Brandwave

How popular isEssie in search?

In August 2026, there were an estimated 74K branded searches for Essie worldwide which held steady over the last 11 months. Essie holds 10.6% estimated Share of Search among cuticle care brands worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Blue Cross35.1%
  2. CND23.5%
  3. OPI23.5%
  4. Essie10.6%
  5. Sally Hansen7.1%
  6. Cuticle Buddy0.14%
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Where does Essie compete?

Essie is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Cuticle care brands4th of 610.6%Shown below
Nail polish brands3rd of 516.1%Show ranking
Nail care3rd of 616.3%Show ranking

Which cuticle care brands compete with Essie?

Essie against cuticle care brands worldwide, by month

Share of Search by month for Blue Cross, CND, OPI, Essie, Sally Hansen. The figures are in the table below the chart.

View monthly share of search table
MonthBlue CrossCNDOPIEssieSally HansenCuticle Buddy
Oct 202544.8%20.1%20.1%9%6%0.11%
Nov 202544.7%20.1%20.1%9%6%0.12%
Dec 202546.4%20.8%17%9.3%6.2%0.13%
Jan 202644.8%20.1%20.1%9%6%0.12%
Feb 202640.6%22.2%22.2%8.2%6.7%0.12%
Mar 202644.8%20.1%20.1%9%6%0.12%
Apr 202642.3%23.2%18.9%8.5%6.9%0.18%
May 202634.6%23.2%23.2%10.4%8.5%0.18%
Jun 202636.1%24.2%19.8%10.9%8.9%0.19%
Jul 202633.4%22.4%22.4%14.9%6.7%0.18%
Aug 202635.1%23.5%23.5%10.6%7.1%0.14%
Sep 2026——————

  1. 1.Blue Cross

    35.1%

    Held 1st. 246K estimated branded searches, -0.04% vs prior month. Share +1.7 points.

  2. 2.CND

    23.5%

    Held 2nd. 165K estimated branded searches, 0% vs prior month. Share +1.2 points.

  3. 3.OPI

    23.5%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share +1.2 points.

  4. 4.Essie

    10.6%

    Held 4th. 74K estimated branded searches, -32.7% vs prior month. Share -4.4 points.

  5. 5.Sally Hansen

    7.1%

    Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Cuticle Buddy

    0.14%

    Held 6th. 1K estimated branded searches, -23.1% vs prior month. Share 0 points.

Compare search popularity between Essie and its closest rivals

Every comparison with Essie

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Essie worldwide held steady at 74K.
  • Across the 11 months ending August 2026, Essie’s estimated Share of Search among cuticle care brands worldwide increased from 9% to 10.6%.
  • Across the 11 months ending August 2026, Essie’s estimated Share of Search among cuticle care brands worldwide peaked at 14.9% in July 2026 and was lowest at 8.2% in February 2026.

How did search popularity change for cuticle care brands worldwide in August 2026?

  1. In August 2026, Blue Cross gained estimated Share of Search among cuticle care brands worldwide, from 33.4% to 35.1%.

  2. In August 2026, CND gained estimated Share of Search among cuticle care brands worldwide, from 22.4% to 23.5%.

  3. In August 2026, OPI gained estimated Share of Search among cuticle care brands worldwide, from 22.4% to 23.5%.

  4. In August 2026, Essie lost estimated Share of Search among cuticle care brands worldwide, from 14.9% to 10.6%.

  5. Estimated monthly branded searches for Cuticle Buddy worldwide rose 13.6% over 11 measured months, from 880 to 1K in August 2026.

How is Essie measured?

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

  • essie

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How the Brand Demand Index is measured

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