Huda Beauty vs Maybelline:Which is more popular?
In September 2026, Maybelline had more branded searches than Huda Beauty among makeup brands in Australia. Maybelline had about 22,200 branded searches, while Huda Beauty had 18,100. Maybelline made up 9.5% of all makeup brand searches we track, and Huda Beauty accounted for 7.7%. When we asked ChatGPT and Google AI Overviews about makeup brands, Maybelline appeared in three of the five answers and Huda Beauty in one. Maybelline was mentioned before Huda Beauty in two out of three answers that named either.
Who do people search for more?
Maybelline, about 23% more searches than Huda Beauty
Who does AI mention more?
Maybelline, mentioned in 3 of 5 answers, Huda Beauty in 1
Who does AI recommend more?
Maybelline, named ahead of Huda Beauty in 2 of 3 answers
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Top makeup brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Maybelline was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. Maybelline was listed before Huda Beauty in two out of three answers that named either.
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
- +2 more
Huda Beauty12th- +3 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
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 Huda Beauty or Maybelline more popular in search?
This chart shows how often people search Google for Huda Beauty and Maybelline 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 Maybelline, Huda Beauty. 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 Huda Beauty and Maybelline comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Maybelline took it in March 2026.
- 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.
- Across the 12 months ending September 2026, Maybelline’s share of searches among makeup brands in Australia moved from 8.2% to 9.5%, and its estimated monthly branded searches held steady at 22.2K.
How did search popularity change for Australia makeup brands in September 2026?
2 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, Maybelline gained share of searches among makeup brands in Australia, from 8.5% to 9.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Huda Beauty’s and Maybelline’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.
Huda Beauty
1 branded search term
- huda beauty
Maybelline
1 branded search term
- maybelline
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