--- title: "e.l.f. Cosmetics vs Huda Beauty: Which is searched more in Australia?" description: "Is e.l.f. Cosmetics or Huda Beauty more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Makeup brands set in Australia. 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/au/compare/e-l-f-cosmetics-vs-huda-beauty" publisher: "Brandwave" --- # e.l.f. Cosmetics vs Huda Beauty: Which is searched more in Australia? Is e.l.f. Cosmetics or Huda Beauty more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Makeup brands set in Australia. 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 Huda Beauty - **Competitive set**: Makeup brands - **Market**: Australia - **Month measured**: Sep 2026 - **e.l.f. Cosmetics Share of Search**: 4% - **Huda Beauty Share of Search**: 7.7% ## Is e.l.f. Cosmetics or Huda Beauty more popular in search? - In September 2026, Huda Beauty had more branded searches than e.l.f. Cosmetics among makeup brands in Australia. Huda Beauty had about 18,100 branded searches, while e.l.f. Cosmetics had 9,400. Huda Beauty made up 7.7% of all makeup brand searches we track, and e.l.f. Cosmetics accounted for 4%. - Huda Beauty was ahead of e.l.f. Cosmetics in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, e.l.f. Cosmetics’ share of searches among makeup brands in Australia moved from 3% to 4%, and its estimated monthly branded searches moved from 8.2K to 9.4K. - Across the 12 months ending September 2026, Huda Beauty’s share of searches among makeup brands in Australia moved from 8.2% to 7.7%, and its estimated monthly branded searches moved from 22.2K to 18.1K. ## 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. e.l.f. Cosmetics did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Charlotte Tilbury | 1st | 1 of 3 | 2 of 2 | 3 of 5 | | NARS | 2nd | 1 of 3 | 2 of 2 | 3 of 5 | | Fenty Beauty | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | MAC | 4th | 1 of 3 | 1 of 2 | 2 of 5 | | MCoBeauty | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | MECCA MAX | 6th | 1 of 3 | 2 of 2 | 3 of 5 | | Rare Beauty | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Nude by Nature | 8th | 2 of 3 | 0 of 2 | 2 of 5 | | Maybelline | 9th | 2 of 3 | 1 of 2 | 3 of 5 | | Too Faced | 10th | 0 of 3 | 1 of 2 | 1 of 5 | | Ere Perez | 11th | 2 of 3 | 0 of 2 | 2 of 5 | | Huda Beauty | 12th | 0 of 3 | 1 of 2 | 1 of 5 | | e.l.f. Cosmetics | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Napoleon Perdis | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | INIKA Organic | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about makeup brands - Asked ChatGPT "What are the best makeup brands in Australia?": 1. Charlotte Tilbury, 2. NARS, 3. Fenty Beauty, 4. MAC, 5. Rare Beauty, 6. Maybelline, 7. MCoBeauty, 8. Nude by Nature, 9. Ere Perez, 10. MECCA MAX - Asked ChatGPT "Which Australian makeup brand is best for everyday wear?": 1. MCoBeauty, 2. Nude by Nature, 3. Ere Perez - Asked ChatGPT "What's the best drugstore foundation in Australia?": 1. Maybelline - Searched Google, AI Overview "makeup brands": 1. Charlotte Tilbury, 2. MAC, 3. NARS, 4. Fenty Beauty, 5. Maybelline, 6. MECCA MAX - Searched Google, AI Overview "makeup": 1. MECCA MAX, 2. NARS, 3. Charlotte Tilbury, 4. Too Faced, 5. Rare Beauty, 6. Fenty Beauty, 7. Huda Beauty Not named in any answer: e.l.f. Cosmetics, Napoleon Perdis and INIKA Organic. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How did search popularity change for Australia makeup brands in September 2026? - In September 2026, Huda Beauty overtook MAC to rank 4th among makeup brands in Australia, with 7.7% of the searches. - In September 2026, e.l.f. Cosmetics rose from 9th to 8th among makeup brands in Australia. ## Month by month | Month | e.l.f. Cosmetics estimated searches | e.l.f. Cosmetics Share of Search | e.l.f. Cosmetics rank | Huda Beauty estimated searches | Huda Beauty Share of Search | Huda Beauty rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 8.2K | 3% | 9 | 22.2K | 8.2% | 3 | | Nov 2025 | 7.8K | 1.6% | 11 | 110K | 22.1% | 2 | | Dec 2025 | 7.3K | 2.4% | 10 | 27.1K | 8.8% | 3 | | Jan 2026 | 5.5K | 2.5% | 10 | 27.1K | 12.2% | 3 | | Feb 2026 | 4.2K | 2.2% | 11 | 18.1K | 9.6% | 3 | | Mar 2026 | 5.2K | 2.2% | 11 | 14.8K | 6.2% | 5 | | Apr 2026 | 5.7K | 2.9% | 10 | 14.8K | 7.5% | 4 | | May 2026 | 6.4K | 3.1% | 10 | 18.1K | 8.9% | 3 | | Jun 2026 | 6.4K | 2.7% | 11 | 18.1K | 7.6% | 4 | | Jul 2026 | 11.5K | 4.7% | 7 | 18.1K | 7.3% | 4 | | Aug 2026 | 9.4K | 3.6% | 9 | 18.1K | 7% | 5 | | Sep 2026 | 9.4K | 4% | 8 | 18.1K | 7.7% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Huda Beauty’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. - **e.l.f. Cosmetics**: Measured on the search terms “elf cosmetics” and “elf makeup”, summed into one figure. - **Huda Beauty**: Measured on the search term “huda beauty”. - [e.l.f. Cosmetics profile](/demand/au/brands/e-l-f-cosmetics) - [Huda Beauty profile](/demand/au/brands/huda-beauty) - [All makeup brands in Australia](/demand/au/categories/au-makeup-brands): The set both shares are measured inside, 15 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is e.l.f. Cosmetics or Huda Beauty more popular in search? In September 2026, Huda Beauty had more branded searches than e.l.f. Cosmetics among makeup brands in Australia. Huda Beauty had about 18,100 branded searches, while e.l.f. Cosmetics had 9,400. Huda Beauty made up 7.7% of all makeup brand searches we track, and e.l.f. Cosmetics accounted for 4%. ## Cite this page Brandwave. "e.l.f. Cosmetics vs Huda Beauty: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/e-l-f-cosmetics-vs-huda-beauty This page is also available as HTML at https://gobrandwave.com/demand/au/compare/e-l-f-cosmetics-vs-huda-beauty. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.