Estée Lauder vs Maybelline:Which is more popular?
In September 2026, Estée Lauder and Maybelline were level in searches among foundation brands worldwide, with an estimated 823K branded searches each, at 31.2% of the total each. When we asked ChatGPT and Google AI Overviews about foundation brands, Maybelline appeared in all five answers and Estée Lauder in four. Estée Lauder was mentioned before Maybelline in four out of five answers.
Who do people search for more?
Estée Lauder and Maybelline are searched for about as often as each other.
Who does AI mention more?
Maybelline, mentioned in every answer we collected
Who does AI recommend more?
Estée Lauder, named ahead of Maybelline in 4 of 5 answers
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Top foundation brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Maybelline appeared in all five answers. Estée Lauder was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Estée Lauder was listed before Maybelline in four out of five answers.
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 Maybelline more popular in search?
This chart shows how often people search Google for Estée Lauder and Maybelline 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, Maybelline. 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 Maybelline comparison changed over the last 12 months?
3 findings
- Estée Lauder was ahead of Maybelline 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, Maybelline’s share of searches among foundation brands worldwide moved from 28.6% to 31.2%, and its estimated monthly branded searches moved from 1M to 823K.
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.
Maybelline’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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Estée Lauder’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.
Estée Lauder
1 branded search term
- estee lauder
Maybelline
1 branded search term
- maybelline
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