Brandwave

How popular isBenefit Cosmetics?

In October 2026, people searched for Benefit Cosmetics by name about 203,000 times worldwide, a 28% decrease from the previous year. These searches made up 11.1% of all global makeup primer brand searches, placing Benefit Cosmetics second out of 12 brands. When we asked both ChatGPT and Google AI Overviews about makeup primer brands, Benefit Cosmetics appeared in two of the five answers and was the joint third most recommended of the 12.

Search and AI answers in October 2026

Benefit Cosmetics is the second most searched of 12 competitors and the joint third most recommended in the AI answers we collected.

  1. e.l.f. CosmeticsShare of searches 50.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. Benefit CosmeticsShare of searches 11.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. SmashboxShare of searches 10.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Milk MakeupShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. NYX Professional MakeupShare of searches 6.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

+7 more

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Top makeup primer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Benefit Cosmetics was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Benefit Cosmetics is the joint third most recommended of the 12.

Most recommended by AI

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

  1. Smashbox1st
  2. Milk Makeup2nd
  3. e.l.f. Cosmetics3rd
  4. Benefit Cosmetics3rd
  5. NYX Professional Makeup5th
  6. Hourglass6th
  7. MAC–
  8. Charlotte Tilbury–
  9. Laura Mercier–
  10. Fenty Beauty–
  11. +2 more

Mentioned by AI

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

  • Smashbox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milk Makeup3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • e.l.f. Cosmetics2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Benefit Cosmetics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NYX Professional Makeup1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hourglass1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MAC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Laura Mercier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fenty Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about makeup primer brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.

How often do people search for Benefit Cosmetics compared with other makeup primer brands worldwide?

Benefit Cosmetics against makeup primer brands worldwide, by month

Share of searches by month for e.l.f. Cosmetics, Benefit Cosmetics, Smashbox, Milk Makeup, NYX Professional Makeup, MAC, Hourglass. The figures are in the table below the chart.

View monthly share of searches table
Monthe.l.f. CosmeticsBenefit CosmeticsSmashboxMilk MakeupNYX Professional MakeupMACHourglassCharlotte TilburyLaura MercierFenty BeautyRare BeautyToo Faced
Nov 202544.4%12.1%8.7%11.3%8.4%5.6%2.8%2.5%1.7%1.1%0.91%0.5%
Dec 202545.7%11.8%8.6%11.7%8.6%4.7%2.3%2.6%1.7%0.94%0.77%0.62%
Jan 202641%16.5%9.8%10.9%8.1%4.4%2.7%2.4%1.6%0.88%0.88%0.71%
Feb 202642.5%13.4%9.8%13%8%4.4%2.7%2.4%1.6%0.86%0.71%0.71%
Mar 202644.1%13.9%9.3%11.1%8.3%4.6%2.3%2.5%1.7%0.91%0.73%0.6%
Apr 202641.2%12.4%11.5%12.9%7.4%5%3%2.7%1.5%0.98%0.79%0.79%
May 202643%11.1%12.1%11.7%8.1%4.4%2.9%2.4%1.6%1.1%0.87%0.57%
Jun 202644.8%11.6%11.3%11.3%7%4.6%3%2.5%1.7%0.91%0.75%0.5%
Jul 202645.9%11.3%11.1%11.9%6.8%3.7%2.9%2.5%1.6%0.89%0.89%0.58%
Aug 202649.7%10.5%9.3%10.2%7.7%4.2%2.5%2.3%1.5%0.82%0.82%0.54%
Sep 202649.7%10.9%10.1%10%6.6%4.4%2.7%2%1.6%0.86%0.71%0.56%
Oct 202650.6%11.1%10.3%8.9%6.7%4.5%2.6%2%1.3%0.89%0.71%0.39%

  1. 1.e.l.f. Cosmetics

    50.6%

    Held 1st. 206K estimated branded searches, +22.2% vs prior month. Share +0.9 points.

