Brandwave

Concealer brands:Which brands are most popular in search?

In August 2026, Maybelline was the most searched among concealer brands worldwide, with an estimated 823K branded searches and 64.9% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Maybelline64.9%
  2. Tarte19.4%
  3. e.l.f.13%
  4. Rimmel2.6%
  5. NARS0.01%

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Share of SearchLeaderboard

Compare the concealer brands people buy. 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.

Share of Search among concealer brands worldwide, by month

Share of Search by month for Maybelline, Tarte, e.l.f., Rimmel. The figures are in the table below the chart.

View monthly share of search table
MonthMaybellineTartee.l.f.RimmelNARS
Oct 202562.1%22.9%12.5%2.5%0.02%
Nov 202559.1%26.6%11.9%2.4%0.03%
Dec 202561.8%22.7%12.4%3.1%0.02%
Jan 202661.9%22.6%12.4%3%0.02%
Feb 202663.7%23.3%10.4%2.6%0.01%
Mar 202661.9%22.6%12.4%3%0.01%
Apr 202666.9%16.3%13.4%3.3%0.02%
May 202647.6%38.9%11.6%1.9%0.01%
Jun 202664.9%19.4%13%2.6%0.01%
Jul 202664.9%19.4%13%2.6%0.02%
Aug 202664.9%19.4%13%2.6%0.01%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Maybelline

    64.9%

    Held 1st. 823K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Tarte

    19.4%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.e.l.f.

    13%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Rimmel

    2.6%

    Held 4th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.NARS

    0.01%

    Held 5th. 170 estimated branded searches, -19% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among concealer brands worldwide?

In August 2026, Maybelline was the most searched among concealer brands worldwide, with an estimated 823K branded searches and 64.9% estimated Share of Search within this set. Tarte is in 2nd place, 45.5 percentage points behind at 19.4% Share of Search.

Global concealer brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Maybelline62.1% → 64.9%66.9%Apr 202647.6%May 20261st
Tarte22.9% → 19.4%38.9%May 202616.3%Apr 20262nd
e.l.f.12.5% → 13%13.4%Apr 202610.4%Feb 20263rd
Rimmel2.5% → 2.6%3.3%Apr 20261.9%May 20264th
NARS0.02% → 0.01%0.03%Nov 20250.01%Jun 20265th

Each finding as a sentence

  • Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among concealer brands worldwide increased from 62.1% to 64.9%.
  • Across the 11 months ending August 2026, Tarte’s estimated Share of Search among concealer brands worldwide decreased from 22.9% to 19.4%.
  • Across the 11 months ending August 2026, e.l.f.’s estimated Share of Search among concealer brands worldwide increased from 12.5% to 13%.
  • Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among concealer brands worldwide peaked at 66.9% in April 2026 and was lowest at 47.6% in May 2026.
  • Across the 11 months ending August 2026, Tarte’s estimated Share of Search among concealer brands worldwide peaked at 38.9% in May 2026 and was lowest at 16.3% in April 2026.
  • Across the 11 months ending August 2026, e.l.f.’s estimated Share of Search among concealer brands worldwide peaked at 13.4% in April 2026 and was lowest at 10.4% in February 2026.
  • Across the 11 months ending August 2026, Rimmel’s estimated Share of Search among concealer brands worldwide peaked at 3.3% in April 2026 and was lowest at 1.9% in May 2026.
  • Across the 11 months ending August 2026, Rimmel and NARS held steady: their estimated Share of Search among concealer brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for concealer brands worldwide in August 2026?

  1. Estimated monthly branded searches for NARS worldwide fell 46.9% over 11 measured months, from 320 to 170 in August 2026.

  2. Estimated monthly branded searches for Tarte worldwide fell 33.2% over 11 measured months, from 368K to 246K in August 2026.

  3. Estimated monthly branded searches for Rimmel worldwide fell 18.3% over 11 measured months, from 40.5K to 33.1K in August 2026.

  4. Estimated monthly branded searches for e.l.f. worldwide fell 17.9% over 11 measured months, from 201K to 165K in August 2026.

  5. Estimated monthly branded searches for Maybelline worldwide fell 17.7% over 11 measured months, from 1M to 823K in August 2026.

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