--- title: "e.l.f. Cosmetics vs Maybelline: Which is searched more?" description: "Is e.l.f. Cosmetics or Maybelline more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Blush brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/categories/blush-brands/compare/e-l-f-cosmetics-vs-maybelline" publisher: "Brandwave" --- # e.l.f. Cosmetics vs Maybelline: Which is searched more? Is e.l.f. Cosmetics or Maybelline more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Blush brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: e.l.f. Cosmetics and Maybelline - **Competitive set**: Blush brands - **Market**: Global - **Month measured**: Sep 2026 - **e.l.f. Cosmetics Share of Search**: 7.2% - **Maybelline Share of Search**: 35.8% ## Is e.l.f. Cosmetics or Maybelline more popular in search? - In September 2026, Maybelline had more branded searches than e.l.f. Cosmetics among blush brands worldwide. Maybelline had about 823,000 branded searches, while e.l.f. Cosmetics had 165,000. Maybelline made up 35.8% of all blush brand searches we track, and e.l.f. Cosmetics accounted for 7.2%. - Maybelline was ahead of e.l.f. Cosmetics in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, e.l.f. Cosmetics’ share of searches among blush brands worldwide moved from 6.6% to 7.2%, and its estimated monthly branded searches moved from 201K to 165K. - Across the 12 months ending September 2026, Maybelline’s share of searches among blush brands worldwide moved from 32.8% to 35.8%, and its estimated monthly branded searches moved from 1M to 823K. ## Top blush brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, e.l.f. Cosmetics was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Maybelline did not appear in any of the four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Rare Beauty | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | e.l.f. Cosmetics | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Saie | 3rd | 2 of 3 | 0 of 1 | 2 of 4 | | NARS | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | Milani | 5th | 2 of 3 | 0 of 1 | 2 of 4 | | Maybelline | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Tarte | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | Benefit Cosmetics | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about blush brands - Asked ChatGPT "Which blush brand should I buy?": 1. Rare Beauty, 2. e.l.f. Cosmetics, 3. Saie, 4. Milani - Asked ChatGPT "What are the best blush brands?": 1. Rare Beauty, 2. Saie, 3. NARS, 4. e.l.f. Cosmetics, 5. Milani - Asked ChatGPT "What's the best blush brand for everyday makeup?": 1. Rare Beauty, 2. e.l.f. Cosmetics, 3. NARS - Searched Google, AI Overview "best blush": 1. Rare Beauty Not named in any answer: Maybelline, Tarte and Benefit Cosmetics. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for blush brands worldwide in September 2026? - Estimated monthly branded searches for e.l.f. Cosmetics worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026. - Estimated monthly branded searches for Maybelline worldwide fell 17.7% over 12 measured months, from 1M to 823K in September 2026. ## Month by month | Month | e.l.f. Cosmetics estimated searches | e.l.f. Cosmetics Share of Search | e.l.f. Cosmetics rank | Maybelline estimated searches | Maybelline Share of Search | Maybelline rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 201K | 6.6% | 5 | 1M | 32.8% | 1 | | Nov 2025 | 201K | 5.1% | 6 | 1M | 25.4% | 2 | | Dec 2025 | 201K | 6% | 5 | 1M | 29.8% | 1 | | Jan 2026 | 165K | 6% | 5 | 823K | 29.7% | 1 | | Feb 2026 | 135K | 5.6% | 5 | 823K | 33.9% | 1 | | Mar 2026 | 165K | 6.4% | 5 | 823K | 32% | 1 | | Apr 2026 | 165K | 6.9% | 5 | 823K | 34.2% | 1 | | May 2026 | 201K | 7.1% | 5 | 823K | 28.9% | 1 | | Jun 2026 | 165K | 7.4% | 5 | 823K | 37.1% | 1 | | Jul 2026 | 165K | 6.8% | 5 | 823K | 33.7% | 1 | | Aug 2026 | 165K | 7.1% | 5 | 823K | 35.5% | 1 | | Sep 2026 | 165K | 7.2% | 5 | 823K | 35.8% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Maybelline’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **e.l.f. Cosmetics**: Measured on the search term “e l f cosmetics”. - **Maybelline**: Measured on the search term “maybelline”. - [e.l.f. Cosmetics profile](/demand/global-en/brands/e-l-f-cosmetics) - [Maybelline profile](/demand/global-en/brands/maybelline) - [All blush brands worldwide](/demand/global-en/categories/blush-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is e.l.f. Cosmetics or Maybelline more popular in search? In September 2026, Maybelline had more branded searches than e.l.f. Cosmetics among blush brands worldwide. Maybelline had about 823,000 branded searches, while e.l.f. Cosmetics had 165,000. Maybelline made up 35.8% of all blush brand searches we track, and e.l.f. Cosmetics accounted for 7.2%. ## Cite this page Brandwave. "e.l.f. Cosmetics vs Maybelline: Which is searched more?". https://gobrandwave.com/demand/global-en/categories/blush-brands/compare/e-l-f-cosmetics-vs-maybelline This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/blush-brands/compare/e-l-f-cosmetics-vs-maybelline. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.