--- title: "Makeup primer brands: Which are most popular?" description: "Compare the makeup primer brands people buy. Share of Search among e.l.f. Cosmetics, Benefit Cosmetics, Smashbox, Milk Makeup, NYX Professional Makeup, MAC, Hourglass, Charlotte Tilbury, Laura Mercier, Fenty Beauty, Rare Beauty and Too Faced, the makeup primer 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-primer-brands" publisher: "Brandwave" --- # Makeup primer brands: Which are most popular? Compare the makeup primer brands people buy. Share of Search among e.l.f. Cosmetics, Benefit Cosmetics, Smashbox, Milk Makeup, NYX Professional Makeup, MAC, Hourglass, Charlotte Tilbury, Laura Mercier, Fenty Beauty, Rare Beauty and Too Faced, the makeup primer 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 primer brands - **Market**: Global - **Brands compared**: 12 - **Month measured**: Oct 2026 - **Highest Share of Search**: e.l.f. Cosmetics, 50.6% ## Which brand is most popular in search among makeup primer brands worldwide? - In October 2026, e.l.f. Cosmetics was the most searched among makeup primer brands worldwide, with an estimated 206K branded searches, 50.6% of all searches for the 12 tracked by the Brandwave Brand Demand Index. - Benefit Cosmetics is in 2nd place, 39.5 percentage points behind at 11.1%. - Across the 12 months ending October 2026, e.l.f. Cosmetics’ share of searches among makeup primer brands worldwide increased from 44.4% to 50.6%. - Across the 12 months ending October 2026, Benefit Cosmetics’ share of searches among makeup primer brands worldwide decreased from 12.1% to 11.1%. - Across the 12 months ending October 2026, Smashbox’s share of searches among makeup primer brands worldwide increased from 8.7% to 10.3%. - Across the 12 months ending October 2026, Milk Makeup’s share of searches among makeup primer brands worldwide decreased from 11.3% to 8.9%. - Across the 12 months ending October 2026, NYX Professional Makeup’s share of searches among makeup primer brands worldwide decreased from 8.4% to 6.7%. - Across the 12 months ending October 2026, MAC’s share of searches among makeup primer brands worldwide decreased from 5.6% to 4.5%. - Across the 12 months ending October 2026, Charlotte Tilbury’s share of searches among makeup primer brands worldwide decreased from 2.5% to 2%. - Across the 12 months ending October 2026, e.l.f. Cosmetics’ share of searches among makeup primer brands worldwide peaked at 50.6% in October 2026 and was lowest at 41% in January 2026. - Across the 12 months ending October 2026, Benefit Cosmetics’ share of searches among makeup primer brands worldwide peaked at 16.5% in January 2026 and was lowest at 10.5% in August 2026. - Across the 12 months ending October 2026, Smashbox’s share of searches among makeup primer brands worldwide peaked at 12.1% in May 2026 and was lowest at 8.6% in December 2025. - Across the 12 months ending October 2026, Milk Makeup’s share of searches among makeup primer brands worldwide peaked at 13% in February 2026 and was lowest at 8.9% in October 2026. - Across the 12 months ending October 2026, NYX Professional Makeup’s share of searches among makeup primer brands