Benefit Cosmetics vs Maybelline:Which is more popular by branded search?
In August 2026, Maybelline had more branded searches than Benefit Cosmetics among mascara brands worldwide. Maybelline was estimated to have 823K branded searches compared to Benefit Cosmetics’ 40.5K, and held a 41.2% Share of Search versus Benefit Cosmetics’ 2%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Benefit Cosmetics or Maybelline?
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 by month for Maybelline, Benefit Cosmetics. The figures are in the table below the chart.
View monthly share of search table
| Month | L'Oreal | Maybelline | Too Faced | Benefit Cosmetics | Essence |
|---|---|---|---|---|---|
| Oct 2025 | 49.9% | 40.9% | 6.7% | 2.5% | <0.01% |
| Nov 2025 | 44.5% | 36.4% | 16.4% | 2.7% | <0.01% |
| Dec 2025 | 48.3% | 39.6% | 9.7% | 2.4% | <0.01% |
| Jan 2026 | 53.2% | 35.9% | 8.8% | 2.2% | <0.01% |
| Feb 2026 | 55% | 37.1% | 6.1% | 1.8% | <0.01% |
| Mar 2026 | 54% | 36.5% | 7.3% | 2.2% | <0.01% |
| Apr 2026 | 54.8% | 36.9% | 6.1% | 2.2% | <0.01% |
| May 2026 | 54.3% | 36.6% | 7.3% | 1.8% | <0.01% |
| Jun 2026 | 50% | 41.2% | 6.8% | 2% | 0.07% |
| Jul 2026 | 50% | 41.2% | 6.8% | 2% | 0.04% |
| Aug 2026 | 50% | 41.2% | 6.8% | 2% | 0.03% |
| Sep 2026 | — | — | — | — | — |
How has the Benefit Cosmetics and Maybelline comparison changed over the last 12 months?
3 findings
- Maybelline was ahead of Benefit Cosmetics in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Benefit Cosmetics’ estimated Share of Search among mascara brands worldwide moved from 2.5% to 2%, and its estimated monthly branded searches moved from 60.5K to 40.5K.
- Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among mascara brands worldwide moved from 40.9% to 41.2%, and its estimated monthly branded searches moved from 1M to 823K.
How did search popularity change for mascara brands worldwide in August 2026?
2 changes
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 Benefit Cosmetics worldwide fell 33.1% over 11 measured months, from 60.5K to 40.5K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Benefit Cosmetics’ and Maybelline’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.
Benefit Cosmetics
1 branded search term
- benefit cosmetics
Maybelline
1 branded search term
- maybelline
Put your own brand in this comparison
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