Brandwave

Makeup and cosmetics brands:Which are searched most?

In September 2026, Charlotte Tilbury was the most searched among makeup and cosmetics brands worldwide, with an estimated 1.5M branded searches and 18.8% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Charlotte Tilbury18.8%
  2. Estée Lauder10.3%
  3. Maybelline10.3%
  4. Huda Beauty8.4%
  5. Rare Beauty6.9%
  6. Fenty Beauty5.6%
  7. Morphe5.6%
  8. L'Oréal Paris3.8%
  9. NARS3.8%
  10. Bobbi Brown3.1%
  11. +17 more

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Share of SearchLeaderboard

Compare the makeup and cosmetics brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among makeup and cosmetics brands worldwide, by month

Share of Search by month for Charlotte Tilbury, Estée Lauder, Maybelline, Huda Beauty, Rare Beauty, Fenty Beauty, Morphe, L'Oréal Paris, NARS, Bobbi Brown, Makeup by Mario, Tarte, ColourPop, Revlon, e.l.f. Cosmetics, Kylie Cosmetics. The figures are in the table below the chart.

View monthly share of search table
MonthCharlotte TilburyEstée LauderMaybellineHuda BeautyRare BeautyFenty BeautyMorpheL'Oréal ParisNARSBobbi BrownMakeup by MarioTarteColourPopRevlone.l.f. CosmeticsKylie CosmeticsToo FacedNYX Professional MakeupKosasMACEssenceMilk MakeupBenefit CosmeticsCoverGirlRimmelHourglassRevolution Beauty
Oct 202515%12.2%10%10%8.2%6.7%1.7%3%3.7%3.7%2.5%3.7%2.5%2.5%2%5.5%1.7%0.79%0.91%0.74%0.54%0.74%0.61%0.33%0.41%0.27%0.18%
Nov 202519.5%10.7%5.8%23.9%7.1%4.8%1.4%1.8%3.9%2.6%2.6%2.6%1.8%1.4%1.2%2.1%2.6%0.54%0.79%0.64%0.35%0.53%0.43%0.19%0.24%0.19%0.16%
Dec 202523.1%12.6%8.4%8.4%8.4%5.7%2.1%2.5%3.8%3.1%2.5%3.1%2.5%2.1%1.7%2.5%2.1%0.78%0.76%0.93%0.46%0.76%0.51%0.34%0.42%0.23%0.19%
Jan 202615.1%10%8.3%12.3%8.3%5.5%2.5%3.7%3.7%3.7%2.5%3%3%2.5%1.7%6.8%2%0.89%0.91%0.74%0.54%0.74%0.5%0.41%0.41%0.22%0.18%
Feb 202614.8%12.1%10%10%8.2%6.7%2.4%3%3.7%3%2.4%3%2.4%2.4%1.6%6.7%1.6%0.91%0.9%0.9%0.54%0.9%0.49%0.49%0.4%0.27%0.18%
Mar 202616.9%13.7%9.3%7.6%7.6%6.2%3.4%3.4%4.1%3.4%3.4%3.4%2.8%2.3%1.9%2.8%1.9%0.89%1%0.83%0.68%0.83%0.56%0.46%0.46%0.25%0.17%
Apr 202615.5%12.7%10.4%8.5%8.5%7%3.8%3.1%3.8%3.1%3.1%2.6%2.6%2.6%2.1%2.1%1.7%0.96%1.1%0.94%0.69%0.94%0.63%0.51%0.51%0.28%0.15%
May 202614.5%11.9%9.8%8%6.5%5.3%3.6%2.9%4.4%2.9%2.9%8%2.4%2.4%2.4%4.4%2%0.89%1.1%0.88%0.64%0.72%0.48%0.48%0.39%0.26%0.14%
Jun 202616.8%11.3%11.3%7.6%6.2%5.1%4.1%3.4%4.1%3.4%2.8%3.4%2.8%2.3%2.3%5.1%1.9%1%1.2%0.83%0.76%0.68%0.56%0.45%0.45%0.3%0.2%
Jul 202619%10.4%10.4%8.5%8.5%5.7%3.8%3.1%3.8%3.1%2.6%3.1%3.1%2.6%2.1%2.1%1.7%0.96%0.94%0.94%0.76%0.77%0.51%0.42%0.42%0.23%0.19%
Aug 202618.8%10.3%10.3%10.3%6.9%5.6%4.6%3.1%3.8%3.1%3.1%3.1%2.5%2.5%2.1%2.1%1.7%0.94%1.1%0.93%0.75%0.76%0.51%0.41%0.41%0.23%0.19%
Sep 202618.8%10.3%10.3%8.4%6.9%5.6%5.6%3.8%3.8%3.1%3.1%3.1%2.5%2.5%2.1%2.1%1.7%0.94%0.93%0.93%0.92%0.62%0.51%0.42%0.42%0.34%0.19%

