Charlotte Tilbury vs Maybelline:Which is more popular?
In September 2026, Charlotte Tilbury had more branded searches than Maybelline among lipstick brands worldwide. Charlotte Tilbury had about 1.5 million branded searches, while Maybelline had 823,000. Charlotte Tilbury made up 36.2% of all lipstick brand searches we track, and Maybelline accounted for 19.8%. When we asked ChatGPT and Google AI Overviews about lipstick brands, Maybelline appeared in all five answers and Charlotte Tilbury in four. Maybelline was mentioned before Charlotte Tilbury in three out of five answers.
Who do people search for more?
Charlotte Tilbury, about 82% more searches than Maybelline
Who does AI mention more?
Maybelline, mentioned in every answer we collected
Who does AI recommend more?
Maybelline, named ahead of Charlotte Tilbury in 3 of 5 answers
Follow Charlotte Tilbury vs Maybelline and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top lipstick brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Maybelline appeared in all five answers. Charlotte Tilbury was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Maybelline was listed before Charlotte Tilbury in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
MAC1st- Maybelline2nd
- Charlotte Tilbury3rd
Revlon4th
Clinique5th
Fenty Beauty6th
NARS7th
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
- MAC5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Charlotte Tilbury4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Revlon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Clinique3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fenty Beauty2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- NARS1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about lipstick brands
5 answers
Asked ChatGPT
“Which lipstick brand should I buy?”
Asked ChatGPT
“What are the best lipstick brands?”
Asked ChatGPT
“What's the best lipstick brand for everyday makeup?”
Searched Google, AI Overview
“lipstick brands”
Searched Google, AI Overview
“best lipstick”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Charlotte Tilbury or Maybelline more popular in search?
This chart shows how often people search Google for Charlotte Tilbury and Maybelline by name. Each line represents a brand's share of searches for all seven lipstick brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Charlotte Tilbury, Maybelline. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Maybelline | Clinique | Fenty Beauty | NARS | MAC | Revlon |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 31.4% | 20.9% | 17.2% | 14.1% | 7.7% | 3.5% | 5.2% |
| Nov 2025 | 44.3% | 13.2% | 16.1% | 10.9% | 8.9% | 3.3% | 3.3% |
| Dec 2025 | 43.1% | 15.7% | 15.7% | 10.6% | 7.1% | 3.9% | 3.9% |
| Jan 2026 | 33.3% | 18.2% | 18.2% | 12.2% | 8.2% | 4.5% | 5.5% |
| Feb 2026 | 31% | 20.9% | 17.1% | 14% | 7.7% | 4.2% | 5.1% |
| Mar 2026 | 33.9% | 18.6% | 18.6% | 12.4% | 8.3% | 3.7% | 4.5% |
| Apr 2026 | 29.9% | 20.2% | 20.2% | 13.5% | 7.4% | 4% | 4.9% |
| May 2026 | 30.1% | 20.3% | 20.3% | 11.1% | 9.1% | 4.1% | 5% |
| Jun 2026 | 32.8% | 22.2% | 18.1% | 9.9% | 8.1% | 4.4% | 4.4% |
| Jul 2026 | 36.2% | 19.8% | 16.2% | 10.8% | 7.3% | 4.8% | 4.8% |
| Aug 2026 | 36.2% | 19.8% | 16.2% | 10.8% | 7.3% | 4.8% | 4.8% |
| Sep 2026 | 36.2% | 19.8% | 16.2% | 10.8% | 7.3% | 4.8% | 4.8% |
How has the Charlotte Tilbury and Maybelline comparison changed over the last 12 months?
3 findings
- Charlotte Tilbury was ahead of Maybelline in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Charlotte Tilbury’s share of searches among lipstick brands worldwide moved from 31.4% to 36.2%, and its estimated monthly branded searches held steady at 1.5M.
- Across the 12 months ending September 2026, Maybelline’s share of searches among lipstick brands worldwide moved from 20.9% to 19.8%, and its estimated monthly branded searches moved from 1M to 823K.
How did search popularity change for lipstick brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Maybelline worldwide fell 17.7% over 12 measured months, from 1M to 823K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Charlotte Tilbury’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.
Charlotte Tilbury
1 branded search term
- charlotte tilbury
Maybelline
1 branded search term
- maybelline
Other head-to-heads among lipstick brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.