Brandwave

How popular isToo Faced in search?

In September 2026, there were an estimated 135K branded searches for Too Faced worldwide which is down 18.2% over the last 12 months. Too Faced holds 1.7% estimated Share of Search among makeup and cosmetics brands worldwide and is ranked 17th of 27 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Charlotte Tilbury18.8%
  2. Estée Lauder10.3%
  3. Maybelline10.3%
  4. Huda Beauty8.4%
  5. Rare Beauty6.9%
  6. Fenty Beauty5.6%
  7. Morphe5.6%
  8. +8 more
  9. Kylie Cosmetics2.1%
  10. Too Faced1.7%
  11. NYX Professional Makeup0.94%
  12. +9 more
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Which makeup and cosmetics brands compete with Too Faced?

Too Faced against makeup and cosmetics brands worldwide, by month

Share of Search by month for Charlotte Tilbury, Estée Lauder, Maybelline, Huda Beauty, Rare Beauty, Fenty Beauty, Morphe, L'Oréal Paris, NARS, Bobbi Brown, Makeup by Mario, Tarte, ColourPop, Revlon, e.l.f. Cosmetics, Kylie Cosmetics, Too Faced. The figures are in the table below the chart.

View monthly share of search table
MonthCharlotte TilburyEstée LauderMaybellineHuda BeautyRare BeautyFenty BeautyMorpheL'Oréal ParisNARSBobbi BrownMakeup by MarioTarteColourPopRevlone.l.f. CosmeticsKylie CosmeticsToo FacedNYX Professional MakeupKosasMACEssenceMilk MakeupBenefit CosmeticsCoverGirlRimmelHourglassRevolution Beauty
Oct 202515%12.2%10%10%8.2%6.7%1.7%3%3.7%3.7%2.5%3.7%2.5%2.5%2%5.5%1.7%0.79%0.91%0.74%0.54%0.74%0.61%0.33%0.41%0.27%0.18%
Nov 202519.5%10.7%5.8%23.9%7.1%4.8%1.4%1.8%3.9%2.6%2.6%2.6%1.8%1.4%1.2%2.1%2.6%0.54%0.79%0.64%0.35%0.53%0.43%0.19%0.24%0.19%0.16%
Dec 202523.1%12.6%8.4%8.4%8.4%5.7%2.1%2.5%3.8%3.1%2.5%3.1%2.5%2.1%1.7%2.5%2.1%0.78%0.76%0.93%0.46%0.76%0.51%0.34%0.42%0.23%0.19%
Jan 202615.1%10%8.3%12.3%8.3%5.5%2.5%3.7%3.7%3.7%2.5%3%3%2.5%1.7%6.8%2%0.89%0.91%0.74%0.54%0.74%0.5%0.41%0.41%0.22%0.18%
Feb 202614.8%12.1%10%10%8.2%6.7%2.4%3%3.7%3%2.4%3%2.4%2.4%1.6%6.7%1.6%0.91%0.9%0.9%0.54%0.9%0.49%0.49%0.4%0.27%0.18%
Mar 202616.9%13.7%9.3%7.6%7.6%6.2%3.4%3.4%4.1%3.4%3.4%3.4%2.8%2.3%1.9%2.8%1.9%0.89%1%0.83%0.68%0.83%0.56%0.46%0.46%0.25%0.17%
Apr 202615.5%12.7%10.4%8.5%8.5%7%3.8%3.1%3.8%3.1%3.1%2.6%2.6%2.6%2.1%2.1%1.7%0.96%1.1%0.94%0.69%0.94%0.63%0.51%0.51%0.28%0.15%
May 202614.5%11.9%9.8%8%6.5%5.3%3.6%2.9%4.4%2.9%2.9%8%2.4%2.4%2.4%4.4%2%0.89%1.1%0.88%0.64%0.72%0.48%0.48%0.39%0.26%0.14%
Jun 202616.8%11.3%11.3%7.6%6.2%5.1%4.1%3.4%4.1%3.4%2.8%3.4%2.8%2.3%2.3%5.1%1.9%1%1.2%0.83%0.76%0.68%0.56%0.45%0.45%0.3%0.2%
Jul 202619%10.4%10.4%8.5%8.5%5.7%3.8%3.1%3.8%3.1%2.6%3.1%3.1%2.6%2.1%2.1%1.7%0.96%0.94%0.94%0.76%0.77%0.51%0.42%0.42%0.23%0.19%
Aug 202618.8%10.3%10.3%10.3%6.9%5.6%4.6%3.1%3.8%3.1%3.1%3.1%2.5%2.5%2.1%2.1%1.7%0.94%1.1%0.93%0.75%0.76%0.51%0.41%0.41%0.23%0.19%
Sep 202618.8%10.3%10.3%8.4%6.9%5.6%5.6%3.8%3.8%3.1%3.1%3.1%2.5%2.5%2.1%2.1%1.7%0.94%0.93%0.93%0.92%0.62%0.51%0.42%0.42%0.34%0.19%

