How popular isEssence in search?

In September 2026, there were an estimated 480 branded searches for Essence worldwide which is up 182.4% over the last 12 months. Essence holds <0.01% estimated Share of Search among makeup and cosmetics brands worldwide and is ranked 25th of 27 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which makeup and cosmetics brands compete with Essence?

Essence against makeup and cosmetics brands worldwide, by month

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Charlotte Tilbury	19.9%	1.5M	0%	-0.2 points
2, held 2nd	Estée Lauder	10.9%	823K	0%	-0.1 points
3, moved from 4th to 3rd	Maybelline	10.9%	823K	0%	-0.1 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Huda Beauty	8.9%	673K	-18.2%	-2.1 pointsmoved from 3rd to 4th
5, held 5th	Rare Beauty	7.3%	550K	0%	-0.1 points
6, held 6th	Fenty Beauty	6%	450K	0%	0 points
7, held 7th	Hourglass	5.8%	435K	+71.2%	+2.4 points
8, moved from 9th to 8th	L'Oréal Paris	4%	301K	+22.4%	+0.7 pointsmoved from 9th to 8th
9, moved from 8th to 9th	Bobbi Brown	3.3%	246K	0%	0 pointsmoved from 8th to 9th
10, held 10th	Makeup by Mario	3.3%	246K	0%	0 points
11, held 11th	Tarte	3.3%	246K	0%	0 points
12, held 12th	ColourPop	2.7%	201K	0%	0 points
13, held 13th	Revlon	2.7%	201K	0%	0 points
14, held 14th	e.l.f. Cosmetics	2.2%	165K	0%	0 points
15, held 15th	Kylie Cosmetics	2.2%	165K	0%	0 points
16, held 16th	Too Faced	1.8%	135K	0%	0 points
17, moved from 18th to 17th	NYX Professional Makeup	1%	75.3K	0%	0 pointsmoved from 18th to 17th
18, moved from 17th to 18th	Kosas	0.98%	74K	-18.2%	-0.2 pointsmoved from 17th to 18th
19, held 19th	MAC	0.98%	74K	0%	0 points
20, held 20th	Milk Makeup	0.66%	49.5K	-18.2%	-0.2 points
21, held 21st	Benefit Cosmetics	0.54%	40.5K	0%	0 points
22, held 22nd	CoverGirl	0.44%	33.1K	0%	0 points
23, held 23rd	Rimmel	0.44%	33.1K	0%	0 points
24, held 24th	Revolution Beauty	0.2%	14.8K	0%	0 points
25, held 25th	Essence	<0.01%	480	-18.6%	0 points
26, held 26th	Morphe	<0.01%	260	-18.8%	0 points
27, held 27th	NARS	<0.01%	170	0%	0 points

