Brandwave

How popular isMaybelline in search?

In August 2026, there were an estimated 823K branded searches for Maybelline worldwide which is down 17.7% over the last 11 months. Maybelline holds 64.9% estimated Share of Search among concealer brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Maybelline64.9%
  2. Tarte19.4%
  3. e.l.f.13%
  4. Rimmel2.6%
  5. NARS0.01%
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Which concealer brands compete with Maybelline?

Maybelline against concealer brands worldwide, by month

Share of Search by month for Maybelline, Tarte, e.l.f., Rimmel. The figures are in the table below the chart.

View monthly share of search table
MonthMaybellineTartee.l.f.RimmelNARS
Oct 202562.1%22.9%12.5%2.5%0.02%
Nov 202559.1%26.6%11.9%2.4%0.03%
Dec 202561.8%22.7%12.4%3.1%0.02%
Jan 202661.9%22.6%12.4%3%0.02%
Feb 202663.7%23.3%10.4%2.6%0.01%
Mar 202661.9%22.6%12.4%3%0.01%
Apr 202666.9%16.3%13.4%3.3%0.02%
May 202647.6%38.9%11.6%1.9%0.01%
Jun 202664.9%19.4%13%2.6%0.01%
Jul 202664.9%19.4%13%2.6%0.02%
Aug 202664.9%19.4%13%2.6%0.01%
Sep 2026—————

  1. 1.Maybelline

    64.9%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Tarte

    19.4%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.e.l.f.

    13%

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

  4. 4.Rimmel

    2.6%

    Held 4th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.NARS

    0.01%

    Held 5th. 170 estimated branded searches, -19% vs prior month. Share 0 points.

Compare search popularity between Maybelline and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Maybelline worldwide fell from 1M to 823K.
  • Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among concealer brands worldwide increased from 62.1% to 64.9%.
  • Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among concealer brands worldwide peaked at 66.9% in April 2026 and was lowest at 47.6% in May 2026.

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

  1. Estimated monthly branded searches for NARS worldwide fell 46.9% over 11 measured months, from 320 to 170 in August 2026.

  2. Estimated monthly branded searches for Tarte worldwide fell 33.2% over 11 measured months, from 368K to 246K in August 2026.

  3. Estimated monthly branded searches for Rimmel worldwide fell 18.3% over 11 measured months, from 40.5K to 33.1K in August 2026.

  4. Estimated monthly branded searches for e.l.f. worldwide fell 17.9% over 11 measured months, from 201K to 165K in August 2026.

  5. Estimated monthly branded searches for Maybelline worldwide fell 17.7% over 11 measured months, from 1M to 823K in August 2026.

Where does Maybelline compete?

Maybelline is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Lipstick brands2nd of 531.7%Show ranking
Foundation brands2nd of 537.9%Show ranking
Mascara brands2nd of 541.2%Show ranking
Eyeliner brands2nd of 543.3%Show ranking
Concealer brands1st of 564.9%Shown above
Blush brands1st of 570.3%Show ranking
Eyeshadow brands1st of 572.1%Show ranking

How is Maybelline measured?

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

  • maybelline

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How the Brand Demand Index is measured

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