---
title: "Makeup and cosmetics brands: Which are searched most?"
description: "Compare the makeup and cosmetics brands people buy. Share of Search among 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, Too Faced, NYX Professional Makeup, Kosas, MAC, Essence, Milk Makeup, Benefit Cosmetics, CoverGirl, Rimmel, Hourglass and Revolution Beauty, the makeup and cosmetics brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/makeup-brands"
publisher: "Brandwave"
---

# Makeup and cosmetics brands: Which are searched most?

Compare the makeup and cosmetics brands people buy. Share of Search among 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, Too Faced, NYX Professional Makeup, Kosas, MAC, Essence, Milk Makeup, Benefit Cosmetics, CoverGirl, Rimmel, Hourglass and Revolution Beauty, the makeup and cosmetics brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Makeup and cosmetics brands
- **Market**: Global
- **Brands compared**: 27
- **Month measured**: Sep 2026
- **Highest Share of Search**: Charlotte Tilbury, 18.8%

## 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.
- 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.

## Compare search popularity between leading brands

- [Charlotte Tilbury vs Estée Lauder: compare search popularity](/demand/global-en/compare/charlotte-tilbury-vs-estee-lauder): 18.8% against 10.3% Share of Search.
- [Charlotte Tilbury vs Maybelline: compare search popularity](/demand/global-en/compare/charlotte-tilbury-vs-maybelline): 18.8% against 10.3% Share of Search.
- [Charlotte Tilbury vs Huda Beauty: compare search popularity](/demand/global-en/compare/charlotte-tilbury-vs-huda-beauty): 18.8% against 8.4% Share of Search.
- [Charlotte Tilbury vs Rare Beauty: compare search popularity](/demand/global-en/compare/charlotte-tilbury-vs-rare-beauty): 18.8% against 6.9% Share of Search.
- [Estée Lauder vs Maybelline: compare search popularity](/demand/global-en/compare/estee-lauder-vs-maybelline): 10.3% Share of Search each.
- [Estée Lauder vs Huda Beauty: compare search popularity](/demand/global-en/compare/estee-lauder-vs-huda-beauty): 10.3% against 8.4% Share of Search.
- [Estée Lauder vs Rare Beauty: compare search popularity](/demand/global-en/compare/estee-lauder-vs-rare-beauty): 10.3% against 6.9% Share of Search.
- [Maybelline vs Huda Beauty: compare search popularity](/demand/global-en/compare/huda-beauty-vs-maybelline): 10.3% against 8.4% Share of Search.
- [Maybelline vs Rare Beauty: compare search popularity](/demand/global-en/compare/maybelline-vs-rare-beauty): 10.3% against 6.9% Share of Search.
- [Huda Beauty vs Rare Beauty: compare search popularity](/demand/global-en/compare/huda-beauty-vs-rare-beauty): 8.4% against 6.9% Share of Search.

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

- 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.
- In September 2026, Morphe gained estimated Share of Search among makeup and cosmetics brands worldwide, from 4.6% to 5.6%.
- In September 2026, Huda Beauty lost estimated Share of Search among makeup and cosmetics brands worldwide, from 10.3% to 8.4%.
- In September 2026, Essence rose from 22nd to 21st among makeup and cosmetics brands worldwide.
- In September 2026, Maybelline rose from 4th to 3rd among makeup and cosmetics brands worldwide.
- In September 2026, NYX Professional Makeup rose from 19th to 18th among makeup and cosmetics brands worldwide.
- In September 2026, Kosas fell from 18th to 19th among makeup and cosmetics brands worldwide.