worldwide peaked at 8.6% in December 2025 and was lowest at 6.6% in September 2026. - Across the 12 months ending October 2026, MAC’s share of searches among makeup primer brands worldwide peaked at 5.6% in November 2025 and was lowest at 3.7% in July 2026. - Across the 12 months ending October 2026, Smashbox rose from 4th to 3rd among makeup primer brands worldwide. - Across the 12 months ending October 2026, Milk Makeup fell from 3rd to 4th among makeup primer brands worldwide. - Across the 12 months ending October 2026, Hourglass, Laura Mercier, Fenty Beauty, Rare Beauty and Too Faced held steady: their share of searches among makeup primer brands worldwide each moved less than 0.5 percentage points. ## Top makeup primer brands in ChatGPT and Google AI Overviews In Brandwave's three ChatGPT questions and two Google AI Overviews, Smashbox was mentioned most often, in four of the five answers. Smashbox was recommended most often, coming first in one out of three answers that gave a list. Milk Makeup was second, and e.l.f. Cosmetics and Benefit Cosmetics tied for third. MAC, which ranked sixth in searches, was not mentioned at all. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Smashbox | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Milk Makeup | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | e.l.f. Cosmetics | 3rd | 0 of 3 | 2 of 2 | 2 of 5 | | Benefit Cosmetics | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | NYX Professional Makeup | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Hourglass | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | MAC | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Charlotte Tilbury | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Laura Mercier | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Fenty Beauty | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Rare Beauty | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Too Faced | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about makeup primer brands - Asked ChatGPT "Which makeup primer should I buy?": 1. Smashbox, 2. Milk Makeup - Asked ChatGPT "What are the best makeup primers?": 1. Milk Makeup, 2. Smashbox, 3. NYX Professional Makeup, 4. Benefit Cosmetics - Asked ChatGPT "What's the best makeup primer for oily skin?": 1. Smashbox, 2. Benefit Cosmetics - Searched Google, AI Overview "makeup primer": 1. e.l.f. Cosmetics - Searched Google, AI Overview "best primer": 1. Milk Makeup, 2. e.l.f. Cosmetics, 3. Smashbox, 4. Hourglass Not named in any answer: MAC, Charlotte Tilbury, Laura Mercier, Fenty Beauty, Rare Beauty and Too Faced. Brands are listed in the order each answer named them. The answers were collected in the United States on October 25, 2026. ## Compare search popularity between leading brands - [e.l.f. Cosmetics vs Benefit Cosmetics: compare search popularity](/demand/global-en/compare/benefit-cosmetics-vs-e-l-f-cosmetics): 50.6% against 11.1% Share of Search. - [e.l.f. Cosmetics vs Smashbox: compare search popularity](/demand/global-en/compare/e-l-f-cosmetics-vs-smashbox): 50.6% against 10.3% Share of Search. - [e.l.f. Cosmetics vs Milk Makeup: compare search