Makeup brands in Australia:Which are most popular?
In September 2026, MCoBeauty was the most searched makeup brand in Australia, accounting for 31.7% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, Charlotte Tilbury, Maybelline, Fenty Beauty, NARS and MECCA MAX were mentioned most often, in three of the five answers. Charlotte Tilbury was recommended most often, coming first in two out of four responses that gave a list.
MCoBeautyShare of searches 31.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
Charlotte TilburyShare of searches 17.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
MaybellineShare of searches 9.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 9th
Huda BeautyShare of searches 7.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 12th
MACShare of searches 5.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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Top makeup brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Charlotte Tilbury, Maybelline, Fenty Beauty, NARS and MECCA MAX were mentioned most often, in three of the five answers. Charlotte Tilbury was recommended most often, coming first in two out of four answers that gave a list. NARS was second, and Fenty Beauty was third. e.l.f. Cosmetics, which ranked eighth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Charlotte Tilbury1st
NARS2nd
Fenty Beauty3rd- MAC4th
- MCoBeauty5th
MECCA MAX6th
Rare Beauty7th
Nude by Nature8th- Maybelline9th
Too Faced10th
Ere Perez11th- Huda Beauty12th
e.l.f. Cosmetics–
Napoleon Perdis–
INIKA Organic–
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
- Ere Perez2 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
- Too Faced1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- e.l.f. Cosmetics0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Napoleon Perdis0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- INIKA Organic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about makeup brands
5 answers
Asked ChatGPT
“What are the best makeup brands in Australia?”
Asked ChatGPT
“Which Australian makeup brand is best for everyday wear?”
Asked ChatGPT
“What's the best drugstore foundation in Australia?”
Searched Google, AI Overview
“makeup brands”
Searched Google, AI Overview
“makeup”
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 do people search for most?
This chart shows how often people search Google for each makeup brand by name. Each line represents a brand's share of searches for all 15 makeup brands we track, month by month, from searches in Australia.
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
| Month | MCoBeauty | Charlotte Tilbury | Maybelline | Huda Beauty | MAC | Rare Beauty | Fenty Beauty | e.l.f. Cosmetics | Napoleon Perdis | Nude by Nature | NARS | Ere Perez | MECCA MAX | Too Faced | INIKA Organic |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 33.4% | 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 2025 | 27.1% | 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 2025 | 35.8% | 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 2026 | 33.3% | 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 2026 | 31.9% | 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 2026 | 38% | 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 2026 | 30.8% | 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 2026 | 29.7% | 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 2026 | 30.9% | 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 2026 | 30% | 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 2026 | 34.8% | 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 2026 | 31.7% | 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% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 31.7% | 74K | -18.2% | -3.1 points | |
| 2, held 2nd | 17.3% | 40.5K | 0% | +1.8 points | |
| 3, held 3rd | 9.5% | 22.2K | 0% | +1 points | |
| 4, moved from 5th to 4th | 7.7% | 18.1K | 0% | +0.8 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 5.8% | 13.5K | -29.7% | -1.6 pointsmoved from 4th to 5th | |
| 6, moved from 7th to 6th | 5.2% | 12.1K | 0% | +0.5 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 4.2% | 9.9K | -18.2% | -0.4 pointsmoved from 6th to 7th | |
| 8, moved from 9th to 8th | 4% | 9.4K | 0% | +0.4 pointsmoved from 9th to 8th | |
| 9, moved from 10th to 9th | 3.5% | 8.1K | 0% | +0.4 pointsmoved from 10th to 9th | |
| 10, moved from 8th to 10th | 3.5% | 8.1K | -18.2% | -0.3 pointsmoved from 8th to 10th | |
| 11, held 11th | 2.8% | 6.6K | 0% | +0.3 points | |
| 12, held 12th | 1.5% | 3.6K | -18.2% | -0.2 points | |
| 13, moved from 14th to 13th | 1.2% | 2.9K | +20.8% | +0.3 pointsmoved from 14th to 13th | |
| 14, moved from 15th to 14th | 1.2% | 2.9K | +20.8% | +0.3 pointsmoved from 15th to 14th | |
| 15, moved from 13th to 15th | 0.81% | 1.9K | -20.8% | -0.1 pointsmoved from 13th to 15th |
31.7%
Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share -3.1 points.
17.3%
Held 2nd. 40.5K estimated branded searches, 0% vs prior month. Share +1.8 points.
9.5%
Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +1 points.
7.7%
Moved from 5th to 4th. 18.1K estimated branded searches, 0% vs prior month. Share +0.8 points.
5.
MAC5.8%
Moved from 4th to 5th. 13.5K estimated branded searches, -29.7% vs prior month. Share -1.6 points.
5.2%
Moved from 7th to 6th. 12.1K estimated branded searches, 0% vs prior month. Share +0.5 points.
4.2%
Moved from 6th to 7th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.4 points.