- In September 2026, Milk Makeup fell from 21st to 22nd among makeup and cosmetics brands worldwide.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Charlotte Tilbury | 18.8% | 1.5M | 0.0% | Charlotte Tilbury |
| 2 | Estée Lauder | 10.3% | 823K | 0.0% | Estée Lauder |
| 3 | Maybelline | 10.3% | 823K | 0.0% | Maybelline |
| 4 | Huda Beauty | 8.4% | 673K | -18.2% | Huda Beauty |
| 5 | Rare Beauty | 6.9% | 550K | 0.0% | Rare Beauty |
| 6 | Fenty Beauty | 5.6% | 450K | 0.0% | Fenty Beauty |
| 7 | Morphe | 5.6% | 450K | +22.3% | Morphe |
| 8 | L'Oréal Paris | 3.8% | 301K | +22.4% | L'Oréal Paris |
| 9 | NARS | 3.8% | 301K | 0.0% | NARS |
| 10 | Bobbi Brown | 3.1% | 246K | 0.0% | Bobbi Brown |
| 11 | Makeup by Mario | 3.1% | 246K | 0.0% | Makeup by Mario |
| 12 | Tarte | 3.1% | 246K | 0.0% | Tarte |
| 13 | ColourPop | 2.5% | 201K | 0.0% | ColourPop |
| 14 | Revlon | 2.5% | 201K | 0.0% | Revlon |
| 15 | e.l.f. Cosmetics | 2.1% | 165K | 0.0% | e.l.f. Cosmetics |
| 16 | Kylie Cosmetics | 2.1% | 165K | 0.0% | Kylie Cosmetics |
| 17 | Too Faced | 1.7% | 135K | 0.0% | Too Faced |
| 18 | NYX Professional Makeup | 0.94% | 75.3K | 0.0% | NYX Professional Makeup |
| 19 | Kosas | 0.93% | 74K | -18.2% | Kosas |
| 20 | MAC | 0.93% | 74K | 0.0% | MAC |
| 21 | Essence | 0.92% | 73.6K | +22.3% | Essence |
| 22 | Milk Makeup | 0.62% | 49.5K | -18.2% | Milk Makeup |
| 23 | Benefit Cosmetics | 0.51% | 40.5K | 0.0% | Benefit Cosmetics |
| 24 | CoverGirl | 0.42% | 33.1K | 0.0% | CoverGirl |
| 25 | Rimmel | 0.42% | 33.1K | 0.0% | Rimmel |
| 26 | Hourglass | 0.34% | 27.1K | +49.7% | Hourglass |
| 27 | Revolution Beauty | 0.19% | 14.8K | 0.0% | Revolution Beauty |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Charlotte Tilbury | 1.5M | 15% | 1 |
| Oct 2025 | Estée Lauder | 1.2M | 12.2% | 2 |
| Oct 2025 | Huda Beauty | 1M | 10% | 3 |
| Oct 2025 | Maybelline | 1M | 10% | 4 |
| Oct 2025 | Rare Beauty | 823K | 8.2% | 5 |
| Oct 2025 | Fenty Beauty | 673K | 6.7% | 6 |
| Oct 2025 | Kylie Cosmetics | 550K | 5.5% | 7 |
| Oct 2025 | Bobbi Brown | 368K | 3.7% | 8 |
| Oct 2025 | NARS | 368K | 3.7% | 9 |
| Oct 2025 | Tarte | 368K | 3.7% | 10 |
| Oct 2025 | L'Oréal Paris | 301K | 3% | 11 |
| Oct 2025 | ColourPop | 246K | 2.5% | 12 |
| Oct 2025 | Makeup by Mario | 246K | 2.5% | 13 |
| Oct 2025 | Revlon | 246K | 2.5% | 14 |
| Oct 2025 | e.l.f. Cosmetics | 201K | 2% | 15 |
| Oct 2025 | Morphe | 165K | 1.7% | 16 |
| Oct 2025 | Too Faced | 165K | 1.7% | 17 |
| Oct 2025 | Kosas | 90.5K | 0.91% | 18 |
| Oct 2025 | NYX Professional Makeup | 78.6K | 0.79% | 19 |
| Oct 2025 | MAC | 74K | 0.74% | 20 |
| Oct 2025 | Milk Makeup | 74K | 0.74% | 21 |
| Oct 2025 | Benefit Cosmetics | 60.5K | 0.61% | 22 |
| Oct 2025 | Essence | 54.2K | 0.54% | 23 |
| Oct 2025 | Rimmel | 40.5K | 0.41% | 24 |