  1. 1.Charlotte Tilbury

    18.8%

    Held 1st. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Estée Lauder

    10.3%

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

  3. 3.Maybelline

    10.3%

    Moved from 4th to 3rd. 823K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Huda Beauty

    8.4%

    Moved from 3rd to 4th. 673K estimated branded searches, -18.2% vs prior month. Share -1.9 points.

  5. 5.Rare Beauty

    6.9%

    Held 5th. 550K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Fenty Beauty

    5.6%

    Held 6th. 450K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Morphe

    5.6%

    Held 7th. 450K estimated branded searches, +22.3% vs prior month. Share +1 points.

  8. 8.L'Oréal Paris

    3.8%

    Moved from 10th to 8th. 301K estimated branded searches, +22.4% vs prior month. Share +0.7 points.

  9. 9.NARS

    3.8%

    Moved from 8th to 9th. 301K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Bobbi Brown

    3.1%

    Moved from 9th to 10th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Makeup by Mario

    3.1%

    Held 11th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Tarte

    3.1%

    Held 12th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  13. 13.ColourPop

    2.5%

    Held 13th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  14. 14.Revlon

    2.5%

    Held 14th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  15. 15.e.l.f. Cosmetics

    2.1%

    Held 15th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  16. 16.Kylie Cosmetics

    2.1%

    Held 16th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  17. 17.Too Faced

    1.7%

    Held 17th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  18. 18.NYX Professional Makeup

    0.94%

    Moved from 19th to 18th. 75.3K estimated branded searches, 0% vs prior month. Share 0 points.

  19. 19.Kosas

    0.93%

    Moved from 18th to 19th. 74K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  20. 20.MAC

    0.93%

    Held 20th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  21. 21.Essence

    0.92%

    Moved from 22nd to 21st. 73.6K estimated branded searches, +22.3% vs prior month. Share +0.2 points.

  22. 22.Milk Makeup

    0.62%

    Moved from 21st to 22nd. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  23. 23.Benefit Cosmetics

    0.51%

    Held 23rd. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  24. 24.CoverGirl

    0.42%

    Held 24th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  25. 25.Rimmel

    0.42%

    Held 25th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  26. 26.Hourglass

    0.34%

    Held 26th. 27.1K estimated branded searches, +49.7% vs prior month. Share +0.1 points.

  27. 27.Revolution Beauty

    0.19%

    Held 27th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Too Faced and its closest rivals

Every comparison with Too Faced

How has branded search demand for Too Faced changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Too Faced worldwide fell from 165K to 135K.
  • Across the 12 months ending September 2026, Too Faced’s estimated Share of Search among makeup and cosmetics brands worldwide held steady at 1.7%.

How did search popularity change for makeup and cosmetics brands worldwide in September 2026?

  1. In September 2026, L'Oréal Paris overtook NARS and Bobbi Brown to rank 8th among makeup and cosmetics brands worldwide, with 3.8% estimated Share of Search.

  2. In September 2026, Morphe gained estimated Share of Search among makeup and cosmetics brands worldwide, from 4.6% to 5.6%.

  3. In September 2026, Huda Beauty lost estimated Share of Search among makeup and cosmetics brands worldwide, from 10.3% to 8.4%.

  4. In September 2026, Essence rose from 22nd to 21st among makeup and cosmetics brands worldwide.

  5. In September 2026, Maybelline rose from 4th to 3rd among makeup and cosmetics brands worldwide.

  6. In September 2026, NYX Professional Makeup rose from 19th to 18th among makeup and cosmetics brands worldwide.

Where does Too Faced compete?

Too Faced is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Makeup and cosmetics brands17th of 271.7%Shown above
Mascara brands3rd of 56.6%Show ranking
Eyeshadow brands3rd of 59.8%Show ranking

How is Too Faced measured?

Brandwave collects information about searches that people make online using Too Faced’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

  • too faced

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How the Brand Demand Index is measured

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