Brandwave

Eyeliner brands:Which brands are most popular in search?

In August 2026, L'Oreal was the most searched among eyeliner brands worldwide, with an estimated 1M branded searches and 52.6% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. L'Oreal52.6%
  2. Maybelline43.3%
  3. Benefit Cosmetics2.1%
  4. Stila1.2%
  5. NYX Professional Makeup0.78%

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Share of SearchLeaderboard

Compare the eyeliner 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 eyeliner brands worldwide, by month

Share of Search by month for L'Oreal, Maybelline, Benefit Cosmetics. The figures are in the table below the chart.

View monthly share of search table
MonthL'OrealMaybellineBenefit CosmeticsStilaNYX Professional Makeup
Oct 202552.7%43.2%2.6%0.78%0.78%
Nov 202552.3%42.8%3.2%0.95%0.78%
Dec 202552.6%43.1%2.6%0.96%0.78%
Jan 202657.3%38.6%2.3%1%0.69%
Feb 202657.5%38.8%1.9%1%0.7%
Mar 202656.9%38.4%2.3%1.5%0.84%
Apr 202657.2%38.6%2.3%1.3%0.69%
May 202657.5%38.8%1.9%1%0.7%
Jun 202652.8%43.5%2.1%0.96%0.64%
Jul 202652.7%43.4%2.1%0.95%0.78%
Aug 202652.6%43.3%2.1%1.2%0.78%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.L'Oreal

    52.6%

    Held 1st. 1M estimated branded searches, 0% vs prior month. Share -0.1 points.

  2. 2.Maybelline

    43.3%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Benefit Cosmetics

    2.1%

    Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Stila

    1.2%

    Held 4th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.2 points.

  5. 5.NYX Professional Makeup

    0.78%

    Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

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

In August 2026, L'Oreal was the most searched among eyeliner brands worldwide, with an estimated 1M branded searches and 52.6% estimated Share of Search within this set. Maybelline is in 2nd place, 9.3 percentage points behind at 43.3% Share of Search.

Global eyeliner brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
L'Oreal52.7% → 52.6%57.5%Feb 202652.3%Nov 20251st
Maybelline43.2% → 43.3%43.5%Jun 202638.4%Mar 20262nd
Benefit Cosmetics2.6% → 2.1%3.2%Nov 20251.9%Feb 20263rd
Stila0.78% → 1.2%1.5%Mar 20260.78%Oct 20255th → 4th
NYX Professional Makeup0.78%0.84%Mar 20260.64%Jun 20264th → 5th

Each finding as a sentence

  • Across the 11 months ending August 2026, L'Oreal’s estimated Share of Search among eyeliner brands worldwide peaked at 57.5% in February 2026 and was lowest at 52.3% in November 2025.
  • Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among eyeliner brands worldwide peaked at 43.5% in June 2026 and was lowest at 38.4% in March 2026.
  • Across the 11 months ending August 2026, Benefit Cosmetics’ estimated Share of Search among eyeliner brands worldwide peaked at 3.2% in November 2025 and was lowest at 1.9% in February 2026.
  • Across the 11 months ending August 2026, Stila rose from 5th to 4th among eyeliner brands worldwide.
  • Across the 11 months ending August 2026, NYX Professional Makeup fell from 4th to 5th among eyeliner brands worldwide.
  • Across the 11 months ending August 2026, L'Oreal, Maybelline and Benefit Cosmetics held steady: their estimated Share of Search among eyeliner brands worldwide each moved less than 0.5 percentage points.

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

  1. L'Oreal’s estimated Share of Search among eyeliner brands worldwide has lost ground for 3 months in a row, from 57.5% to 52.6% in August 2026.

  2. Estimated monthly branded searches for Stila worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.

  3. Estimated monthly branded searches for Benefit Cosmetics worldwide fell 33.1% over 11 measured months, from 60.5K to 40.5K in August 2026.

  4. Estimated monthly branded searches for NYX Professional Makeup worldwide fell 18.2% over 11 measured months, from 18.1K to 14.8K 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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