Brandwave

e.l.f. Cosmetics vs Glossier:Which is more popular?

In October 2026, e.l.f. Cosmetics had more branded searches than Glossier among lip gloss brands worldwide. e.l.f. Cosmetics had about 110,000 branded searches, while Glossier had 6,600. e.l.f. Cosmetics made up 21.2% of all lip gloss brand searches we track, and Glossier accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about lip gloss brands, e.l.f. Cosmetics appeared in one of the five answers and Glossier in none.

Among lip gloss brands worldwide in October 2026

Who do people search for more?

e.l.f. Cosmetics, about 17 searches for every 1 for Glossier

e.l.f. Cosmetics 110K searchesGlossier 6.6K searches

Who does AI mention more?

e.l.f. Cosmetics, mentioned in 1 of 5 answers, Glossier in 0

e.l.f. Cosmetics in 1 of 5Glossier in 0 of 5

Follow e.l.f. Cosmetics vs Glossier and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top lip gloss brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, e.l.f. Cosmetics was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Glossier did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. NYX Professional Makeup1st
  2. Fenty Beauty2nd
  3. Maybelline3rd
  4. MAC4th
  5. Huda Beauty5th
  6. Lancôme6th
  7. e.l.f. Cosmetics7th
  8. rhode–
  9. Too Faced–
  10. +3 more
  11. Glossier–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • NYX Professional Makeup5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fenty Beauty4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Maybelline3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Huda Beauty2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • e.l.f. Cosmetics1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lancôme1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BUXOM1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • rhode0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Glossier0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about lip gloss brands

5 answers

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 26, 2026.

Is e.l.f. Cosmetics or Glossier more popular in search?

This chart shows how often people search Google for e.l.f. Cosmetics and Glossier by name. Each line represents a brand's share of searches for all 13 lip gloss brands we track, month by month, from English-language searches worldwide.

e.l.f. Cosmetics and Glossier among lip gloss brands worldwide, by month

Share of searches by month for e.l.f. Cosmetics, Glossier. The figures are in the table below the chart.

View monthly share of searches table
Monthrhodee.l.f. CosmeticsNYX Professional MakeupMaybellineHuda BeautyMACFenty BeautyLancômeToo FacedCharlotte TilburyRare BeautyBUXOMGlossier
Nov 202526.2%17.5%11.8%9.6%4.3%5.3%5.3%4.3%5.3%2.9%2.4%2.4%2.9%
Dec 202525.3%20.7%11.3%9.3%3.4%5.1%5.1%4.2%5.1%3.4%2.3%2.3%2.8%
Jan 202623.2%19.1%12.8%10.5%4.7%5.7%4.7%3.8%5.7%2.6%2.6%2.1%2.6%
Feb 202621.8%21.8%11.9%11.9%3.6%4.4%4.4%5.3%5.3%2.4%2.9%1.9%2.4%
Mar 202621.2%17.3%14.1%11.6%4.2%5.2%4.2%7.7%5.2%2.3%2.3%2.3%2.3%
Apr 202625%16.8%11.3%13.8%4.1%5.1%4.1%5.1%6.2%2.3%2.3%2.3%1.8%
May 202621.7%17.8%11.9%14.5%5.3%6.5%3.6%4.3%5.3%2.4%2.4%2.4%1.9%
Jun 202623.6%15.8%10.6%15.8%4.7%5.8%3.9%5.8%4.7%2.6%2.6%2.1%2.1%
Jul 202621.1%17.2%11.5%17.2%4.2%6.3%4.2%5.2%4.2%2.3%2.8%1.9%1.9%
Aug 202623.9%16.1%13.2%16.1%4.8%4.8%3.9%3.9%3.9%2.6%2.6%2.2%1.8%
Sep 202625.2%16.9%13.9%13.9%5.1%5.1%3.4%4.1%4.1%2.3%2.3%2.3%1.5%
Oct 202626%21.2%14.3%11.7%4.3%4.3%3.5%3.5%3.5%2.3%2.3%1.9%1.3%

e.l.f. Cosmetics sells other things too, so only its searches that name this product count here, like “elf lip gloss”.

How has branded search for e.l.f. Cosmetics and Glossier changed worldwide over the last 12 months?

3 findings
  • e.l.f. Cosmetics was ahead of Glossier in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, e.l.f. Cosmetics’ share of searches among lip gloss brands worldwide moved from 17.5% to 21.2%, and its estimated monthly branded searches held steady at 110K.
  • Across the 12 months ending October 2026, Glossier’s share of searches among lip gloss brands worldwide moved from 2.9% to 1.3%, and its estimated monthly branded searches moved from 18.1K to 6.6K.

How did search popularity change for lip gloss brands worldwide in October 2026?

2 changes

  1. In October 2026, e.l.f. Cosmetics gained share of searches among lip gloss brands worldwide, from 16.9% to 21.2%.

  2. Glossier’s share of searches among lip gloss brands worldwide has lost ground for 3 months in a row, from 1.9% to 1.3% in October 2026.

How are e.l.f. Cosmetics’ and Glossier’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Glossier’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.

e.l.f. Cosmetics

1 branded search term

  • elf lip gloss

Glossier

1 branded search term

  • glossier lip gloss

How the Brand Demand Index is measured

Other head-to-heads among lip gloss brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free