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 5.8% estimated Share of Search among eyeshadow palette brands worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Charlotte Tilbury53.1%
Huda Beauty23.8%Bobbi Brown8.7%
Anastasia Beverly Hills5.8%
e.l.f.5.8%MAC2.6%
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Where does e.l.f. compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Eyeshadow palette brands | 5th of 6 | 5.8% | Shown below |
| Cleansing balm brands | 3rd of 3 | 12.8% | Show ranking |
| Concealer brands | 3rd of 5 | 13% | Show ranking |
| Eyebrow tools brands | 3rd of 6 | 17.9% | Show ranking |
| Concealer brush brands | 2nd of 5 | 19.4% | Show ranking |
Which eyeshadow palette brands compete with e.l.f.?
Share of Search by month for Charlotte Tilbury, Huda Beauty, Bobbi Brown, Anastasia Beverly Hills, e.l.f., MAC. The figures are in the table below the chart.
View monthly share of search table
| Month | Charlotte Tilbury | Huda Beauty | Bobbi Brown | Anastasia Beverly Hills | e.l.f. | MAC |
|---|---|---|---|---|---|---|
| Oct 2025 | 43.6% | 29% | 10.7% | 8.7% | 5.8% | 2.1% |
| Nov 2025 | 39.4% | 48.1% | 5.3% | 3.5% | 2.4% | 1.3% |
| Dec 2025 | 58.7% | 21.4% | 7.9% | 5.3% | 4.3% | 2.4% |
| Jan 2026 | 42.5% | 34.6% | 10.4% | 5.7% | 4.7% | 2.1% |
| Feb 2026 | 45.8% | 30.9% | 9.2% | 6.2% | 5.1% | 2.8% |
| Mar 2026 | 52.1% | 23.4% | 10.5% | 5.7% | 5.7% | 2.6% |
| Apr 2026 | 48% | 26.5% | 9.7% | 6.5% | 6.5% | 2.9% |
| May 2026 | 47.3% | 26.1% | 9.5% | 6.4% | 7.8% | 2.9% |
| Jun 2026 | 51.3% | 23.1% | 10.4% | 5.7% | 6.9% | 2.5% |
| Jul 2026 | 53.1% | 23.8% | 8.7% | 5.8% | 5.8% | 2.6% |
| Aug 2026 | 50.5% | 27.7% | 8.3% | 5.5% | 5.5% | 2.5% |
| Sep 2026 | 53.1% | 23.8% | 8.7% | 5.8% | 5.8% | 2.6% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.1% | 1.5M | 0% | +2.7 points | |
| 2, held 2nd | 23.8% | 673K | -18.2% | -3.8 points | |
| 3, held 3rd | 8.7% | 246K | 0% | +0.4 points | |
| 4, held 4th | 5.8% | 165K | 0% | +0.3 points | |
| 5, held 5th | 5.8% | 165K | 0% | +0.3 points | |
| 6, held 6th | 2.6% | 74K | 0% | +0.1 points |
53.1%
Held 1st. 1.5M estimated branded searches, 0% vs prior month. Share +2.7 points.
23.8%
Held 2nd. 673K estimated branded searches, -18.2% vs prior month. Share -3.8 points.
8.7%
Held 3rd. 246K estimated branded searches, 0% vs prior month. Share +0.4 points.
5.8%
Held 4th. 165K estimated branded searches, 0% vs prior month. Share +0.3 points.
5.
e.l.f.5.8%
Held 5th. 165K estimated branded searches, 0% vs prior month. Share +0.3 points.
6.
2.6%
Held 6th. 74K estimated branded searches, 0% vs prior month. Share +0.1 points.
Compare search popularity between e.l.f. and its closest rivals
Every comparison with e.l.f.
18 comparisons
- Benefit vs e.l.f.
- 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
- 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?
2 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 eyeshadow palette brands worldwide peaked at 7.8% in May 2026 and was lowest at 2.4% in November 2025.
How did search popularity change for eyeshadow palette brands worldwide in September 2026?
5 changes
In September 2026, Charlotte Tilbury gained estimated Share of Search among eyeshadow palette brands worldwide, from 50.5% to 53.1%.
In September 2026, Huda Beauty lost estimated Share of Search among eyeshadow palette brands worldwide, from 27.7% to 23.8%.
Estimated monthly branded searches for Anastasia Beverly Hills worldwide fell 45.2% over 12 measured months, from 301K to 165K in September 2026.
Estimated monthly branded searches for Bobbi Brown worldwide fell 33.2% over 12 measured months, from 368K to 246K in September 2026.
Estimated monthly branded searches for e.l.f. worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.
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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