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 3.1% of all global eyeshadow brand searches, placing e.l.f. Cosmetics tenth out of 15 brands. These are worldwide searches for English-language branded terms.

Share of searches, September 2026
  1. Tom Ford23.1%
  2. Estée Lauder15.6%
  3. Maybelline15.6%
  4. Clinique12.7%
  5. NARS5.7%
  6. Bobbi Brown4.7%
  7. Makeup by Mario4.7%
  8. ColourPop3.8%
  9. Anastasia Beverly Hills3.1%
  10. e.l.f. Cosmetics3.1%
  11. +5 more
e.l.f. Cosmetics website (opens in a new tab)

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

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

Share of searches by month for Tom Ford, Estée Lauder, Maybelline, Clinique, NARS, Bobbi Brown, Makeup by Mario, ColourPop, Anastasia Beverly Hills, e.l.f. Cosmetics, Natasha Denona, Too Faced. The figures are in the table below the chart.

View monthly share of searches table
MonthTom FordEstée LauderMaybellineCliniqueNARSBobbi BrownMakeup by MarioColourPopAnastasia Beverly Hillse.l.f. CosmeticsNatasha DenonaToo FacedUrban DecayMACPat McGrath Labs
Oct 202518.8%18.8%15.4%12.7%5.7%5.7%3.8%3.8%4.6%3.1%2.5%2.5%2.1%0.34%0.28%
Nov 202514.3%21.4%11.7%14.3%7.9%5.3%5.3%3.5%3.5%2.3%2.9%5.3%1.9%0.32%0.32%
Dec 202520.1%20.1%13.4%13.4%6%4.9%4%4%3.3%2.7%2.2%3.3%1.8%0.3%0.36%
Jan 202620.1%16.5%13.6%13.6%6.1%6.1%4.1%5%3.3%2.7%2.7%3.3%1.8%0.37%0.82%
Feb 202619.4%19.4%16%13.1%5.8%4.8%3.9%3.9%3.2%2.6%2.6%2.6%1.8%0.35%0.53%
Mar 202617.1%20.8%14%14%6.3%5.1%5.1%4.2%2.8%2.8%2.3%2.8%1.9%0.31%0.31%
Apr 202618.6%18.6%15.3%15.3%5.6%4.6%4.6%3.7%3.1%3.1%2.5%2.5%2%0.34%0.27%
May 202618.1%18.1%14.9%14.9%6.7%4.5%4.5%3.6%3%3.6%2.4%3%2%0.33%0.27%
Jun 202617.2%17.2%17.2%14.1%6.3%5.2%4.2%4.2%2.8%3.5%2.3%2.8%2.3%0.31%0.25%
Jul 202619.9%16.3%16.3%13.4%6%4.9%4%4.9%3.3%3.3%2.7%2.7%1.8%0.36%0.24%
Aug 202619.8%16.3%16.3%13.3%6%4.9%4.9%4%3.3%3.3%2.7%2.7%2.2%0.44%0.24%
Sep 202623.1%15.6%15.6%12.7%5.7%4.7%4.7%3.8%3.1%3.1%3.1%2.6%1.7%0.42%0.23%

  1. 1.Tom Ford

    23.1%

    Held 1st. 1.2M estimated branded searches, +22% vs prior month. Share +3.3 points.

  2. 2.Estée Lauder

    15.6%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.7 points.

  3. 3.Maybelline

    15.6%

    Held 3rd. 823K estimated branded searches, 0% vs prior month. Share -0.7 points.

  4. 4.Clinique

    12.7%

    Held 4th. 673K estimated branded searches, 0% vs prior month. Share -0.6 points.

  5. 5.NARS

    5.7%

    Held 5th. 301K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Bobbi Brown

    4.7%

    Held 6th. 246K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Makeup by Mario

    4.7%

    Held 7th. 246K estimated branded searches, 0% vs prior month. Share -0.2 points.

  8. 8.ColourPop

    3.8%

    Held 8th. 201K estimated branded searches, 0% vs prior month. Share -0.2 points.

  9. 9.Anastasia Beverly Hills

    3.1%

    Held 9th. 165K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.e.l.f. Cosmetics

    3.1%

    Held 10th. 165K estimated branded searches, 0% vs prior month. Share -0.1 points.

  11. 11.Natasha Denona

    3.1%

    Held 11th. 165K estimated branded searches, +22.2% vs prior month. Share +0.5 points.

  12. 12.Too Faced

    2.6%

    Held 12th. 135K estimated branded searches, 0% vs prior month. Share -0.1 points.

  13. 13.Urban Decay

    1.7%

    Held 13th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.5 points.

  14. 14.MAC

    0.42%

    Held 14th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

  15. 15.Pat McGrath Labs

    0.23%

    Held 15th. 12.1K 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?

2 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 eyeshadow brands worldwide peaked at 3.6% in May 2026 and was lowest at 2.3% in November 2025.

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

6 changes

  1. In September 2026, Tom Ford gained share of searches among eyeshadow brands worldwide, from 19.8% to 23.1%.

  2. In September 2026, Estée Lauder lost share of searches among eyeshadow brands worldwide, from 16.3% to 15.6%.

  3. In September 2026, Maybelline lost share of searches among eyeshadow brands worldwide, from 16.3% to 15.6%.

  4. In September 2026, Clinique lost share of searches among eyeshadow brands worldwide, from 13.3% to 12.7%.

  5. NARS’s share of searches among eyeshadow brands worldwide has lost ground for 3 months in a row, from 6.3% to 5.7% in September 2026.

  6. Bobbi Brown’s share of searches among eyeshadow brands worldwide has lost ground for 3 months in a row, from 5.2% to 4.7% 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%Shown above
Blush brands5th of 87.2%Show ranking
Creator with pink hair and a pink jacket

Is e.l.f. Cosmetics your brand?

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