How popular isEstée Lauder?
In September 2026, people searched for Estée Lauder by name about 823,000 times worldwide, a 32.5% decrease from the previous year. These searches made up 15.6% of all global eyeshadow brand searches, placing Estée Lauder second out of 15 brands. When we asked both ChatGPT and Google AI Overviews about eyeshadow brands, Estée Lauder did not appear in any of the answers.
Estée Lauder is the second most searched of 15 competitors and not listed in any AI answer.
Tom FordShare of searches 23.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Estée LauderShare of searches 15.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
MaybellineShare of searches 15.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
CliniqueShare of searches 12.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
NARSShare of searches 5.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top eyeshadow brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Estée Lauder did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
e.l.f. Cosmetics5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
ColourPop3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Anastasia Beverly Hills3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Urban Decay3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Makeup by Mario2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Natasha Denona2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pat McGrath Labs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Maybelline1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bobbi Brown1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Estée Lauder0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about eyeshadow brands
5 answers
Asked ChatGPT
“Which eyeshadow brand should I buy?”
Asked ChatGPT
“What are the best eyeshadow brands?”
Asked ChatGPT
“What's the best eyeshadow brand for everyday makeup?”
Searched Google, AI Overview
“best eyeshadow brand”
Searched Google, AI Overview
“eyeshadow for beginners”
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.
Which eyeshadow brands compete with Estée Lauder?
Share of searches by month for Tom Ford, Estée Lauder, Maybelline, Clinique, NARS, Bobbi Brown, Makeup by Mario, ColourPop, Anastasia Beverly Hills, e.l.f. Cosmetics, Natasha Denona, Too Faced. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tom Ford | Estée Lauder | Maybelline | Clinique | NARS | Bobbi Brown | Makeup by Mario | ColourPop | Anastasia Beverly Hills | e.l.f. Cosmetics | Natasha Denona | Too Faced | Urban Decay | MAC | Pat McGrath Labs |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18.8% | 18.8% | 15.4% | 12.7% | 5.7% | 5.7% | 3.8% | 3.8% | 4.6% | 3.1% | 2.5% | 2.5% | 2.1% | 0.34% | 0.28% |
| Nov 2025 | 14.3% | 21.4% | 11.7% | 14.3% | 7.9% | 5.3% | 5.3% | 3.5% | 3.5% | 2.3% | 2.9% | 5.3% | 1.9% | 0.32% | 0.32% |
| Dec 2025 | 20.1% | 20.1% | 13.4% | 13.4% | 6% | 4.9% | 4% | 4% | 3.3% | 2.7% | 2.2% | 3.3% | 1.8% | 0.3% | 0.36% |
| Jan 2026 | 20.1% | 16.5% | 13.6% | 13.6% | 6.1% | 6.1% | 4.1% | 5% | 3.3% | 2.7% | 2.7% | 3.3% | 1.8% | 0.37% | 0.82% |
| Feb 2026 | 19.4% | 19.4% | 16% | 13.1% | 5.8% | 4.8% | 3.9% | 3.9% | 3.2% | 2.6% | 2.6% | 2.6% | 1.8% | 0.35% | 0.53% |
| Mar 2026 | 17.1% | 20.8% | 14% | 14% | 6.3% | 5.1% | 5.1% | 4.2% | 2.8% | 2.8% | 2.3% | 2.8% | 1.9% | 0.31% | 0.31% |
| Apr 2026 | 18.6% | 18.6% | 15.3% | 15.3% | 5.6% | 4.6% | 4.6% | 3.7% | 3.1% | 3.1% | 2.5% | 2.5% | 2% | 0.34% | 0.27% |
| May 2026 | 18.1% | 18.1% | 14.9% | 14.9% | 6.7% | 4.5% | 4.5% | 3.6% | 3% | 3.6% | 2.4% | 3% | 2% | 0.33% | 0.27% |
| Jun 2026 | 17.2% | 17.2% | 17.2% | 14.1% | 6.3% | 5.2% | 4.2% | 4.2% | 2.8% | 3.5% | 2.3% | 2.8% | 2.3% | 0.31% | 0.25% |
| Jul 2026 | 19.9% | 16.3% | 16.3% | 13.4% | 6% | 4.9% | 4% | 4.9% | 3.3% | 3.3% | 2.7% | 2.7% | 1.8% | 0.36% | 0.24% |
| Aug 2026 | 19.8% | 16.3% | 16.3% | 13.3% | 6% | 4.9% | 4.9% | 4% | 3.3% | 3.3% | 2.7% | 2.7% | 2.2% | 0.44% | 0.24% |
| Sep 2026 | 23.1% | 15.6% | 15.6% | 12.7% | 5.7% | 4.7% | 4.7% | 3.8% | 3.1% | 3.1% | 3.1% | 2.6% | 1.7% | 0.42% | 0.23% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 23.1% | 1.2M | +22% | +3.3 points | |
| 2, held 2nd | 15.6% | 823K | 0% | -0.7 points | |
| 3, held 3rd | 15.6% | 823K | 0% | -0.7 points | |
| 4, held 4th | 12.7% | 673K | 0% | -0.6 points | |
| 5, held 5th | 5.7% | 301K | 0% | -0.3 points | |
| 6, held 6th | 4.7% | 246K | 0% | -0.2 points | |
| 7, held 7th | 4.7% | 246K | 0% | -0.2 points | |
| 8, held 8th | 3.8% | 201K | 0% | -0.2 points | |
| 9, held 9th | 3.1% | 165K | 0% | -0.1 points | |
| 10, held 10th | 3.1% | 165K | 0% | -0.1 points | |
| 11, held 11th | 3.1% | 165K | +22.2% | +0.5 points | |
| 12, held 12th | 2.6% | 135K | 0% | -0.1 points | |
| 13, held 13th | 1.7% | 90.5K | -17.7% | -0.5 points | |
| 14, held 14th | 0.42% | 22.2K | 0% | 0 points | |
| 15, held 15th | 0.23% | 12.1K | 0% | 0 points |
1.
