Brandwave

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 13% estimated Share of Search among concealer brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Maybelline64.9%
  2. Tarte19.4%
  3. e.l.f.13%
  4. Rimmel2.6%
  5. NARS0.01%
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Which concealer brands compete with e.l.f.?

e.l.f. against concealer brands worldwide, by month

Share of Search by month for Maybelline, Tarte, e.l.f., Rimmel. The figures are in the table below the chart.

View monthly share of search table
MonthMaybellineTartee.l.f.RimmelNARS
Oct 202562.1%22.9%12.5%2.5%0.02%
Nov 202559.1%26.6%11.9%2.4%0.03%
Dec 202561.8%22.7%12.4%3.1%0.02%
Jan 202661.9%22.6%12.4%3%0.02%
Feb 202663.7%23.3%10.4%2.6%0.01%
Mar 202661.9%22.6%12.4%3%0.01%
Apr 202666.9%16.3%13.4%3.3%0.02%
May 202647.6%38.9%11.6%1.9%0.01%
Jun 202664.9%19.4%13%2.6%0.01%
Jul 202664.9%19.4%13%2.6%0.02%
Aug 202664.9%19.4%13%2.6%0.01%
Sep 2026—————

  1. 1.Maybelline

    64.9%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Tarte

    19.4%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.e.l.f.

    13%

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

  4. 4.Rimmel

    2.6%

    Held 4th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.NARS

    0.01%

    Held 5th. 170 estimated branded searches, -19% vs prior month. Share 0 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 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 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 concealer brands worldwide in August 2026?

  1. Estimated monthly branded searches for NARS worldwide fell 46.9% over 11 measured months, from 320 to 170 in August 2026.

  2. Estimated monthly branded searches for Tarte worldwide fell 33.2% over 11 measured months, from 368K to 246K in August 2026.

  3. Estimated monthly branded searches for Rimmel worldwide fell 18.3% over 11 measured months, from 40.5K to 33.1K in August 2026.

  4. Estimated monthly branded searches for e.l.f. worldwide fell 17.9% over 11 measured months, from 201K to 165K in August 2026.

  5. Estimated monthly branded searches for Maybelline worldwide fell 17.7% over 11 measured months, from 1M to 823K in August 2026.

Where does e.l.f. compete?

e.l.f. is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Eyebrow tools brands4th of 68%Show ranking
Concealer brands3rd of 513%Shown above

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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