popularity](/demand/global-en/compare/e-l-f-cosmetics-vs-milk-makeup): 50.6% against 8.9% Share of Search. - [e.l.f. Cosmetics vs NYX Professional Makeup: compare search popularity](/demand/global-en/compare/e-l-f-cosmetics-vs-nyx-professional-makeup): 50.6% against 6.7% Share of Search. - [Benefit Cosmetics vs Smashbox: compare search popularity](/demand/global-en/compare/benefit-cosmetics-vs-smashbox): 11.1% against 10.3% Share of Search. - [Benefit Cosmetics vs Milk Makeup: compare search popularity](/demand/global-en/compare/benefit-cosmetics-vs-milk-makeup): 11.1% against 8.9% Share of Search. - [Benefit Cosmetics vs NYX Professional Makeup: compare search popularity](/demand/global-en/compare/benefit-cosmetics-vs-nyx-professional-makeup): 11.1% against 6.7% Share of Search. - [Smashbox vs Milk Makeup: compare search popularity](/demand/global-en/compare/milk-makeup-vs-smashbox): 10.3% against 8.9% Share of Search. - [Smashbox vs NYX Professional Makeup: compare search popularity](/demand/global-en/compare/nyx-professional-makeup-vs-smashbox): 10.3% against 6.7% Share of Search. - [Milk Makeup vs NYX Professional Makeup: compare search popularity](/demand/global-en/compare/milk-makeup-vs-nyx-professional-makeup): 8.9% against 6.7% Share of Search. ## How did search popularity change for makeup primer brands worldwide in October 2026? - In October 2026, e.l.f. Cosmetics gained share of searches among makeup primer brands worldwide, from 49.7% to 50.6%. - In October 2026, Milk Makeup lost share of searches among makeup primer brands worldwide, from 10% to 8.9%. - MAC’s share of searches among makeup primer brands worldwide has gained ground for 3 months in a row, from 3.7% to 4.5% in October 2026. - Estimated monthly branded searches for Rare Beauty worldwide fell 34.1% over 12 measured months, from 4.4K to 2.9K in October 2026. - Estimated monthly branded searches for Fenty Beauty worldwide fell 33.3% over 12 measured months, from 5.4K to 3.6K in October 2026. - Estimated monthly branded searches for Laura Mercier worldwide fell 33.3% over 12 measured months, from 8.1K to 5.4K in October 2026. - Estimated monthly branded searches for Too Faced worldwide fell 33.3% over 12 measured months, from 2.4K to 1.6K in October 2026. - Estimated monthly branded searches for NYX Professional Makeup worldwide fell 33.1% over 12 measured months, from 40.5K to 27.1K in October 2026. ## Which makeup primer brands do people search for most? | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | e.l.f. Cosmetics | 50.6% | 206K | +22.2% | e.l.f. Cosmetics | | 2 | Benefit Cosmetics | 11.1% | 45.2K | +22.2% | Benefit Cosmetics | | 3 | Smashbox | 10.3% | 41.9K | +22.2% | Smashbox | | 4 | Milk Makeup | 8.9% | 36.2K | +7.4% | Milk Makeup | | 5 | NYX Professional Makeup | 6.7% | 27.1K | +22.1% | NYX Professional Makeup | | 6 | MAC | 4.5% | 18.1K | +22.3% | MAC | | 7 | Hourglass | 2.6% | 10.5K | +16.7% | Hourglass | | 8 | Charlotte Tilbury | 2% | 8.1K | +22.7% | Charlotte Tilbury | | 9 | Laura Mercier | 1.3% | 5.4K | 0.0% | Laura Mercier | | 10 | Fenty Beauty | 0.89% | 3.6K | +24.1% | Fenty Beauty | | 11 | Rare Beauty | 0.71% | 2.9K | +20.8% | Rare Beauty | | 12 | Too Faced | 0.39% | 1.6K | -15.8% | Too Faced | e.l.f. Cosmetics, Benefit Cosmetics and 8 other brands sell other things too, so only their searches that name this product count here, like “elf primer”. ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Nov 2025 | e.l.f. Cosmetics | 215K | 44.4% | 1 | | Nov 2025 | Benefit Cosmetics | 58.6K | 12.1% | 2 | | Nov 2025 | Milk Makeup | 54.8K | 11.3% | 3 | | Nov 2025 | Smashbox | 41.9K | 8.7% | 4 | | Nov 2025 | NYX Professional Makeup | 40.5K | 8.4% | 5 | | Nov 2025 | MAC | 27.1K | 5.6% | 6 | | Nov 2025 | Hourglass | 13.5K | 2.8% | 7 | | Nov 2025 | Charlotte Tilbury | 12.1K | 2.5% | 8 | | Nov 2025 | Laura Mercier | 8.1K | 1.7% | 9 | | Nov 2025 | Fenty Beauty | 5.4K | 1.1% | 10 | | Nov 2025 | Rare Beauty | 4.4K | 0.91% | 11 | | Nov 2025 | Too Faced | 2.4K | 0.5% | 12 | | Dec 2025 | e.l.f. Cosmetics | 215K | 45.7% | 1 | | Dec 2025 | Benefit Cosmetics | 55.3K | 11.8% | 2 | | Dec 2025 | Milk Makeup | 54.8K | 11.7% | 3 | | Dec 2025 | NYX Professional Makeup | 40.5K | 8.6% | 4 | | Dec 2025 | Smashbox | 40.3K | 8.6% | 5 | | Dec 2025 | MAC | 22.2K | 4.7% | 6 | | Dec 2025 | Charlotte Tilbury | 12.1K | 2.6% | 7 | | Dec 2025 | Hourglass | 11K | 2.3% | 8 | | Dec 2025 | Laura Mercier | 8.1K | 1.7% | 9 | | Dec 2025 | Fenty Beauty | 4.4K | 0.94% | 10 | | Dec 2025 | Rare Beauty | 3.6K | 0.77% | 11 | | Dec 2025 | Too Faced | 2.9K | 0.62% | 12 | | Jan 2026 | e.l.f. Cosmetics | 168K | 41% | 1 | | Jan 2026 | Benefit Cosmetics | 67.6K | 16.5% | 2 | | Jan 2026 | Milk Makeup | 44.8K | 10.9% | 3 | | Jan 2026 | Smashbox | 40.3K | 9.8% | 4 | | Jan 2026 | NYX Professional Makeup | 33.1K | 8.1% | 5 | | Jan 2026 | MAC | 18.1K | 4.4% | 6 | | Jan 2026 | Hourglass | 11K | 2.7% | 7 | | Jan 2026 | Charlotte Tilbury | 9.9K | 2.4% | 8 | | Jan 2026 | Laura Mercier | 6.6K | 1.6% | 9 | | Jan 2026 | Fenty Beauty | 3.6K | 0.88% | 10 | | Jan 2026 | Rare Beauty | 3.6K | 0.88% | 11 | | Jan 2026 | Too Faced | 2.9K | 0.71% | 12 | | Feb 2026 | e.l.f. Cosmetics | 143K | 42.5% | 1 | | Feb 2026 | Benefit Cosmetics | 45.2K | 13.4% | 2 | | Feb 2026 | Milk Makeup | 43.8K | 13% | 3 | | Feb 2026 | Smashbox | 32.9K | 9.8% | 4 | | Feb 2026 | NYX Professional Makeup | 27.1K | 8% | 5 | | Feb 2026 | MAC | 14.8K | 4.4% | 6 | | Feb 2026 | Hourglass | 9K | 2.7% | 7 | | Feb 2026 | Charlotte Tilbury | 8.1K | 2.4% | 8 | | Feb 2026 | Laura Mercier | 5.4K | 1.6% | 9 | | Feb 2026 | Fenty Beauty | 2.9K | 0.86% | 10 | | Feb 2026 | Rare Beauty | 2.4K | 0.71% | 11 | | Feb 2026 | Too Faced | 2.4K | 0.71% | 12 | | Mar 2026 | e.l.f. Cosmetics | 176K | 44.1% | 1 | | Mar 2026 | Benefit Cosmetics | 55.3K | 13.9% | 2 | | Mar 2026 | Milk Makeup | 44.3K | 11.1% | 3 | | Mar 2026 | Smashbox | 37K | 9.3% | 4 | | Mar 2026 | NYX Professional Makeup | 33.1K | 8.3% | 5 | | Mar 2026 | MAC | 18.1K | 4.6% | 6 | | Mar 2026 | Charlotte Tilbury | 9.9K | 2.5% | 7 | | Mar 2026 | Hourglass | 9K | 2.3% | 8 | | Mar 2026 | Laura Mercier | 6.6K | 1.7% | 9 | | Mar 2026 | Fenty Beauty | 3.6K | 0.91% | 10 | | Mar 2026 | Rare Beauty | 2.9K | 0.73% | 11 | | Mar 2026 | Too Faced | 2.4K | 0.6% | 12 | | Apr 2026 | e.l.f. Cosmetics | 151K | 41.2% | 1 | | Apr 2026 | Milk Makeup | 47.1K | 12.9% | 