Brandwave

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

In September 2026, people searched for e.l.f. Cosmetics by name about 165,000 times worldwide, a 17.9% decrease from the previous year. These searches made up 7.2% of all global blush brand searches, placing e.l.f. Cosmetics fifth out of eight brands. These are worldwide searches for English-language branded terms.

Share of searches, September 2026
  1. Maybelline35.8%
  2. Rare Beauty24%
  3. NARS13.1%
  4. Tarte10.7%
  5. e.l.f. Cosmetics7.2%
  6. Saie4.8%
  7. Milani2.6%
  8. Benefit Cosmetics1.8%
e.l.f. Cosmetics website (opens in a new tab)

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Which blush brands compete with e.l.f. Cosmetics?

e.l.f. Cosmetics against blush brands worldwide, by month

Share of searches by month for Maybelline, Rare Beauty, NARS, Tarte, e.l.f. Cosmetics, Saie, Milani. The figures are in the table below the chart.

View monthly share of searches table
MonthMaybellineRare BeautyNARSTartee.l.f. CosmeticsSaieMilaniBenefit Cosmetics
Oct 202532.8%27%12.1%12.1%6.6%5.4%2%2%
Nov 202525.4%31%17.1%11.4%5.1%6.2%1.9%1.9%
Dec 202529.8%29.8%13.4%11%6%6%2.2%1.8%
Jan 202629.7%29.7%13.3%10.9%6%6%2.7%1.8%
Feb 202633.9%27.7%12.4%10.1%5.6%5.6%3%1.7%
Mar 202632%26.1%14.3%11.7%6.4%5.2%2.3%1.9%
Apr 202634.2%27.9%12.5%8.3%6.9%5.6%2.5%2.1%
May 202628.9%19.3%12.9%23.6%7.1%4.7%2.1%1.4%
Jun 202637.1%20.3%13.6%11.1%7.4%6.1%2.7%1.8%
Jul 202633.7%27.5%12.3%10.1%6.8%5.5%2.5%1.7%
Aug 202635.5%23.7%13%10.6%7.1%5.8%2.6%1.7%
Sep 202635.8%24%13.1%10.7%7.2%4.8%2.6%1.8%

  1. 1.Maybelline

    35.8%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share +0.4 points.

  2. 2.Rare Beauty

    24%

    Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.NARS

    13.1%

    Held 3rd. 301K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Tarte

    10.7%

    Held 4th. 246K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.e.l.f. Cosmetics

    7.2%

    Held 5th. 165K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Saie

    4.8%

    Held 6th. 110K estimated branded searches, -18.5% vs prior month. Share -1 points.

  7. 7.Milani

    2.6%

    Held 7th. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Benefit Cosmetics

    1.8%

    Held 8th. 40.5K 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

18 comparisons

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

3 findings
  • 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’ share of searches among blush brands worldwide increased from 6.6% to 7.2%.
  • Across the 12 months ending September 2026, e.l.f. Cosmetics’ share of searches among blush brands worldwide peaked at 7.4% in June 2026 and was lowest at 5.1% in November 2025.

How did search popularity change for blush brands worldwide in September 2026?

6 changes

  1. In September 2026, Saie lost share of searches among blush brands worldwide, from 5.8% to 4.8%.

  2. Estimated monthly branded searches for Rare Beauty worldwide fell 33.2% over 12 measured months, from 823K to 550K in September 2026.

  3. Estimated monthly branded searches for Tarte worldwide fell 33.2% over 12 measured months, from 368K to 246K in September 2026.

  4. Estimated monthly branded searches for Benefit Cosmetics worldwide fell 33.1% over 12 measured months, from 60.5K to 40.5K in September 2026.

  5. Estimated monthly branded searches for NARS worldwide fell 18.2% over 12 measured months, from 368K to 301K in September 2026.

  6. Estimated monthly branded searches for e.l.f. Cosmetics worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

How are e.l.f. Cosmetics’ branded searches counted?

1 search term

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.

  • e l f cosmetics

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How the Brand Demand Index is measured

Where does e.l.f. Cosmetics compete?

e.l.f. Cosmetics is ranked in three 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 brands17th of 281.8%Show ranking
Eyeshadow brands10th of 153.1%Show ranking
Blush brands5th of 87.2%Shown above
Creator with pink hair and a pink jacket

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