| Oct 2025 | CoverGirl | 33.1K | 0.33% | 25 |
| Oct 2025 | Hourglass | 27.1K | 0.27% | 26 |
| Oct 2025 | Revolution Beauty | 18.1K | 0.18% | 27 |
| Nov 2025 | Huda Beauty | 4.1M | 23.9% | 1 |
| Nov 2025 | Charlotte Tilbury | 3.4M | 19.5% | 2 |
| Nov 2025 | Estée Lauder | 1.8M | 10.7% | 3 |
| Nov 2025 | Rare Beauty | 1.2M | 7.1% | 4 |
| Nov 2025 | Maybelline | 1M | 5.8% | 5 |
| Nov 2025 | Fenty Beauty | 823K | 4.8% | 6 |
| Nov 2025 | NARS | 673K | 3.9% | 7 |
| Nov 2025 | Bobbi Brown | 450K | 2.6% | 8 |
| Nov 2025 | Makeup by Mario | 450K | 2.6% | 9 |
| Nov 2025 | Tarte | 450K | 2.6% | 10 |
| Nov 2025 | Too Faced | 450K | 2.6% | 11 |
| Nov 2025 | Kylie Cosmetics | 368K | 2.1% | 12 |
| Nov 2025 | ColourPop | 301K | 1.8% | 13 |
| Nov 2025 | L'Oréal Paris | 301K | 1.8% | 14 |
| Nov 2025 | Morphe | 246K | 1.4% | 15 |
| Nov 2025 | Revlon | 246K | 1.4% | 16 |
| Nov 2025 | e.l.f. Cosmetics | 201K | 1.2% | 17 |
| Nov 2025 | Kosas | 135K | 0.79% | 18 |
| Nov 2025 | MAC | 110K | 0.64% | 19 |
| Nov 2025 | NYX Professional Makeup | 92.1K | 0.54% | 20 |
| Nov 2025 | Milk Makeup | 90.5K | 0.53% | 21 |
| Nov 2025 | Benefit Cosmetics | 74K | 0.43% | 22 |
| Nov 2025 | Essence | 60.2K | 0.35% | 23 |
| Nov 2025 | Rimmel | 40.5K | 0.24% | 24 |
| Nov 2025 | CoverGirl | 33.1K | 0.19% | 25 |
| Nov 2025 | Hourglass | 33.1K | 0.19% | 26 |
| Nov 2025 | Revolution Beauty | 27.1K | 0.16% | 27 |
| Dec 2025 | Charlotte Tilbury | 2.7M | 23.1% | 1 |
| Dec 2025 | Estée Lauder | 1.5M | 12.6% | 2 |
| Dec 2025 | Huda Beauty | 1M | 8.4% | 3 |
| Dec 2025 | Maybelline | 1M | 8.4% | 4 |
| Dec 2025 | Rare Beauty | 1M | 8.4% | 5 |
| Dec 2025 | Fenty Beauty | 673K | 5.7% | 6 |
| Dec 2025 | NARS | 450K | 3.8% | 7 |
| Dec 2025 | Bobbi Brown | 368K | 3.1% | 8 |
| Dec 2025 | Tarte | 368K | 3.1% | 9 |
| Dec 2025 | ColourPop | 301K | 2.5% | 10 |
| Dec 2025 | Kylie Cosmetics | 301K | 2.5% | 11 |
| Dec 2025 | L'Oréal Paris | 301K | 2.5% | 12 |
| Dec 2025 | Makeup by Mario | 301K | 2.5% | 13 |
| Dec 2025 | Morphe | 246K | 2.1% | 14 |
| Dec 2025 | Revlon | 246K | 2.1% | 15 |
| Dec 2025 | Too Faced | 246K | 2.1% | 16 |
| Dec 2025 | e.l.f. Cosmetics | 201K | 1.7% | 17 |
| Dec 2025 | MAC | 110K | 0.93% | 18 |
| Dec 2025 | NYX Professional Makeup | 92.1K | 0.78% | 19 |
| Dec 2025 | Kosas | 90.5K | 0.76% | 20 |
| Dec 2025 | Milk Makeup | 90.5K | 0.76% | 21 |
| Dec 2025 | Benefit Cosmetics | 60.5K | 0.51% | 22 |
| Dec 2025 | Essence | 54.2K | 0.46% | 23 |
| Dec 2025 | Rimmel | 49.5K | 0.42% | 24 |
| Dec 2025 | CoverGirl | 40.5K | 0.34% | 25 |
| Dec 2025 | Hourglass | 27.1K | 0.23% | 26 |
| Dec 2025 | Revolution Beauty | 22.2K | 0.19% | 27 |
| Jan 2026 | Charlotte Tilbury | 1.5M | 15.1% | 1 |
| Jan 2026 | Huda Beauty | 1.2M | 12.3% | 2 |
| Jan 2026 | Estée Lauder | 1M | 10% | 3 |