2 | | Apr 2026 | Benefit Cosmetics | 45.2K | 12.4% | 3 | | Apr 2026 | Smashbox | 41.9K | 11.5% | 4 | | Apr 2026 | NYX Professional Makeup | 27.1K | 7.4% | 5 | | Apr 2026 | MAC | 18.1K | 5% | 6 | | Apr 2026 | Hourglass | 11K | 3% | 7 | | Apr 2026 | Charlotte Tilbury | 9.9K | 2.7% | 8 | | Apr 2026 | Laura Mercier | 5.4K | 1.5% | 9 | | Apr 2026 | Fenty Beauty | 3.6K | 0.98% | 10 | | Apr 2026 | Rare Beauty | 2.9K | 0.79% | 11 | | Apr 2026 | Too Faced | 2.9K | 0.79% | 12 | | May 2026 | e.l.f. Cosmetics | 143K | 43% | 1 | | May 2026 | Smashbox | 40.3K | 12.1% | 2 | | May 2026 | Milk Makeup | 38.9K | 11.7% | 3 | | May 2026 | Benefit Cosmetics | 37K | 11.1% | 4 | | May 2026 | NYX Professional Makeup | 27.1K | 8.1% | 5 | | May 2026 | MAC | 14.8K | 4.4% | 6 | | May 2026 | Hourglass | 9.5K | 2.9% | 7 | | May 2026 | Charlotte Tilbury | 8.1K | 2.4% | 8 | | May 2026 | Laura Mercier | 5.4K | 1.6% | 9 | | May 2026 | Fenty Beauty | 3.6K | 1.1% | 10 | | May 2026 | Rare Beauty | 2.9K | 0.87% | 11 | | May 2026 | Too Faced | 1.9K | 0.57% | 12 | | Jun 2026 | e.l.f. Cosmetics | 143K | 44.8% | 1 | | Jun 2026 | Benefit Cosmetics | 37K | 11.6% | 2 | | Jun 2026 | Milk Makeup | 36.2K | 11.3% | 3 | | Jun 2026 | Smashbox | 36.2K | 11.3% | 4 | | Jun 2026 | NYX Professional Makeup | 22.2K | 7% | 5 | | Jun 2026 | MAC | 14.8K | 4.6% | 6 | | Jun 2026 | Hourglass | 9.5K | 3% | 7 | | Jun 2026 | Charlotte Tilbury | 8.1K | 2.5% | 8 | | Jun 2026 | Laura Mercier | 5.4K | 1.7% | 9 | | Jun 2026 | Fenty Beauty | 2.9K | 0.91% | 10 | | Jun 2026 | Rare Beauty | 2.4K | 0.75% | 11 | | Jun 2026 | Too Faced | 1.6K | 0.5% | 12 | | Jul 2026 | e.l.f. Cosmetics | 151K | 45.9% | 1 | | Jul 2026 | Milk Makeup | 38.9K | 11.9% | 2 | | Jul 2026 | Benefit Cosmetics | 37K | 11.3% | 3 | | Jul 2026 | Smashbox | 36.2K | 11.1% | 4 | | Jul 2026 | NYX Professional Makeup | 22.2K | 6.8% | 5 | | Jul 2026 | MAC | 12.1K | 3.7% | 6 | | Jul 2026 | Hourglass | 9.5K | 2.9% | 7 | | Jul 2026 | Charlotte Tilbury | 8.1K | 2.5% | 8 | | Jul 2026 | Laura Mercier | 5.4K | 1.6% | 9 | | Jul 2026 | Fenty Beauty | 2.9K | 0.89% | 10 | | Jul 2026 | Rare Beauty | 2.9K | 0.89% | 11 | | Jul 2026 | Too Faced | 1.9K | 0.58% | 12 | | Aug 2026 | e.l.f. Cosmetics | 176K | 49.7% | 1 | | Aug 2026 | Benefit Cosmetics | 37K | 10.5% | 2 | | Aug 2026 | Milk Makeup | 35.9K | 10.2% | 3 | | Aug 2026 | Smashbox | 32.9K | 9.3% | 4 | | Aug 2026 | NYX Professional Makeup | 27.1K | 7.7% | 5 | | Aug 2026 | MAC | 14.8K | 4.2% | 6 | | Aug 2026 | Hourglass | 9K | 2.5% | 7 | | Aug 2026 | Charlotte Tilbury | 8.1K | 2.3% | 8 | | Aug 2026 | Laura Mercier | 5.4K | 1.5% | 9 | | Aug 2026 | Fenty Beauty | 2.9K | 0.82% | 10 | | Aug 2026 | Rare Beauty | 2.9K | 0.82% | 11 | | Aug 2026 | Too Faced | 1.9K | 0.54% | 12 | | Sep 2026 | e.l.f. Cosmetics | 168K | 49.7% | 1 | | Sep 2026 | Benefit Cosmetics | 37K | 10.9% | 2 | | Sep 2026 | Smashbox | 34.3K | 10.1% | 3 | | Sep 2026 | Milk Makeup | 33.7K | 10% | 4 | | Sep 2026 | NYX Professional Makeup | 22.2K | 6.6% | 5 | | Sep 2026 | MAC | 14.8K | 4.4% | 6 | | Sep 2026 | Hourglass | 9K | 2.7% | 7 | | Sep 2026 | Charlotte Tilbury | 6.6K | 2% | 8 | | Sep 2026 | Laura Mercier | 5.4K | 1.6% | 9 | | Sep 2026 | Fenty