Banila Co vs e.l.f.:Which is more popular?
In September 2026, e.l.f. had more branded searches than Banila Co among cleansing balm brands worldwide. e.l.f. had about 165,000 branded searches, while Banila Co had 45,200. e.l.f. made up 12.1% of all cleansing balm brand searches we track, and Banila Co accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about cleansing balm brands, Banila Co appeared in all five answers and e.l.f. in three. Banila Co was mentioned before e.l.f. in four out of five answers.
Who do people search for more?
e.l.f., about 4 searches for every 1 for Banila Co
Who does AI mention more?
Banila Co, mentioned in every answer we collected
Who does AI recommend more?
Banila Co, named ahead of e.l.f. in 4 of 5 answers
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Top cleansing balm brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Banila Co appeared in all five answers. e.l.f. was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Banila Co was listed before e.l.f. in four out of five 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.
- Banila Co5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Clinique4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Farmacy4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- e.l.f.3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Elemis2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Beauty of Joseon1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Heimish0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about cleansing balm brands
5 answers
Asked ChatGPT
“Which cleansing balm brand should I buy?”
Asked ChatGPT
“What are the best cleansing balm brands?”
Asked ChatGPT
“What's the best cleansing balm brand for makeup removal?”
Searched Google, AI Overview
“best cleansing balm”
Searched Google, AI Overview
“cleansing balm for dry skin”
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 20, 2026.
Is Banila Co or e.l.f. more popular in search?
This chart shows how often people search Google for Banila Co and e.l.f. by name. Each line represents a brand's share of searches for all seven cleansing balm brands we track, month by month, from English-language searches worldwide.
Share of searches by month for e.l.f., Banila Co. The figures are in the table below the chart.
View monthly share of searches table
| Month | Clinique | Elemis | e.l.f. | Banila Co | Beauty of Joseon | Heimish | Farmacy |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 58.6% | 21.4% | 14.3% | 3.4% | 0.58% | 1.1% | 0.58% |
| Nov 2025 | 56.1% | 31% | 9.3% | 2.2% | 0.37% | 0.68% | 0.37% |
| Dec 2025 | 60.8% | 22.4% | 12.2% | 2.9% | 0.49% | 0.74% | 0.49% |
| Jan 2026 | 51.2% | 34.2% | 10.3% | 2.6% | 0.5% | 0.75% | 0.41% |
| Feb 2026 | 62% | 18.5% | 12.4% | 4.7% | 0.75% | 1.1% | 0.5% |
| Mar 2026 | 60.1% | 22% | 12% | 3.7% | 0.59% | 1.1% | 0.48% |
| Apr 2026 | 54.1% | 29.6% | 10.9% | 3.4% | 0.53% | 0.97% | 0.53% |
| May 2026 | 55.9% | 25% | 13.7% | 3.3% | 0.67% | 1% | 0.45% |
| Jun 2026 | 60.4% | 18% | 14.8% | 4.3% | 0.73% | 1.1% | 0.59% |
| Jul 2026 | 46.3% | 37.8% | 11.3% | 2.7% | 0.56% | 0.83% | 0.45% |
| Aug 2026 | 52.5% | 28.7% | 12.9% | 3.7% | 0.63% | 0.94% | 0.52% |
| Sep 2026 | 49.5% | 33.1% | 12.1% | 3.3% | 0.73% | 0.73% | 0.4% |
How has the Banila Co and e.l.f. comparison changed over the last 12 months?
3 findings
- e.l.f. was ahead of Banila Co in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Banila Co’s share of searches among cleansing balm brands worldwide moved from 3.4% to 3.3%, and its estimated monthly branded searches moved from 47.9K to 45.2K.
- Across the 12 months ending September 2026, e.l.f.’s share of searches among cleansing balm brands worldwide moved from 14.3% to 12.1%, and its estimated monthly branded searches moved from 201K to 165K.
How did search popularity change for cleansing balm brands worldwide in September 2026?
1 change
In September 2026, e.l.f. lost share of searches among cleansing balm brands worldwide, from 12.9% to 12.1%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Banila Co’s and e.l.f.’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.
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