.Huda Beauty

    7.7%

    Moved from 5th to 4th. 18.1K estimated branded searches, 0% vs prior month. Share +0.8 points.

  5. 5.MAC

    5.8%

    Moved from 4th to 5th. 13.5K estimated branded searches, -29.7% vs prior month. Share -1.6 points.

  6. 6.Rare Beauty

    5.2%

    Moved from 7th to 6th. 12.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Fenty Beauty

    4.2%

    Moved from 6th to 7th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  8. 8.e.l.f. Cosmetics

    4%

    Moved from 9th to 8th. 9.4K estimated branded searches, 0% vs prior month. Share +0.4 points.

  9. 9.Napoleon Perdis

    3.5%

    Moved from 10th to 9th. 8.1K estimated branded searches, 0% vs prior month. Share +0.4 points.

  10. 10.Nude by Nature

    3.5%

    Moved from 8th to 10th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  11. 11.NARS

    2.8%

    Held 11th. 6.6K estimated branded searches, 0% vs prior month. Share +0.3 points.

  12. 12.Ere Perez

    1.5%

    Held 12th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  13. 13.MECCA MAX

    1.2%

    Moved from 14th to 13th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.3 points.

  14. 14.Too Faced

    1.2%

    Moved from 15th to 14th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.3 points.

  15. 15.INIKA Organic

    0.81%

    Moved from 13th to 15th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.1 points.

Compare popularity between Huda Beauty and its closest rivals

Every comparison with Huda Beauty

14 comparisons

How has branded search demand for Huda Beauty changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Huda Beauty in Australia fell from 22.2K to 18.1K.
  • Across the 12 months ending September 2026, Huda Beauty’s share of searches among makeup brands in Australia peaked at 22.1% in November 2025 and was lowest at 6.2% in March 2026.
  • Across the 12 months ending September 2026, Huda Beauty fell from 3rd to 4th among makeup brands in Australia.

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

6 changes

  1. In September 2026, Huda Beauty overtook MAC to rank 4th among makeup brands in Australia, with 7.7% of the searches.

  2. In September 2026, Rare Beauty overtook Fenty Beauty to rank 6th among makeup brands in Australia, with 5.2% of the searches.

  3. In September 2026, Charlotte Tilbury gained share of searches among makeup brands in Australia, from 15.6% to 17.3%.

  4. In September 2026, Maybelline gained share of searches among makeup brands in Australia, from 8.5% to 9.5%.

  5. In September 2026, MCoBeauty lost share of searches among makeup brands in Australia, from 34.8% to 31.7%.

  6. In September 2026, MAC lost share of searches among makeup brands in Australia, from 7.4% to 5.8%.

How are Huda Beauty’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Huda Beauty’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.

  • huda beauty

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How the Brand Demand Index is measured

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