1.Charlotte Tilbury
19.9%
Held 1st. 1.5M estimated branded searches, 0% vs prior month. Share -0.2 points.
2.Estée Lauder
10.9%
Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.1 points.
3.Maybelline
10.9%
Moved from 4th to 3rd. 823K estimated branded searches, 0% vs prior month. Share -0.1 points.
4.Huda Beauty
8.9%
Moved from 3rd to 4th. 673K estimated branded searches, -18.2% vs prior month. Share -2.1 points.
5.Rare Beauty
7.3%
Held 5th. 550K estimated branded searches, 0% vs prior month. Share -0.1 points.
6.Fenty Beauty
6%
Held 6th. 450K estimated branded searches, 0% vs prior month. Share 0 points.
7.Hourglass
5.8%
Held 7th. 435K estimated branded searches, +71.2% vs prior month. Share +2.4 points.
8.L'Oréal Paris
4%
Moved from 9th to 8th. 301K estimated branded searches, +22.4% vs prior month. Share +0.7 points.
9.Bobbi Brown
3.3%
Moved from 8th to 9th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
10.Makeup by Mario
3.3%
Held 10th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
11.Tarte
3.3%
Held 11th. 246K estimated branded searches, 0% vs prior month. Share 0 points.
12.ColourPop
2.7%
Held 12th. 201K estimated branded searches, 0% vs prior month. Share 0 points.
13.Revlon
2.7%
Held 13th. 201K estimated branded searches, 0% vs prior month. Share 0 points.
14.e.l.f. Cosmetics
2.2%
Held 14th. 165K estimated branded searches, 0% vs prior month. Share 0 points.
15.Kylie Cosmetics
2.2%
Held 15th. 165K estimated branded searches, 0% vs prior month. Share 0 points.
16.Too Faced
1.8%
Held 16th. 135K estimated branded searches, 0% vs prior month. Share 0 points.
17.NYX Professional Makeup
1%
Moved from 18th to 17th. 75.3K estimated branded searches, 0% vs prior month. Share 0 points.
18.Kosas
0.98%
Moved from 17th to 18th. 74K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
19.MAC
0.98%
Held 19th. 74K estimated branded searches, 0% vs prior month. Share 0 points.
20.Milk Makeup
0.66%
Held 20th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.2 points.
21.Benefit Cosmetics
0.54%
Held 21st. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.
22.CoverGirl
0.44%
Held 22nd. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.
23.Rimmel
0.44%
Held 23rd. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.
24.Revolution Beauty
0.2%
Held 24th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.
25.Essence
<0.01%
Held 25th. 480 estimated branded searches, -18.6% vs prior month. Share 0 points.
26.Morphe
<0.01%
Held 26th. 260 estimated branded searches, -18.8% vs prior month. Share 0 points.
27.NARS
<0.01%
Held 27th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Essence and its closest rivals

How has branded search demand for Essence changed worldwide over the last 12 months?

2 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Essence worldwide rose from 170 to 480.
Across the 12 months ending September 2026, Essence rose from 27th to 25th among makeup and cosmetics brands worldwide.

How did search popularity change for makeup and cosmetics brands worldwide in September 2026?

6 changes

In September 2026, L'Oréal Paris overtook Bobbi Brown to rank 8th among makeup and cosmetics brands worldwide, with 4% estimated Share of Search.
In September 2026, Hourglass gained estimated Share of Search among makeup and cosmetics brands worldwide, from 3.4% to 5.8%.
In September 2026, Huda Beauty lost estimated Share of Search among makeup and cosmetics brands worldwide, from 11% to 8.9%.
Kylie Cosmetics’ estimated Share of Search among makeup and cosmetics brands worldwide has lost ground for 3 months in a row, from 5.4% to 2.2% in September 2026.
Estée Lauder’s estimated Share of Search among makeup and cosmetics brands worldwide has lost ground for 3 months in a row, from 12.1% to 10.9% in September 2026.
Maybelline’s estimated Share of Search among makeup and cosmetics brands worldwide has lost ground for 3 months in a row, from 12.1% to 10.9% in September 2026.

Where does Essence compete?

Essence is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.

Competitor set	Rank	Share of Search	Ranking
Makeup and cosmetics brands	25th of 27	<0.01%	Shown above
Bronzer stick brands	5th of 5	0.02%	Show ranking
Mascara brands	5th of 5	0.02%	Show ranking
Eyebrow tools brands	6th of 6	0.05%	Show ranking
Nail polish brands	6th of 6	0.11%	Show ranking

How is Essence measured?

Brandwave collects information about searches that people make online using Essence’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

essence nz

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How the Brand Demand Index is measured

