Maybelline vs Stila:Which is more popular?
In October 2026, Maybelline had more branded searches than Stila among eyeliner brands worldwide. Maybelline had about 63,600 branded searches, while Stila had 14,500. Maybelline made up 33.8% of all eyeliner brand searches we track, and Stila accounted for 7.7%. When we asked ChatGPT and Google AI Overviews about eyeliner brands, Maybelline and Stila each appeared in three of the four answers. Stila was mentioned before Maybelline in two out of three answers.
Who do people search for more?
Maybelline, about 4 searches for every 1 for Stila
Who does AI mention more?
Both were mentioned in 3 of 4 answers.
Who does AI recommend more?
Stila, named ahead of Maybelline in 2 of 3 answers
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Top eyeliner brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Maybelline and Stila were each mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Stila 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.
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
Asked ChatGPT
“Which eyeliner brand should I buy?”
Asked ChatGPT
“What are the best eyeliner brands?”
Asked ChatGPT
“What's the best eyeliner brand for precise lines?”
Searched Google, AI Overview
“best eyeliner”
Searched Google, AI Overview
“liquid eyeliner”
Google showed no AI Overview for this search.
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 Stila more popular in search?
This chart shows how often people search Google for Maybelline and Stila 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.
Share of searches by month for Maybelline, Stila. The figures are in the table below the chart.
View monthly share of searches table
| Month | Maybelline | NYX Professional Makeup | Victoria Beckham Beauty | L'Oreal | Stila | Benefit Cosmetics |
|---|---|---|---|---|---|---|
| Nov 2025 | 25.8% | 23.4% | 27.7% | 7.9% | 12% | 3.3% |
| Dec 2025 | 27.4% | 22.4% | 26.5% | 9% | 12% | 2.6% |
| Jan 2026 | 26.9% | 25.8% | 25.3% | 8.8% | 10.1% | 3.1% |
| Feb 2026 | 31.5% | 29.2% | 16% | 10% | 10.3% | 2.9% |
| Mar 2026 | 31.2% | 29.5% | 15.8% | 9.9% | 10.6% | 3% |
| Apr 2026 | 31.1% | 30.1% | 15.8% | 9.9% | 10.3% | 2.9% |
| May 2026 | 31.2% | 31.1% | 16.1% | 10% | 8.8% | 2.9% |
| Jun 2026 | 32.7% | 31.5% | 14.1% | 9.1% | 9.4% | 3.2% |
| Jul 2026 | 32.4% | 32.3% | 14% | 8.8% | 9.2% | 3.3% |
| Aug 2026 | 31.4% | 31.3% | 15.9% | 9.7% | 8.6% | 3.1% |
| Sep 2026 | 35.4% | 29.7% | 12.5% | 9.6% | 9.7% | 3% |
| Oct 2026 | 33.8% | 32.4% | 14.4% | 8.8% | 7.7% | 2.8% |
Maybelline and Stila sell other things too, so only their searches that name this product count here, like “maybelline kohl”.
How has branded search for Maybelline and Stila changed worldwide over the last 12 months?
3 findings
- Maybelline was ahead of Stila in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Maybelline’s share of searches among eyeliner brands worldwide moved from 25.8% to 33.8%, and its estimated monthly branded searches moved from 46.1K to 63.6K.
- Across the 12 months ending October 2026, Stila’s share of searches among eyeliner brands worldwide moved from 12% to 7.7%, and its estimated monthly branded searches moved from 21.5K to 14.5K.
How did search popularity change for eyeliner brands worldwide in October 2026?
2 changes
In October 2026, Stila lost share of searches among eyeliner brands worldwide, from 9.7% to 7.7%.
In October 2026, Maybelline lost share of searches among eyeliner brands worldwide, from 35.4% to 33.8%.
How are Maybelline’s and Stila’s branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Maybelline’s and Stila’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
Stila
3 branded search terms
- stila eye pencil
- stila eyeliner
- stila liquid eyeliner
Other head-to-heads among eyeliner brands
- Maybelline vs NYX Professional Makeup: compare popularity
- Maybelline vs Victoria Beckham Beauty: compare popularity
- Maybelline vs L'Oreal: compare popularity
- NYX Professional Makeup vs Victoria Beckham Beauty: compare popularity
- NYX Professional Makeup vs L'Oreal: compare popularity
- NYX Professional Makeup vs Stila: compare popularity
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