Brandwave

e.l.f. Cosmetics vs NYX Professional Makeup:Which is more popular?

In October 2026, e.l.f. Cosmetics had more branded searches than NYX Professional Makeup among lip oil brands worldwide. e.l.f. Cosmetics had about 49,500 branded searches, while NYX Professional Makeup had 18,100. e.l.f. Cosmetics made up 15.6% of all lip oil brand searches we track, and NYX Professional Makeup accounted for 5.7%. When we asked ChatGPT and Google AI Overviews about lip oil brands, NYX Professional Makeup appeared in four of the five answers and e.l.f. Cosmetics in two. NYX Professional Makeup was mentioned before e.l.f. Cosmetics in every answer that named either.

Among lip oil brands worldwide in October 2026

Who do people search for more?

e.l.f. Cosmetics, about 3 searches for every 1 for NYX Professional Makeup

e.l.f. Cosmetics 49.5K searchesNYX Professional Makeup 18.1K searches

Who does AI mention more?

NYX Professional Makeup, mentioned in 4 of 5 answers, e.l.f. Cosmetics in 2

NYX Professional Makeup in 4 of 5e.l.f. Cosmetics in 2 of 5

Who does AI recommend more?

NYX Professional Makeup, named ahead of e.l.f. Cosmetics in 3 of 3 answers

NYX Professional Makeup first in 3e.l.f. Cosmetics never first

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Top lip oil brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, NYX Professional Makeup was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. e.l.f. Cosmetics was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. NYX Professional Makeup 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. Dior2nd
  3. Clarins3rd
  4. Gisou4th
  5. e.l.f. Cosmetics5th
  6. Summer Fridays–
  7. Yves Saint Laurent–
  8. Fenty Beauty–
  9. Charlotte Tilbury–
  10. SHEGLAM–
  11. +2 more

Mentioned by AI

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

  • Dior5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Clarins4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NYX Professional Makeup4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gisou2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • e.l.f. Cosmetics2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Yves Saint Laurent1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milani1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Summer Fridays0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fenty Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about lip oil 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 25, 2026.

Is e.l.f. Cosmetics or NYX Professional Makeup more popular in search?

This chart shows how often people search Google for e.l.f. Cosmetics and NYX Professional Makeup by name. Each line represents a brand's share of searches for all 12 lip oil brands we track, month by month, from English-language searches worldwide.

e.l.f. Cosmetics and NYX Professional Makeup among lip oil brands worldwide, by month

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

View monthly share of searches table
MonthDiorGisouClarinse.l.f. CosmeticsSummer FridaysNYX Professional MakeupYves Saint LaurentFenty BeautyCharlotte TilburySHEGLAMKosasMilani
Nov 202525.4%25.4%17%17%3.4%5.1%1.9%1.9%0.83%0.45%0.68%0.83%
Dec 202529.2%23.9%16%16%3.2%4.8%2.1%2.1%0.78%0.51%0.64%0.78%
Jan 202631.7%25.8%14.2%14.2%2.8%4.2%2.3%1.9%0.68%0.56%0.68%0.85%
Feb 202633.3%22.4%15%15%2.4%4.5%2.4%2%0.73%0.73%0.73%0.88%
Mar 202627.6%22.6%18.5%15.1%3.7%4.5%2.5%2.5%0.73%0.73%0.88%0.73%
Apr 202625.2%25.2%20.6%13.8%2.3%5%2.3%2.3%0.65%0.82%0.99%0.82%
May 202627.6%22.6%18.5%15.1%2.5%5.5%2.5%2.5%0.71%0.9%0.9%0.71%
Jun 202630.2%24.7%16.5%13.5%2.7%4.9%2.2%1.8%0.78%0.98%0.98%0.65%
Jul 202627.4%27.4%15%15%2.4%5.5%2.4%1.6%0.89%0.59%0.7%0.89%
Aug 202627%27%14.8%14.8%3.6%5.4%2.4%1.6%0.88%0.69%0.69%1.1%
Sep 202623.9%23.9%16%16%7.2%5.9%2.6%1.7%0.75%0.63%0.63%0.75%
Oct 202623.3%23.3%15.6%15.6%10.4%5.7%2.1%1.7%0.91%0.6%0.5%0.5%

e.l.f. Cosmetics and NYX Professional Makeup sell other things too, so only their searches that name this product count here, like “elf lip oil”.

How has branded search for e.l.f. Cosmetics and NYX Professional Makeup changed worldwide over the last 12 months?

3 findings

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

2 changes

  1. Estimated monthly branded searches for e.l.f. Cosmetics worldwide fell 45.3% over 12 measured months, from 90.5K to 49.5K in October 2026.

  2. Estimated monthly branded searches for NYX Professional Makeup worldwide fell 33.2% over 12 measured months, from 27.1K to 18.1K in October 2026.

How are e.l.f. Cosmetics’ and NYX Professional Makeup’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and NYX Professional Makeup’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 oil

NYX Professional Makeup

1 branded search term

  • nyx lip oil

How the Brand Demand Index is measured

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