| Jan 2026 | Maybelline | 823K | 8.3% | 4 |
| Jan 2026 | Rare Beauty | 823K | 8.3% | 5 |
| Jan 2026 | Kylie Cosmetics | 673K | 6.8% | 6 |
| Jan 2026 | Fenty Beauty | 550K | 5.5% | 7 |
| Jan 2026 | Bobbi Brown | 368K | 3.7% | 8 |
| Jan 2026 | L'Oréal Paris | 368K | 3.7% | 9 |
| Jan 2026 | NARS | 368K | 3.7% | 10 |
| Jan 2026 | ColourPop | 301K | 3% | 11 |
| Jan 2026 | Tarte | 301K | 3% | 12 |
| Jan 2026 | Makeup by Mario | 246K | 2.5% | 13 |
| Jan 2026 | Morphe | 246K | 2.5% | 14 |
| Jan 2026 | Revlon | 246K | 2.5% | 15 |
| Jan 2026 | Too Faced | 201K | 2% | 16 |
| Jan 2026 | e.l.f. Cosmetics | 165K | 1.7% | 17 |
| Jan 2026 | Kosas | 90.5K | 0.91% | 18 |
| Jan 2026 | NYX Professional Makeup | 88.8K | 0.89% | 19 |
| Jan 2026 | MAC | 74K | 0.74% | 20 |
| Jan 2026 | Milk Makeup | 74K | 0.74% | 21 |
| Jan 2026 | Essence | 54.2K | 0.54% | 22 |
| Jan 2026 | Benefit Cosmetics | 49.5K | 0.5% | 23 |
| Jan 2026 | CoverGirl | 40.5K | 0.41% | 24 |
| Jan 2026 | Rimmel | 40.5K | 0.41% | 25 |
| Jan 2026 | Hourglass | 22.2K | 0.22% | 26 |
| Jan 2026 | Revolution Beauty | 18.1K | 0.18% | 27 |
| Feb 2026 | Charlotte Tilbury | 1.2M | 14.8% | 1 |
| Feb 2026 | Estée Lauder | 1M | 12.1% | 2 |
| Feb 2026 | Huda Beauty | 823K | 10% | 3 |
| Feb 2026 | Maybelline | 823K | 10% | 4 |
| Feb 2026 | Rare Beauty | 673K | 8.2% | 5 |
| Feb 2026 | Fenty Beauty | 550K | 6.7% | 6 |
| Feb 2026 | Kylie Cosmetics | 550K | 6.7% | 7 |
| Feb 2026 | NARS | 301K | 3.7% | 8 |
| Feb 2026 | Bobbi Brown | 246K | 3% | 9 |
| Feb 2026 | L'Oréal Paris | 246K | 3% | 10 |
| Feb 2026 | Tarte | 246K | 3% | 11 |
| Feb 2026 | ColourPop | 201K | 2.4% | 12 |
| Feb 2026 | Makeup by Mario | 201K | 2.4% | 13 |
| Feb 2026 | Morphe | 201K | 2.4% | 14 |
| Feb 2026 | Revlon | 201K | 2.4% | 15 |
| Feb 2026 | e.l.f. Cosmetics | 135K | 1.6% | 16 |
| Feb 2026 | Too Faced | 135K | 1.6% | 17 |
| Feb 2026 | NYX Professional Makeup | 75.3K | 0.91% | 18 |
| Feb 2026 | Kosas | 74K | 0.9% | 19 |
| Feb 2026 | MAC | 74K | 0.9% | 20 |
| Feb 2026 | Milk Makeup | 74K | 0.9% | 21 |
| Feb 2026 | Essence | 44.4K | 0.54% | 22 |
| Feb 2026 | Benefit Cosmetics | 40.5K | 0.49% | 23 |
| Feb 2026 | CoverGirl | 40.5K | 0.49% | 24 |
| Feb 2026 | Rimmel | 33.1K | 0.4% | 25 |
| Feb 2026 | Hourglass | 22.2K | 0.27% | 26 |
| Feb 2026 | Revolution Beauty | 14.8K | 0.18% | 27 |
| Mar 2026 | Charlotte Tilbury | 1.5M | 16.9% | 1 |
| Mar 2026 | Estée Lauder | 1.2M | 13.7% | 2 |
| Mar 2026 | Maybelline | 823K | 9.3% | 3 |
| Mar 2026 | Huda Beauty | 673K | 7.6% | 4 |
| Mar 2026 | Rare Beauty | 673K | 7.6% | 5 |
| Mar 2026 | Fenty Beauty | 550K | 6.2% | 6 |
| Mar 2026 | NARS | 368K | 4.1% | 7 |
| Mar 2026 | Bobbi Brown | 301K | 3.4% | 8 |
| Mar 2026 | L'Oréal Paris | 301K | 3.4% | 9 |
| Mar 2026 | Makeup by Mario | 301K | 3.4% | 10 |
