---
title: "Eyeliner brands: Which brands are most popular in search?"
description: "Compare the eyeliner brands people buy. Share of Search among L'Oreal, Maybelline, Benefit Cosmetics, Stila and NYX Professional Makeup, the eyeliner brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/eyeliner-brands"
publisher: "Brandwave"
---

# Eyeliner brands: Which brands are most popular in search?

Compare the eyeliner brands people buy. Share of Search among L'Oreal, Maybelline, Benefit Cosmetics, Stila and NYX Professional Makeup, the eyeliner brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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

- **Competitive set**: Eyeliner brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: L'Oreal, 52.6%

## 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.
- 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.

## Compare search popularity between leading brands

- [L'Oreal vs Maybelline: compare search popularity](/demand/global-en/compare/l-oreal-vs-maybelline): 52.6% against 43.3% Share of Search.
- [L'Oreal vs Benefit Cosmetics: compare search popularity](/demand/global-en/compare/benefit-cosmetics-vs-l-oreal): 52.6% against 2.1% Share of Search.
- [Maybelline vs Benefit Cosmetics: compare search popularity](/demand/global-en/compare/benefit-cosmetics-vs-maybelline): 43.3% against 2.1% Share of Search.

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

- 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.
- Estimated monthly branded searches for Stila worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.
- Estimated monthly branded searches for Benefit Cosmetics worldwide fell 33.1% over 11 measured months, from 60.5K to 40.5K in August 2026.
- 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.
- Estimated monthly branded searches for Maybelline worldwide fell 17.7% over 11 measured months, from 1M to 823K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | L'Oreal | 52.6% | 1M | 0.0% | L'Oreal |
| 2 | Maybelline | 43.3% | 823K | 0.0% | Maybelline |
| 3 | Benefit Cosmetics | 2.1% | 40.5K | 0.0% | Benefit Cosmetics |
| 4 | Stila | 1.2% | 22.2K | +22.7% | Stila |
| 5 | NYX Professional Makeup | 0.78% | 14.8K | 0.0% | NYX Professional Makeup |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | L'Oreal | 1.2M | 52.7% | 1 |
| Oct 2025 | Maybelline | 1M | 43.2% | 2 |
| Oct 2025 | Benefit Cosmetics | 60.5K | 2.6% | 3 |
| Oct 2025 | NYX Professional Makeup | 18.1K | 0.78% | 4 |
| Oct 2025 | Stila | 18.1K | 0.78% | 5 |
| Nov 2025 | L'Oreal | 1.2M | 52.3% | 1 |
| Nov 2025 | Maybelline | 1M | 42.8% | 2 |
| Nov 2025 | Benefit Cosmetics | 74K | 3.2% | 3 |
| Nov 2025 | Stila | 22.2K | 0.95% | 4 |
| Nov 2025 | NYX Professional Makeup | 18.1K | 0.78% | 5 |
| Dec 2025 | L'Oreal | 1.2M | 52.6% | 1 |
| Dec 2025 | Maybelline | 1M | 43.1% | 2 |
| Dec 2025 | Benefit Cosmetics | 60.5K | 2.6% | 3 |
| Dec 2025 | Stila | 22.2K | 0.96% | 4 |
| Dec 2025 | NYX Professional Makeup | 18.1K | 0.78% | 5 |
| Jan 2026 | L'Oreal | 1.2M | 57.3% | 1 |
| Jan 2026 | Maybelline | 823K | 38.6% | 2 |
| Jan 2026 | Benefit Cosmetics | 49.5K | 2.3% | 3 |
| Jan 2026 | Stila | 22.2K | 1% | 4 |
| Jan 2026 | NYX Professional Makeup | 14.8K | 0.69% | 5 |
| Feb 2026 | L'Oreal | 1.2M | 57.5% | 1 |
| Feb 2026 | Maybelline | 823K | 38.8% | 2 |
| Feb 2026 | Benefit Cosmetics | 40.5K | 1.9% | 3 |
| Feb 2026 | Stila | 22.2K | 1% | 4 |
| Feb 2026 | NYX Professional Makeup | 14.8K | 0.7% | 5 |
| Mar 2026 | L'Oreal | 1.2M | 56.9% | 1 |
| Mar 2026 | Maybelline | 823K | 38.4% | 2 |
| Mar 2026 | Benefit Cosmetics | 49.5K | 2.3% | 3 |
| Mar 2026 | Stila | 33.1K | 1.5% | 4 |
| Mar 2026 | NYX Professional Makeup | 18.1K | 0.84% | 5 |
| Apr 2026 | L'Oreal | 1.2M | 57.2% | 1 |
| Apr 2026 | Maybelline | 823K | 38.6% | 2 |
| Apr 2026 | Benefit Cosmetics | 49.5K | 2.3% | 3 |
| Apr 2026 | Stila | 27.1K | 1.3% | 4 |
| Apr 2026 | NYX Professional Makeup | 14.8K | 0.69% | 5 |
| May 2026 | L'Oreal | 1.2M | 57.5% | 1 |
| May 2026 | Maybelline | 823K | 38.8% | 2 |
| May 2026 | Benefit Cosmetics | 40.5K | 1.9% | 3 |
| May 2026 | Stila | 22.2K | 1% | 4 |
| May 2026 | NYX Professional Makeup | 14.8K | 0.7% | 5 |
| Jun 2026 | L'Oreal | 1M | 52.8% | 1 |
| Jun 2026 | Maybelline | 823K | 43.5% | 2 |
| Jun 2026 | Benefit Cosmetics | 40.5K | 2.1% | 3 |
| Jun 2026 | Stila | 18.1K | 0.96% | 4 |
| Jun 2026 | NYX Professional Makeup | 12.1K | 0.64% | 5 |
| Jul 2026 | L'Oreal | 1M | 52.7% | 1 |
| Jul 2026 | Maybelline | 823K | 43.4% | 2 |
| Jul 2026 | Benefit Cosmetics | 40.5K | 2.1% | 3 |
| Jul 2026 | Stila | 18.1K | 0.95% | 4 |
| Jul 2026 | NYX Professional Makeup | 14.8K | 0.78% | 5 |
| Aug 2026 | L'Oreal | 1M | 52.6% | 1 |
| Aug 2026 | Maybelline | 823K | 43.3% | 2 |
| Aug 2026 | Benefit Cosmetics | 40.5K | 2.1% | 3 |
| Aug 2026 | Stila | 22.2K | 1.2% | 4 |
| Aug 2026 | NYX Professional Makeup | 14.8K | 0.78% | 5 |
| Sep 2026 | Benefit Cosmetics | — | — | — |
| Sep 2026 | L'Oreal | — | — | — |
| Sep 2026 | Maybelline | — | — | — |
| Sep 2026 | NYX Professional Makeup | — | — | — |
| Sep 2026 | Stila | — | — | — |

## What is being compared

- **Benefit Cosmetics**: Measured on the search term “benefit cosmetics”.
- **L'Oreal**: Measured on the search term “loreal”.
- **Maybelline**: Measured on the search term “maybelline”.
- **NYX Professional Makeup**: Measured on the search term “nyx makeup”.
- **Stila**: Measured on the search term “stila”.

- [Benefit Cosmetics](/demand/global-en/brands/benefit-cosmetics)
- [L'Oreal](/demand/global-en/brands/l-oreal)
- [Maybelline](/demand/global-en/brands/maybelline)
- [NYX Professional Makeup](/demand/global-en/brands/nyx-professional-makeup)
- [Stila](/demand/global-en/brands/stila)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Eyeliner brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/eyeliner-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/eyeliner-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.