e.l.f. Cosmetics vs MAC:Which is more popular?
In October 2026, e.l.f. Cosmetics had more branded searches than MAC among lip gloss brands worldwide. e.l.f. Cosmetics had about 110,000 branded searches, while MAC had 22,200. e.l.f. Cosmetics made up 21.2% of all lip gloss brand searches we track, and MAC accounted for 4.3%. When we asked ChatGPT and Google AI Overviews about lip gloss brands, MAC appeared in two of the five answers and e.l.f. Cosmetics in one. MAC was mentioned before e.l.f. Cosmetics in every answer that named either.
Who do people search for more?
e.l.f. Cosmetics, about 5 searches for every 1 for MAC
Who does AI mention more?
MAC, mentioned in 2 of 5 answers, e.l.f. Cosmetics in 1
Who does AI recommend more?
MAC, named ahead of e.l.f. Cosmetics in 2 of 2 answers
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Top lip gloss brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, MAC 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. MAC 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.
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
See every answer about lip gloss brands
5 answers
Asked ChatGPT
“Which lip gloss should I buy?”
Asked ChatGPT
“What are the best lip gloss brands?”
Asked ChatGPT
“What's the best non-sticky lip gloss?”
Searched Google, AI Overview
“lip gloss”
Searched Google, AI Overview
“best lip gloss”
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 MAC more popular in search?
This chart shows how often people search Google for e.l.f. Cosmetics and MAC 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.
Share of searches by month for e.l.f. Cosmetics, MAC. The figures are in the table below the chart.
View monthly share of searches table
| Month | rhode | e.l.f. Cosmetics | NYX Professional Makeup | Maybelline | Huda Beauty | MAC | Fenty Beauty | Lancôme | Too Faced | Charlotte Tilbury | Rare Beauty | BUXOM | Glossier |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 26.2% | 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 2025 | 25.3% | 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 2026 | 23.2% | 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 2026 | 21.8% | 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 2026 | 21.2% | 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 2026 | 25% | 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 2026 | 21.7% | 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 2026 | 23.6% | 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 2026 | 21.1% | 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 2026 | 23.9% | 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 2026 | 25.2% | 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 2026 | 26% | 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 sells other things too, so only its searches that name this product count here, like “elf lip gloss”.
How has branded search for e.l.f. Cosmetics and MAC changed worldwide over the last 12 months?
3 findings
- e.l.f. Cosmetics was ahead of MAC in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, e.l.f. Cosmetics’ share of searches among lip gloss brands worldwide moved from 17.5% to 21.2%, and its estimated monthly branded searches held steady at 110K.
- Across the 12 months ending October 2026, MAC’s share of searches among lip gloss brands worldwide moved from 5.3% to 4.3%, and its estimated monthly branded searches moved from 33.1K to 22.2K.
How did search popularity change for lip gloss brands worldwide in October 2026?
2 changes
In October 2026, e.l.f. Cosmetics gained share of searches among lip gloss brands worldwide, from 16.9% to 21.2%.
In October 2026, MAC lost share of searches among lip gloss brands worldwide, from 5.1% to 4.3%.
How are e.l.f. Cosmetics’ and MAC’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and MAC’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
MAC
1 branded search term
- mac lipglass
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