| Mar 2026 | Morphe | 301K | 3.4% | 11 |
| Mar 2026 | Tarte | 301K | 3.4% | 12 |
| Mar 2026 | ColourPop | 246K | 2.8% | 13 |
| Mar 2026 | Kylie Cosmetics | 246K | 2.8% | 14 |
| Mar 2026 | Revlon | 201K | 2.3% | 15 |
| Mar 2026 | e.l.f. Cosmetics | 165K | 1.9% | 16 |
| Mar 2026 | Too Faced | 165K | 1.9% | 17 |
| Mar 2026 | Kosas | 90.5K | 1% | 18 |
| Mar 2026 | NYX Professional Makeup | 78.6K | 0.89% | 19 |
| Mar 2026 | MAC | 74K | 0.83% | 20 |
| Mar 2026 | Milk Makeup | 74K | 0.83% | 21 |
| Mar 2026 | Essence | 60.2K | 0.68% | 22 |
| Mar 2026 | Benefit Cosmetics | 49.5K | 0.56% | 23 |
| Mar 2026 | CoverGirl | 40.5K | 0.46% | 24 |
| Mar 2026 | Rimmel | 40.5K | 0.46% | 25 |
| Mar 2026 | Hourglass | 22.2K | 0.25% | 26 |
| Mar 2026 | Revolution Beauty | 14.8K | 0.17% | 27 |
| Apr 2026 | Charlotte Tilbury | 1.2M | 15.5% | 1 |
| Apr 2026 | Estée Lauder | 1M | 12.7% | 2 |
| Apr 2026 | Maybelline | 823K | 10.4% | 3 |
| Apr 2026 | Huda Beauty | 673K | 8.5% | 4 |
| Apr 2026 | Rare Beauty | 673K | 8.5% | 5 |
| Apr 2026 | Fenty Beauty | 550K | 7% | 6 |
| Apr 2026 | Morphe | 301K | 3.8% | 7 |
| Apr 2026 | NARS | 301K | 3.8% | 8 |
| Apr 2026 | Bobbi Brown | 246K | 3.1% | 9 |
| Apr 2026 | L'Oréal Paris | 246K | 3.1% | 10 |
| Apr 2026 | Makeup by Mario | 246K | 3.1% | 11 |
| Apr 2026 | ColourPop | 201K | 2.6% | 12 |
| Apr 2026 | Revlon | 201K | 2.6% | 13 |
| Apr 2026 | Tarte | 201K | 2.6% | 14 |
| Apr 2026 | e.l.f. Cosmetics | 165K | 2.1% | 15 |
| Apr 2026 | Kylie Cosmetics | 165K | 2.1% | 16 |
| Apr 2026 | Too Faced | 135K | 1.7% | 17 |
| Apr 2026 | Kosas | 90.5K | 1.1% | 18 |
| Apr 2026 | NYX Professional Makeup | 75.3K | 0.96% | 19 |
| Apr 2026 | MAC | 74K | 0.94% | 20 |
| Apr 2026 | Milk Makeup | 74K | 0.94% | 21 |
| Apr 2026 | Essence | 54.2K | 0.69% | 22 |
| Apr 2026 | Benefit Cosmetics | 49.5K | 0.63% | 23 |
| Apr 2026 | CoverGirl | 40.5K | 0.51% | 24 |
| Apr 2026 | Rimmel | 40.5K | 0.51% | 25 |
| Apr 2026 | Hourglass | 22.2K | 0.28% | 26 |
| Apr 2026 | Revolution Beauty | 12.1K | 0.15% | 27 |
| May 2026 | Charlotte Tilbury | 1.2M | 14.5% | 1 |
| May 2026 | Estée Lauder | 1M | 11.9% | 2 |
| May 2026 | Maybelline | 823K | 9.8% | 3 |
| May 2026 | Huda Beauty | 673K | 8% | 4 |
| May 2026 | Tarte | 673K | 8% | 5 |
| May 2026 | Rare Beauty | 550K | 6.5% | 6 |
| May 2026 | Fenty Beauty | 450K | 5.3% | 7 |
| May 2026 | Kylie Cosmetics | 368K | 4.4% | 8 |
| May 2026 | NARS | 368K | 4.4% | 9 |
| May 2026 | Morphe | 301K | 3.6% | 10 |
| May 2026 | Bobbi Brown | 246K | 2.9% | 11 |
| May 2026 | L'Oréal Paris | 246K | 2.9% | 12 |
| May 2026 | Makeup by Mario | 246K | 2.9% | 13 |
| May 2026 | ColourPop | 201K | 2.4% | 14 |
| May 2026 | e.l.f. Cosmetics | 201K | 2.4% | 15 |
| May 2026 | Revlon | 201K | 2.4% | 16 |
| May 2026 | Too Faced | 165K | 2% | 17 |