  2. 2.Benefit Cosmetics

    11.1%

    Held 2nd. 45.2K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  3. 3.Smashbox

    10.3%

    Held 3rd. 41.9K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  4. 4.Milk Makeup

    8.9%

    Held 4th. 36.2K estimated branded searches, +7.4% vs prior month. Share -1 points.

  5. 5.NYX Professional Makeup

    6.7%

    Held 5th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.1 points.

  6. 6.MAC

    4.5%

    Held 6th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.1 points.

  7. 7.Hourglass

    2.6%

    Held 7th. 10.5K estimated branded searches, +16.7% vs prior month. Share -0.1 points.

  8. 8.Charlotte Tilbury

    2%

    Held 8th. 8.1K estimated branded searches, +22.7% vs prior month. Share 0 points.

  9. 9.Laura Mercier

    1.3%

    Held 9th. 5.4K estimated branded searches, 0% vs prior month. Share -0.3 points.

  10. 10.Fenty Beauty

    0.89%

    Held 10th. 3.6K estimated branded searches, +24.1% vs prior month. Share 0 points.

  11. 11.Rare Beauty

    0.71%

    Held 11th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

  12. 12.Too Faced

    0.39%

    Held 12th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.2 points.

Benefit Cosmetics, e.l.f. Cosmetics and 8 other brands sell other things too, so only their searches that name this product count here, like “benefit primer”.

Compare popularity between Benefit Cosmetics and its closest rivals

Every comparison with Benefit Cosmetics

34 comparisons

How has branded search demand for Benefit Cosmetics changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Benefit Cosmetics worldwide fell from 281K to 203K.
  • Across the 12 months ending October 2026, Benefit Cosmetics’ share of searches among makeup primer brands worldwide decreased from 12.1% to 11.1%.
  • Across the 12 months ending October 2026, Benefit Cosmetics’ share of searches among makeup primer brands worldwide peaked at 16.5% in January 2026 and was lowest at 10.5% in August 2026.

How did search popularity change for makeup primer brands worldwide in October 2026?

6 changes

  1. In October 2026, e.l.f. Cosmetics gained share of searches among makeup primer brands worldwide, from 49.7% to 50.6%.

  2. In October 2026, Milk Makeup lost share of searches among makeup primer brands worldwide, from 10% to 8.9%.

  3. MAC’s share of searches among makeup primer brands worldwide has gained ground for 3 months in a row, from 3.7% to 4.5% in October 2026.

  4. Estimated monthly branded searches for Rare Beauty worldwide fell 34.1% over 12 measured months, from 4.4K to 2.9K in October 2026.

  5. Estimated monthly branded searches for Fenty Beauty worldwide fell 33.3% over 12 measured months, from 5.4K to 3.6K in October 2026.

  6. Estimated monthly branded searches for Laura Mercier worldwide fell 33.3% over 12 measured months, from 8.1K to 5.4K in October 2026.

How are Benefit Cosmetics’ branded searches counted?

16 search terms

Brandwave collects information about searches that people make online using Benefit Cosmetics’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • benefit blush
  • benefit bronzer
  • benefit bronzer stick
  • benefit bronzing powder
  • benefit contour stick
  • benefit cosmetics
  • benefit cosmetics blush
  • benefit cosmetics eyeliner
  • benefit cosmetics mascara
  • benefit eye pencil
  • benefit eyeliner
  • benefit gel eyeliner
  • benefit kohl
  • benefit mascara
  • benefit porefessional
  • benefit primer

Do you work for Benefit Cosmetics? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Benefit Cosmetics compete?

Benefit Cosmetics is ranked by how often people search for it in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Makeup and cosmetics brands23rd of 280.47%Show ranking
Mascara brands4th of 59.3%Show ranking
Blush brands7th of 83.6%Show ranking
Makeup primer brands2nd of 1211.1%Shown above
Eyeliner brands6th of 62.8%Show ranking
Bronzer brands1st of 527.3%Show ranking
Creator with pink hair and a pink jacket

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