---
title: "Mascara brands: Which brands are most popular in search?"
description: "Compare the mascara brands people buy. Share of Search among L'Oreal, Maybelline, Too Faced, Benefit Cosmetics and Essence, the mascara 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/mascara-brands"
publisher: "Brandwave"
---

# Mascara brands: Which brands are most popular in search?

Compare the mascara brands people buy. Share of Search among L'Oreal, Maybelline, Too Faced, Benefit Cosmetics and Essence, the mascara 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**: Mascara brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: L'Oreal, 50%

## 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.
- 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.

## Compare search popularity between leading brands

- [L'Oreal vs Maybelline: compare search popularity](/demand/global-en/compare/l-oreal-vs-maybelline): 50% against 41.2% Share of Search.
- [L'Oreal vs Too Faced: compare search popularity](/demand/global-en/compare/l-oreal-vs-too-faced): 50% against 6.8% Share of Search.
- [L'Oreal vs Benefit Cosmetics: compare search popularity](/demand/global-en/compare/benefit-cosmetics-vs-l-oreal): 50% against 2% Share of Search.
- [Maybelline vs Too Faced: compare search popularity](/demand/global-en/compare/maybelline-vs-too-faced): 41.2% against 6.8% Share of Search.
- [Maybelline vs Benefit Cosmetics: compare search popularity](/demand/global-en/compare/benefit-cosmetics-vs-maybelline): 41.2% against 2% Share of Search.
- [Too Faced vs Benefit Cosmetics: compare search popularity](/demand/global-en/compare/benefit-cosmetics-vs-too-faced): 6.8% against 2% Share of Search.