| May 2026 | Kosas | 90.5K | 1.1% | 18 |
| May 2026 | NYX Professional Makeup | 75.3K | 0.89% | 19 |
| May 2026 | MAC | 74K | 0.88% | 20 |
| May 2026 | Milk Makeup | 60.5K | 0.72% | 21 |
| May 2026 | Essence | 54.2K | 0.64% | 22 |
| May 2026 | Benefit Cosmetics | 40.5K | 0.48% | 23 |
| May 2026 | CoverGirl | 40.5K | 0.48% | 24 |
| May 2026 | Rimmel | 33.1K | 0.39% | 25 |
| May 2026 | Hourglass | 22.2K | 0.26% | 26 |
| May 2026 | Revolution Beauty | 12.1K | 0.14% | 27 |
| Jun 2026 | Charlotte Tilbury | 1.2M | 16.8% | 1 |
| Jun 2026 | Estée Lauder | 823K | 11.3% | 2 |
| Jun 2026 | Maybelline | 823K | 11.3% | 3 |
| Jun 2026 | Huda Beauty | 550K | 7.6% | 4 |
| Jun 2026 | Rare Beauty | 450K | 6.2% | 5 |
| Jun 2026 | Fenty Beauty | 368K | 5.1% | 6 |
| Jun 2026 | Kylie Cosmetics | 368K | 5.1% | 7 |
| Jun 2026 | Morphe | 301K | 4.1% | 8 |
| Jun 2026 | NARS | 301K | 4.1% | 9 |
| Jun 2026 | Bobbi Brown | 246K | 3.4% | 10 |
| Jun 2026 | L'Oréal Paris | 246K | 3.4% | 11 |
| Jun 2026 | Tarte | 246K | 3.4% | 12 |
| Jun 2026 | ColourPop | 201K | 2.8% | 13 |
| Jun 2026 | Makeup by Mario | 201K | 2.8% | 14 |
| Jun 2026 | e.l.f. Cosmetics | 165K | 2.3% | 15 |
| Jun 2026 | Revlon | 165K | 2.3% | 16 |
| Jun 2026 | Too Faced | 135K | 1.9% | 17 |
| Jun 2026 | Kosas | 90.5K | 1.2% | 18 |
| Jun 2026 | NYX Professional Makeup | 72.6K | 1% | 19 |
| Jun 2026 | MAC | 60.5K | 0.83% | 20 |
| Jun 2026 | Essence | 55.3K | 0.76% | 21 |
| Jun 2026 | Milk Makeup | 49.5K | 0.68% | 22 |
| Jun 2026 | Benefit Cosmetics | 40.5K | 0.56% | 23 |
| Jun 2026 | CoverGirl | 33.1K | 0.45% | 24 |
| Jun 2026 | Rimmel | 33.1K | 0.45% | 25 |
| Jun 2026 | Hourglass | 22.2K | 0.3% | 26 |
| Jun 2026 | Revolution Beauty | 14.8K | 0.2% | 27 |
| Jul 2026 | Charlotte Tilbury | 1.5M | 19% | 1 |
| Jul 2026 | Estée Lauder | 823K | 10.4% | 2 |
| Jul 2026 | Maybelline | 823K | 10.4% | 3 |
| Jul 2026 | Huda Beauty | 673K | 8.5% | 4 |
| Jul 2026 | Rare Beauty | 673K | 8.5% | 5 |
| Jul 2026 | Fenty Beauty | 450K | 5.7% | 6 |
| Jul 2026 | Morphe | 301K | 3.8% | 7 |
| Jul 2026 | NARS | 301K | 3.8% | 8 |
| Jul 2026 | Bobbi Brown | 246K | 3.1% | 9 |
| Jul 2026 | ColourPop | 246K | 3.1% | 10 |
| Jul 2026 | L'Oréal Paris | 246K | 3.1% | 11 |
| Jul 2026 | Tarte | 246K | 3.1% | 12 |
| Jul 2026 | Makeup by Mario | 201K | 2.6% | 13 |
| Jul 2026 | Revlon | 201K | 2.6% | 14 |
| Jul 2026 | e.l.f. Cosmetics | 165K | 2.1% | 15 |
| Jul 2026 | Kylie Cosmetics | 165K | 2.1% | 16 |
| Jul 2026 | Too Faced | 135K | 1.7% | 17 |
| Jul 2026 | NYX Professional Makeup | 75.3K | 0.96% | 18 |
| Jul 2026 | Kosas | 74K | 0.94% | 19 |
| Jul 2026 | MAC | 74K | 0.94% | 20 |
| Jul 2026 | Milk Makeup | 60.5K | 0.77% | 21 |
| Jul 2026 | Essence | 60.2K | 0.76% | 22 |
| Jul 2026 | Benefit Cosmetics | 40.5K | 0.51% | 23 |
