ColourPop vs e.l.f.:Which is more popular?
In September 2026, ColourPop had more branded searches than e.l.f. among eyeshadow palette brands worldwide. ColourPop had about 201,000 branded searches, while e.l.f. had 165,000. ColourPop made up 6.4% of all eyeshadow palette brand searches we track, and e.l.f. accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about eyeshadow palette brands, ColourPop and e.l.f. each appeared in four of the five answers. ColourPop was mentioned before e.l.f. in three out of four answers.
Who do people search for more?
ColourPop, about 22% more searches than e.l.f.
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
ColourPop, named ahead of e.l.f. in 3 of 4 answers
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Top eyeshadow palette brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ColourPop was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. e.l.f. was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. ColourPop was listed before e.l.f. in three out of four 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.
Anastasia Beverly Hills5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- ColourPop4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
e.l.f.4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Natasha Denona4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Huda Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
MAC1 of 5Named in 1 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
Bobbi Brown0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about eyeshadow palette brands
5 answers
Asked ChatGPT
“Which eyeshadow palette brand should I buy?”
Asked ChatGPT
“What are the best eyeshadow palette brands?”
Asked ChatGPT
“What's the best eyeshadow palette brand for everyday makeup?”
Searched Google, AI Overview
“neutral eyeshadow palette”
Searched Google, AI Overview
“pigmented eyeshadow palette”
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 ColourPop or e.l.f. more popular in search?
This chart shows how often people search Google for ColourPop and e.l.f. by name. Each line represents a brand's share of searches for all eight eyeshadow palette brands we track, month by month, from English-language searches worldwide.
Share of searches by month for ColourPop, e.l.f.. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Huda Beauty | Bobbi Brown | ColourPop | Anastasia Beverly Hills | e.l.f. | Natasha Denona | MAC |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.5% | 26.4% | 9.7% | 6.5% | 7.9% | 5.3% | 4.4% | 0.32% |
| Nov 2025 | 37.4% | 45.7% | 5% | 3.4% | 3.4% | 2.2% | 2.7% | 0.2% |
| Dec 2025 | 54.4% | 19.8% | 7.3% | 6% | 4.9% | 4% | 3.3% | 0.36% |
| Jan 2026 | 38.1% | 31% | 9.4% | 7.7% | 5.1% | 4.2% | 4.2% | 0.31% |
| Feb 2026 | 41.6% | 28% | 8.4% | 6.8% | 5.6% | 4.6% | 4.6% | 0.34% |
| Mar 2026 | 46.9% | 21.1% | 9.4% | 7.7% | 5.2% | 5.2% | 4.2% | 0.38% |
| Apr 2026 | 43.3% | 23.9% | 8.7% | 7.1% | 5.9% | 5.9% | 4.8% | 0.35% |
| May 2026 | 42.8% | 23.6% | 8.6% | 7.1% | 5.8% | 7.1% | 4.7% | 0.35% |
| Jun 2026 | 46.3% | 20.9% | 9.3% | 7.6% | 5.1% | 6.3% | 4.2% | 0.38% |
| Jul 2026 | 47.8% | 21.4% | 7.8% | 7.8% | 5.3% | 5.3% | 4.3% | 0.32% |
| Aug 2026 | 46.2% | 25.3% | 7.6% | 6.2% | 5.1% | 5.1% | 4.2% | 0.37% |
| Sep 2026 | 48% | 21.5% | 7.9% | 6.4% | 5.3% | 5.3% | 5.3% | 0.39% |
How has the ColourPop and e.l.f. comparison changed over the last 12 months?
3 findings
- ColourPop was ahead of e.l.f. in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ColourPop’s share of searches among eyeshadow palette brands worldwide moved from 6.5% to 6.4%, and its estimated monthly branded searches moved from 246K to 201K.
- Across the 12 months ending September 2026, e.l.f.’s share of searches among eyeshadow palette brands worldwide held steady at 5.3%, and its estimated monthly branded searches moved from 201K to 165K.
How did search popularity change for eyeshadow palette brands worldwide in September 2026?
2 changes
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ColourPop’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.
Other head-to-heads among eyeshadow palette brands
- Charlotte Tilbury vs Huda Beauty: compare popularity
- Charlotte Tilbury vs Bobbi Brown: compare popularity
- Charlotte Tilbury vs ColourPop: compare popularity
- Charlotte Tilbury vs Anastasia Beverly Hills: compare popularity
- Huda Beauty vs Bobbi Brown: compare popularity
- Huda Beauty vs ColourPop: compare popularity
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