Brandwave

Mascara brands:Which brands are most popular in search?

In August 2026, L'Oreal was the most searched among mascara brands worldwide, with an estimated 1M branded searches and 50% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. L'Oreal50%
  2. Maybelline41.2%
  3. Too Faced6.8%
  4. Benefit Cosmetics2%
  5. Essence0.03%

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Share of SearchLeaderboard

Compare the mascara 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 mascara brands worldwide, by month

Share of Search by month for L'Oreal, Maybelline, Too Faced, Benefit Cosmetics. The figures are in the table below the chart.

View monthly share of search table
MonthL'OrealMaybellineToo FacedBenefit CosmeticsEssence
Oct 202549.9%40.9%6.7%2.5%<0.01%
Nov 202544.5%36.4%16.4%2.7%<0.01%
Dec 202548.3%39.6%9.7%2.4%<0.01%
Jan 202653.2%35.9%8.8%2.2%<0.01%
Feb 202655%37.1%6.1%1.8%<0.01%
Mar 202654%36.5%7.3%2.2%<0.01%
Apr 202654.8%36.9%6.1%2.2%<0.01%
May 202654.3%36.6%7.3%1.8%<0.01%
Jun 202650%41.2%6.8%2%0.07%
Jul 202650%41.2%6.8%2%0.04%
Aug 202650%41.2%6.8%2%0.03%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.L'Oreal

    50%

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

  2. 2.Maybelline

    41.2%

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

  3. 3.Too Faced

    6.8%

    Held 3rd. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Benefit Cosmetics

    2%

    Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Essence

    0.03%

    Held 5th. 590 estimated branded searches, -33% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among mascara brands worldwide?

In August 2026, L'Oreal was the most searched among mascara brands worldwide, with an estimated 1M branded searches and 50% estimated Share of Search within this set. Maybelline is in 2nd place, 8.9 percentage points behind at 41.2% Share of Search.

Global mascara brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
L'Oreal49.9% → 50%55%Feb 202644.5%Nov 20251st
Maybelline40.9% → 41.2%41.2%Aug 202635.9%Jan 20262nd
Too Faced6.7% → 6.8%16.4%Nov 20256.1%Apr 20263rd
Benefit Cosmetics2.5% → 2%2.7%Nov 20251.8%May 20264th
Essence<0.01% → 0.03%0.07%Jun 2026<0.01%Feb 20265th

Each finding as a sentence

  • Across the 11 months ending August 2026, L'Oreal’s estimated Share of Search among mascara brands worldwide peaked at 55% in February 2026 and was lowest at 44.5% in November 2025.
  • Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among mascara brands worldwide peaked at 41.2% in August 2026 and was lowest at 35.9% in January 2026.
  • Across the 11 months ending August 2026, Too Faced’s estimated Share of Search among mascara brands worldwide peaked at 16.4% in November 2025 and was lowest at 6.1% in April 2026.
  • Across the 11 months ending August 2026, L'Oreal, Maybelline, Too Faced, Benefit Cosmetics and Essence held steady: their estimated Share of Search among mascara brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for mascara brands worldwide in August 2026?

  1. Maybelline’s estimated Share of Search among mascara brands worldwide has gained ground for 3 months in a row, from 36.6% to 41.2% in August 2026.

  2. Estimated monthly branded searches for Essence worldwide rose 247.1% over 11 measured months, from 170 to 590 in August 2026.

  3. Estimated monthly branded searches for Benefit Cosmetics worldwide fell 33.1% over 11 measured months, from 60.5K to 40.5K in August 2026.

  4. Estimated monthly branded searches for Too Faced worldwide fell 18.2% over 11 measured months, from 165K to 135K in August 2026.

  5. Estimated monthly branded searches for L'Oreal worldwide fell 18% over 11 measured months, from 1.2M to 1M in August 2026.

How the Brand Demand Index is measured

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