Brandwave

ColourPop vs e.l.f. Cosmetics:Which is more popular?

In September 2026, ColourPop had more branded searches than e.l.f. Cosmetics among eyeshadow brands worldwide. ColourPop had about 201,000 branded searches, while e.l.f. Cosmetics had 165,000. ColourPop made up 3.8% of all eyeshadow brand searches we track, and e.l.f. Cosmetics accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about eyeshadow brands, e.l.f. Cosmetics appeared in all five answers and ColourPop in three. e.l.f. Cosmetics was mentioned before ColourPop in four out of five answers.

Among eyeshadow brands worldwide in September 2026

Who do people search for more?

ColourPop, about 22% more searches than e.l.f. Cosmetics

ColourPop 201K searchese.l.f. Cosmetics 165K searches

Who does AI mention more?

e.l.f. Cosmetics, mentioned in every answer we collected

e.l.f. Cosmetics in 5 of 5ColourPop in 3 of 5

Who does AI recommend more?

e.l.f. Cosmetics, named ahead of ColourPop in 4 of 5 answers

e.l.f. Cosmetics first in 4ColourPop first in 1

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Top eyeshadow brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, e.l.f. Cosmetics appeared in all five answers. ColourPop was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. e.l.f. Cosmetics was listed before ColourPop in four out of five answers.

Most recommended by AI

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

  1. e.l.f. Cosmetics1st
  2. Urban Decay2nd
  3. Anastasia Beverly Hills3rd
  4. ColourPop4th
  5. Natasha Denona5th
  6. Makeup by Mario6th
  7. Bobbi Brown7th
  8. Pat McGrath Labs8th
  9. MAC9th
  10. Maybelline10th
  11. +5 more

Mentioned by AI

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

  • e.l.f. Cosmetics5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ColourPop3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Anastasia Beverly Hills3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Urban Decay3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makeup by Mario2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Natasha Denona2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pat McGrath Labs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maybelline1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bobbi Brown1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MAC1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about eyeshadow brands

5 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 ColourPop or e.l.f. Cosmetics more popular in search?

This chart shows how often people search Google for ColourPop and e.l.f. Cosmetics by name. Each line represents a brand's share of searches for all 15 eyeshadow brands we track, month by month, from English-language searches worldwide.

ColourPop and e.l.f. Cosmetics among eyeshadow brands worldwide, by month

Share of searches by month for ColourPop, e.l.f. Cosmetics. The figures are in the table below the chart.

View monthly share of searches table
MonthTom FordEstée LauderMaybellineCliniqueNARSBobbi BrownMakeup by MarioColourPopAnastasia Beverly Hillse.l.f. CosmeticsNatasha DenonaToo FacedUrban DecayMACPat McGrath Labs
Oct 202518.8%18.8%15.4%12.7%5.7%5.7%3.8%3.8%4.6%3.1%2.5%2.5%2.1%0.34%0.28%
Nov 202514.3%21.4%11.7%14.3%7.9%5.3%5.3%3.5%3.5%2.3%2.9%5.3%1.9%0.32%0.32%
Dec 202520.1%20.1%13.4%13.4%6%4.9%4%4%3.3%2.7%2.2%3.3%1.8%0.3%0.36%
Jan 202620.1%16.5%13.6%13.6%6.1%6.1%4.1%5%3.3%2.7%2.7%3.3%1.8%0.37%0.82%
Feb 202619.4%19.4%16%13.1%5.8%4.8%3.9%3.9%3.2%2.6%2.6%2.6%1.8%0.35%0.53%
Mar 202617.1%20.8%14%14%6.3%5.1%5.1%4.2%2.8%2.8%2.3%2.8%1.9%0.31%0.31%
Apr 202618.6%18.6%15.3%15.3%5.6%4.6%4.6%3.7%3.1%3.1%2.5%2.5%2%0.34%0.27%
May 202618.1%18.1%14.9%14.9%6.7%4.5%4.5%3.6%3%3.6%2.4%3%2%0.33%0.27%
Jun 202617.2%17.2%17.2%14.1%6.3%5.2%4.2%4.2%2.8%3.5%2.3%2.8%2.3%0.31%0.25%
Jul 202619.9%16.3%16.3%13.4%6%4.9%4%4.9%3.3%3.3%2.7%2.7%1.8%0.36%0.24%
Aug 202619.8%16.3%16.3%13.3%6%4.9%4.9%4%3.3%3.3%2.7%2.7%2.2%0.44%0.24%
Sep 202623.1%15.6%15.6%12.7%5.7%4.7%4.7%3.8%3.1%3.1%3.1%2.6%1.7%0.42%0.23%

How has the ColourPop and e.l.f. Cosmetics comparison changed over the last 12 months?

3 findings

How did search popularity change for eyeshadow brands worldwide in September 2026?

2 changes

  1. Estimated monthly branded searches for ColourPop worldwide fell 18.3% over 12 measured months, from 246K to 201K in September 2026.

  2. Estimated monthly branded searches for e.l.f. Cosmetics worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using ColourPop’s and e.l.f. Cosmetics’ 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.

ColourPop

1 branded search term

  • colourpop

e.l.f. Cosmetics

1 branded search term

  • e l f cosmetics

How the Brand Demand Index is measured

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