This month’s ranking, September 2026

  1. 1.Charlotte Tilbury

    18.8%

    Held 1st. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Estée Lauder

    10.3%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Maybelline

    10.3%

    Moved from 4th to 3rd. 823K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Huda Beauty

    8.4%

    Moved from 3rd to 4th. 673K estimated branded searches, -18.2% vs prior month. Share -1.9 points.

  5. 5.Rare Beauty

    6.9%

    Held 5th. 550K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Fenty Beauty

    5.6%

    Held 6th. 450K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Morphe

    5.6%

    Held 7th. 450K estimated branded searches, +22.3% vs prior month. Share +1 points.

  8. 8.L'Oréal Paris

    3.8%

    Moved from 10th to 8th. 301K estimated branded searches, +22.4% vs prior month. Share +0.7 points.

  9. 9.NARS

    3.8%

    Moved from 8th to 9th. 301K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Bobbi Brown

    3.1%

    Moved from 9th to 10th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Makeup by Mario

    3.1%

    Held 11th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Tarte

    3.1%

    Held 12th. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  13. 13.ColourPop

    2.5%

    Held 13th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  14. 14.Revlon

    2.5%

    Held 14th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  15. 15.e.l.f. Cosmetics

    2.1%

    Held 15th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  16. 16.Kylie Cosmetics

    2.1%

    Held 16th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

  17. 17.Too Faced

    1.7%

    Held 17th. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  18. 18.NYX Professional Makeup

    0.94%

    Moved from 19th to 18th. 75.3K estimated branded searches, 0% vs prior month. Share 0 points.

  19. 19.Kosas

    0.93%

    Moved from 18th to 19th. 74K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  20. 20.MAC

    0.93%

    Held 20th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  21. 21.Essence

    0.92%

    Moved from 22nd to 21st. 73.6K estimated branded searches, +22.3% vs prior month. Share +0.2 points.

  22. 22.Milk Makeup

    0.62%

    Moved from 21st to 22nd. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  23. 23.Benefit Cosmetics

    0.51%

    Held 23rd. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  24. 24.CoverGirl

    0.42%

    Held 24th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  25. 25.Rimmel

    0.42%

    Held 25th. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  26. 26.Hourglass

    0.34%

    Held 26th. 27.1K estimated branded searches, +49.7% vs prior month. Share +0.1 points.

  27. 27.Revolution Beauty

    0.19%

    Held 27th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among makeup and cosmetics brands worldwide?

In September 2026, Charlotte Tilbury was the most searched among makeup and cosmetics brands worldwide, with an estimated 1.5M branded searches and 18.8% estimated Share of Search within this set. Estée Lauder is in 2nd place, 8.5 percentage points behind at 10.3% Share of Search.