4%
Moved from 9th to 8th. 9.4K estimated branded searches, 0% vs prior month. Share +0.4 points.
3.5%
Moved from 10th to 9th. 8.1K estimated branded searches, 0% vs prior month. Share +0.4 points.
3.5%
Moved from 8th to 10th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
11.
NARS2.8%
Held 11th. 6.6K estimated branded searches, 0% vs prior month. Share +0.3 points.
12.
Ere Perez1.5%
Held 12th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
13.
MECCA MAX1.2%
Moved from 14th to 13th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.3 points.
14.
Too Faced1.2%
Moved from 15th to 14th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.3 points.
0.81%
Moved from 13th to 15th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.1 points.
Which brand is most popular in search among makeup brands in Australia?
15 brands
In September 2026, MCoBeauty was the most searched among makeup brands in Australia, with an estimated 74K branded searches, 31.7% of all searches for the 15 we track. Charlotte Tilbury is in 2nd place, 14.3 percentage points behind at 17.3%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| MCoBeauty | 33.4% → 31.7% | 38%Mar 2026 | 27.1%Nov 2025 | 1st |
| Charlotte Tilbury | 15% → 17.3% | 20.7%Jun 2026 | 13.9%Mar 2026 | 2nd |
| Maybelline | 8.2% → 9.5% | 9.6%Feb 2026 | 4.5%Nov 2025 | 4th → 3rd |
| Huda Beauty | 8.2% → 7.7% | 22.1%Nov 2025 | 6.2%Mar 2026 | 3rd → 4th |
| MAC | 6.1% → 5.8% | 7.4%Aug 2026 | 5.3%Jan 2026 | 6th → 5th |
| Rare Beauty | 6.7% → 5.2% | 7.8%Feb 2026 | 4.1%Jun 2026 | 5th → 6th |
| Fenty Beauty | 5.5% → 4.2% | 5.9%May 2026 | 3.6%Nov 2025 | 7th |
| e.l.f. Cosmetics | 3% → 4% | 4.7%Jul 2026 | 1.6%Nov 2025 | 9th → 8th |
| Napoleon Perdis | 3% → 3.5% | 3.5%Sep 2026 | 2.2%Dec 2025 | 10th → 9th |
| Nude by Nature | 3% → 3.5% | 4.1%Apr 2026 | 2%Nov 2025 | 11th → 10th |
| NARS | 3.7% → 2.8% | 3.7%Oct 2025 | 2.5%Aug 2026 | 8th → 11th |
| Ere Perez | 1.1% → 1.5% | 2.3%Jun 2026 | 0.94%Dec 2025 | 13th → 12th |
| MECCA MAX | 1.3% → 1.2% | 1.5%Feb 2026 | 0.79%Jun 2026 | 12th → 13th |
| Too Faced | 1.1% → 1.2% | 1.2%Sep 2026 | 0.79%Jun 2026 | 14th |
| INIKA Organic | 0.89% → 0.81% | 1.2%Apr 2026 | 0.72%Jan 2026 | 15th |
Each finding as a sentence
- Across the 12 months ending September 2026, MCoBeauty’s share of searches among makeup brands in Australia decreased from 33.4% to 31.7%.
- Across the 12 months ending September 2026, Charlotte Tilbury’s share of searches among makeup brands in Australia increased from 15% to 17.3%.
- Across the 12 months ending September 2026, Maybelline’s share of searches among makeup brands in Australia increased from 8.2% to 9.5%.
- Across the 12 months ending September 2026, Rare Beauty’s share of searches among makeup brands in Australia decreased from 6.7% to 5.2%.
- Across the 12 months ending September 2026, Fenty Beauty’s share of searches among makeup brands in Australia decreased from 5.5% to 4.2%.
- Across the 12 months ending September 2026, e.l.f. Cosmetics’ share of searches among makeup brands in Australia increased from 3% to 4%.
- Across the 12 months ending September 2026, NARS’s share of searches among makeup brands in Australia decreased from 3.7% to 2.8%.
- Across the 12 months ending September 2026, MCoBeauty’s share of searches among makeup brands in Australia peaked at 38% in March 2026 and was lowest at 27.1% in November 2025.
- Across the 12 months ending September 2026, Charlotte Tilbury’s share of searches among makeup brands in Australia peaked at 20.7% in June 2026 and was lowest at 13.9% in March 2026.
- Across the 12 months ending September 2026, Maybelline’s share of searches among makeup brands in Australia peaked at 9.6% in February 2026 and was lowest at 4.5% in November 2025.
- 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, MAC’s share of searches among makeup brands in Australia peaked at 7.4% in August 2026 and was lowest at 5.3% in January 2026.
- Across the 12 months ending September 2026, Rare Beauty’s share of searches among makeup brands in Australia peaked at 7.8% in February 2026 and was lowest at 4.1% in June 2026.
