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 43.3% estimated Share of Search among eyeliner brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. L'Oreal52.6%
  2. Maybelline43.3%
  3. Benefit Cosmetics2.1%
  4. Stila1.2%
  5. NYX Professional Makeup0.78%
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Which eyeliner brands compete with Maybelline?

Maybelline against eyeliner brands worldwide, by month

Share of Search by month for L'Oreal, Maybelline, Benefit Cosmetics. The figures are in the table below the chart.

View monthly share of search table
MonthL'OrealMaybellineBenefit CosmeticsStilaNYX Professional Makeup
Oct 202552.7%43.2%2.6%0.78%0.78%
Nov 202552.3%42.8%3.2%0.95%0.78%
Dec 202552.6%43.1%2.6%0.96%0.78%
Jan 202657.3%38.6%2.3%1%0.69%
Feb 202657.5%38.8%1.9%1%0.7%
Mar 202656.9%38.4%2.3%1.5%0.84%
Apr 202657.2%38.6%2.3%1.3%0.69%
May 202657.5%38.8%1.9%1%0.7%
Jun 202652.8%43.5%2.1%0.96%0.64%
Jul 202652.7%43.4%2.1%0.95%0.78%
Aug 202652.6%43.3%2.1%1.2%0.78%
Sep 2026—————

  1. 1.L'Oreal

    52.6%

    Held 1st. 1M estimated branded searches, 0% vs prior month. Share -0.1 points.

  2. 2.Maybelline

    43.3%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Benefit Cosmetics

    2.1%

    Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Stila

    1.2%

    Held 4th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.2 points.

  5. 5.NYX Professional Makeup

    0.78%

    Held 5th. 14.8K estimated branded searches, 0% 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 eyeliner brands worldwide peaked at 43.5% in June 2026 and was lowest at 38.4% in March 2026.

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

  1. L'Oreal’s estimated Share of Search among eyeliner brands worldwide has lost ground for 3 months in a row, from 57.5% to 52.6% in August 2026.

  2. Estimated monthly branded searches for Stila worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.

  3. Estimated monthly branded searches for Benefit Cosmetics worldwide fell 33.1% over 11 measured months, from 60.5K to 40.5K in August 2026.

  4. Estimated monthly branded searches for NYX Professional Makeup worldwide fell 18.2% over 11 measured months, from 18.1K to 14.8K 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%Shown above
Concealer brands1st of 564.9%Show ranking
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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