Global makeup and cosmetics brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Charlotte Tilbury15% → 18.8%23.1%Dec 202514.5%May 20261st
Estée Lauder12.2% → 10.3%13.7%Mar 202610%Jan 20262nd
Maybelline10% → 10.3%11.3%Jun 20265.8%Nov 20254th → 3rd
Huda Beauty10% → 8.4%23.9%Nov 20257.6%Jun 20263rd → 4th
Rare Beauty8.2% → 6.9%8.5%Jul 20266.2%Jun 20265th
Fenty Beauty6.7% → 5.6%7%Apr 20264.8%Nov 20256th
Morphe1.7% → 5.6%5.6%Sep 20261.4%Nov 202516th → 7th
L'Oréal Paris3% → 3.8%3.8%Sep 20261.8%Nov 202511th → 8th
NARS3.7% → 3.8%4.4%May 20263.7%Feb 20269th
Bobbi Brown3.7% → 3.1%3.7%Jan 20262.6%Nov 20258th → 10th
Makeup by Mario2.5% → 3.1%3.4%Mar 20262.4%Feb 202613th → 11th
Tarte3.7% → 3.1%8%May 20262.6%Apr 202610th → 12th
ColourPop2.5%3.1%Jul 20261.8%Nov 202512th → 13th
Revlon2.5%2.6%Jul 20261.4%Nov 202514th
e.l.f. Cosmetics2% → 2.1%2.4%May 20261.2%Nov 202515th
Kylie Cosmetics5.5% → 2.1%6.8%Jan 20262.1%Aug 20267th → 16th
Too Faced1.7%2.6%Nov 20251.6%Feb 202617th
NYX Professional Makeup0.79% → 0.94%1%Jun 20260.54%Nov 202519th → 18th
Kosas0.91% → 0.93%1.2%Jun 20260.76%Dec 202518th → 19th
MAC0.74% → 0.93%0.94%Jul 20260.64%Nov 202520th
Essence0.54% → 0.92%0.92%Sep 20260.35%Nov 202523rd → 21st
Milk Makeup0.74% → 0.62%0.94%Apr 20260.53%Nov 202521st → 22nd
Benefit Cosmetics0.61% → 0.51%0.63%Apr 20260.43%Nov 202522nd → 23rd
CoverGirl0.33% → 0.42%0.51%Apr 20260.19%Nov 202525th → 24th
Rimmel0.41% → 0.42%0.51%Apr 20260.24%Nov 202524th → 25th
Hourglass0.27% → 0.34%0.34%Sep 20260.19%Nov 202526th
Revolution Beauty0.18% → 0.19%0.2%Jun 20260.14%May 202627th

