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 concealer brush brands worldwide and is ranked 3rd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Rare Beauty42.8%
Hourglass33.9%
e.l.f.12.8%MAC5.8%
Real Techniques4.7%
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Which concealer brush brands compete with e.l.f.?
Share of Search by month for Rare Beauty, Hourglass, e.l.f., MAC, Real Techniques. The figures are in the table below the chart.
View monthly share of search table
| Month | Rare Beauty | Hourglass | e.l.f. | MAC | Real Techniques |
|---|---|---|---|---|---|
| Oct 2025 | 54.8% | 22% | 13.4% | 4.9% | 4.9% |
| Nov 2025 | 58.1% | 21.9% | 9.6% | 5.2% | 5.2% |
| Dec 2025 | 55.6% | 21% | 11.2% | 6.1% | 6.1% |
| Jan 2026 | 54.9% | 24.2% | 11% | 4.9% | 4.9% |
| Feb 2026 | 55.3% | 22.6% | 11.1% | 6.1% | 5% |
| Mar 2026 | 53.7% | 22.4% | 13.2% | 5.9% | 4.8% |
| Apr 2026 | 54.4% | 21.4% | 13.3% | 6% | 4.9% |
| May 2026 | 49.2% | 20.9% | 18% | 6.6% | 5.4% |
| Jun 2026 | 47.9% | 22.9% | 17.6% | 6.4% | 5.3% |
| Jul 2026 | 56% | 19.1% | 13.7% | 6.2% | 5% |
| Aug 2026 | 49.8% | 23% | 14.9% | 6.7% | 5.5% |
| Sep 2026 | 42.8% | 33.9% | 12.8% | 5.8% | 4.7% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 42.8% | 550K | 0% | -7 points | |
| 2, held 2nd | 33.9% | 435K | +71.2% | +10.8 points | |
| 3, held 3rd | 12.8% | 165K | 0% | -2.1 points | |
| 4, held 4th | 5.8% | 74K | 0% | -0.9 points | |
| 5, held 5th | 4.7% | 60.5K | 0% | -0.8 points |
42.8%
Held 1st. 550K estimated branded searches, 0% vs prior month. Share -7 points.
33.9%
Held 2nd. 435K estimated branded searches, +71.2% vs prior month. Share +10.8 points.
3.
e.l.f.12.8%
Held 3rd. 165K estimated branded searches, 0% vs prior month. Share -2.1 points.
4.
5.8%
Held 4th. 74K estimated branded searches, 0% vs prior month. Share -0.9 points.
4.7%
Held 5th. 60.5K estimated branded searches, 0% vs prior month. Share -0.8 points.
Compare search popularity between e.l.f. and its closest rivals
Every comparison with e.l.f.
18 comparisons
- e.l.f. vs NYX
- Anastasia Beverly Hills vs e.l.f.
- Bobbi Brown vs e.l.f.
- Charlotte Tilbury vs e.l.f.
- Clinique vs e.l.f.
- e.l.f. vs Hourglass
- e.l.f. vs Huda Beauty
- e.l.f. vs Rare Beauty
- Elemis vs e.l.f.
- e.l.f. vs Maybelline
- e.l.f. vs Tarte
- e.l.f. vs MAC
- e.l.f. vs Real Techniques
- e.l.f. vs Tweezerman
- e.l.f. vs Rimmel
- Benefit vs e.l.f.
- e.l.f. vs Essence
- e.l.f. vs NARS
How has branded search demand for e.l.f. changed worldwide over the last 12 months?
3 findings
- 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 concealer brush brands worldwide decreased from 13.4% to 12.8%.
- Across the 12 months ending September 2026, e.l.f.’s estimated Share of Search among concealer brush brands worldwide peaked at 18% in May 2026 and was lowest at 9.6% in November 2025.
How did search popularity change for concealer brush brands worldwide in September 2026?
5 changes
In September 2026, Hourglass gained estimated Share of Search among concealer brush brands worldwide, from 23% to 33.9%.
In September 2026, Rare Beauty lost estimated Share of Search among concealer brush brands worldwide, from 49.8% to 42.8%.
In September 2026, e.l.f. lost estimated Share of Search among concealer brush brands worldwide, from 14.9% to 12.8%.
In September 2026, MAC lost estimated Share of Search among concealer brush brands worldwide, from 6.7% to 5.8%.
In September 2026, Real Techniques lost estimated Share of Search among concealer brush brands worldwide, from 5.5% to 4.7%.
Where does e.l.f. compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Eyeshadow palette brands | 5th of 6 | 5.8% | Show ranking |
| Concealer brands | 4th of 5 | 10.5% | Show ranking |
| Cleansing balm brands | 3rd of 3 | 12.8% | Show ranking |
| Concealer brush brands | 3rd of 5 | 12.8% | Shown above |
| Eyebrow tools brands | 3rd of 6 | 16.5% | 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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Is e.l.f. your brand?
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