Brandwave

How popular isMAC?

In October 2026, people searched for MAC by name about 578,000 times worldwide, a 20.2% decrease from the previous year. These searches made up 4.5% of all global makeup primer brand searches, placing MAC sixth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about makeup primer brands, MAC did not appear in any of the answers.

Search and AI answers in October 2026

MAC is the sixth most searched of 12 competitors and not named in the AI answers we collected.

  1. e.l.f. CosmeticsShare of searches 50.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. Benefit CosmeticsShare of searches 11.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. SmashboxShare of searches 10.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Milk MakeupShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. MACShare of searches 4.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+7 more

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Top makeup primer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, MAC 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.

  1. Smashbox1st
  2. Milk Makeup2nd
  3. e.l.f. Cosmetics3rd
  4. Benefit Cosmetics3rd
  5. NYX Professional Makeup5th
  6. Hourglass6th
  7. MAC–
  8. Charlotte Tilbury–
  9. Laura Mercier–
  10. Fenty Beauty–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Smashbox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milk Makeup3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • e.l.f. Cosmetics2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Benefit Cosmetics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NYX Professional Makeup1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hourglass1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MAC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Laura Mercier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fenty Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about makeup primer brands

5 answers

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 25, 2026.

How often do people search for MAC compared with other makeup primer brands worldwide?

MAC against makeup primer brands worldwide, by month

Share of searches by month for e.l.f. Cosmetics, Benefit Cosmetics, Smashbox, Milk Makeup, NYX Professional Makeup, MAC, Hourglass. The figures are in the table below the chart.

View monthly share of searches table
Monthe.l.f. CosmeticsBenefit CosmeticsSmashboxMilk MakeupNYX Professional MakeupMACHourglassCharlotte TilburyLaura MercierFenty BeautyRare BeautyToo Faced
Nov 202544.4%12.1%8.7%11.3%8.4%5.6%2.8%2.5%1.7%1.1%0.91%0.5%
Dec 202545.7%11.8%8.6%11.7%8.6%4.7%2.3%2.6%1.7%0.94%0.77%0.62%
Jan 202641%16.5%9.8%10.9%8.1%4.4%2.7%2.4%1.6%0.88%0.88%0.71%
Feb 202642.5%13.4%9.8%13%8%4.4%2.7%2.4%1.6%0.86%0.71%0.71%
Mar 202644.1%13.9%9.3%11.1%8.3%4.6%2.3%2.5%1.7%0.91%0.73%0.6%
Apr 202641.2%12.4%11.5%12.9%7.4%5%3%2.7%1.5%0.98%0.79%0.79%
May 202643%11.1%12.1%11.7%8.1%4.4%2.9%2.4%1.6%1.1%0.87%0.57%
Jun 202644.8%11.6%11.3%11.3%7%4.6%3%2.5%1.7%0.91%0.75%0.5%
Jul 202645.9%11.3%11.1%11.9%6.8%3.7%2.9%2.5%1.6%0.89%0.89%0.58%
Aug 202649.7%10.5%9.3%10.2%7.7%4.2%2.5%2.3%1.5%0.82%0.82%0.54%
Sep 202649.7%10.9%10.1%10%6.6%4.4%2.7%2%1.6%0.86%0.71%0.56%
Oct 202650.6%11.1%10.3%8.9%6.7%4.5%2.6%2%1.3%0.89%0.71%0.39%

  1. 1.e.l.f. Cosmetics

    50.6%

    Held 1st. 206K estimated branded searches, +22.2% vs prior month. Share +0.9 points.

  2. 2.Benefit Cosmetics

    11.1%

    Held 2nd. 45.2K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  3. 3.Smashbox

    10.3%

    Held 3rd. 41.9K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  4. 4.Milk Makeup

    8.9%

    Held 4th. 36.2K estimated branded searches, +7.4% vs prior month. Share -1 points.

  5. 5.NYX Professional Makeup

    6.7%

    Held 5th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.1 points.

  6. 6.MAC

    4.5%

    Held 6th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.1 points.

  7. 7.Hourglass

    2.6%

    Held 7th. 10.5K estimated branded searches, +16.7% vs prior month. Share -0.1 points.

  8. 8.Charlotte Tilbury

    2%

    Held 8th. 8.1K estimated branded searches, +22.7% vs prior month. Share 0 points.

  9. 9.Laura Mercier

    1.3%

    Held 9th. 5.4K estimated branded searches, 0% vs prior month. Share -0.3 points.

  10. 10.Fenty Beauty

    0.89%

    Held 10th. 3.6K estimated branded searches, +24.1% vs prior month. Share 0 points.

  11. 11.Rare Beauty

    0.71%

    Held 11th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

  12. 12.Too Faced

    0.39%

    Held 12th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.2 points.

e.l.f. Cosmetics, Benefit Cosmetics and 8 other brands sell other things too, so only their searches that name this product count here, like “elf primer”.

Compare popularity between MAC and its closest rivals

Every comparison with MAC

53 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for MAC worldwide fell from 725K to 578K.
  • Across the 12 months ending October 2026, MAC’s share of searches among makeup primer brands worldwide decreased from 5.6% to 4.5%.
  • Across the 12 months ending October 2026, MAC’s share of searches among makeup primer brands worldwide peaked at 5.6% in November 2025 and was lowest at 3.7% in July 2026.

How did search popularity change for makeup primer brands worldwide in October 2026?

6 changes

  1. In October 2026, e.l.f. Cosmetics gained share of searches among makeup primer brands worldwide, from 49.7% to 50.6%.

  2. In October 2026, Milk Makeup lost share of searches among makeup primer brands worldwide, from 10% to 8.9%.

  3. MAC’s share of searches among makeup primer brands worldwide has gained ground for 3 months in a row, from 3.7% to 4.5% in October 2026.

  4. Estimated monthly branded searches for Rare Beauty worldwide fell 34.1% over 12 measured months, from 4.4K to 2.9K in October 2026.

  5. Estimated monthly branded searches for Fenty Beauty worldwide fell 33.3% over 12 measured months, from 5.4K to 3.6K in October 2026.

  6. Estimated monthly branded searches for Laura Mercier worldwide fell 33.3% over 12 measured months, from 8.1K to 5.4K in October 2026.

How are MAC’s branded searches counted?

20 search terms

Brandwave collects information about searches that people make online using MAC’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • mac bronzer
  • mac bronzer stick
  • mac bronzing powder
  • mac brushes
  • mac contour stick
  • mac eye shadow
  • mac eyelash curler
  • mac eyeshadow
  • mac eyeshadow palette
  • mac fix plus
  • mac fixing spray
  • mac foundation
  • mac foundation brush
  • mac gel eyeliner
  • mac lipglass
  • mac lipstick
  • mac makeup
  • mac makeup brushes
  • mac primer
  • mac setting spray

Do you work for MAC? 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

Where does MAC compete?

MAC is ranked by how often people search for it in 12 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Makeup and cosmetics brands22nd of 280.71%Show ranking
Foundation brands5th of 612.2%Show ranking
Lipstick brands1st of 736.5%Show ranking
Setting spray brands6th of 105.8%Show ranking
Lip gloss brands6th of 134.3%Show ranking
Makeup primer brands6th of 124.5%Shown above
Concealer brush brands2nd of 620.6%Show ranking
Eyeshadow palette brands4th of 84.9%Show ranking
Eyelash curler brands11th of 111%Show ranking
Makeup brush brands4th of 65%Show ranking
Eyeshadow brands1st of 1416.4%Show ranking
Bronzer brands3rd of 520.9%Show ranking
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