How popular ise.l.f. in search?
In August 2026, there were an estimated 165K branded searches for e.l.f. worldwide which is down 17.9% over the last 11 months. e.l.f. holds 8% estimated Share of Search among eyebrow tools brands worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
- Benefit48.7%
- NYX32.8%
- Anastasia Beverly Hills8%
e.l.f.8%- Tweezerman2.4%
Essence0.03%
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Where does e.l.f. compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Eyebrow tools brands | 4th of 6 | 8% | Shown below |
| Concealer brands | 3rd of 5 | 13% | Show ranking |
Which eyebrow tools brands compete with e.l.f.?
Share of Search by month for Benefit, NYX, Anastasia Beverly Hills, e.l.f., Tweezerman. The figures are in the table below the chart.
View monthly share of search table
| Month | Benefit | NYX | Anastasia Beverly Hills | e.l.f. | Tweezerman | Essence |
|---|---|---|---|---|---|---|
| Oct 2025 | 45.1% | 30.4% | 13.6% | 9.1% | 1.8% | <0.01% |
| Nov 2025 | 39% | 39% | 11.7% | 7.8% | 2.4% | <0.01% |
| Dec 2025 | 42.9% | 35.3% | 10.6% | 8.6% | 2.6% | <0.01% |
| Jan 2026 | 44.7% | 36.8% | 9% | 7.4% | 2.2% | <0.01% |
| Feb 2026 | 44.8% | 36.6% | 9% | 7.4% | 2.2% | <0.01% |
| Mar 2026 | 48.7% | 32.8% | 8% | 8% | 2.4% | <0.01% |
| Apr 2026 | 48.9% | 32.9% | 8.1% | 8.1% | 2% | <0.01% |
| May 2026 | 48.1% | 32.4% | 7.9% | 9.7% | 1.9% | <0.01% |
| Jun 2026 | 49.6% | 33.4% | 6.7% | 8.2% | 2% | 0.06% |
| Jul 2026 | 48.9% | 32.9% | 8.1% | 8.1% | 2% | 0.04% |
| Aug 2026 | 48.7% | 32.8% | 8% | 8% | 2.4% | 0.03% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 48.7% | 1M | 0% | -0.2 points | |
| 2, held 2nd | 32.8% | 673K | 0% | -0.1 points | |
| 3, held 3rd | 8% | 165K | 0% | 0 points | |
| 4, held 4th | 8% | 165K | 0% | 0 points | |
| 5, held 5th | 2.4% | 49.5K | +22.2% | +0.4 points | |
| 6, held 6th | 0.03% | 590 | -33% | 0 points |
1.Benefit
48.7%
Held 1st. 1M estimated branded searches, 0% vs prior month. Share -0.2 points.
2.NYX
32.8%
Held 2nd. 673K estimated branded searches, 0% vs prior month. Share -0.1 points.
Held 3rd. 165K estimated branded searches, 0% vs prior month. Share 0 points.
4.
e.l.f.8%
Held 4th. 165K estimated branded searches, 0% vs prior month. Share 0 points.
2.4%
Held 5th. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.4 points.
6.
Essence0.03%
Held 6th. 590 estimated branded searches, -33% vs prior month. Share 0 points.
Compare search popularity between e.l.f. and its closest rivals
How has branded search demand for e.l.f. changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for e.l.f. worldwide fell from 201K to 165K.
- Across the 11 months ending August 2026, e.l.f.’s estimated Share of Search among eyebrow tools brands worldwide decreased from 9.1% to 8%.
- Across the 11 months ending August 2026, e.l.f.’s estimated Share of Search among eyebrow tools brands worldwide peaked at 9.7% in May 2026 and was lowest at 7.4% in February 2026.
How did search popularity change for eyebrow tools brands worldwide in August 2026?
4 changes
e.l.f.’s estimated Share of Search among eyebrow tools brands worldwide has lost ground for 3 months in a row, from 9.7% to 8% in August 2026.
Estimated monthly branded searches for Essence worldwide rose 247.1% over 11 measured months, from 170 to 590 in August 2026.
Estimated monthly branded searches for Tweezerman worldwide rose 22.2% over 11 measured months, from 40.5K to 49.5K in August 2026.
Estimated monthly branded searches for Anastasia Beverly Hills worldwide fell 45.2% over 11 measured months, from 301K to 165K in August 2026.
How is e.l.f. measured?
Brandwave collects information about searches that people make online using e.l.f.’s 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
- elf cosmetics
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Is e.l.f. your brand?
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