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 37.9% estimated Share of Search among foundation brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Estée Lauder37.9%
Maybelline37.9%
Fenty Beauty20.7%MAC3.4%
NARS<0.01%
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Which foundation brands compete with Maybelline?
Share of Search by month for Estée Lauder, Maybelline, Fenty Beauty, MAC. The figures are in the table below the chart.
View monthly share of search table
| Month | Estée Lauder | Maybelline | Fenty Beauty | MAC | NARS |
|---|---|---|---|---|---|
| Oct 2025 | 41.1% | 33.7% | 22.7% | 2.5% | 0.01% |
| Nov 2025 | 48.6% | 26.6% | 21.9% | 2.9% | 0.01% |
| Dec 2025 | 45.7% | 30.5% | 20.5% | 3.4% | <0.01% |
| Jan 2026 | 40.9% | 33.6% | 22.5% | 3% | <0.01% |
| Feb 2026 | 40.9% | 33.6% | 22.5% | 3% | <0.01% |
| Mar 2026 | 45.7% | 30.9% | 20.6% | 2.8% | <0.01% |
| Apr 2026 | 40.9% | 33.6% | 22.5% | 3% | <0.01% |
| May 2026 | 42.6% | 35.1% | 19.2% | 3.2% | <0.01% |
| Jun 2026 | 39.7% | 39.7% | 17.7% | 2.9% | <0.01% |
| Jul 2026 | 37.9% | 37.9% | 20.7% | 3.4% | <0.01% |
| Aug 2026 | 37.9% | 37.9% | 20.7% | 3.4% | <0.01% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 37.9% | 823K | 0% | 0 points | |
| 2, held 2nd | 37.9% | 823K | 0% | 0 points | |
| 3, held 3rd | 20.7% | 450K | 0% | 0 points | |
| 4, held 4th | 3.4% | 74K | 0% | 0 points | |
| 5, held 5th | <0.01% | 170 | -19% | 0 points |
37.9%
Held 1st. 823K estimated branded searches, 0% vs prior month. Share 0 points.
37.9%
Held 2nd. 823K estimated branded searches, 0% vs prior month. Share 0 points.
20.7%
Held 3rd. 450K estimated branded searches, 0% vs prior month. Share 0 points.
4.
3.4%
Held 4th. 74K estimated branded searches, 0% vs prior month. Share 0 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
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 foundation brands worldwide increased from 33.7% to 37.9%.
- Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among foundation brands worldwide peaked at 39.7% in June 2026 and was lowest at 26.6% in November 2025.
How did search popularity change for foundation brands worldwide in August 2026?
4 changes
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 Fenty Beauty worldwide fell 33.1% over 11 measured months, from 673K to 450K in August 2026.
Estimated monthly branded searches for Estée Lauder worldwide fell 32.5% over 11 measured months, from 1.2M to 823K in August 2026.
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?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Lipstick brands | 2nd of 5 | 31.7% | Show ranking |
| Foundation brands | 2nd of 5 | 37.9% | Shown above |
| Mascara brands | 2nd of 5 | 41.2% | Show ranking |
| Eyeliner brands | 2nd of 5 | 43.3% | 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% | 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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Is Maybelline your brand?
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