Brandwave

How popular ise.l.f. Cosmetics?

In October 2026, people searched for e.l.f. Cosmetics by name about 672,000 times worldwide, an 8.1% decrease from the previous year. These searches made up 9.8% of all global setting spray brand searches, placing e.l.f. Cosmetics fourth out of ten brands. When we asked both ChatGPT and Google AI Overviews about setting spray brands, e.l.f. Cosmetics did not appear in any of the answers.

Search and AI answers in October 2026

e.l.f. Cosmetics is the fourth most searched of 10 competitors and not named in the AI answers we collected.

  1. Charlotte TilburyShare of searches 27.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  2. ONE/SIZEShare of searches 26.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
  3. Urban DecayShare of searches 10%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. e.l.f. CosmeticsShare of searches 9.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. MilaniShare of searches 8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th

+5 more

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Top setting spray brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, e.l.f. Cosmetics did not appear in any of the four answers.

Most recommended by AI

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

  1. Urban Decay1st
  2. Charlotte Tilbury2nd
  3. ONE/SIZE3rd
  4. Milani4th
  5. NYX Professional Makeup5th
  6. e.l.f. Cosmetics–
  7. MAC–
  8. Morphe–
  9. Huda Beauty–
  10. Laura Mercier–

Mentioned by AI

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

  • ONE/SIZE4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Urban Decay4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Charlotte Tilbury3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Milani3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • NYX Professional Makeup1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • e.l.f. Cosmetics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • MAC0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Morphe0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Huda Beauty0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Laura Mercier0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about setting spray brands

4 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 e.l.f. Cosmetics compared with other setting spray brands worldwide?

e.l.f. Cosmetics against setting spray brands worldwide, by month

Share of searches by month for Charlotte Tilbury, ONE/SIZE, Urban Decay, e.l.f. Cosmetics, Milani, MAC, Morphe, NYX Professional Makeup. The figures are in the table below the chart.

View monthly share of searches table
MonthCharlotte TilburyONE/SIZEUrban Decaye.l.f. CosmeticsMilaniMACMorpheNYX Professional MakeupHuda BeautyLaura Mercier
Nov 202536.7%19.4%13.3%7.1%5.8%7%3.9%3.9%1.7%1.2%
Dec 202537.8%19.9%11.2%7.3%6%5.7%4.9%4%1.8%1.5%
Jan 202630.9%24%11.1%7.2%7.2%6.8%4.8%4.8%1.8%1.2%
Feb 202628.9%22.7%12.7%8.3%6.8%6.7%6.8%4.5%1.7%0.9%
Mar 202630.9%19.7%13.5%8.8%7.2%6.8%5.9%4.8%1.4%0.79%
Apr 202628.9%22.5%12.6%8.3%8.3%6.7%5.5%4.5%2%0.59%
May 202627.7%26.4%12.1%7.9%6.5%6.4%5.3%5.3%1.9%0.57%
Jun 202628.2%26.9%12.3%8.1%6.6%5.9%5.4%4.4%1.6%0.58%
Jul 202626.3%30.9%9.5%7.6%7.6%5.5%5.1%5.1%1.9%0.54%
Aug 202625.8%30.3%9.3%9.1%7.4%5.7%5%5%1.8%0.66%
Sep 202628.2%27.1%10.1%8.1%8.1%5.9%5.4%4.5%1.6%0.72%
Oct 202627.8%26.7%10%9.8%8%5.8%5.4%4.4%1.6%0.58%

  1. 1.Charlotte Tilbury

    27.8%

    Held 1st. 172K estimated branded searches, +22.2% vs prior month. Share -0.5 points.

  2. 2.ONE/SIZE

    26.7%

    Held 2nd. 165K estimated branded searches, +22.2% vs prior month. Share -0.4 points.

  3. 3.Urban Decay

    10%

    Held 3rd. 61.5K estimated branded searches, +22.1% vs prior month. Share -0.2 points.

  4. 4.e.l.f. Cosmetics

    9.8%

    Held 4th. 60.5K estimated branded searches, +49.4% vs prior month. Share +1.6 points.

  5. 5.Milani

    8%

    Held 5th. 49.5K estimated branded searches, +22.2% vs prior month. Share -0.1 points.

  6. 6.MAC

    5.8%

    Held 6th. 36.1K estimated branded searches, +22.4% vs prior month. Share -0.1 points.

  7. 7.Morphe

    5.4%

    Held 7th. 33.1K estimated branded searches, +22.1% vs prior month. Share -0.1 points.

  8. 8.NYX Professional Makeup

    4.4%

    Held 8th. 27.1K estimated branded searches, +22.1% vs prior month. Share -0.1 points.

  9. 9.Huda Beauty

    1.6%

    Held 9th. 9.9K estimated branded searches, +22.2% vs prior month. Share 0 points.

  10. 10.Laura Mercier

    0.58%

    Held 10th. 3.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

e.l.f. Cosmetics, Charlotte Tilbury and 6 other brands sell other things too, so only their searches that name this product count here, like “elf setting spray”.

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

Every comparison with e.l.f. Cosmetics

47 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 October 2026, estimated monthly branded searches for e.l.f. Cosmetics worldwide fell from 731K to 672K.
  • Across the 12 months ending October 2026, e.l.f. Cosmetics’ share of searches among setting spray brands worldwide increased from 7.1% to 9.8%.

How did search popularity change for setting spray brands worldwide in October 2026?

6 changes

  1. In October 2026, e.l.f. Cosmetics gained share of searches among setting spray brands worldwide, from 8.1% to 9.8%.

  2. ONE/SIZE’s share of searches among setting spray brands worldwide has lost ground for 3 months in a row, from 30.9% to 26.7% in October 2026.

  3. NYX Professional Makeup’s share of searches among setting spray brands worldwide has lost ground for 3 months in a row, from 5.1% to 4.4% in October 2026.

  4. Estimated monthly branded searches for Milani worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in October 2026.

  5. Estimated monthly branded searches for Morphe worldwide rose 22.1% over 12 measured months, from 27.1K to 33.1K in October 2026.

  6. Estimated monthly branded searches for Laura Mercier worldwide fell 55.6% over 12 measured months, from 8.1K to 3.6K in October 2026.

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

12 search terms

Brandwave collects information about searches that people make online using e.l.f. 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.

  • e l f cosmetics
  • e l f cosmetics blush
  • e l f cosmetics eyeshadow
  • e l f cosmetics eyeshadow palette
  • elf blush
  • elf eyeshadow
  • elf eyeshadow palette
  • elf lip gloss
  • elf lip oil
  • elf power grip primer
  • elf primer
  • elf setting spray

Do you work for e.l.f. 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 e.l.f. Cosmetics compete?

e.l.f. Cosmetics is ranked by how often people search for it in seven 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 brands19th of 281.6%Show ranking
Setting spray brands4th of 109.8%Shown above
Lip gloss brands2nd of 1321.2%Show ranking
Blush brands3rd of 812.1%Show ranking
Makeup primer brands1st of 1250.6%Show ranking
Lip oil brands4th of 1215.6%Show ranking
Eyeshadow brands5th of 149%Show ranking
Creator with pink hair and a pink jacket

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