Brandwave

Makeup by Mario vs Maybelline:Which is more popular?

In September 2026, Maybelline had more branded searches than Makeup by Mario among eyeshadow brands worldwide. Maybelline had about 823,000 branded searches, while Makeup by Mario had 246,000. Maybelline made up 15.6% of all eyeshadow brand searches we track, and Makeup by Mario accounted for 4.7%. When we asked ChatGPT and Google AI Overviews about eyeshadow brands, Makeup by Mario appeared in two of the five answers and Maybelline in one. Makeup by Mario was mentioned before Maybelline in two out of three answers that named either.

Among eyeshadow brands worldwide in September 2026

Who do people search for more?

Maybelline, about 3 searches for every 1 for Makeup by Mario

Maybelline 823K searchesMakeup by Mario 246K searches

Who does AI mention more?

Makeup by Mario, mentioned in 2 of 5 answers, Maybelline in 1

Makeup by Mario in 2 of 5Maybelline in 1 of 5

Who does AI recommend more?

Makeup by Mario, named ahead of Maybelline in 2 of 3 answers

Makeup by Mario first in 2Maybelline 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, Makeup by Mario was mentioned in two out of five: in one of the three ChatGPT answers and in one of the 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. Makeup by Mario was listed before Maybelline in two out of three answers that named either.

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 Makeup by Mario or Maybelline more popular in search?

This chart shows how often people search Google for Makeup by Mario 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.

Makeup by Mario and Maybelline among eyeshadow brands worldwide, by month

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

3 findings

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

1 change

  1. 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 Makeup by Mario’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.

Makeup by Mario

1 branded search term

  • makeup by mario

Maybelline

1 branded search term

  • maybelline

How the Brand Demand Index is measured

Other head-to-heads among eyeshadow brands

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