Brandwave

How popular ise.l.f. Cosmetics in search?

In September 2026, there were an estimated 165K branded searches for e.l.f. Cosmetics worldwide which is down 17.9% over the last 12 months. e.l.f. Cosmetics holds 2% estimated Share of Search among makeup and cosmetics brands worldwide and is ranked 16th of 27 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Charlotte Tilbury17.9%
  2. Estée Lauder9.8%
  3. Maybelline9.8%
  4. Huda Beauty8%
  5. Rare Beauty6.6%
  6. Fenty Beauty5.4%
  7. Morphe5.4%
  8. +7 more
  9. Revlon2.4%
  10. e.l.f. Cosmetics2%
  11. Kylie Cosmetics2%
  12. +10 more
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Which makeup and cosmetics brands compete with e.l.f. Cosmetics?

e.l.f. Cosmetics against makeup and cosmetics brands worldwide, by month

Share of Search by month for Charlotte Tilbury, Estée Lauder, Maybelline, Huda Beauty, Rare Beauty, Fenty Beauty, Morphe, Hourglass, L'Oréal Paris, NARS, Bobbi Brown, Makeup by Mario, Tarte, ColourPop, Revlon, e.l.f. Cosmetics. The figures are in the table below the chart.

View monthly share of search table
MonthCharlotte TilburyEstée LauderMaybellineHuda BeautyRare BeautyFenty BeautyMorpheHourglassL'Oréal ParisNARSBobbi BrownMakeup by MarioTarteColourPopRevlone.l.f. CosmeticsKylie CosmeticsToo FacedNYX Professional MakeupKosasMACEssenceMilk MakeupBenefit CosmeticsCoverGirlRimmelRevolution Beauty
Oct 202514.6%11.9%9.7%9.7%8%6.5%1.6%3.2%2.9%3.6%3.6%2.4%3.6%2.4%2.4%2%5.3%1.6%0.76%0.88%0.72%0.53%0.72%0.59%0.32%0.39%0.18%
Nov 202519.1%10.4%5.7%23.3%6.9%4.7%1.4%2.6%1.7%3.8%2.6%2.6%2.6%1.7%1.4%1.1%2.1%2.6%0.52%0.77%0.63%0.34%0.52%0.42%0.19%0.23%0.15%
Dec 202522.4%12.3%8.2%8.2%8.2%5.5%2%3.1%2.5%3.7%3%2.5%3%2.5%2%1.6%2.5%2%0.75%0.74%0.9%0.44%0.74%0.49%0.33%0.4%0.18%
Jan 202614.6%9.7%8%11.9%8%5.3%2.4%3.5%3.6%3.6%3.6%2.4%2.9%2.9%2.4%1.6%6.5%2%0.86%0.88%0.72%0.53%0.72%0.48%0.39%0.39%0.18%
Feb 202614.4%11.8%9.7%9.7%7.9%6.5%2.4%3.2%2.9%3.5%2.9%2.4%2.9%2.4%2.4%1.6%6.5%1.6%0.89%0.87%0.87%0.52%0.87%0.48%0.48%0.39%0.17%
Mar 202616.4%13.4%9%7.4%7.4%6%3.3%3.1%3.3%4%3.3%3.3%3.3%2.7%2.2%1.8%2.7%1.8%0.86%0.99%0.81%0.66%0.81%0.54%0.44%0.44%0.16%
Apr 202615%12.3%10.1%8.3%8.3%6.8%3.7%3.3%3%3.7%3%3%2.5%2.5%2.5%2%2%1.7%0.93%1.1%0.91%0.67%0.91%0.61%0.5%0.5%0.15%
May 202614.1%11.6%9.5%7.8%6.4%5.2%3.5%2.7%2.8%4.3%2.8%2.8%7.8%2.3%2.3%2.3%4.3%1.9%0.87%1%0.86%0.63%0.7%0.47%0.47%0.38%0.14%
Jun 202616.3%11%11%7.4%6%4.9%4%2.9%3.3%4%3.3%2.7%3.3%2.7%2.2%2.2%4.9%1.8%0.97%1.2%0.81%0.74%0.66%0.54%0.44%0.44%0.2%
Jul 202618.5%10.2%10.2%8.3%8.3%5.6%3.7%2.8%3%3.7%3%2.5%3%3%2.5%2%2%1.7%0.93%0.91%0.91%0.74%0.75%0.5%0.41%0.41%0.18%
Aug 202618.2%10%10%10%6.7%5.5%4.5%3.1%3%3.7%3%3%3%2.4%2.4%2%2%1.6%0.92%1.1%0.9%0.73%0.74%0.49%0.4%0.4%0.18%
Sep 202617.9%9.8%9.8%8%6.6%5.4%5.4%5.2%3.6%3.6%2.9%2.9%2.9%2.4%2.4%2%2%1.6%0.9%0.88%0.88%0.88%0.59%0.48%0.4%0.4%0.18%

  1. 1.Charlotte Tilbury

    17.9%

    Held 1st. 1.5M estimated branded searches, 0% vs prior month. Share -0.3 points.