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Month	Charlotte Tilbury	Estée Lauder	Maybelline	Huda Beauty	Rare Beauty	Fenty Beauty	Hourglass	L'Oréal Paris	Bobbi Brown	Makeup by Mario	Tarte	ColourPop	Revlon	e.l.f. Cosmetics	Kylie Cosmetics	Too Faced	NYX Professional Makeup	Kosas	MAC	Milk Makeup	Benefit Cosmetics	CoverGirl	Rimmel	Revolution Beauty	Essence	Morphe	NARS
Oct 2025	15.5%	12.6%	10.3%	10.3%	8.5%	6.9%	3.4%	3.1%	3.8%	2.5%	3.8%	2.5%	2.5%	2.1%	5.7%	1.7%	0.81%	0.93%	0.76%	0.76%	0.62%	0.34%	0.42%	0.19%	<0.01%	<0.01%	<0.01%
Nov 2025	20.2%	11%	6%	24.6%	7.4%	5%	2.8%	1.8%	2.7%	2.7%	2.7%	1.8%	1.5%	1.2%	2.2%	2.7%	0.56%	0.81%	0.66%	0.55%	0.45%	0.2%	0.24%	0.16%	<0.01%	<0.01%	<0.01%
Dec 2025	23.9%	13.1%	8.7%	8.7%	8.7%	5.9%	3.3%	2.6%	3.2%	2.6%	3.2%	2.6%	2.1%	1.8%	2.6%	2.1%	0.8%	0.79%	0.96%	0.79%	0.53%	0.35%	0.43%	0.19%	<0.01%	<0.01%	<0.01%
Jan 2026	15.6%	10.4%	8.6%	12.7%	8.6%	5.7%	3.8%	3.8%	3.8%	2.6%	3.1%	3.1%	2.6%	1.7%	7%	2.1%	0.92%	0.94%	0.77%	0.77%	0.51%	0.42%	0.42%	0.19%	<0.01%	<0.01%	<0.01%
Feb 2026	15.3%	12.6%	10.4%	10.4%	8.5%	6.9%	3.5%	3.1%	3.1%	2.5%	3.1%	2.5%	2.5%	1.7%	6.9%	1.7%	0.95%	0.93%	0.93%	0.93%	0.51%	0.51%	0.42%	0.19%	<0.01%	<0.01%	<0.01%
Mar 2026	17.8%	14.5%	9.8%	8%	8%	6.5%	3.3%	3.6%	3.6%	3.6%	3.6%	2.9%	2.4%	2%	2.9%	2%	0.93%	1.1%	0.88%	0.88%	0.59%	0.48%	0.48%	0.18%	<0.01%	<0.01%	<0.01%
Apr 2026	16.3%	13.4%	11%	9%	9%	7.4%	3.5%	3.3%	3.3%	3.3%	2.7%	2.7%	2.7%	2.2%	2.2%	1.8%	1%	1.2%	0.99%	0.99%	0.66%	0.54%	0.54%	0.16%	<0.01%	<0.01%	<0.01%
May 2026	15.4%	12.6%	10.4%	8.5%	6.9%	5.7%	2.9%	3.1%	3.1%	3.1%	8.5%	2.5%	2.5%	2.5%	4.6%	2.1%	0.95%	1.1%	0.93%	0.76%	0.51%	0.51%	0.42%	0.15%	<0.01%	<0.01%	<0.01%
Jun 2026	17.9%	12.1%	12.1%	8.1%	6.6%	5.4%	3.2%	3.6%	3.6%	2.9%	3.6%	2.9%	2.4%	2.4%	5.4%	2%	1.1%	1.3%	0.89%	0.73%	0.59%	0.49%	0.49%	0.22%	0.02%	<0.01%	<0.01%
Jul 2026	20.2%	11.1%	11.1%	9.1%	9.1%	6.1%	3.1%	3.3%	3.3%	2.7%	3.3%	3.3%	2.7%	2.2%	2.2%	1.8%	1%	1%	1%	0.81%	0.55%	0.45%	0.45%	0.2%	0.01%	<0.01%	<0.01%
Aug 2026	20%	11%	11%	11%	7.3%	6%	3.4%	3.3%	3.3%	3.3%	3.3%	2.7%	2.7%	2.2%	2.2%	1.8%	1%	1.2%	0.99%	0.81%	0.54%	0.44%	0.44%	0.2%	<0.01%	<0.01%	<0.01%
Sep 2026	19.9%	10.9%	10.9%	8.9%	7.3%	6%	5.8%	4%	3.3%	3.3%	3.3%	2.7%	2.7%	2.2%	2.2%	1.8%	1%	0.98%	0.98%	0.66%	0.54%	0.44%	0.44%	0.2%	<0.01%	<0.01%	<0.01%