| Jul 2026 | CoverGirl | 33.1K | 0.42% | 24 |
| Jul 2026 | Rimmel | 33.1K | 0.42% | 25 |
| Jul 2026 | Hourglass | 18.1K | 0.23% | 26 |
| Jul 2026 | Revolution Beauty | 14.8K | 0.19% | 27 |
| Aug 2026 | Charlotte Tilbury | 1.5M | 18.8% | 1 |
| Aug 2026 | Estée Lauder | 823K | 10.3% | 2 |
| Aug 2026 | Huda Beauty | 823K | 10.3% | 3 |
| Aug 2026 | Maybelline | 823K | 10.3% | 4 |
| Aug 2026 | Rare Beauty | 550K | 6.9% | 5 |
| Aug 2026 | Fenty Beauty | 450K | 5.6% | 6 |
| Aug 2026 | Morphe | 368K | 4.6% | 7 |
| Aug 2026 | NARS | 301K | 3.8% | 8 |
| Aug 2026 | Bobbi Brown | 246K | 3.1% | 9 |
| Aug 2026 | L'Oréal Paris | 246K | 3.1% | 10 |
| Aug 2026 | Makeup by Mario | 246K | 3.1% | 11 |
| Aug 2026 | Tarte | 246K | 3.1% | 12 |
| Aug 2026 | ColourPop | 201K | 2.5% | 13 |
| Aug 2026 | Revlon | 201K | 2.5% | 14 |
| Aug 2026 | e.l.f. Cosmetics | 165K | 2.1% | 15 |
| Aug 2026 | Kylie Cosmetics | 165K | 2.1% | 16 |
| Aug 2026 | Too Faced | 135K | 1.7% | 17 |
| Aug 2026 | Kosas | 90.5K | 1.1% | 18 |
| Aug 2026 | NYX Professional Makeup | 75.3K | 0.94% | 19 |
| Aug 2026 | MAC | 74K | 0.93% | 20 |
| Aug 2026 | Milk Makeup | 60.5K | 0.76% | 21 |
| Aug 2026 | Essence | 60.2K | 0.75% | 22 |
| Aug 2026 | Benefit Cosmetics | 40.5K | 0.51% | 23 |
| Aug 2026 | CoverGirl | 33.1K | 0.41% | 24 |
| Aug 2026 | Rimmel | 33.1K | 0.41% | 25 |
| Aug 2026 | Hourglass | 18.1K | 0.23% | 26 |
| Aug 2026 | Revolution Beauty | 14.8K | 0.19% | 27 |
| Sep 2026 | Charlotte Tilbury | 1.5M | 18.8% | 1 |
| Sep 2026 | Estée Lauder | 823K | 10.3% | 2 |
| Sep 2026 | Maybelline | 823K | 10.3% | 3 |
| Sep 2026 | Huda Beauty | 673K | 8.4% | 4 |
| Sep 2026 | Rare Beauty | 550K | 6.9% | 5 |
| Sep 2026 | Fenty Beauty | 450K | 5.6% | 6 |
| Sep 2026 | Morphe | 450K | 5.6% | 7 |
| Sep 2026 | L'Oréal Paris | 301K | 3.8% | 8 |
| Sep 2026 | NARS | 301K | 3.8% | 9 |
| Sep 2026 | Bobbi Brown | 246K | 3.1% | 10 |
| Sep 2026 | Makeup by Mario | 246K | 3.1% | 11 |
| Sep 2026 | Tarte | 246K | 3.1% | 12 |
| Sep 2026 | ColourPop | 201K | 2.5% | 13 |
| Sep 2026 | Revlon | 201K | 2.5% | 14 |
| Sep 2026 | e.l.f. Cosmetics | 165K | 2.1% | 15 |
| Sep 2026 | Kylie Cosmetics | 165K | 2.1% | 16 |
| Sep 2026 | Too Faced | 135K | 1.7% | 17 |
| Sep 2026 | NYX Professional Makeup | 75.3K | 0.94% | 18 |
| Sep 2026 | Kosas | 74K | 0.93% | 19 |
| Sep 2026 | MAC | 74K | 0.93% | 20 |
| Sep 2026 | Essence | 73.6K | 0.92% | 21 |
| Sep 2026 | Milk Makeup | 49.5K | 0.62% | 22 |
| Sep 2026 | Benefit Cosmetics | 40.5K | 0.51% | 23 |
| Sep 2026 | CoverGirl | 33.1K | 0.42% | 24 |
| Sep 2026 | Rimmel | 33.1K | 0.42% | 25 |
| Sep 2026 | Hourglass | 27.1K | 0.34% | 26 |
| Sep 2026 | Revolution Beauty | 14.8K | 0.19% | 27 |

## What is being compared

- **Benefit Cosmetics**: Measured on the search term “benefit cosmetics”.
