Brandwave

How popular isEstée Lauder in search?

In September 2026, there were an estimated 823K branded searches for Estée Lauder worldwide which is down 32.5% over the last 12 months. Estée Lauder holds 12.9% estimated Share of Search among moisturizer brands worldwide and is ranked 3rd of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Cetaphil32.1%
  2. CeraVe29.9%
  3. Estée Lauder12.9%
  4. Clinique10.5%
  5. Kiehl's8.6%
  6. Dermalogica3.9%
  7. Drunk Elephant1.7%
  8. Bubble0.37%
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Which moisturizer brands compete with Estée Lauder?

Estée Lauder against moisturizer brands worldwide, by month

Share of Search by month for Cetaphil, CeraVe, Estée Lauder, Clinique, Kiehl's, Dermalogica. The figures are in the table below the chart.

View monthly share of search table
MonthCetaphilCeraVeEstée LauderCliniqueKiehl'sDermalogicaDrunk ElephantBubble
Oct 202527.4%30.1%16.1%10.9%8.9%3.2%2.7%0.69%
Nov 202524.6%24.3%18.8%12.5%12.5%3.8%3.1%0.52%
Dec 202525.8%28.3%17.8%11.9%9.8%2.9%2.9%0.52%
Jan 202630.6%30.4%12.8%10.5%8.6%3.9%2.6%0.65%
Feb 202629.5%32.4%14.2%9.6%7.8%3.5%2.3%0.64%
Mar 202628.2%30.2%15.7%10.6%8.7%3.9%2.1%0.59%
Apr 202629.7%31.9%13.6%11.2%7.5%3.3%2.2%0.61%
May 202627.8%32.6%14.2%11.7%7.8%3.5%1.9%0.52%
Jun 202629.4%33.7%12.4%10.1%8.3%3.7%2%0.44%
Jul 202631.5%33.9%12.4%10.2%6.8%3%1.7%0.45%
Aug 202630.5%33.6%12%9.9%8.1%3.6%2%0.36%
Sep 202632.1%29.9%12.9%10.5%8.6%3.9%1.7%0.37%

  1. 1.Cetaphil

    32.1%

    Moved from 2nd to 1st. 2M estimated branded searches, -2% vs prior month. Share +1.5 points.

  2. 2.CeraVe

    29.9%

    Moved from 1st to 2nd. 1.9M estimated branded searches, -16.6% vs prior month. Share -3.6 points.

  3. 3.Estée Lauder

    12.9%

    Held 3rd. 823K estimated branded searches, 0% vs prior month. Share +0.8 points.

  4. 4.Clinique

    10.5%

    Held 4th. 673K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.Kiehl's

    8.6%

    Held 5th. 550K estimated branded searches, 0% vs prior month. Share +0.6 points.

  6. 6.Dermalogica

    3.9%

    Held 6th. 246K estimated branded searches, 0% vs prior month. Share +0.3 points.

  7. 7.Drunk Elephant

    1.7%

    Held 7th. 110K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  8. 8.Bubble

    0.37%

    Held 8th. 23.6K estimated branded searches, -5.2% vs prior month. Share 0 points.

Compare search popularity between Estée Lauder and its closest rivals

Every comparison with Estée Lauder

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

  • 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 estimated Share of Search among moisturizer brands worldwide decreased from 16.1% to 12.9%.
  • Across the 12 months ending September 2026, Estée Lauder’s estimated Share of Search among moisturizer brands worldwide peaked at 18.8% in November 2025 and was lowest at 12% in August 2026.

How did search popularity change for moisturizer brands worldwide in September 2026?

  1. In September 2026, Cetaphil overtook CeraVe to become the leader among moisturizer brands worldwide, with 32.1% estimated Share of Search.

  2. In September 2026, Estée Lauder gained estimated Share of Search among moisturizer brands worldwide, from 12% to 12.9%.

  3. In September 2026, Clinique gained estimated Share of Search among moisturizer brands worldwide, from 9.9% to 10.5%.

  4. In September 2026, Kiehl's gained estimated Share of Search among moisturizer brands worldwide, from 8.1% to 8.6%.

  5. In September 2026, CeraVe lost estimated Share of Search among moisturizer brands worldwide, from 33.6% to 29.9%.

  6. Estimated monthly branded searches for Bubble worldwide fell 55% over 12 measured months, from 52.5K to 23.6K in September 2026.

Where does Estée Lauder compete?

Estée Lauder is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Eye Makeup Remover brands6th of 85.6%Show ranking
Makeup and cosmetics brands2nd of 2710.6%Show ranking
Eye creams4th of 611.4%Show ranking
Moisturizer brands3rd of 812.9%Shown above
Makeup setting spray brands3rd of 816.5%Show ranking
Night cream brands3rd of 317.2%Show ranking
Eye Shadow brands2nd of 527.1%Show ranking
Foundation brands1st of 537.9%Show ranking
Eye Pencil brands1st of 356.2%Show ranking

How is Estée Lauder measured?

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.

1 branded search term

  • estelauder

Do you work for Estée Lauder? 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

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