Beauty | 2.9K | 0.86% | 10 | | Sep 2026 | Rare Beauty | 2.4K | 0.71% | 11 | | Sep 2026 | Too Faced | 1.9K | 0.56% | 12 | | Oct 2026 | e.l.f. Cosmetics | 206K | 50.6% | 1 | | Oct 2026 | Benefit Cosmetics | 45.2K | 11.1% | 2 | | Oct 2026 | Smashbox | 41.9K | 10.3% | 3 | | Oct 2026 | Milk Makeup | 36.2K | 8.9% | 4 | | Oct 2026 | NYX Professional Makeup | 27.1K | 6.7% | 5 | | Oct 2026 | MAC | 18.1K | 4.5% | 6 | | Oct 2026 | Hourglass | 10.5K | 2.6% | 7 | | Oct 2026 | Charlotte Tilbury | 8.1K | 2% | 8 | | Oct 2026 | Laura Mercier | 5.4K | 1.3% | 9 | | Oct 2026 | Fenty Beauty | 3.6K | 0.89% | 10 | | Oct 2026 | Rare Beauty | 2.9K | 0.71% | 11 | | Oct 2026 | Too Faced | 1.6K | 0.39% | 12 | ## How are branded searches counted for makeup primer brands? - **Benefit Cosmetics**: Measured on the search terms “benefit porefessional” and “benefit primer”, summed into one figure. - **Charlotte Tilbury**: Measured on the search term “charlotte tilbury primer”. - **e.l.f. Cosmetics**: Measured on the search terms “elf power grip primer” and “elf primer”, summed into one figure. - **Fenty Beauty**: Measured on the search term “fenty primer”. - **Hourglass**: Measured on the search terms “hourglass primer” and “hourglass veil primer”, summed into one figure. - **Laura Mercier**: Measured on the search term “laura mercier primer”. - **MAC**: Measured on the search term “mac primer”. - **Milk Makeup**: Measured on the search terms “milk hydro grip primer”, “milk makeup primer” and “milk primer”, summed into one figure. - **NYX Professional Makeup**: Measured on the search term “nyx primer”. - **Rare Beauty**: Measured on the search term “rare beauty primer”. - **Smashbox**: Measured on the search terms “smashbox photo finish primer” and “smashbox primer”, summed into one figure. - **Too Faced**: Measured on the search term “too faced hangover primer”. - [Benefit Cosmetics](/demand/global-en/brands/benefit-cosmetics) - [Charlotte Tilbury](/demand/global-en/brands/charlotte-tilbury) - [e.l.f. Cosmetics](/demand/global-en/brands/e-l-f-cosmetics) - [Fenty Beauty](/demand/global-en/brands/fenty-beauty) - [Hourglass](/demand/global-en/brands/hourglass) - [Laura Mercier](/demand/global-en/brands/laura-mercier) - [MAC](/demand/global-en/brands/mac-cosmetics) - [Milk Makeup](/demand/global-en/brands/milk-makeup) - [NYX Professional Makeup](/demand/global-en/brands/nyx-professional-makeup) - [Rare Beauty](/demand/global-en/brands/rare-beauty) - [Smashbox](/demand/global-en/brands/smashbox) - [Too Faced](/demand/global-en/brands/too-faced) ## Methodology - [How is the Brand Demand Index 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 primer brands worldwide? In October 2026, e.l.f. Cosmetics was the most searched among makeup primer brands worldwide, with an estimated 206K branded searches, 50.6% of all searches for the 12 tracked by the Brandwave Brand Demand Index. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Makeup primer brands: Which are most popular?". https://gobrandwave.com/demand/global-en/categories/makeup-primer-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/makeup-primer-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.