Benefit Cosmetics vs e.l.f. Cosmetics:Which is more popular?
In October 2026, e.l.f. Cosmetics had more branded searches than Benefit Cosmetics among makeup primer brands worldwide. e.l.f. Cosmetics had about 206,000 branded searches, while Benefit Cosmetics had 45,200. e.l.f. Cosmetics made up 50.6% of all makeup primer brand searches we track, and Benefit Cosmetics accounted for 11.1%. When we asked ChatGPT and Google AI Overviews about makeup primer brands, Benefit Cosmetics and e.l.f. Cosmetics each appeared in two of the five answers. Benefit Cosmetics was mentioned before e.l.f. Cosmetics in two out of three answers.
Who do people search for more?
e.l.f. Cosmetics, about 5 searches for every 1 for Benefit Cosmetics
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Benefit Cosmetics, named ahead of e.l.f. Cosmetics in 2 of 3 answers
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Top makeup primer brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Benefit Cosmetics was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. e.l.f. Cosmetics was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Benefit Cosmetics was listed before e.l.f. Cosmetics in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Smashbox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Milk Makeup3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- e.l.f. Cosmetics2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Benefit Cosmetics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
NYX Professional Makeup1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hourglass1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
MAC0 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
Laura Mercier0 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
See every answer about makeup primer brands
5 answers
Asked ChatGPT
“Which makeup primer should I buy?”
Asked ChatGPT
“What are the best makeup primers?”
Asked ChatGPT
“What's the best makeup primer for oily skin?”
Searched Google, AI Overview
“makeup primer”
Searched Google, AI Overview
“best primer”
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 Benefit Cosmetics or e.l.f. Cosmetics more popular in search?
This chart shows how often people search Google for Benefit Cosmetics and e.l.f. Cosmetics by name. Each line represents a brand's share of searches for all 12 makeup primer brands we track, month by month, from English-language searches worldwide.
Share of searches by month for e.l.f. Cosmetics, Benefit Cosmetics. The figures are in the table below the chart.
View monthly share of searches table
| Month | e.l.f. Cosmetics | Benefit Cosmetics | Smashbox | Milk Makeup | NYX Professional Makeup | MAC | Hourglass | Charlotte Tilbury | Laura Mercier | Fenty Beauty | Rare Beauty | Too Faced |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 44.4% | 12.1% | 8.7% | 11.3% | 8.4% | 5.6% | 2.8% | 2.5% | 1.7% | 1.1% | 0.91% | 0.5% |
| Dec 2025 | 45.7% | 11.8% | 8.6% | 11.7% | 8.6% | 4.7% | 2.3% | 2.6% | 1.7% | 0.94% | 0.77% | 0.62% |
| Jan 2026 | 41% | 16.5% | 9.8% | 10.9% | 8.1% | 4.4% | 2.7% | 2.4% | 1.6% | 0.88% | 0.88% | 0.71% |
| Feb 2026 | 42.5% | 13.4% | 9.8% | 13% | 8% | 4.4% | 2.7% | 2.4% | 1.6% | 0.86% | 0.71% | 0.71% |
| Mar 2026 | 44.1% | 13.9% | 9.3% | 11.1% | 8.3% | 4.6% | 2.3% | 2.5% | 1.7% | 0.91% | 0.73% | 0.6% |
| Apr 2026 | 41.2% | 12.4% | 11.5% | 12.9% | 7.4% | 5% | 3% | 2.7% | 1.5% | 0.98% | 0.79% | 0.79% |
| May 2026 | 43% | 11.1% | 12.1% | 11.7% | 8.1% | 4.4% | 2.9% | 2.4% | 1.6% | 1.1% | 0.87% | 0.57% |
| Jun 2026 | 44.8% | 11.6% | 11.3% | 11.3% | 7% | 4.6% | 3% | 2.5% | 1.7% | 0.91% | 0.75% | 0.5% |
| Jul 2026 | 45.9% | 11.3% | 11.1% | 11.9% | 6.8% | 3.7% | 2.9% | 2.5% | 1.6% | 0.89% | 0.89% | 0.58% |
| Aug 2026 | 49.7% | 10.5% | 9.3% | 10.2% | 7.7% | 4.2% | 2.5% | 2.3% | 1.5% | 0.82% | 0.82% | 0.54% |
| Sep 2026 | 49.7% | 10.9% | 10.1% | 10% | 6.6% | 4.4% | 2.7% | 2% | 1.6% | 0.86% | 0.71% | 0.56% |
| Oct 2026 | 50.6% | 11.1% | 10.3% | 8.9% | 6.7% | 4.5% | 2.6% | 2% | 1.3% | 0.89% | 0.71% | 0.39% |
e.l.f. Cosmetics and Benefit Cosmetics sell other things too, so only their searches that name this product count here, like “elf primer”.
How has branded search for Benefit Cosmetics and e.l.f. Cosmetics changed worldwide over the last 12 months?
3 findings
- e.l.f. Cosmetics was ahead of Benefit Cosmetics in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Benefit Cosmetics’ share of searches among makeup primer brands worldwide moved from 12.1% to 11.1%, and its estimated monthly branded searches moved from 58.6K to 45.2K.
- Across the 12 months ending October 2026, e.l.f. Cosmetics’ share of searches among makeup primer brands worldwide moved from 44.4% to 50.6%, and its estimated monthly branded searches moved from 215K to 206K.
How did search popularity change for makeup primer brands worldwide in October 2026?
2 changes
In October 2026, e.l.f. Cosmetics gained share of searches among makeup primer brands worldwide, from 49.7% to 50.6%.
Estimated monthly branded searches for Benefit Cosmetics worldwide fell 22.9% over 12 measured months, from 58.6K to 45.2K in October 2026.
How are Benefit Cosmetics’ and e.l.f. Cosmetics’ branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Benefit Cosmetics’ and e.l.f. Cosmetics’ 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.
Benefit Cosmetics
2 branded search terms
- benefit porefessional
- benefit primer
e.l.f. Cosmetics
2 branded search terms
- elf power grip primer
- elf primer
Other head-to-heads among makeup primer brands
- e.l.f. Cosmetics vs Smashbox: compare popularity
- e.l.f. Cosmetics vs Milk Makeup: compare popularity
- e.l.f. Cosmetics vs NYX Professional Makeup: compare popularity
- Benefit Cosmetics vs Smashbox: compare popularity
- Benefit Cosmetics vs Milk Makeup: compare popularity
- Benefit Cosmetics vs NYX Professional Makeup: compare popularity
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