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 72.1% estimated Share of Search among eyeshadow brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Maybelline72.1%Too Faced11.8%
Urban Decay9.6%
MAC6.5%
NARS0.01%
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Which eyeshadow brands compete with Maybelline?
Share of Search by month for Maybelline, Too Faced, Urban Decay, MAC. The figures are in the table below the chart.
View monthly share of search table
| Month | Maybelline | Too Faced | Urban Decay | MAC | NARS |
|---|---|---|---|---|---|
| Oct 2025 | 72.8% | 12% | 9.8% | 5.4% | 0.02% |
| Nov 2025 | 58% | 26.1% | 9.6% | 6.4% | 0.03% |
| Dec 2025 | 67.1% | 16.5% | 9.1% | 7.4% | 0.02% |
| Jan 2026 | 68.1% | 16.6% | 9.1% | 6.1% | 0.02% |
| Feb 2026 | 73.3% | 12% | 8.1% | 6.6% | 0.02% |
| Mar 2026 | 70.2% | 14.1% | 9.4% | 6.3% | 0.01% |
| Apr 2026 | 72.1% | 11.8% | 9.6% | 6.5% | 0.02% |
| May 2026 | 70.2% | 14.1% | 9.4% | 6.3% | 0.02% |
| Jun 2026 | 72.9% | 12% | 9.7% | 5.4% | 0.01% |
| Jul 2026 | 73.3% | 12% | 8.1% | 6.6% | 0.02% |
| Aug 2026 | 72.1% | 11.8% | 9.6% | 6.5% | 0.01% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 72.1% | 823K | 0% | -1.2 points | |
| 2, held 2nd | 11.8% | 135K | 0% | -0.2 points | |
| 3, held 3rd | 9.6% | 110K | +21.5% | +1.6 points | |
| 4, held 4th | 6.5% | 74K | 0% | -0.1 points | |
| 5, held 5th | 0.01% | 170 | -19% | 0 points |
72.1%
Held 1st. 823K estimated branded searches, 0% vs prior month. Share -1.2 points.
11.8%
Held 2nd. 135K estimated branded searches, 0% vs prior month. Share -0.2 points.
9.6%
Held 3rd. 110K estimated branded searches, +21.5% vs prior month. Share +1.6 points.
4.
6.5%
Held 4th. 74K estimated branded searches, 0% vs prior month. Share -0.1 points.
5.
0.01%
Held 5th. 170 estimated branded searches, -19% vs prior month. Share 0 points.
Compare search popularity between Maybelline and its closest rivals
Every comparison with Maybelline
17 comparisons
- Charlotte Tilbury vs Maybelline
- L'Oreal vs Maybelline
- Estée Lauder vs Maybelline
- Fenty Beauty vs Maybelline
- Maybelline vs Tarte
- Maybelline vs Revlon
- e.l.f. vs Maybelline
- Maybelline vs Too Faced
- Maybelline vs Urban Decay
- Maybelline vs NYX Professional Makeup
- MAC vs Maybelline
- Maybelline vs Milani
- Benefit Cosmetics vs Maybelline
- Maybelline vs Rimmel
- Maybelline vs Stila
- Essence vs Maybelline
- Maybelline vs NARS
How has branded search demand for Maybelline changed worldwide over the last 12 months?
3 findings
- 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 eyeshadow brands worldwide decreased from 72.8% to 72.1%.
- Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among eyeshadow brands worldwide peaked at 73.3% in February 2026 and was lowest at 58% in November 2025.
How did search popularity change for eyeshadow brands worldwide in August 2026?
4 changes
In August 2026, Urban Decay gained estimated Share of Search among eyeshadow brands worldwide, from 8.1% to 9.6%.
In August 2026, Maybelline lost estimated Share of Search among eyeshadow brands worldwide, from 73.3% to 72.1%.
Estimated monthly branded searches for NARS worldwide fell 46.9% over 11 measured months, from 320 to 170 in August 2026.
Estimated monthly branded searches for Too Faced worldwide fell 18.2% over 11 measured months, from 165K to 135K in August 2026.
Where does Maybelline compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Foundation brands | 2nd of 5 | 27.5% | Show ranking |
| Lipstick brands | 2nd of 5 | 31.7% | Show ranking |
| Mascara brands | 2nd of 5 | 41.2% | Show ranking |
| Eyeliner brands | 2nd of 5 | 42% | Show ranking |
| Concealer brands | 1st of 5 | 64.9% | Show ranking |
| Blush brands | 1st of 5 | 70.3% | Show ranking |
| Eyeshadow brands | 1st of 5 | 72.1% | Shown above |
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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