Estée Lauder vs Fenty Beauty:Which is more popular?
In September 2026, Estée Lauder had more branded searches than Fenty Beauty among foundation brands worldwide. Estée Lauder had about 823,000 branded searches, while Fenty Beauty had 450,000. Estée Lauder made up 31.2% of all foundation brand searches we track, and Fenty Beauty accounted for 17.1%. When we asked ChatGPT and Google AI Overviews about foundation brands, Estée Lauder appeared in four of the five answers and Fenty Beauty in two. Estée Lauder was mentioned before Fenty Beauty in three out of four answers that named either.
Who do people search for more?
Estée Lauder, about 83% more searches than Fenty Beauty
Who does AI mention more?
Estée Lauder, mentioned in 4 of 5 answers, Fenty Beauty in 2
Who does AI recommend more?
Estée Lauder, named ahead of Fenty Beauty in 3 of 4 answers
Follow Estée Lauder vs Fenty Beauty and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top foundation brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Estée Lauder was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Fenty Beauty was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Estée Lauder was listed before Fenty Beauty in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
NARS1st- Estée Lauder2nd
L'Oréal Paris3rd
Maybelline4th
Fenty Beauty5th
MAC6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Maybelline5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Estée Lauder4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- NARS4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- L'Oréal Paris3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Fenty Beauty2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- MAC1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about foundation brands
5 answers
Asked ChatGPT
“Which foundation brand should I buy?”
Asked ChatGPT
“What are the best foundation brands?”
Asked ChatGPT
“What's the best foundation brand for everyday makeup?”
Searched Google, AI Overview
“best foundation”
Searched Google, AI Overview
“full coverage foundation”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Estée Lauder or Fenty Beauty more popular in search?
This chart shows how often people search Google for Estée Lauder and Fenty Beauty by name. Each line represents a brand's share of searches for all six foundation brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Estée Lauder, Fenty Beauty. The figures are in the table below the chart.
View monthly share of searches table
| Month | Estée Lauder | Maybelline | Fenty Beauty | NARS | L'Oréal Paris | MAC |
|---|---|---|---|---|---|---|
| Oct 2025 | 34.9% | 28.6% | 19.2% | 10.5% | 4.2% | 2.6% |
| Nov 2025 | 39.4% | 21.6% | 17.7% | 14.5% | 3.2% | 3.6% |
| Dec 2025 | 38.8% | 25.9% | 17.4% | 11.6% | 3.5% | 2.8% |
| Jan 2026 | 33.7% | 27.8% | 18.6% | 12.4% | 5% | 2.5% |
| Feb 2026 | 34.5% | 28.4% | 19% | 10.4% | 5.1% | 2.6% |
| Mar 2026 | 38.3% | 25.9% | 17.3% | 11.6% | 4.6% | 2.3% |
| Apr 2026 | 34.5% | 28.4% | 19% | 10.4% | 5.1% | 2.6% |
| May 2026 | 34.9% | 28.7% | 15.7% | 12.9% | 5.2% | 2.6% |
| Jun 2026 | 33% | 33% | 14.7% | 12.1% | 4.8% | 2.4% |
| Jul 2026 | 31.8% | 31.8% | 17.4% | 11.6% | 5.2% | 2.3% |
| Aug 2026 | 31.6% | 31.6% | 17.3% | 11.6% | 5.2% | 2.8% |
| Sep 2026 | 31.2% | 31.2% | 17.1% | 11.4% | 6.2% | 2.8% |
How has the Estée Lauder and Fenty Beauty comparison changed over the last 12 months?
3 findings
- Estée Lauder was ahead of Fenty Beauty 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 foundation brands worldwide moved from 34.9% to 31.2%, and its estimated monthly branded searches moved from 1.2M to 823K.
- Across the 12 months ending September 2026, Fenty Beauty’s share of searches among foundation brands worldwide moved from 19.2% to 17.1%, and its estimated monthly branded searches moved from 673K to 450K.
How did search popularity change for foundation brands worldwide in September 2026?
2 changes
Estée Lauder’s share of searches among foundation brands worldwide has lost ground for 3 months in a row, from 33% to 31.2% in September 2026.
Estimated monthly branded searches for Fenty Beauty worldwide fell 33.1% over 12 measured months, from 673K to 450K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Estée Lauder’s and Fenty Beauty’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
Fenty Beauty
1 branded search term
- fenty beauty
Other head-to-heads among foundation brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.