- Across the 12 months ending September 2026, Fenty Beauty’s share of searches among makeup brands in Australia peaked at 5.9% in May 2026 and was lowest at 3.6% in November 2025.
- Across the 12 months ending September 2026, e.l.f. Cosmetics’ share of searches among makeup brands in Australia peaked at 4.7% in July 2026 and was lowest at 1.6% in November 2025.
- Across the 12 months ending September 2026, Napoleon Perdis’ share of searches among makeup brands in Australia peaked at 3.5% in September 2026 and was lowest at 2.2% in December 2025.
- Across the 12 months ending September 2026, Nude by Nature’s share of searches among makeup brands in Australia peaked at 4.1% in April 2026 and was lowest at 2% in November 2025.
- Across the 12 months ending September 2026, NARS’s share of searches among makeup brands in Australia peaked at 3.7% in October 2025 and was lowest at 2.5% in August 2026.
- Across the 12 months ending September 2026, Ere Perez’s share of searches among makeup brands in Australia peaked at 2.3% in June 2026 and was lowest at 0.94% in December 2025.
- Across the 12 months ending September 2026, Maybelline rose from 4th to 3rd among makeup brands in Australia.
- Across the 12 months ending September 2026, Huda Beauty fell from 3rd to 4th among makeup brands in Australia.
- Across the 12 months ending September 2026, MAC rose from 6th to 5th among makeup brands in Australia.
- Across the 12 months ending September 2026, Rare Beauty fell from 5th to 6th among makeup brands in Australia.
- Across the 12 months ending September 2026, e.l.f. Cosmetics rose from 9th to 8th among makeup brands in Australia.
- Across the 12 months ending September 2026, Napoleon Perdis rose from 10th to 9th among makeup brands in Australia.
- Across the 12 months ending September 2026, Nude by Nature rose from 11th to 10th among makeup brands in Australia.
- Across the 12 months ending September 2026, NARS fell from 8th to 11th among makeup brands in Australia.
- Across the 12 months ending September 2026, Ere Perez rose from 13th to 12th among makeup brands in Australia.
- Across the 12 months ending September 2026, MECCA MAX fell from 12th to 13th among makeup brands in Australia.
- Across the 12 months ending September 2026, Too Faced and INIKA Organic held steady: their share of searches among makeup brands in Australia each moved less than 0.5 percentage points.
How did search popularity change for Australia makeup brands in September 2026?
8 changes
In September 2026, Huda Beauty overtook MAC to rank 4th among makeup brands in Australia, with 7.7% of the searches.
In September 2026, Rare Beauty overtook Fenty Beauty to rank 6th among makeup brands in Australia, with 5.2% of the searches.
In September 2026, Charlotte Tilbury gained share of searches among makeup brands in Australia, from 15.6% to 17.3%.
In September 2026, Maybelline gained share of searches among makeup brands in Australia, from 8.5% to 9.5%.
In September 2026, MCoBeauty lost share of searches among makeup brands in Australia, from 34.8% to 31.7%.
In September 2026, MAC lost share of searches among makeup brands in Australia, from 7.4% to 5.8%.
In September 2026, e.l.f. Cosmetics rose from 9th to 8th among makeup brands in Australia.
In September 2026, MECCA MAX rose from 14th to 13th among makeup brands in Australia.
How are branded searches counted for makeup brands?
17 search terms
Each brand's share of searches among makeup brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
MCoBeauty
1 branded search term
- mcobeauty
Charlotte Tilbury
1 branded search term
- charlotte tilbury
Maybelline
1 branded search term
- maybelline
Huda Beauty
1 branded search term
- huda beauty
MAC
2 branded search terms
- mac cosmetics
- mac makeup
Rare Beauty
1 branded search term
- rare beauty
Fenty Beauty
1 branded search term
- fenty beauty
e.l.f. Cosmetics
2 branded search terms
- elf cosmetics
- elf makeup
Napoleon Perdis
1 branded search term
- napoleon perdis
Nude by Nature
1 branded search term
- nude by nature
NARS
1 branded search term
- nars
Ere Perez
1 branded search term
- ere perez
MECCA MAX
1 branded search term
- mecca max
Too Faced
1 branded search term
- too faced
INIKA Organic
1 branded search term
- inika
Compare popularity between leading brands
- MCoBeauty vs Charlotte Tilbury: compare popularity
- MCoBeauty vs Maybelline: compare popularity
- MCoBeauty vs Huda Beauty: compare popularity
- MCoBeauty vs MAC: compare popularity
- Charlotte Tilbury vs Maybelline: compare popularity
- Charlotte Tilbury vs Huda Beauty: compare popularity
- Charlotte Tilbury vs MAC: compare popularity
- Maybelline vs Huda Beauty: compare popularity
- Maybelline vs MAC: compare popularity
- Huda Beauty vs MAC: compare popularity
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