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

- 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.
- Estimated monthly branded searches for Essence worldwide rose 247.1% over 11 measured months, from 170 to 590 in August 2026.
- Estimated monthly branded searches for Benefit Cosmetics worldwide fell 33.1% over 11 measured months, from 60.5K to 40.5K in August 2026.
- Estimated monthly branded searches for Too Faced worldwide fell 18.2% over 11 measured months, from 165K to 135K in August 2026.
- Estimated monthly branded searches for L'Oreal worldwide fell 18% over 11 measured months, from 1.2M to 1M in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | L'Oreal | 50% | 1M | 0.0% | L'Oreal |
| 2 | Maybelline | 41.2% | 823K | 0.0% | Maybelline |
| 3 | Too Faced | 6.8% | 135K | 0.0% | Too Faced |
| 4 | Benefit Cosmetics | 2% | 40.5K | 0.0% | Benefit Cosmetics |
| 5 | Essence | 0.03% | 590 | -33.0% | Essence |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | L'Oreal | 1.2M | 49.9% | 1 |
| Oct 2025 | Maybelline | 1M | 40.9% | 2 |
| Oct 2025 | Too Faced | 165K | 6.7% | 3 |
| Oct 2025 | Benefit Cosmetics | 60.5K | 2.5% | 4 |
| Oct 2025 | Essence | 170 | <0.01% | 5 |
| Nov 2025 | L'Oreal | 1.2M | 44.5% | 1 |
| Nov 2025 | Maybelline | 1M | 36.4% | 2 |
| Nov 2025 | Too Faced | 450K | 16.4% | 3 |
| Nov 2025 | Benefit Cosmetics | 74K | 2.7% | 4 |
| Nov 2025 | Essence | 210 | <0.01% | 5 |
| Dec 2025 | L'Oreal | 1.2M | 48.3% | 1 |
| Dec 2025 | Maybelline | 1M | 39.6% | 2 |
| Dec 2025 | Too Faced | 246K | 9.7% | 3 |
| Dec 2025 | Benefit Cosmetics | 60.5K | 2.4% | 4 |
| Dec 2025 | Essence | 210 | <0.01% | 5 |
| Jan 2026 | L'Oreal | 1.2M | 53.2% | 1 |
| Jan 2026 | Maybelline | 823K | 35.9% | 2 |
| Jan 2026 | Too Faced | 201K | 8.8% | 3 |
| Jan 2026 | Benefit Cosmetics | 49.5K | 2.2% | 4 |
| Jan 2026 | Essence | 170 | <0.01% | 5 |
| Feb 2026 | L'Oreal | 1.2M | 55% | 1 |
| Feb 2026 | Maybelline | 823K | 37.1% | 2 |
| Feb 2026 | Too Faced | 135K | 6.1% | 3 |
| Feb 2026 | Benefit Cosmetics | 40.5K | 1.8% | 4 |
| Feb 2026 | Essence | 140 | <0.01% | 5 |
| Mar 2026 | L'Oreal | 1.2M | 54% | 1 |
| Mar 2026 | Maybelline | 823K | 36.5% | 2 |
| Mar 2026 | Too Faced | 165K | 7.3% | 3 |
| Mar 2026 | Benefit Cosmetics | 49.5K | 2.2% | 4 |
| Mar 2026 | Essence | 170 | <0.01% | 5 |
| Apr 2026 | L'Oreal | 1.2M | 54.8% | 1 |
| Apr 2026 | Maybelline | 823K | 36.9% | 2 |
| Apr 2026 | Too Faced | 135K | 6.1% | 3 |
| Apr 2026 | Benefit Cosmetics | 49.5K | 2.2% | 4 |
| Apr 2026 | Essence | 170 | <0.01% | 5 |
| May 2026 | L'Oreal | 1.2M | 54.3% | 1 |
| May 2026 | Maybelline | 823K | 36.6% | 2 |
| May 2026 | Too Faced | 165K | 7.3% | 3 |
| May 2026 | Benefit Cosmetics | 40.5K | 1.8% | 4 |
| May 2026 | Essence | 170 | <0.01% | 5 |
| Jun 2026 | L'Oreal | 1M | 50% | 1 |
| Jun 2026 | Maybelline | 823K | 41.2% | 2 |
| Jun 2026 | Too Faced | 135K | 6.8% | 3 |
| Jun 2026 | Benefit Cosmetics | 40.5K | 2% | 4 |
| Jun 2026 | Essence | 1.3K | 0.07% | 5 |
| Jul 2026 | L'Oreal | 1M | 50% | 1 |
| Jul 2026 | Maybelline | 823K | 41.2% | 2 |
| Jul 2026 | Too Faced | 135K | 6.8% | 3 |
| Jul 2026 | Benefit Cosmetics | 40.5K | 2% | 4 |
| Jul 2026 | Essence | 880 | 0.04% | 5 |
| Aug 2026 | L'Oreal | 1M | 50% | 1 |
| Aug 2026 | Maybelline | 823K | 41.2% | 2 |
| Aug 2026 | Too Faced | 135K | 6.8% | 3 |
| Aug 2026 | Benefit Cosmetics | 40.5K | 2% | 4 |
| Aug 2026 | Essence | 590 | 0.03% | 5 |
| Sep 2026 | Benefit Cosmetics | — | — | — |
| Sep 2026 | Essence | — | — | — |
| Sep 2026 | L'Oreal | — | — | — |
| Sep 2026 | Maybelline | — | — | — |
| Sep 2026 | Too Faced | — | — | — |

## What is being compared

- **Benefit Cosmetics**: Measured on the search term “benefit cosmetics”.
- **Essence**: Measured on the search term “essence nz”.
- **L'Oreal**: Measured on the search term “loreal”.
- **Maybelline**: Measured on the search term “maybelline”.
- **Too Faced**: Measured on the search term “too faced”.

- [Benefit Cosmetics](/demand/global-en/brands/benefit-cosmetics)
- [Essence](/demand/global-en/brands/essence-makeup)
- [L'Oreal](/demand/global-en/brands/l-oreal)
- [Maybelline](/demand/global-en/brands/maybelline)
- [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 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Mascara brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/mascara-brands

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