Brandwave

Estée Lauder vs Maybelline:Which is more popular?

In September 2026, Estée Lauder and Maybelline were level in searches among eyeshadow brands worldwide, with an estimated 823K branded searches each, at 15.6% of the total each. When we asked ChatGPT and Google AI Overviews about eyeshadow brands, Maybelline appeared in one of the five answers and Estée Lauder in none.

Among eyeshadow brands worldwide in September 2026

Who do people search for more?

Estée Lauder and Maybelline are searched for about as often as each other.

Estée Lauder 823K searchesMaybelline 823K searches

Who does AI mention more?

Maybelline, mentioned in 1 of 5 answers, Estée Lauder in 0

Maybelline in 1 of 5Estée Lauder in 0 of 5

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Top eyeshadow brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Maybelline was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Estée Lauder did not appear in any of the 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. +2 more
  11. Estée Lauder–
  12. +3 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
  • Estée Lauder0 of 5Named in 0 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 Estée Lauder or Maybelline more popular in search?

This chart shows how often people search Google for Estée Lauder and Maybelline 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.

Estée Lauder and Maybelline among eyeshadow brands worldwide, by month

Share of searches by month for Estée Lauder, Maybelline. 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 Estée Lauder and Maybelline comparison changed over the last 12 months?

3 findings
  • Estée Lauder was ahead of Maybelline in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Estée Lauder’s share of searches among eyeshadow brands worldwide moved from 18.8% to 15.6%, and its estimated monthly branded searches moved from 1.2M to 823K.
  • Across the 12 months ending September 2026, Maybelline’s share of searches among eyeshadow brands worldwide moved from 15.4% to 15.6%, and its estimated monthly branded searches moved from 1M to 823K.

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

2 changes

  1. In September 2026, Estée Lauder lost share of searches among eyeshadow brands worldwide, from 16.3% to 15.6%.

  2. In September 2026, Maybelline lost share of searches among eyeshadow brands worldwide, from 16.3% to 15.6%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Estée Lauder’s and Maybelline’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.

Estée Lauder

1 branded search term

  • estee lauder

Maybelline

1 branded search term

  • maybelline

How the Brand Demand Index is measured

Other head-to-heads among eyeshadow brands

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