Each finding as a sentence

  • Across the 12 months ending September 2026, Charlotte Tilbury’s estimated Share of Search among makeup and cosmetics brands worldwide increased from 15% to 18.8%.
  • Across the 12 months ending September 2026, Estée Lauder’s estimated Share of Search among makeup and cosmetics brands worldwide decreased from 12.2% to 10.3%.
  • Across the 12 months ending September 2026, Huda Beauty’s estimated Share of Search among makeup and cosmetics brands worldwide decreased from 10% to 8.4%.
  • Across the 12 months ending September 2026, Rare Beauty’s estimated Share of Search among makeup and cosmetics brands worldwide decreased from 8.2% to 6.9%.
  • Across the 12 months ending September 2026, Fenty Beauty’s estimated Share of Search among makeup and cosmetics brands worldwide decreased from 6.7% to 5.6%.
  • Across the 12 months ending September 2026, Morphe’s estimated Share of Search among makeup and cosmetics brands worldwide increased from 1.7% to 5.6%.
  • Across the 12 months ending September 2026, L'Oréal Paris’ estimated Share of Search among makeup and cosmetics brands worldwide increased from 3% to 3.8%.
  • Across the 12 months ending September 2026, Bobbi Brown’s estimated Share of Search among makeup and cosmetics brands worldwide decreased from 3.7% to 3.1%.
  • Across the 12 months ending September 2026, Makeup by Mario’s estimated Share of Search among makeup and cosmetics brands worldwide increased from 2.5% to 3.1%.
  • Across the 12 months ending September 2026, Tarte’s estimated Share of Search among makeup and cosmetics brands worldwide decreased from 3.7% to 3.1%.
  • Across the 12 months ending September 2026, Kylie Cosmetics’ estimated Share of Search among makeup and cosmetics brands worldwide decreased from 5.5% to 2.1%.
  • Across the 12 months ending September 2026, Charlotte Tilbury’s estimated Share of Search among makeup and cosmetics brands worldwide peaked at 23.1% in December 2025 and was lowest at 14.5% in May 2026.
  • Across the 12 months ending September 2026, Estée Lauder’s estimated Share of Search among makeup and cosmetics brands worldwide peaked at 13.7% in March 2026 and was lowest at 10% in January 2026.
  • Across the 12 months ending September 2026, Maybelline’s estimated Share of Search among makeup and cosmetics brands worldwide peaked at 11.3% in June 2026 and was lowest at 5.8% in November 2025.
  • Across the 12 months ending September 2026, Huda Beauty’s estimated Share of Search among makeup and cosmetics brands worldwide peaked at 23.9% in November 2025 and was lowest at 7.6% in June 2026.
  • Across the 12 months ending September 2026, Rare Beauty’s estimated Share of Search among makeup and cosmetics brands worldwide peaked at 8.5% in July 2026 and was lowest at 6.2% in June 2026.
  • Across the 12 months ending September 2026, Fenty Beauty’s estimated Share of Search among makeup and cosmetics brands worldwide peaked at 7% in April 2026 and was lowest at 4.8% in November 2025.
  • Across the 12 months ending September 2026, Morphe’s estimated Share of Search among makeup and cosmetics brands worldwide peaked at 5.6% in September 2026 and was lowest at 1.4% in November 2025.
  • Across the 12 months ending September 2026, L'Oréal Paris’ estimated Share of Search among makeup and cosmetics brands worldwide peaked at 3.8% in September 2026 and was lowest at 1.8% in November 2025.
  • Across the 12 months ending September 2026, Bobbi Brown’s estimated Share of Search among makeup and cosmetics brands worldwide peaked at 3.7% in January 2026 and was lowest at 2.6% in November 2025.
  • Across the 12 months ending September 2026, Tarte’s estimated Share of Search among makeup and cosmetics brands worldwide peaked at 8% in May 2026 and was lowest at 2.6% in April 2026.
  • Across the 12 months ending September 2026, ColourPop’s estimated Share of Search among makeup and cosmetics brands worldwide peaked at 3.1% in July 2026 and was lowest at 1.8% in November 2025.
  • Across the 12 months ending September 2026, Revlon’s estimated Share of Search among makeup and cosmetics brands worldwide peaked at 2.6% in July 2026 and was lowest at 1.4% in November 2025.
  • Across the 12 months ending September 2026, e.l.f. Cosmetics’ estimated Share of Search among makeup and cosmetics brands worldwide peaked at 2.4% in May 2026 and was lowest at 1.2% in November 2025.
  • Across the 12 months ending September 2026, Kylie Cosmetics’ estimated Share of Search among makeup and cosmetics brands worldwide peaked at 6.8% in January 2026 and was lowest at 2.1% in August 2026.
  • Across the 12 months ending September 2026, Maybelline rose from 4th to 3rd among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, Huda Beauty fell from 3rd to 4th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, Morphe rose from 16th to 7th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, L'Oréal Paris rose from 11th to 8th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, Bobbi Brown fell from 8th to 10th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, Makeup by Mario rose from 13th to 11th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, Tarte fell from 10th to 12th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, ColourPop fell from 12th to 13th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, Kylie Cosmetics fell from 7th to 16th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, NYX Professional Makeup rose from 19th to 18th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, Kosas fell from 18th to 19th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, Essence rose from 23rd to 21st among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, Milk Makeup fell from 21st to 22nd among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, Benefit Cosmetics fell from 22nd to 23rd among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, CoverGirl rose from 25th to 24th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, Rimmel fell from 24th to 25th among makeup and cosmetics brands worldwide.
  • Across the 12 months ending September 2026, NARS, Revlon, e.l.f. Cosmetics, Too Faced, MAC, Hourglass and Revolution Beauty held steady: their estimated Share of Search among makeup and cosmetics brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for makeup and cosmetics brands worldwide in September 2026?

  1. In September 2026, L'Oréal Paris overtook NARS and Bobbi Brown to rank 8th among makeup and cosmetics brands worldwide, with 3.8% estimated Share of Search.

  2. In September 2026, Morphe gained estimated Share of Search among makeup and cosmetics brands worldwide, from 4.6% to 5.6%.

  3. In September 2026, Huda Beauty lost estimated Share of Search among makeup and cosmetics brands worldwide, from 10.3% to 8.4%.

  4. In September 2026, Essence rose from 22nd to 21st among makeup and cosmetics brands worldwide.

  5. In September 2026, Maybelline rose from 4th to 3rd among makeup and cosmetics brands worldwide.

  6. In September 2026, NYX Professional Makeup rose from 19th to 18th among makeup and cosmetics brands worldwide.

  7. In September 2026, Kosas fell from 18th to 19th among makeup and cosmetics brands worldwide.

  8. In September 2026, Milk Makeup fell from 21st to 22nd among makeup and cosmetics brands worldwide.

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