--- title: "e.l.f.: search popularity and Share of Search worldwide" description: "e.l.f. is a cosmetics brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/elf" publisher: "Brandwave" --- # e.l.f.: search popularity and Share of Search worldwide e.l.f. is a cosmetics brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: e.l.f. - **Market**: Global - **Measured month**: Aug 2026 - **Share of Search among eyebrow tools brands**: 8% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Eyebrow tools brands | 4 | 8% | 165K | | Concealer brands | 3 | 13% | 165K | - [Eyebrow tools brands](/demand/global-en/categories/eyebrow-tools-brands) - [Concealer brands](/demand/global-en/categories/concealer-brands) ## How has branded search demand for e.l.f. changed worldwide over the last 12 months? - 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. - Across the 11 months ending August 2026, e.l.f.’s estimated Share of Search among concealer brands worldwide increased from 12.5% to 13%. - Across the 11 months ending August 2026, e.l.f.’s estimated Share of Search among concealer brands worldwide peaked at 13.4% in April 2026 and was lowest at 10.4% in February 2026. ## How did search popularity change for eyebrow tools brands worldwide in August 2026? - 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 did search popularity change for concealer brands worldwide in August 2026? - Estimated monthly branded searches for NARS worldwide fell 46.9% over 11 measured months, from 320 to 170 in August 2026. - Estimated monthly branded searches for Tarte worldwide fell 33.2% over 11 measured months, from 368K to 246K in August 2026. - Estimated monthly branded searches for Rimmel worldwide fell 18.3% over 11 measured months, from 40.5K to 33.1K in August 2026. - Estimated monthly branded searches for e.l.f. worldwide fell 17.9% over 11 measured months, from 201K to 165K in August 2026. - Estimated monthly branded searches for Maybelline worldwide fell 17.7% over 11 measured months, from 1M to 823K in August 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Eyebrow tools brands | 201K | 9.1% | 4 | | Nov 2025 | Eyebrow tools brands | 201K | 7.8% | 4 | | Dec 2025 | Eyebrow tools brands | 201K | 8.6% | 4 | | Jan 2026 | Eyebrow tools brands | 165K | 7.4% | 4 | | Feb 2026 | Eyebrow tools brands | 135K | 7.4% | 4 | | Mar 2026 | Eyebrow tools brands | 165K | 8% | 4 | | Apr 2026 | Eyebrow tools brands | 165K | 8.1% | 4 | | May 2026 | Eyebrow tools brands | 201K | 9.7% | 3 | | Jun 2026 | Eyebrow tools brands | 165K | 8.2% | 3 | | Jul 2026 | Eyebrow tools brands | 165K | 8.1% | 4 | | Aug 2026 | Eyebrow tools brands | 165K | 8% | 4 | | Sep 2026 | Eyebrow tools brands | — | — | — | | Oct 2025 | Concealer brands | 201K | 12.5% | 3 | | Nov 2025 | Concealer brands | 201K | 11.9% | 3 | | Dec 2025 | Concealer brands | 201K | 12.4% | 3 | | Jan 2026 | Concealer brands | 165K | 12.4% | 3 | | Feb 2026 | Concealer brands | 135K | 10.4% | 3 | | Mar 2026 | Concealer brands | 165K | 12.4% | 3 | | Apr 2026 | Concealer brands | 165K | 13.4% | 3 | | May 2026 | Concealer brands | 201K | 11.6% | 3 | | Jun 2026 | Concealer brands | 165K | 13% | 3 | | Jul 2026 | Concealer brands | 165K | 13% | 3 | | Aug 2026 | Concealer brands | 165K | 13% | 3 | | Sep 2026 | Concealer brands | — | — | — | ## 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. - “elf cosmetics” ## Which eyebrow tools brands compete with e.l.f.? - [Benefit](/demand/global-en/brands/benefit): Head-to-head: /demand/global-en/compare/benefit-vs-elf - [NYX](/demand/global-en/brands/nyx): Head-to-head: /demand/global-en/compare/elf-vs-nyx - [Anastasia Beverly Hills](/demand/global-en/brands/anastasia-beverly-hills): Head-to-head: /demand/global-en/compare/anastasia-beverly-hills-vs-elf - [Tweezerman](/demand/global-en/brands/tweezerman): Head-to-head: /demand/global-en/compare/elf-vs-tweezerman - [Essence](/demand/global-en/brands/essence-makeup): Head-to-head: /demand/global-en/compare/elf-vs-essence-makeup ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "e.l.f.: search popularity and Share of Search worldwide". https://gobrandwave.com/demand/global-en/brands/elf This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/elf. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.