Brandwave

How popular ise.l.f.?

In October 2026, people searched for e.l.f. by name about 343,000 times worldwide, a 7.3% decrease from the previous year. These searches made up 5.1% of all global eyelash curler brand searches, placing e.l.f. fourth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about eyelash curler brands, e.l.f. appeared in one of the five answers and was the fifth most recommended of the 11.

Search and AI answers in October 2026

e.l.f. is the fourth most searched of 11 competitors and the fifth most recommended in the AI answers we collected.

  1. ShiseidoShare of searches 57.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. TweezermanShare of searches 17.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. Shu UemuraShare of searches 9.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. e.l.f.Share of searches 5.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. JaponesqueShare of searches 2.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top eyelash curler brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, e.l.f. was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. e.l.f. is the fifth most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Shiseido1st
  2. Tweezerman2nd
  3. Shu Uemura3rd
  4. Kevyn Aucoin4th
  5. e.l.f.5th
  6. Revlon6th
  7. Surratt7th
  8. Japonesque–
  9. Chanel–
  10. Tarte–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Shiseido4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tweezerman3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shu Uemura3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kevyn Aucoin3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • e.l.f.1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Revlon1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Surratt1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Japonesque0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Chanel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tarte0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about eyelash curler brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

How often do people search for e.l.f. compared with other eyelash curler brands worldwide?

e.l.f. against eyelash curler brands worldwide, by month

Share of searches by month for Shiseido, Tweezerman, Shu Uemura, e.l.f., Japonesque. The figures are in the table below the chart.

View monthly share of searches table
MonthShiseidoTweezermanShu Uemurae.l.f.JaponesqueChanelKevyn AucoinRevlonTarteSurrattMAC
Nov 202562.3%15.3%6.8%4.6%2%1.7%1.7%1.7%1.7%1.7%0.72%
Dec 202563.7%15.7%7%3.8%1.7%2.1%1.7%1.4%1.1%1.1%0.6%
Jan 202658.7%14.4%11.8%4.3%2.3%1.6%1.9%1.6%1%1.6%0.83%
Feb 202664.2%12.9%8.6%3.9%2.1%1.4%1.7%1.4%1.4%1.7%0.76%
Mar 202667.3%11.1%9.1%3.3%1.8%1.2%1.8%1.2%1.2%1.5%0.65%
Apr 202663.2%12.7%10.4%3.8%2.1%1.4%1.7%1.4%1.1%1.7%0.61%
May 202666.1%10.9%10.9%3.2%1.8%1.2%1.8%1.4%0.76%1.4%0.64%
Jun 202670.5%9.5%7.7%2.8%1.9%1.5%1.9%1.5%0.81%1.2%0.56%
Jul 202670.9%9.6%7.8%2.9%1.6%1.9%1.6%1.3%0.85%1%0.67%
Aug 202665.7%13.2%7.2%3.9%2.2%1.4%1.8%1.4%0.96%1.4%0.76%
Sep 202662.2%15.3%6.8%4.6%2.5%1.7%2%1.7%1.1%1.3%0.88%
Oct 202657.2%17.2%9.4%5.1%2.8%1.5%1.5%1.5%1.5%1.2%1%

  1. 1.Shiseido

    57.2%

    Held 1st. 135K estimated branded searches, 0% vs prior month. Share -5 points.

  2. 2.Tweezerman

    17.2%

    Held 2nd. 40.5K estimated branded searches, +22.4% vs prior month. Share +1.9 points.

  3. 3.Shu Uemura

    9.4%

    Held 3rd. 22.2K estimated branded searches, +50% vs prior month. Share +2.6 points.

  4. 4.e.l.f.

    5.1%

    Held 4th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.6 points.

  5. 5.Japonesque

    2.8%

    Held 5th. 6.6K estimated branded searches, +22.2% vs prior month. Share +0.3 points.

  6. 6.Chanel

    1.5%

    Moved from 7th to 6th. 3.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Kevyn Aucoin

    1.5%

    Moved from 6th to 7th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  8. 8.Revlon

    1.5%

    Held 8th. 3.6K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.Tarte

    1.5%

    Moved from 10th to 9th. 3.6K estimated branded searches, +50% vs prior month. Share +0.4 points.

  10. 10.Surratt

    1.2%

    Moved from 9th to 10th. 2.9K estimated branded searches, 0% vs prior month. Share -0.1 points.

  11. 11.MAC

    1%

    Held 11th. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.1 points.

Shiseido, Tweezerman and 7 other brands sell other things too, so only their searches that name this product count here, like “shiseido eyelash curler”.

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

Every comparison with e.l.f.

32 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for e.l.f. worldwide fell from 370K to 343K.
  • Across the 12 months ending October 2026, e.l.f.’s share of searches among eyelash curler brands worldwide increased from 4.6% to 5.1%.
  • Across the 12 months ending October 2026, e.l.f.’s share of searches among eyelash curler brands worldwide peaked at 5.1% in October 2026 and was lowest at 2.8% in June 2026.

How did search popularity change for eyelash curler brands worldwide in October 2026?

6 changes

  1. In October 2026, Shu Uemura gained share of searches among eyelash curler brands worldwide, from 6.8% to 9.4%.

  2. In October 2026, Tweezerman gained share of searches among eyelash curler brands worldwide, from 15.3% to 17.2%.

  3. In October 2026, e.l.f. gained share of searches among eyelash curler brands worldwide, from 4.6% to 5.1%.

  4. In October 2026, Shiseido lost share of searches among eyelash curler brands worldwide, from 62.2% to 57.2%.

  5. In October 2026, Kevyn Aucoin lost share of searches among eyelash curler brands worldwide, from 2% to 1.5%.

  6. Japonesque’s share of searches among eyelash curler brands worldwide has gained ground for 3 months in a row, from 1.6% to 2.8% in October 2026.

How are e.l.f.’s branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using e.l.f.’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • e l f cleansing balm
  • e l f concealer brush
  • e l f eyeshadow palette
  • elf brow gel
  • elf brow pencil
  • elf concealer
  • elf cosmetics
  • elf eyebrow
  • elf eyelash curler
  • elf tweezers

Do you work for e.l.f.? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does e.l.f. compete?

e.l.f. is ranked by how often people search for it in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Concealer brands4th of 515%Show ranking
Cleansing balm brands7th of 71.2%Show ranking
Concealer brush brands5th of 61.2%Show ranking
Eyeshadow palette brands6th of 83.3%Show ranking
Eyebrow tools brands3rd of 620.4%Show ranking
Eyelash curler brands4th of 115.1%Shown above
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