Maybelline vs Urban Decay:Which is more popular?
In September 2026, Urban Decay had more branded searches than Maybelline among eye pencil brands worldwide. Urban Decay had about 90,500 branded searches, while Maybelline had 40,500. Urban Decay made up 5.7% of all eye pencil brand searches we track, and Maybelline accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about eye pencil brands, Urban Decay appeared in all five answers and Maybelline in three. Urban Decay was mentioned before Maybelline in every answer.
Who do people search for more?
Urban Decay, about 2 searches for every 1 for Maybelline
Who does AI mention more?
Urban Decay, mentioned in every answer we collected
Who does AI recommend more?
Urban Decay, named ahead of Maybelline in every answer
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Top eye pencil brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Urban Decay appeared in all five answers. Maybelline was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Urban Decay was listed before Maybelline in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Urban Decay5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Maybelline3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
NYX Professional Makeup2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Victoria Beckham Beauty2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Estée Lauder0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about eye pencil brands
5 answers
Asked ChatGPT
“Which eye pencil brand should I buy?”
Asked ChatGPT
“What are the best eye pencil brands?”
Asked ChatGPT
“What's the best eye pencil brand for defined eyes?”
Searched Google, AI Overview
“best eye pencil”
Searched Google, AI Overview
“eyeliner pencil”
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.
Is Maybelline or Urban Decay more popular in search?
This chart shows how often people search Google for Maybelline and Urban Decay by name. Each line represents a brand's share of searches for all five eye pencil brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Urban Decay, Maybelline. The figures are in the table below the chart.
View monthly share of searches table
| Month | Estée Lauder | NYX Professional Makeup | Urban Decay | Maybelline | Victoria Beckham Beauty |
|---|---|---|---|---|---|
| Oct 2025 | 56.1% | 34.6% | 6.2% | 1.5% | 1.5% |
| Nov 2025 | 57.7% | 34.5% | 5.2% | 1% | 1.6% |
| Dec 2025 | 56.8% | 34.7% | 5.1% | 1.5% | 1.9% |
| Jan 2026 | 47.7% | 43.5% | 5.2% | 1.6% | 1.9% |
| Feb 2026 | 52.8% | 39.5% | 4.8% | 1.7% | 1.2% |
| Mar 2026 | 57.1% | 35.2% | 5.1% | 1.5% | 1% |
| Apr 2026 | 52.3% | 39.1% | 5.7% | 1.7% | 1.2% |
| May 2026 | 52.3% | 39.1% | 5.7% | 1.7% | 1.2% |
| Jun 2026 | 47.6% | 43.1% | 6.4% | 1.9% | 1% |
| Jul 2026 | 48% | 43.7% | 5.3% | 1.9% | 1.1% |
| Aug 2026 | 47.4% | 43.1% | 6.3% | 1.9% | 1.3% |
| Sep 2026 | 51.5% | 39.1% | 5.7% | 2.5% | 1.1% |
How has the Maybelline and Urban Decay comparison changed over the last 12 months?
3 findings
- Urban Decay was ahead of Maybelline in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Maybelline’s share of searches among eye pencil brands worldwide moved from 1.5% to 2.5%, and its estimated monthly branded searches moved from 33.1K to 40.5K.
- Across the 12 months ending September 2026, Urban Decay’s share of searches among eye pencil brands worldwide moved from 6.2% to 5.7%, and its estimated monthly branded searches moved from 135K to 90.5K.
How did search popularity change for eye pencil brands worldwide in September 2026?
2 changes
In September 2026, Maybelline gained share of searches among eye pencil brands worldwide, from 1.9% to 2.5%.
In September 2026, Urban Decay lost share of searches among eye pencil brands worldwide, from 6.3% to 5.7%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Maybelline’s and Urban Decay’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.
Maybelline
1 branded search term
- maybelline eyeliner
Urban Decay
1 branded search term
- urban decay
Other head-to-heads among eye pencil brands
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