Foundation brands:Which brands are most popular in search?
Estée Lauder and Maybelline share the highest estimated Share of Search among foundation brands worldwide, at 37.9% in August 2026. These are worldwide searches for English-language branded terms.
Estée Lauder37.9%
Maybelline37.9%
Fenty Beauty20.7%MAC3.4%
NARS<0.01%
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Share of SearchLeaderboard
Compare the foundation brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Estée Lauder, Maybelline, Fenty Beauty, MAC. The figures are in the table below the chart.
View monthly share of search table
| Month | Estée Lauder | Maybelline | Fenty Beauty | MAC | NARS |
|---|---|---|---|---|---|
| Oct 2025 | 41.1% | 33.7% | 22.7% | 2.5% | 0.01% |
| Nov 2025 | 48.6% | 26.6% | 21.9% | 2.9% | 0.01% |
| Dec 2025 | 45.7% | 30.5% | 20.5% | 3.4% | <0.01% |
| Jan 2026 | 40.9% | 33.6% | 22.5% | 3% | <0.01% |
| Feb 2026 | 40.9% | 33.6% | 22.5% | 3% | <0.01% |
| Mar 2026 | 45.7% | 30.9% | 20.6% | 2.8% | <0.01% |
| Apr 2026 | 40.9% | 33.6% | 22.5% | 3% | <0.01% |
| May 2026 | 42.6% | 35.1% | 19.2% | 3.2% | <0.01% |
| Jun 2026 | 39.7% | 39.7% | 17.7% | 2.9% | <0.01% |
| Jul 2026 | 37.9% | 37.9% | 20.7% | 3.4% | <0.01% |
| Aug 2026 | 37.9% | 37.9% | 20.7% | 3.4% | <0.01% |
| Sep 2026 | — | — | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 37.9% | 823K | 0% | 0 points | |
| 2, held 2nd | 37.9% | 823K | 0% | 0 points | |
| 3, held 3rd | 20.7% | 450K | 0% | 0 points | |
| 4, held 4th | 3.4% | 74K | 0% | 0 points | |
| 5, held 5th | <0.01% | 170 | -19% | 0 points |
37.9%
Held 1st. 823K estimated branded searches, 0% vs prior month. Share 0 points.
37.9%
Held 2nd. 823K estimated branded searches, 0% vs prior month. Share 0 points.
20.7%
Held 3rd. 450K estimated branded searches, 0% vs prior month. Share 0 points.
4.
3.4%
Held 4th. 74K estimated branded searches, 0% vs prior month. Share 0 points.
5.
<0.01%
Held 5th. 170 estimated branded searches, -19% vs prior month. Share 0 points.
Compare search popularity between leading brands
- Estée Lauder vs Maybelline: compare search popularity
- Estée Lauder vs Fenty Beauty: compare search popularity
- Maybelline vs Fenty Beauty: compare search popularity
- Compare any of these brands
Which brand is most popular in search among foundation brands worldwide?
5 brands
Estée Lauder and Maybelline share the highest estimated Share of Search among foundation brands worldwide, at 37.9% in August 2026.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Estée Lauder | 41.1% → 37.9% | 48.6%Nov 2025 | 37.9%Jul 2026 | 1st |
| Maybelline | 33.7% → 37.9% | 39.7%Jun 2026 | 26.6%Nov 2025 | 2nd |
| Fenty Beauty | 22.7% → 20.7% | 22.7%Oct 2025 | 17.7%Jun 2026 | 3rd |
| MAC | 2.5% → 3.4% | 3.4%Aug 2026 | 2.5%Oct 2025 | 4th |
| NARS | 0.01% → <0.01% | 0.01%Nov 2025 | <0.01%Mar 2026 | 5th |
Each finding as a sentence
- Across the 11 months ending August 2026, Estée Lauder’s estimated Share of Search among foundation brands worldwide decreased from 41.1% to 37.9%.
- Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among foundation brands worldwide increased from 33.7% to 37.9%.
- Across the 11 months ending August 2026, Fenty Beauty’s estimated Share of Search among foundation brands worldwide decreased from 22.7% to 20.7%.
- Across the 11 months ending August 2026, MAC’s estimated Share of Search among foundation brands worldwide increased from 2.5% to 3.4%.
- Across the 11 months ending August 2026, Estée Lauder’s estimated Share of Search among foundation brands worldwide peaked at 48.6% in November 2025 and was lowest at 37.9% in July 2026.
- Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among foundation brands worldwide peaked at 39.7% in June 2026 and was lowest at 26.6% in November 2025.
- Across the 11 months ending August 2026, Fenty Beauty’s estimated Share of Search among foundation brands worldwide peaked at 22.7% in October 2025 and was lowest at 17.7% in June 2026.
- Across the 11 months ending August 2026, NARS held steady: its estimated Share of Search among foundation brands worldwide moved less than 0.5 percentage points.
How did search popularity change for foundation brands worldwide in August 2026?
4 changes
Estimated monthly branded searches for NARS worldwide fell 46.9% over 11 measured months, from 320 to 170 in August 2026.
Estimated monthly branded searches for Fenty Beauty worldwide fell 33.1% over 11 measured months, from 673K to 450K in August 2026.
Estimated monthly branded searches for Estée Lauder worldwide fell 32.5% over 11 measured months, from 1.2M to 823K in August 2026.
Estimated monthly branded searches for Maybelline worldwide fell 17.7% over 11 measured months, from 1M to 823K in August 2026.
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