Brandwave

Estée Lauder vs Tom Ford:Which is more popular?

In September 2026, Tom Ford had more branded searches than Estée Lauder among eyeshadow brands worldwide. Tom Ford had about 1.2 million branded searches, while Estée Lauder had 823,000. Tom Ford made up 23.1% of all eyeshadow brand searches we track, and Estée Lauder accounted for 15.6%. When we asked ChatGPT and Google AI Overviews about eyeshadow brands, neither Estée Lauder nor Tom Ford appeared in any of the five answers.

Among eyeshadow brands worldwide in September 2026

Who do people search for more?

Tom Ford, about 48% more searches than Estée Lauder

Tom Ford 1.2M searchesEstée Lauder 823K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Estée Lauder in 0 of 5Tom Ford 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, neither Estée Lauder nor Tom Ford showed up 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. +2 more
  10. Tom Ford–
  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
  • Tom Ford0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 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 Tom Ford more popular in search?

This chart shows how often people search Google for Estée Lauder and Tom Ford 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 Tom Ford among eyeshadow brands worldwide, by month

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

3 findings
  • The lead changed hands 3 times in the 12 months ending September 2026: Tom Ford took it in January 2026, Estée Lauder took it in March 2026, Tom Ford took it in July 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, Tom Ford’s share of searches among eyeshadow brands worldwide moved from 18.8% to 23.1%, and its estimated monthly branded searches held steady at 1.2M.

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

2 changes

  1. In September 2026, Tom Ford gained share of searches among eyeshadow brands worldwide, from 19.8% to 23.1%.

  2. In September 2026, Estée Lauder 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 Tom Ford’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

Tom Ford

1 branded search term

  • tom ford

How the Brand Demand Index is measured

Other head-to-heads among eyeshadow brands

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