Brandwave

How popular isTom Ford?

In September 2026, people searched for Tom Ford by name about 1.2 million times worldwide, about the same as the previous year. These searches made up 23.1% of all global eyeshadow brand searches, placing Tom Ford first out of 15 brands. When we asked both ChatGPT and Google AI Overviews about eyeshadow brands, Tom Ford did not appear in any of the answers.

Search and AI answers in September 2026

Tom Ford is the most searched of 15 competitors and not listed in any AI answer.

  1. Tom FordShare of searches 23.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Estée LauderShare of searches 15.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. MaybellineShare of searches 15.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
  4. CliniqueShare of searches 12.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. NARSShare of searches 5.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top eyeshadow brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tom Ford did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. e.l.f. Cosmetics1st
  2. Urban Decay2nd
  3. Anastasia Beverly Hills3rd
  4. ColourPop4th
  5. Natasha Denona5th
  6. Makeup by Mario6th
  7. Bobbi Brown7th
  8. +2 more
  9. Maybelline10th
  10. Tom Ford–
  11. Estée Lauder–
  12. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • e.l.f. Cosmetics5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ColourPop3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Anastasia Beverly Hills3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Urban Decay3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makeup by Mario2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Natasha Denona2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pat McGrath Labs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maybelline1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bobbi Brown1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tom Ford0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about eyeshadow brands

5 answers

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 eyeshadow brands compete with Tom Ford?

Tom Ford against eyeshadow brands worldwide, by month

Share of searches by month for Tom Ford, Estée Lauder, Maybelline, Clinique, NARS, Bobbi Brown, Makeup by Mario, ColourPop, Anastasia Beverly Hills, e.l.f. Cosmetics, Natasha Denona, Too Faced. The figures are in the table below the chart.

View monthly share of searches table
MonthTom FordEstée LauderMaybellineCliniqueNARSBobbi BrownMakeup by MarioColourPopAnastasia Beverly Hillse.l.f. CosmeticsNatasha DenonaToo FacedUrban DecayMACPat McGrath Labs
Oct 202518.8%18.8%15.4%12.7%5.7%5.7%3.8%3.8%4.6%3.1%2.5%2.5%2.1%0.34%0.28%
Nov 202514.3%21.4%11.7%14.3%7.9%5.3%5.3%3.5%3.5%2.3%2.9%5.3%1.9%0.32%0.32%
Dec 202520.1%20.1%13.4%13.4%6%4.9%4%4%3.3%2.7%2.2%3.3%1.8%0.3%0.36%
Jan 202620.1%16.5%13.6%13.6%6.1%6.1%4.1%5%3.3%2.7%2.7%3.3%1.8%0.37%0.82%
Feb 202619.4%19.4%16%13.1%5.8%4.8%3.9%3.9%3.2%2.6%2.6%2.6%1.8%0.35%0.53%
Mar 202617.1%20.8%14%14%6.3%5.1%5.1%4.2%2.8%2.8%2.3%2.8%1.9%0.31%0.31%
Apr 202618.6%18.6%15.3%15.3%5.6%4.6%4.6%3.7%3.1%3.1%2.5%2.5%2%0.34%0.27%
May 202618.1%18.1%14.9%14.9%6.7%4.5%4.5%3.6%3%3.6%2.4%3%2%0.33%0.27%
Jun 202617.2%17.2%17.2%14.1%6.3%5.2%4.2%4.2%2.8%3.5%2.3%2.8%2.3%0.31%0.25%
Jul 202619.9%16.3%16.3%13.4%6%4.9%4%4.9%3.3%3.3%2.7%2.7%1.8%0.36%0.24%
Aug 202619.8%16.3%16.3%13.3%6%4.9%4.9%4%3.3%3.3%2.7%2.7%2.2%0.44%0.24%
Sep 202623.1%15.6%15.6%12.7%5.7%4.7%4.7%3.8%3.1%3.1%3.1%2.6%1.7%0.42%0.23%

  1. 1.Tom Ford

    23.1%

    Held 1st. 1.2M estimated branded searches, +22% vs prior month. Share +3.3 points.

  2. 2.Estée Lauder

    15.6%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.7 points.

  3. 3.Maybelline

    15.6%

    Held 3rd. 823K estimated branded searches, 0% vs prior month. Share -0.7 points.

  4. 4.Clinique

    12.7%

    Held 4th. 673K estimated branded searches, 0% vs prior month. Share -0.6 points.

  5. 5.NARS

    5.7%

    Held 5th. 301K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Bobbi Brown

    4.7%

    Held 6th. 246K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Makeup by Mario

    4.7%

    Held 7th. 246K estimated branded searches, 0% vs prior month. Share -0.2 points.

  8. 8.ColourPop

    3.8%

    Held 8th. 201K estimated branded searches, 0% vs prior month. Share -0.2 points.

  9. 9.Anastasia Beverly Hills

    3.1%

    Held 9th. 165K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.e.l.f. Cosmetics

    3.1%

    Held 10th. 165K estimated branded searches, 0% vs prior month. Share -0.1 points.

  11. 11.Natasha Denona

    3.1%

    Held 11th. 165K estimated branded searches, +22.2% vs prior month. Share +0.5 points.

  12. 12.Too Faced

    2.6%

    Held 12th. 135K estimated branded searches, 0% vs prior month. Share -0.1 points.

  13. 13.Urban Decay

    1.7%

    Held 13th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.5 points.

  14. 14.MAC

    0.42%

    Held 14th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

  15. 15.Pat McGrath Labs

    0.23%

    Held 15th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Tom Ford and its closest rivals

Every comparison with Tom Ford

28 comparisons

How has branded search demand for Tom Ford changed worldwide over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tom Ford worldwide held steady at 1.2M.
  • Across the 12 months ending September 2026, Tom Ford’s share of searches among eyeshadow brands worldwide increased from 18.8% to 23.1%.
  • Across the 12 months ending September 2026, Tom Ford’s share of searches among eyeshadow brands worldwide peaked at 23.1% in September 2026 and was lowest at 14.3% in November 2025.
  • Across the 12 months ending September 2026, Tom Ford rose from 2nd to 1st among eyeshadow brands worldwide.

How did search popularity change for eyeshadow brands worldwide in September 2026?

6 changes

  1. In September 2026, Tom Ford gained share of searches among eyeshadow brands worldwide, from 19.8% to 23.1%.

  2. In September 2026, Estée Lauder lost share of searches among eyeshadow brands worldwide, from 16.3% to 15.6%.

  3. In September 2026, Maybelline lost share of searches among eyeshadow brands worldwide, from 16.3% to 15.6%.

  4. In September 2026, Clinique lost share of searches among eyeshadow brands worldwide, from 13.3% to 12.7%.

  5. NARS’s share of searches among eyeshadow brands worldwide has lost ground for 3 months in a row, from 6.3% to 5.7% in September 2026.

  6. Bobbi Brown’s share of searches among eyeshadow brands worldwide has lost ground for 3 months in a row, from 5.2% to 4.7% in September 2026.

How are Tom Ford’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Tom Ford’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.

  • tom ford

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How the Brand Demand Index is measured

Where does Tom Ford compete?

Tom Ford is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Fragrance brands4th of 156.4%Show ranking
Eyeshadow brands1st of 1523.1%Shown above
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