Brandwave

Maybelline vs NYX Professional Makeup:Which is more popular?

In October 2026, Maybelline had more branded searches than NYX Professional Makeup among eyeliner brands worldwide. Maybelline had about 63,600 branded searches, while NYX Professional Makeup had 61,000. Maybelline made up 33.8% of all eyeliner brand searches we track, and NYX Professional Makeup accounted for 32.4%. When we asked ChatGPT and Google AI Overviews about eyeliner brands, Maybelline and NYX Professional Makeup each appeared in three of the four answers. NYX Professional Makeup was mentioned before Maybelline in two out of three answers.

Among eyeliner brands worldwide in October 2026

Who do people search for more?

Maybelline and NYX Professional Makeup are searched for about as often as each other.

Maybelline 63.6K searchesNYX Professional Makeup 61K searches

Who does AI mention more?

Both were mentioned in 3 of 4 answers.

Maybelline in 3 of 4NYX Professional Makeup in 3 of 4

Who does AI recommend more?

NYX Professional Makeup, named ahead of Maybelline in 2 of 3 answers

NYX Professional Makeup first in 2Maybelline first in 1

Follow Maybelline vs NYX Professional Makeup and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top eyeliner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Maybelline and NYX Professional Makeup were each mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. NYX Professional Makeup was listed before Maybelline in two out of three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Stila1st
  2. NYX Professional Makeup2nd
  3. Maybelline3rd
  4. Victoria Beckham Beauty–
  5. L'Oreal–
  6. Benefit Cosmetics–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Maybelline3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • NYX Professional Makeup3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Stila3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Victoria Beckham Beauty1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • L'Oreal0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Benefit Cosmetics0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about eyeliner brands

4 answers

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 NYX Professional Makeup more popular in search?

This chart shows how often people search Google for Maybelline and NYX Professional Makeup by name. Each line represents a brand's share of searches for all six eyeliner brands we track, month by month, from English-language searches worldwide.

Maybelline and NYX Professional Makeup among eyeliner brands worldwide, by month

Share of searches by month for Maybelline, NYX Professional Makeup. The figures are in the table below the chart.

View monthly share of searches table
MonthMaybellineNYX Professional MakeupVictoria Beckham BeautyL'OrealStilaBenefit Cosmetics
Nov 202525.8%23.4%27.7%7.9%12%3.3%
Dec 202527.4%22.4%26.5%9%12%2.6%
Jan 202626.9%25.8%25.3%8.8%10.1%3.1%
Feb 202631.5%29.2%16%10%10.3%2.9%
Mar 202631.2%29.5%15.8%9.9%10.6%3%
Apr 202631.1%30.1%15.8%9.9%10.3%2.9%
May 202631.2%31.1%16.1%10%8.8%2.9%
Jun 202632.7%31.5%14.1%9.1%9.4%3.2%
Jul 202632.4%32.3%14%8.8%9.2%3.3%
Aug 202631.4%31.3%15.9%9.7%8.6%3.1%
Sep 202635.4%29.7%12.5%9.6%9.7%3%
Oct 202633.8%32.4%14.4%8.8%7.7%2.8%

Maybelline and NYX Professional Makeup sell other things too, so only their searches that name this product count here, like “maybelline kohl”.

How has branded search for Maybelline and NYX Professional Makeup changed worldwide over the last 12 months?

3 findings

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

2 changes

  1. In October 2026, NYX Professional Makeup gained share of searches among eyeliner brands worldwide, from 29.7% to 32.4%.

  2. In October 2026, Maybelline lost share of searches among eyeliner brands worldwide, from 35.4% to 33.8%.

How are Maybelline’s and NYX Professional Makeup’s branded searches counted?

12 search terms

Brandwave collects information about searches that people make online using Maybelline’s and NYX Professional Makeup’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

4 branded search terms

  • maybelline eyeliner
  • maybelline gel eyeliner
  • maybelline kohl
  • maybelline liquid eyeliner

NYX Professional Makeup

8 branded search terms

  • nyx eye pencil
  • nyx eyeliner
  • nyx gel eyeliner
  • nyx kohl
  • nyx liquid eyeliner
  • nyx professional makeup eye pencil
  • nyx professional makeup eyeliner
  • nyx professional makeup liquid eyeliner

How the Brand Demand Index is measured

Other head-to-heads among eyeliner brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free