Brandwave

How popular ise.l.f. in search?

In September 2026, there were an estimated 165K branded searches for e.l.f. worldwide which is down 17.9% over the last 12 months. e.l.f. holds 12.8% estimated Share of Search among cleansing balm brands worldwide and is ranked 3rd of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Clinique52.3%
  2. Elemis34.9%
  3. e.l.f.12.8%
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Which cleansing balm brands compete with e.l.f.?

e.l.f. against cleansing balm brands worldwide, by month

Share of Search by month for Clinique, Elemis, e.l.f.. The figures are in the table below the chart.

View monthly share of search table
MonthCliniqueElemise.l.f.
Oct 202562.1%22.7%15.2%
Nov 202558.3%32.1%9.6%
Dec 202563.7%23.5%12.8%
Jan 202653.5%35.8%10.7%
Feb 202666.7%19.9%13.4%
Mar 202663.8%23.4%12.8%
Apr 202657.2%31.3%11.5%
May 202659.1%26.4%14.4%
Jun 202664.8%19.3%15.9%
Jul 202648.5%39.6%11.9%
Aug 202655.8%30.5%13.7%
Sep 202652.3%34.9%12.8%

  1. 1.Clinique

    52.3%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -3.6 points.

  2. 2.Elemis

    34.9%

    Held 2nd. 450K estimated branded searches, +22.3% vs prior month. Share +4.4 points.

  3. 3.e.l.f.

    12.8%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share -0.9 points.

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

Every comparison with e.l.f.

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for e.l.f. worldwide fell from 201K to 165K.
  • Across the 12 months ending September 2026, e.l.f.’s estimated Share of Search among cleansing balm brands worldwide decreased from 15.2% to 12.8%.
  • Across the 12 months ending September 2026, e.l.f.’s estimated Share of Search among cleansing balm brands worldwide peaked at 15.9% in June 2026 and was lowest at 9.6% in November 2025.

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

  1. In September 2026, Elemis gained estimated Share of Search among cleansing balm brands worldwide, from 30.5% to 34.9%.

  2. In September 2026, Clinique lost estimated Share of Search among cleansing balm brands worldwide, from 55.8% to 52.3%.

  3. In September 2026, e.l.f. lost estimated Share of Search among cleansing balm brands worldwide, from 13.7% to 12.8%.

Where does e.l.f. compete?

e.l.f. is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Eyeshadow palette brands5th of 65.8%Show ranking
Cleansing balm brands3rd of 312.8%Shown above
Concealer brands3rd of 513%Show ranking
Eyebrow tools brands3rd of 617.9%Show ranking
Concealer brush brands2nd of 519.4%Show ranking

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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How the Brand Demand Index is measured

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