Tom Ford23.1%
Held 1st. 1.2M estimated branded searches, +22% vs prior month. Share +3.3 points.
15.6%
Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.7 points.
15.6%
Held 3rd. 823K estimated branded searches, 0% vs prior month. Share -0.7 points.
4.
Clinique12.7%
Held 4th. 673K estimated branded searches, 0% vs prior month. Share -0.6 points.
5.
NARS5.7%
Held 5th. 301K estimated branded searches, 0% vs prior month. Share -0.3 points.
4.7%
Held 6th. 246K estimated branded searches, 0% vs prior month. Share -0.2 points.
4.7%
Held 7th. 246K estimated branded searches, 0% vs prior month. Share -0.2 points.
3.8%
Held 8th. 201K estimated branded searches, 0% vs prior month. Share -0.2 points.
3.1%
Held 9th. 165K estimated branded searches, 0% vs prior month. Share -0.1 points.
3.1%
Held 10th. 165K estimated branded searches, 0% vs prior month. Share -0.1 points.
3.1%
Held 11th. 165K estimated branded searches, +22.2% vs prior month. Share +0.5 points.
12.
Too Faced2.6%
Held 12th. 135K estimated branded searches, 0% vs prior month. Share -0.1 points.
13.
Urban Decay1.7%
Held 13th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.5 points.
14.
MAC0.42%
Held 14th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.
0.23%
Held 15th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Estée Lauder and its closest rivals
Every comparison with Estée Lauder
26 comparisons
- Charlotte Tilbury vs Estée Lauder
- Estée Lauder vs Maybelline
- CeraVe vs Estée Lauder
- Cetaphil vs Estée Lauder
- Estée Lauder vs L'Oreal
- Estée Lauder vs La Roche-Posay
- Estée Lauder vs Neutrogena
- Estée Lauder vs Nivea
- Estée Lauder vs The Ordinary
- Estée Lauder vs Tom Ford
- Clinique vs Estée Lauder
- Estée Lauder vs Huda Beauty
- Estée Lauder vs NYX Professional Makeup
- Estée Lauder vs Rare Beauty
- Estée Lauder vs Kiehl's
- Dermalogica vs Estée Lauder
- Estée Lauder vs Vanicream
- Anastasia Beverly Hills vs Estée Lauder
- Estée Lauder vs Natasha Denona
- Drunk Elephant vs Estée Lauder
- Estée Lauder vs Urban Decay
- Estée Lauder vs Olay
- Estée Lauder vs Victoria Beckham Beauty
- Estée Lauder vs RoC
- Estée Lauder vs Pat McGrath Labs
- Estée Lauder vs Klorane
How has branded search demand for Estée Lauder changed worldwide over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Estée Lauder worldwide fell from 1.2M to 823K.
- Across the 12 months ending September 2026, Estée Lauder’s share of searches among eyeshadow brands worldwide decreased from 18.8% to 15.6%.
- Across the 12 months ending September 2026, Estée Lauder’s share of searches among eyeshadow brands worldwide peaked at 21.4% in November 2025 and was lowest at 15.6% in September 2026.
- Across the 12 months ending September 2026, Estée Lauder fell from 1st to 2nd among eyeshadow brands worldwide.
How did search popularity change for eyeshadow brands worldwide in September 2026?
6 changes
In September 2026, Tom Ford gained share of searches among eyeshadow brands worldwide, from 19.8% to 23.1%.
In September 2026, Estée Lauder lost share of searches among eyeshadow brands worldwide, from 16.3% to 15.6%.
In September 2026, Maybelline lost share of searches among eyeshadow brands worldwide, from 16.3% to 15.6%.
In September 2026, Clinique lost share of searches among eyeshadow brands worldwide, from 13.3% to 12.7%.
NARS’s share of searches among eyeshadow brands worldwide has lost ground for 3 months in a row, from 6.3% to 5.7% in September 2026.
Bobbi Brown’s share of searches among eyeshadow brands worldwide has lost ground for 3 months in a row, from 5.2% to 4.7% in September 2026.
How are Estée Lauder’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Estée Lauder’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.
- estee lauder
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Where does Estée Lauder compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Makeup and cosmetics brands | 2nd of 28 | 9% | Show ranking |
| Moisturizer brands | 6th of 11 | 9.2% | Show ranking |
| Eye creams | 4th of 6 | 12.4% | Show ranking |
| Eye makeup remover brands | 5th of 7 | 13.1% | Show ranking |
| Eyeshadow brands | 2nd of 15 | 15.6% | Shown above |
| Night cream brands | 3rd of 6 | 24.4% | Show ranking |
| Foundation brands | 1st of 6 | 31.2% | Show ranking |
| Eye pencil brands | 1st of 5 | 51.5% | Show ranking |
Is Estée Lauder your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.