Brandwave

e.l.f. Cosmetics vs Milk Makeup:Which is more popular?

In October 2026, e.l.f. Cosmetics had more branded searches than Milk Makeup among makeup primer brands worldwide. e.l.f. Cosmetics had about 206,000 branded searches, while Milk Makeup had 36,200. e.l.f. Cosmetics made up 50.6% of all makeup primer brand searches we track, and Milk Makeup accounted for 8.9%. When we asked ChatGPT and Google AI Overviews about makeup primer brands, Milk Makeup appeared in three of the five answers and e.l.f. Cosmetics in two. Milk Makeup was mentioned before e.l.f. Cosmetics in every answer that named either.

Among makeup primer brands worldwide in October 2026

Who do people search for more?

e.l.f. Cosmetics, about 6 searches for every 1 for Milk Makeup

e.l.f. Cosmetics 206K searchesMilk Makeup 36.2K searches

Who does AI mention more?

Milk Makeup, mentioned in 3 of 5 answers, e.l.f. Cosmetics in 2

Milk Makeup in 3 of 5e.l.f. Cosmetics in 2 of 5

Who does AI recommend more?

Milk Makeup, named ahead of e.l.f. Cosmetics in 2 of 2 answers

Milk Makeup first in 2e.l.f. Cosmetics never first

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Top makeup primer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Milk Makeup was mentioned in three out of five: in two of the three ChatGPT answers and in one 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. Milk Makeup was listed before e.l.f. Cosmetics in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Smashbox1st
  2. Milk Makeup2nd
  3. e.l.f. Cosmetics3rd
  4. Benefit Cosmetics3rd
  5. NYX Professional Makeup5th
  6. Hourglass6th
  7. MAC–
  8. Charlotte Tilbury–
  9. Laura Mercier–
  10. Fenty Beauty–
  11. +2 more

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

+2 more

See every answer about makeup primer brands

5 answers

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 e.l.f. Cosmetics or Milk Makeup more popular in search?

This chart shows how often people search Google for e.l.f. Cosmetics and Milk Makeup 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.

e.l.f. Cosmetics and Milk Makeup among makeup primer brands worldwide, by month

Share of searches by month for e.l.f. Cosmetics, Milk Makeup. The figures are in the table below the chart.

View monthly share of searches table
Monthe.l.f. CosmeticsBenefit CosmeticsSmashboxMilk MakeupNYX Professional MakeupMACHourglassCharlotte TilburyLaura MercierFenty BeautyRare BeautyToo Faced
Nov 202544.4%12.1%8.7%11.3%8.4%5.6%2.8%2.5%1.7%1.1%0.91%0.5%
Dec 202545.7%11.8%8.6%11.7%8.6%4.7%2.3%2.6%1.7%0.94%0.77%0.62%
Jan 202641%16.5%9.8%10.9%8.1%4.4%2.7%2.4%1.6%0.88%0.88%0.71%
Feb 202642.5%13.4%9.8%13%8%4.4%2.7%2.4%1.6%0.86%0.71%0.71%
Mar 202644.1%13.9%9.3%11.1%8.3%4.6%2.3%2.5%1.7%0.91%0.73%0.6%
Apr 202641.2%12.4%11.5%12.9%7.4%5%3%2.7%1.5%0.98%0.79%0.79%
May 202643%11.1%12.1%11.7%8.1%4.4%2.9%2.4%1.6%1.1%0.87%0.57%
Jun 202644.8%11.6%11.3%11.3%7%4.6%3%2.5%1.7%0.91%0.75%0.5%
Jul 202645.9%11.3%11.1%11.9%6.8%3.7%2.9%2.5%1.6%0.89%0.89%0.58%
Aug 202649.7%10.5%9.3%10.2%7.7%4.2%2.5%2.3%1.5%0.82%0.82%0.54%
Sep 202649.7%10.9%10.1%10%6.6%4.4%2.7%2%1.6%0.86%0.71%0.56%
Oct 202650.6%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 Milk Makeup sell other things too, so only their searches that name this product count here, like “elf primer”.

How has branded search for e.l.f. Cosmetics and Milk Makeup changed worldwide over the last 12 months?

3 findings

How did search popularity change for makeup primer brands worldwide in October 2026?

2 changes

  1. In October 2026, e.l.f. Cosmetics gained share of searches among makeup primer brands worldwide, from 49.7% to 50.6%.

  2. In October 2026, Milk Makeup lost share of searches among makeup primer brands worldwide, from 10% to 8.9%.

How are e.l.f. Cosmetics’ and Milk Makeup’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Milk Makeup’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.

e.l.f. Cosmetics

2 branded search terms

  • elf power grip primer
  • elf primer

Milk Makeup

3 branded search terms

  • milk hydro grip primer
  • milk makeup primer
  • milk primer

How the Brand Demand Index is measured

Other head-to-heads among makeup primer brands

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