  2. 2.Estée Lauder

    9.8%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.2 points.

  3. 3.Maybelline

    9.8%

    Moved from 4th to 3rd. 823K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Huda Beauty

    8%

    Moved from 3rd to 4th. 673K estimated branded searches, -18.2% vs prior month. Share -2 points.

  5. 5.Rare Beauty

    6.6%

    Held 5th. 550K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Fenty Beauty

    5.4%

    Held 6th. 450K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Morphe

    5.4%

    Held 7th. 450K estimated branded searches, +22.3% vs prior month. Share +0.9 points.

  8. 8.Hourglass

    5.2%

    Moved from 9th to 8th. 435K estimated branded searches, +71.2% vs prior month. Share +2.1 points.

  9. 9.L'Oréal Paris

    3.6%

    Moved from 11th to 9th. 301K estimated branded searches, +22.4% vs prior month. Share +0.6 points.

  10. 10.NARS

    3.6%

    Moved from 8th to 10th. 301K estimated branded searches, 0% vs prior month. Share -0.1 points.

  11. 11.Bobbi Brown

    2.9%

    Moved from 10th to 11th. 246K estimated branded searches, 0% vs prior month. Share -0.1 points.

  12. 12.Makeup by Mario

    2.9%

    Held 12th. 246K estimated branded searches, 0% vs prior month. Share -0.1 points.

  13. 13.Tarte

    2.9%

    Held 13th. 246K estimated branded searches, 0% vs prior month. Share -0.1 points.

  14. 14.ColourPop

    2.4%

    Held 14th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  15. 15.Revlon

    2.4%

    Held 15th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  16. 16.e.l.f. Cosmetics

    2%

    Held 16th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  17. 17.Kylie Cosmetics

    2%

    Held 17th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  18. 18.Too Faced

    1.6%

    Held 18th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  19. 19.NYX Professional Makeup

    0.9%

    Moved from 20th to 19th. 75.3K estimated branded searches, 0% vs prior month. Share 0 points.

  20. 20.Kosas

    0.88%

    Moved from 19th to 20th. 74K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  21. 21.MAC

    0.88%

    Held 21st. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  22. 22.Essence

    0.88%

    Moved from 23rd to 22nd. 73.6K estimated branded searches, +22.3% vs prior month. Share +0.1 points.

  23. 23.Milk Makeup

    0.59%

    Moved from 22nd to 23rd. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  24. 24.Benefit Cosmetics

    0.48%

    Held 24th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  25. 25.CoverGirl

    0.4%

    Held 25th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  26. 26.Rimmel

    0.4%

    Held 26th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  27. 27.Revolution Beauty

    0.18%

    Held 27th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between e.l.f. Cosmetics and its closest rivals

Every comparison with e.l.f. Cosmetics

How has branded search demand for e.l.f. Cosmetics changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for e.l.f. Cosmetics worldwide fell from 201K to 165K.
  • Across the 12 months ending September 2026, e.l.f. Cosmetics’ estimated Share of Search among makeup and cosmetics brands worldwide peaked at 2.3% in May 2026 and was lowest at 1.1% in November 2025.

How did search popularity change for makeup and cosmetics brands worldwide in September 2026?

  1. In September 2026, Hourglass overtook NARS to rank 8th among makeup and cosmetics brands worldwide, with 5.2% estimated Share of Search.

  2. In September 2026, L'Oréal Paris overtook NARS and Bobbi Brown to rank 9th among makeup and cosmetics brands worldwide, with 3.6% estimated Share of Search.

  3. In September 2026, Morphe gained estimated Share of Search among makeup and cosmetics brands worldwide, from 4.5% to 5.4%.

  4. In September 2026, Huda Beauty lost estimated Share of Search among makeup and cosmetics brands worldwide, from 10% to 8%.

  5. Kylie Cosmetics’ estimated Share of Search among makeup and cosmetics brands worldwide has lost ground for 3 months in a row, from 4.9% to 2% in September 2026.

  6. Estée Lauder’s estimated Share of Search among makeup and cosmetics brands worldwide has lost ground for 3 months in a row, from 11% to 9.8% in September 2026.

How is e.l.f. Cosmetics measured?

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

1 branded search term

  • e l f cosmetics

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How the Brand Demand Index is measured

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