e.l.f. Cosmetics vs Too Faced:Which is more popular?
In September 2026, e.l.f. Cosmetics had more branded searches than Too Faced among makeup brands in Australia. e.l.f. Cosmetics had about 9,400 branded searches, while Too Faced had 2,900. e.l.f. Cosmetics made up 4% of all makeup brand searches we track, and Too Faced accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about makeup brands, Too Faced appeared in one of the five answers and e.l.f. Cosmetics in none.
Who do people search for more?
e.l.f. Cosmetics, about 3 searches for every 1 for Too Faced
Who does AI mention more?
Too Faced, mentioned in 1 of 5 answers, e.l.f. Cosmetics in 0
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Top makeup brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Too Faced 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.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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- 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
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.
Is e.l.f. Cosmetics or Too Faced more popular in search?
This chart shows how often people search Google for e.l.f. Cosmetics and Too Faced 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 e.l.f. Cosmetics, Too Faced. 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% |
How has the e.l.f. Cosmetics and Too Faced comparison changed over the last 12 months?
3 findings
- e.l.f. Cosmetics was ahead of Too Faced 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, Too Faced’s share of searches among makeup brands in Australia moved from 1.1% to 1.2%, and its estimated monthly branded searches held steady at 2.9K.
How did search popularity change for Australia makeup brands in September 2026?
2 changes
In September 2026, e.l.f. Cosmetics rose from 9th to 8th among makeup brands in Australia.
In September 2026, Too Faced rose from 15th to 14th among makeup brands in Australia.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Too Faced’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
2 branded search terms
- elf cosmetics
- elf makeup
Too Faced
1 branded search term
- too faced
Other head-to-heads among makeup brands
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