e.l.f. Cosmetics vs Kosas:Which is searched more?
In September 2026, e.l.f. Cosmetics had more branded searches than Kosas among makeup and cosmetics brands worldwide. e.l.f. Cosmetics was estimated to have 165K branded searches compared to Kosas’ 74K, and held a 2.1% Share of Search versus Kosas’ 0.95%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, e.l.f. Cosmetics or Kosas?
Compare the makeup and cosmetics 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 e.l.f. Cosmetics, Kosas. The figures are in the table below the chart.
View monthly share of search table
| Month | Charlotte Tilbury | Estée Lauder | Maybelline | Hourglass | Huda Beauty | Rare Beauty | Fenty Beauty | L'Oréal Paris | Bobbi Brown | Makeup by Mario | Tarte | ColourPop | Revlon | e.l.f. Cosmetics | Kylie Cosmetics | Kosas |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 15.1% | 12.3% | 10.1% | 5.5% | 10.1% | 8.3% | 6.8% | 3% | 3.7% | 2.5% | 3.7% | 2.5% | 2.5% | 2% | 5.5% | 0.91% |
| Nov 2025 | 19.9% | 10.9% | 6% | 4% | 24.3% | 7.3% | 4.9% | 1.8% | 2.7% | 2.7% | 2.7% | 1.8% | 1.5% | 1.2% | 2.2% | 0.8% |
| Dec 2025 | 23.5% | 12.9% | 8.6% | 4.7% | 8.6% | 8.6% | 5.8% | 2.6% | 3.2% | 2.6% | 3.2% | 2.6% | 2.1% | 1.7% | 2.6% | 0.78% |
| Jan 2026 | 15.3% | 10.2% | 8.4% | 5.6% | 12.4% | 8.4% | 5.6% | 3.8% | 3.8% | 2.5% | 3.1% | 3.1% | 2.5% | 1.7% | 6.9% | 0.92% |
| Feb 2026 | 15% | 12.3% | 10.1% | 5.5% | 10.1% | 8.3% | 6.8% | 3% | 3% | 2.5% | 3% | 2.5% | 2.5% | 1.7% | 6.8% | 0.91% |
| Mar 2026 | 17.3% | 14.1% | 9.5% | 6.3% | 7.8% | 7.8% | 6.3% | 3.5% | 3.5% | 3.5% | 3.5% | 2.8% | 2.3% | 1.9% | 2.8% | 1% |
| Apr 2026 | 15.7% | 12.9% | 10.6% | 7.1% | 8.7% | 8.7% | 7.1% | 3.2% | 3.2% | 3.2% | 2.6% | 2.6% | 2.6% | 2.1% | 2.1% | 1.2% |
| May 2026 | 14.8% | 12.1% | 10% | 6.7% | 8.2% | 6.7% | 5.5% | 3% | 3% | 3% | 8.2% | 2.4% | 2.4% | 2.4% | 4.5% | 1.1% |
| Jun 2026 | 17.3% | 11.7% | 11.7% | 6.4% | 7.8% | 6.4% | 5.2% | 3.5% | 3.5% | 2.8% | 3.5% | 2.8% | 2.3% | 2.3% | 5.2% | 1.3% |
| Jul 2026 | 19.6% | 10.8% | 10.8% | 5.9% | 8.8% | 8.8% | 5.9% | 3.2% | 3.2% | 2.6% | 3.2% | 3.2% | 2.6% | 2.2% | 2.2% | 0.97% |
| Aug 2026 | 19.5% | 10.7% | 10.7% | 5.8% | 10.7% | 7.1% | 5.8% | 3.2% | 3.2% | 3.2% | 3.2% | 2.6% | 2.6% | 2.1% | 2.1% | 1.2% |
| Sep 2026 | 19.2% | 10.6% | 10.6% | 8.6% | 8.6% | 7.1% | 5.8% | 3.9% | 3.2% | 3.2% | 3.2% | 2.6% | 2.6% | 2.1% | 2.1% | 0.95% |
How has the e.l.f. Cosmetics and Kosas comparison changed over the last 12 months?
3 findings
- e.l.f. Cosmetics was ahead of Kosas in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, e.l.f. Cosmetics’ estimated Share of Search among makeup and cosmetics brands worldwide moved from 2% to 2.1%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 12 months ending September 2026, Kosas’ estimated Share of Search among makeup and cosmetics brands worldwide moved from 0.91% to 0.95%, and its estimated monthly branded searches moved from 90.5K to 74K.
How did search popularity change for makeup and cosmetics brands worldwide in September 2026?
2 changes
In September 2026, Kosas fell from 17th to 18th among makeup and cosmetics brands worldwide.
Estimated monthly branded searches for e.l.f. Cosmetics worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.
Other head-to-heads among makeup and cosmetics brands
Charlotte Tilbury vs Estée Lauder: compare search popularity
Charlotte Tilbury vs Maybelline: compare search popularity
Charlotte Tilbury vs Hourglass: compare search popularity
Charlotte Tilbury vs Huda Beauty: compare search popularity- Estée Lauder vs Maybelline: compare search popularity
- Estée Lauder vs Hourglass: compare search popularity
How each brand is measured
Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Kosas’ 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
- e l f cosmetics
Kosas
1 branded search term
- kosas
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