Fenty Beauty vs Maybelline:Which is more popular?
In September 2026, Maybelline had more branded searches than Fenty Beauty among foundation brands worldwide. Maybelline had about 823,000 branded searches, while Fenty Beauty had 450,000. Maybelline 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, Maybelline appeared in all five answers and Fenty Beauty in two. Maybelline was mentioned before Fenty Beauty in four out of five answers.
Who do people search for more?
Maybelline, about 83% more searches than Fenty Beauty
Who does AI mention more?
Maybelline, mentioned in every answer we collected
Who does AI recommend more?
Maybelline, named ahead of Fenty Beauty 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. 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. Maybelline was listed before Fenty Beauty 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 Fenty Beauty or Maybelline more popular in search?
This chart shows how often people search Google for Fenty Beauty 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 Maybelline, 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 Fenty Beauty and Maybelline comparison changed over the last 12 months?
3 findings
- Maybelline was ahead of Fenty Beauty in every measured month of the 12 months ending September 2026.
- 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.
- 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
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.
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 Fenty Beauty’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.
Fenty Beauty
1 branded search term
- fenty beauty
Maybelline
1 branded search term
- maybelline
Other head-to-heads among foundation brands
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