How popular isMaybelline?
In September 2026, people searched for Maybelline by name about 864,000 times worldwide, a 16.4% decrease from the previous year. These searches made up 2.5% of all global eye pencil brand searches, placing Maybelline fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about eye pencil brands, Maybelline appeared in three of the five answers and was the second most recommended of the five.
Maybelline is the fourth most searched of 5 competitors and the second most recommended in AI answers.
Estée LauderShare of searches 51.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
NYX Professional MakeupShare of searches 39.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
Urban DecayShare of searches 5.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
MaybellineShare of searches 2.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Victoria Beckham BeautyShare of searches 1.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top eye pencil brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Maybelline was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Maybelline is the second most recommended of the five.
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.
- Urban Decay5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Maybelline3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- NYX Professional Makeup2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Victoria Beckham Beauty2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Estée Lauder0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about eye pencil brands
5 answers
Asked ChatGPT
“Which eye pencil brand should I buy?”
Asked ChatGPT
“What are the best eye pencil brands?”
Asked ChatGPT
“What's the best eye pencil brand for defined eyes?”
Searched Google, AI Overview
“best eye pencil”
Searched Google, AI Overview
“eyeliner pencil”
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 eye pencil brands compete with Maybelline?
Share of searches by month for Estée Lauder, NYX Professional Makeup, Urban Decay, Maybelline. The figures are in the table below the chart.
View monthly share of searches table
| Month | Estée Lauder | NYX Professional Makeup | Urban Decay | Maybelline | Victoria Beckham Beauty |
|---|---|---|---|---|---|
| Oct 2025 | 56.1% | 34.6% | 6.2% | 1.5% | 1.5% |
| Nov 2025 | 57.7% | 34.5% | 5.2% | 1% | 1.6% |
| Dec 2025 | 56.8% | 34.7% | 5.1% | 1.5% | 1.9% |
| Jan 2026 | 47.7% | 43.5% | 5.2% | 1.6% | 1.9% |
| Feb 2026 | 52.8% | 39.5% | 4.8% | 1.7% | 1.2% |
| Mar 2026 | 57.1% | 35.2% | 5.1% | 1.5% | 1% |
| Apr 2026 | 52.3% | 39.1% | 5.7% | 1.7% | 1.2% |
| May 2026 | 52.3% | 39.1% | 5.7% | 1.7% | 1.2% |
| Jun 2026 | 47.6% | 43.1% | 6.4% | 1.9% | 1% |
| Jul 2026 | 48% | 43.7% | 5.3% | 1.9% | 1.1% |
| Aug 2026 | 47.4% | 43.1% | 6.3% | 1.9% | 1.3% |
| Sep 2026 | 51.5% | 39.1% | 5.7% | 2.5% | 1.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 51.5% | 823K | 0% | +4.1 points | |
| 2, held 2nd | 39.1% | 625K | -16.4% | -3.9 points | |
| 3, held 3rd | 5.7% | 90.5K | -17.7% | -0.7 points | |
| 4, held 4th | 2.5% | 40.5K | +22.4% | +0.6 points | |
| 5, held 5th | 1.1% | 18.1K | -18.5% | -0.1 points |
51.5%
Held 1st. 823K estimated branded searches, 0% vs prior month. Share +4.1 points.
39.1%
Held 2nd. 625K estimated branded searches, -16.4% vs prior month. Share -3.9 points.
5.7%
Held 3rd. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.7 points.
2.5%
Held 4th. 40.5K estimated branded searches, +22.4% vs prior month. Share +0.6 points.
1.1%
Held 5th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.1 points.
Compare popularity between Maybelline and its closest rivals
Every comparison with Maybelline
21 comparisons
- Charlotte Tilbury vs Maybelline
- Estée Lauder vs Maybelline
- L'Oreal vs Maybelline
- Maybelline vs Tom Ford
- Clinique vs Maybelline
- Huda Beauty vs Maybelline
- Maybelline vs NYX Professional Makeup
- Maybelline vs Rare Beauty
- Maybelline vs Revlon
- Anastasia Beverly Hills vs Maybelline
- Maybelline vs Natasha Denona
- e.l.f. vs Maybelline
- Maybelline vs Saie
- Maybelline vs Urban Decay
- MAC vs Maybelline
- Maybelline vs Milani
- CoverGirl vs Maybelline
- Maybelline vs Rimmel
- Maybelline vs Stila
- Maybelline vs Victoria Beckham Beauty
- Maybelline vs Pat McGrath Labs
How has branded search demand for Maybelline changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Maybelline worldwide fell from 1M to 864K.
- Across the 12 months ending September 2026, Maybelline’s share of searches among eye pencil brands worldwide increased from 1.5% to 2.5%.
- Across the 12 months ending September 2026, Maybelline’s share of searches among eye pencil brands worldwide peaked at 2.5% in September 2026 and was lowest at 1% in November 2025.
How did search popularity change for eye pencil brands worldwide in September 2026?
5 changes
In September 2026, Estée Lauder gained share of searches among eye pencil brands worldwide, from 47.4% to 51.5%.
In September 2026, Maybelline gained share of searches among eye pencil brands worldwide, from 1.9% to 2.5%.
In September 2026, NYX Professional Makeup lost share of searches among eye pencil brands worldwide, from 43.1% to 39.1%.
In September 2026, Urban Decay lost share of searches among eye pencil brands worldwide, from 6.3% to 5.7%.
Estimated monthly branded searches for Victoria Beckham Beauty worldwide fell 45.3% over 12 measured months, from 33.1K to 18.1K in September 2026.
How are Maybelline’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Maybelline’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.
- maybelline
- maybelline eyeliner
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Where does Maybelline compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Makeup and cosmetics brands | 3rd of 28 | 9% | Show ranking |
| Eyeshadow brands | 3rd of 15 | 15.6% | Show ranking |
| Lipstick brands | 2nd of 7 | 19.8% | Show ranking |
| Foundation brands | 2nd of 6 | 31.2% | Show ranking |
| Eyeliner brands | 2nd of 5 | 32.8% | Show ranking |
| Blush brands | 1st of 8 | 35.8% | Show ranking |
| Mascara brands | 2nd of 5 | 40.4% | Show ranking |
| Eye pencil brands | 4th of 5 | 2.5% | Shown above |
| Concealer brands | 1st of 5 | 52.5% | Show ranking |
| Gel eyeliner brands | 1st of 4 | 70.8% | Show ranking |
Is Maybelline 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.