- **Bobbi Brown**: Measured on the search term “bobbi brown”.
- **Charlotte Tilbury**: Measured on the search term “charlotte tilbury”.
- **ColourPop**: Measured on the search term “colourpop”.
- **CoverGirl**: Measured on the search term “covergirl”.
- **e.l.f. Cosmetics**: Measured on the search term “e l f cosmetics”.
- **Essence**: Measured on the search terms “essence cosmetics” and “essence makeup”, summed into one figure.
- **Estée Lauder**: Measured on the search term “estee lauder”.
- **Fenty Beauty**: Measured on the search term “fenty beauty”.
- **Hourglass**: Measured on the search term “hourglass cosmetic”.
- **Huda Beauty**: Measured on the search term “huda beauty”.
- **Kosas**: Measured on the search term “kosas”.
- **Kylie Cosmetics**: Measured on the search term “kylie cosmetics”.
- **L'Oréal Paris**: Measured on the search term “loralparis”.
- **MAC**: Measured on the search term “mac makeup”.
- **Makeup by Mario**: Measured on the search term “makeup by mario”.
- **Maybelline**: Measured on the search term “maybelline”.
- **Milk Makeup**: Measured on the search term “milk makeup”.
- **Morphe**: Measured on the search term “morphe”.
- **NARS**: Measured on the search term “nars”.
- **NYX Professional Makeup**: Measured on the search terms “nyx makeup” and “nyx professional makeup”, summed into one figure.
- **Rare Beauty**: Measured on the search term “rare beauty”.
- **Revlon**: Measured on the search term “revlon”.
- **Revolution Beauty**: Measured on the search term “revolution beauty”.
- **Rimmel**: Measured on the search term “rimmel london”.
- **Tarte**: Measured on the search term “tarte”.
- **Too Faced**: Measured on the search term “too faced”.

- [Benefit Cosmetics](/demand/global-en/brands/benefit-cosmetics)
- [Bobbi Brown](/demand/global-en/brands/bobbi-brown)
- [Charlotte Tilbury](/demand/global-en/brands/charlotte-tilbury)
- [ColourPop](/demand/global-en/brands/colourpop)
- [CoverGirl](/demand/global-en/brands/covergirl)
- [e.l.f. Cosmetics](/demand/global-en/brands/e-l-f-cosmetics)
- [Essence](/demand/global-en/brands/essence-makeup)
- [Estée Lauder](/demand/global-en/brands/estee-lauder)
- [Fenty Beauty](/demand/global-en/brands/fenty-beauty)
- [Hourglass](/demand/global-en/brands/hourglass)
- [Huda Beauty](/demand/global-en/brands/huda-beauty)
- [Kosas](/demand/global-en/brands/kosas)
- [Kylie Cosmetics](/demand/global-en/brands/kylie-cosmetics)
- [L'Oréal Paris](/demand/global-en/brands/loreal-paris)
- [MAC](/demand/global-en/brands/mac-cosmetics)
- [Makeup by Mario](/demand/global-en/brands/makeup-by-mario)
- [Maybelline](/demand/global-en/brands/maybelline)
- [Milk Makeup](/demand/global-en/brands/milk-makeup)
- [Morphe](/demand/global-en/brands/morphe)
- [NARS](/demand/global-en/brands/nars-cosmetics)
- [NYX Professional Makeup](/demand/global-en/brands/nyx-professional-makeup)
- [Rare Beauty](/demand/global-en/brands/rare-beauty)
- [Revlon](/demand/global-en/brands/revlon)
- [Revolution Beauty](/demand/global-en/brands/revolution-beauty)
- [Rimmel](/demand/global-en/brands/rimmel)
- [Tarte](/demand/global-en/brands/tarte)
- [Too Faced](/demand/global-en/brands/too-faced)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Makeup and cosmetics brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/makeup-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/makeup-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.