---
title: "Foundation brands: Which brands are most popular in search?"
description: "Compare the foundation brands people buy. Share of Search among Estée Lauder, Maybelline, Fenty Beauty, MAC and NARS, the foundation brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/foundation-brands"
publisher: "Brandwave"
---

# Foundation brands: Which brands are most popular in search?

Compare the foundation brands people buy. Share of Search among Estée Lauder, Maybelline, Fenty Beauty, MAC and NARS, the foundation brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Foundation brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Estée Lauder, 37.9%

## Which brand is most popular in search among foundation brands worldwide?

- Estée Lauder and Maybelline share the highest estimated Share of Search among foundation brands worldwide, at 37.9% in August 2026.
- 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.

## Compare search popularity between leading brands

- [Estée Lauder vs Maybelline: compare search popularity](/demand/global-en/compare/estee-lauder-vs-maybelline): 37.9% Share of Search each.
- [Estée Lauder vs Fenty Beauty: compare search popularity](/demand/global-en/compare/estee-lauder-vs-fenty-beauty): 37.9% against 20.7% Share of Search.
- [Estée Lauder vs MAC: compare search popularity](/demand/global-en/compare/estee-lauder-vs-mac-cosmetics): 37.9% against 3.4% Share of Search.
- [Maybelline vs Fenty Beauty: compare search popularity](/demand/global-en/compare/fenty-beauty-vs-maybelline): 37.9% against 20.7% Share of Search.
- [Maybelline vs MAC: compare search popularity](/demand/global-en/compare/mac-cosmetics-vs-maybelline): 37.9% against 3.4% Share of Search.
- [Fenty Beauty vs MAC: compare search popularity](/demand/global-en/compare/fenty-beauty-vs-mac-cosmetics): 20.7% against 3.4% Share of Search.

## How did search popularity change for foundation brands worldwide in August 2026?

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Estée Lauder | 37.9% | 823K | 0.0% | Estée Lauder |
| 2 | Maybelline | 37.9% | 823K | 0.0% | Maybelline |
| 3 | Fenty Beauty | 20.7% | 450K | 0.0% | Fenty Beauty |
| 4 | MAC | 3.4% | 74K | 0.0% | MAC |
| 5 | NARS | <0.01% | 170 | -19.0% | NARS |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Estée Lauder | 1.2M | 41.1% | 1 |
| Oct 2025 | Maybelline | 1M | 33.7% | 2 |
| Oct 2025 | Fenty Beauty | 673K | 22.7% | 3 |
| Oct 2025 | MAC | 74K | 2.5% | 4 |
| Oct 2025 | NARS | 320 | 0.01% | 5 |
| Nov 2025 | Estée Lauder | 1.8M | 48.6% | 1 |
| Nov 2025 | Maybelline | 1M | 26.6% | 2 |
| Nov 2025 | Fenty Beauty | 823K | 21.9% | 3 |
| Nov 2025 | MAC | 110K | 2.9% | 4 |
| Nov 2025 | NARS | 480 | 0.01% | 5 |
| Dec 2025 | Estée Lauder | 1.5M | 45.7% | 1 |
| Dec 2025 | Maybelline | 1M | 30.5% | 2 |
| Dec 2025 | Fenty Beauty | 673K | 20.5% | 3 |
| Dec 2025 | MAC | 110K | 3.4% | 4 |
| Dec 2025 | NARS | 320 | <0.01% | 5 |
| Jan 2026 | Estée Lauder | 1M | 40.9% | 1 |
| Jan 2026 | Maybelline | 823K | 33.6% | 2 |
| Jan 2026 | Fenty Beauty | 550K | 22.5% | 3 |
| Jan 2026 | MAC | 74K | 3% | 4 |
| Jan 2026 | NARS | 210 | <0.01% | 5 |
| Feb 2026 | Estée Lauder | 1M | 40.9% | 1 |
| Feb 2026 | Maybelline | 823K | 33.6% | 2 |
| Feb 2026 | Fenty Beauty | 550K | 22.5% | 3 |
| Feb 2026 | MAC | 74K | 3% | 4 |
| Feb 2026 | NARS | 170 | <0.01% | 5 |
| Mar 2026 | Estée Lauder | 1.2M | 45.7% | 1 |
| Mar 2026 | Maybelline | 823K | 30.9% | 2 |
| Mar 2026 | Fenty Beauty | 550K | 20.6% | 3 |
| Mar 2026 | MAC | 74K | 2.8% | 4 |
| Mar 2026 | NARS | 170 | <0.01% | 5 |
| Apr 2026 | Estée Lauder | 1M | 40.9% | 1 |
| Apr 2026 | Maybelline | 823K | 33.6% | 2 |
| Apr 2026 | Fenty Beauty | 550K | 22.5% | 3 |
| Apr 2026 | MAC | 74K | 3% | 4 |
| Apr 2026 | NARS | 210 | <0.01% | 5 |
| May 2026 | Estée Lauder | 1M | 42.6% | 1 |
| May 2026 | Maybelline | 823K | 35.1% | 2 |
| May 2026 | Fenty Beauty | 450K | 19.2% | 3 |
| May 2026 | MAC | 74K | 3.2% | 4 |
| May 2026 | NARS | 210 | <0.01% | 5 |
| Jun 2026 | Estée Lauder | 823K | 39.7% | 1 |
| Jun 2026 | Maybelline | 823K | 39.7% | 2 |
| Jun 2026 | Fenty Beauty | 368K | 17.7% | 3 |
| Jun 2026 | MAC | 60.5K | 2.9% | 4 |
| Jun 2026 | NARS | 140 | <0.01% | 5 |
| Jul 2026 | Estée Lauder | 823K | 37.9% | 1 |
| Jul 2026 | Maybelline | 823K | 37.9% | 2 |
| Jul 2026 | Fenty Beauty | 450K | 20.7% | 3 |
| Jul 2026 | MAC | 74K | 3.4% | 4 |
| Jul 2026 | NARS | 210 | <0.01% | 5 |
| Aug 2026 | Estée Lauder | 823K | 37.9% | 1 |
| Aug 2026 | Maybelline | 823K | 37.9% | 2 |
| Aug 2026 | Fenty Beauty | 450K | 20.7% | 3 |
| Aug 2026 | MAC | 74K | 3.4% | 4 |
| Aug 2026 | NARS | 170 | <0.01% | 5 |
| Sep 2026 | Estée Lauder | — | — | — |
| Sep 2026 | Fenty Beauty | — | — | — |
| Sep 2026 | MAC | — | — | — |
| Sep 2026 | Maybelline | — | — | — |
| Sep 2026 | NARS | — | — | — |

## What is being compared

- **Estée Lauder**: Measured on the search term “estee lauder”.
- **Fenty Beauty**: Measured on the search term “fenty beauty”.
- **MAC**: Measured on the search term “mac makeup”.
- **Maybelline**: Measured on the search term “maybelline”.
- **NARS**: Measured on the search term “nars nz”.

- [Estée Lauder](/demand/global-en/brands/estee-lauder)
- [Fenty Beauty](/demand/global-en/brands/fenty-beauty)
- [MAC](/demand/global-en/brands/mac-cosmetics)
- [Maybelline](/demand/global-en/brands/maybelline)
- [NARS](/demand/global-en/brands/nars-cosmetics)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among foundation brands worldwide?

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.

## Cite this page

Brandwave. "Foundation brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/foundation-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/foundation-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.