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 41.2% estimated Share of Search among mascara brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
L'Oreal50%
Maybelline41.2%Too Faced6.8%
Benefit Cosmetics2%
Essence0.03%
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Which mascara brands compete with Maybelline?
Share of Search by month for L'Oreal, Maybelline, Too Faced, Benefit Cosmetics. The figures are in the table below the chart.
View monthly share of search table
| Month | L'Oreal | Maybelline | Too Faced | Benefit Cosmetics | Essence |
|---|---|---|---|---|---|
| Oct 2025 | 49.9% | 40.9% | 6.7% | 2.5% | <0.01% |
| Nov 2025 | 44.5% | 36.4% | 16.4% | 2.7% | <0.01% |
| Dec 2025 | 48.3% | 39.6% | 9.7% | 2.4% | <0.01% |
| Jan 2026 | 53.2% | 35.9% | 8.8% | 2.2% | <0.01% |
| Feb 2026 | 55% | 37.1% | 6.1% | 1.8% | <0.01% |
| Mar 2026 | 54% | 36.5% | 7.3% | 2.2% | <0.01% |
| Apr 2026 | 54.8% | 36.9% | 6.1% | 2.2% | <0.01% |
| May 2026 | 54.3% | 36.6% | 7.3% | 1.8% | <0.01% |
| Jun 2026 | 50% | 41.2% | 6.8% | 2% | 0.07% |
| Jul 2026 | 50% | 41.2% | 6.8% | 2% | 0.04% |
| Aug 2026 | 50% | 41.2% | 6.8% | 2% | 0.03% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50% | 1M | 0% | 0 points | |
| 2, held 2nd | 41.2% | 823K | 0% | 0 points | |
| 3, held 3rd | 6.8% | 135K | 0% | 0 points | |
| 4, held 4th | 2% | 40.5K | 0% | 0 points | |
| 5, held 5th | 0.03% | 590 | -33% | 0 points |
1.
L'Oreal50%
Held 1st. 1M estimated branded searches, 0% vs prior month. Share 0 points.
41.2%
Held 2nd. 823K estimated branded searches, 0% vs prior month. Share 0 points.
6.8%
Held 3rd. 135K estimated branded searches, 0% vs prior month. Share 0 points.
Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.
5.
Essence0.03%
Held 5th. 590 estimated branded searches, -33% 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?
2 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 mascara brands worldwide peaked at 41.2% in August 2026 and was lowest at 35.9% in January 2026.
How did search popularity change for mascara brands worldwide in August 2026?
5 changes
Maybelline’s estimated Share of Search among mascara brands worldwide has gained ground for 3 months in a row, from 36.6% to 41.2% in August 2026.
Estimated monthly branded searches for Essence worldwide rose 247.1% over 11 measured months, from 170 to 590 in August 2026.
Estimated monthly branded searches for Benefit Cosmetics worldwide fell 33.1% over 11 measured months, from 60.5K to 40.5K 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.
Estimated monthly branded searches for L'Oreal worldwide fell 18% over 11 measured months, from 1.2M to 1M 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% | Show ranking |
| Mascara brands | 2nd of 5 | 41.2% | Shown above |
| 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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