Brandwave

e.l.f. Cosmetics vs Huda Beauty:Which is more popular?

In October 2026, e.l.f. Cosmetics had more branded searches than Huda Beauty among lip gloss brands worldwide. e.l.f. Cosmetics had about 110,000 branded searches, while Huda Beauty had 22,200. e.l.f. Cosmetics made up 21.2% of all lip gloss brand searches we track, and Huda Beauty accounted for 4.3%. When we asked ChatGPT and Google AI Overviews about lip gloss brands, Huda Beauty appeared in two of the five answers and e.l.f. Cosmetics in one. Huda Beauty was mentioned before e.l.f. Cosmetics in every answer that named either.

Among lip gloss brands worldwide in October 2026

Who do people search for more?

e.l.f. Cosmetics, about 5 searches for every 1 for Huda Beauty

e.l.f. Cosmetics 110K searchesHuda Beauty 22.2K searches

Who does AI mention more?

Huda Beauty, mentioned in 2 of 5 answers, e.l.f. Cosmetics in 1

Huda Beauty in 2 of 5e.l.f. Cosmetics in 1 of 5

Who does AI recommend more?

Huda Beauty, named ahead of e.l.f. Cosmetics in 2 of 2 answers

Huda Beauty first in 2e.l.f. Cosmetics never first

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Top lip gloss brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Huda 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. e.l.f. Cosmetics was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Huda Beauty was listed before e.l.f. Cosmetics in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. NYX Professional Makeup1st
  2. Fenty Beauty2nd
  3. Maybelline3rd
  4. MAC4th
  5. Huda Beauty5th
  6. Lancôme6th
  7. e.l.f. Cosmetics7th
  8. rhode–
  9. Too Faced–
  10. Charlotte Tilbury–
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • NYX Professional Makeup5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fenty Beauty4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Maybelline3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Huda Beauty2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • e.l.f. Cosmetics1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lancôme1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BUXOM1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • rhode0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Too Faced0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about lip gloss brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 26, 2026.

Is e.l.f. Cosmetics or Huda Beauty more popular in search?

This chart shows how often people search Google for e.l.f. Cosmetics and Huda Beauty by name. Each line represents a brand's share of searches for all 13 lip gloss brands we track, month by month, from English-language searches worldwide.

e.l.f. Cosmetics and Huda Beauty among lip gloss brands worldwide, by month

Share of searches by month for e.l.f. Cosmetics, Huda Beauty. The figures are in the table below the chart.

View monthly share of searches table
Monthrhodee.l.f. CosmeticsNYX Professional MakeupMaybellineHuda BeautyMACFenty BeautyLancômeToo FacedCharlotte TilburyRare BeautyBUXOMGlossier
Nov 202526.2%17.5%11.8%9.6%4.3%5.3%5.3%4.3%5.3%2.9%2.4%2.4%2.9%
Dec 202525.3%20.7%11.3%9.3%3.4%5.1%5.1%4.2%5.1%3.4%2.3%2.3%2.8%
Jan 202623.2%19.1%12.8%10.5%4.7%5.7%4.7%3.8%5.7%2.6%2.6%2.1%2.6%
Feb 202621.8%21.8%11.9%11.9%3.6%4.4%4.4%5.3%5.3%2.4%2.9%1.9%2.4%
Mar 202621.2%17.3%14.1%11.6%4.2%5.2%4.2%7.7%5.2%2.3%2.3%2.3%2.3%
Apr 202625%16.8%11.3%13.8%4.1%5.1%4.1%5.1%6.2%2.3%2.3%2.3%1.8%
May 202621.7%17.8%11.9%14.5%5.3%6.5%3.6%4.3%5.3%2.4%2.4%2.4%1.9%
Jun 202623.6%15.8%10.6%15.8%4.7%5.8%3.9%5.8%4.7%2.6%2.6%2.1%2.1%
Jul 202621.1%17.2%11.5%17.2%4.2%6.3%4.2%5.2%4.2%2.3%2.8%1.9%1.9%
Aug 202623.9%16.1%13.2%16.1%4.8%4.8%3.9%3.9%3.9%2.6%2.6%2.2%1.8%
Sep 202625.2%16.9%13.9%13.9%5.1%5.1%3.4%4.1%4.1%2.3%2.3%2.3%1.5%
Oct 202626%21.2%14.3%11.7%4.3%4.3%3.5%3.5%3.5%2.3%2.3%1.9%1.3%

e.l.f. Cosmetics and Huda Beauty sell other things too, so only their searches that name this product count here, like “elf lip gloss”.

How has branded search for e.l.f. Cosmetics and Huda Beauty changed worldwide over the last 12 months?

3 findings

How did search popularity change for lip gloss brands worldwide in October 2026?

2 changes

  1. In October 2026, e.l.f. Cosmetics gained share of searches among lip gloss brands worldwide, from 16.9% to 21.2%.

  2. In October 2026, Huda Beauty lost share of searches among lip gloss brands worldwide, from 5.1% to 4.3%.

How are e.l.f. Cosmetics’ and Huda Beauty’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Huda 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.

e.l.f. Cosmetics

1 branded search term

  • elf lip gloss

Huda Beauty

1 branded search term

  • huda beauty lip gloss

How the Brand Demand Index is measured

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