e.l.f. Cosmetics vs Morphe:Which is more popular?
In October 2026, Morphe had more branded searches than e.l.f. Cosmetics among makeup and cosmetics brands worldwide. Morphe had about 550,000 branded searches, while e.l.f. Cosmetics had 165,000. Morphe made up 5.3% of all makeup and cosmetics brand searches we track, and e.l.f. Cosmetics accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about makeup and cosmetics brands, e.l.f. Cosmetics appeared in four of the five answers and Morphe in none.
Who do people search for more?
Morphe, about 3 searches for every 1 for e.l.f. Cosmetics
Who does AI mention more?
e.l.f. Cosmetics, mentioned in 4 of 5 answers, Morphe in 0
Who does AI recommend more?
e.l.f. Cosmetics, the only one of the two named
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Top makeup and cosmetics brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, e.l.f. Cosmetics was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Morphe 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Rare Beauty5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Maybelline4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Fenty Beauty4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- e.l.f. Cosmetics4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Charlotte Tilbury3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
NYX Professional Makeup2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Clinique2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
L'Oréal Paris2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Makeup by Mario2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Morphe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about makeup and cosmetics brands
5 answers
Asked ChatGPT
“Which makeup and cosmetics brand should I buy?”
Asked ChatGPT
“What are the best makeup and cosmetics brands?”
Asked ChatGPT
“What's the best makeup and cosmetics brand for everyday wear?”
Searched Google, AI Overview
“makeup brands”
Searched Google, AI Overview
“cosmetics brands”
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 19, 2026.
Is e.l.f. Cosmetics or Morphe more popular in search?
This chart shows how often people search Google for e.l.f. Cosmetics and Morphe by name. Each line represents a brand's share of searches for all 28 makeup and cosmetics brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Morphe, e.l.f. Cosmetics. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Estée Lauder | Huda Beauty | Maybelline | NYX Professional Makeup | Clinique | Rare Beauty | Fenty Beauty | Morphe | Kylie Cosmetics | L'Oréal Paris | Makeup by Mario | NARS | Bobbi Brown | ColourPop | e.l.f. Cosmetics |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 17.2% | 9.4% | 21% | 5.1% | 5.6% | 6.3% | 6.3% | 4.2% | 1.3% | 1.9% | 1.5% | 2.3% | 3.5% | 2.3% | 1.5% | 1% |
| Dec 2025 | 19.9% | 10.9% | 7.3% | 7.3% | 6.6% | 7.3% | 7.3% | 4.9% | 1.8% | 2.2% | 2.2% | 2.2% | 3.3% | 2.7% | 2.2% | 1.5% |
| Jan 2026 | 12.9% | 8.6% | 10.5% | 7.1% | 7.8% | 7.1% | 7.1% | 4.7% | 2.1% | 5.8% | 3.2% | 2.1% | 3.2% | 3.2% | 2.6% | 1.4% |
| Feb 2026 | 12.6% | 10.4% | 8.5% | 8.5% | 7.8% | 7% | 7% | 5.7% | 2.1% | 5.7% | 2.5% | 2.1% | 3.1% | 2.5% | 2.1% | 1.4% |
| Mar 2026 | 14.4% | 11.7% | 6.4% | 7.9% | 7.2% | 7.9% | 6.4% | 5.3% | 2.9% | 2.4% | 2.9% | 2.9% | 3.5% | 2.9% | 2.4% | 1.6% |
| Apr 2026 | 13% | 10.6% | 7.2% | 8.7% | 8% | 8.7% | 7.2% | 5.8% | 3.2% | 1.8% | 2.6% | 2.6% | 3.2% | 2.6% | 2.1% | 1.8% |
| May 2026 | 12.2% | 10% | 6.7% | 8.2% | 7.5% | 8.2% | 5.5% | 4.5% | 3% | 3.7% | 2.5% | 2.5% | 3.7% | 2.5% | 2% | 2% |
| Jun 2026 | 14% | 9.5% | 6.3% | 9.5% | 8.6% | 7.7% | 5.2% | 4.2% | 3.5% | 4.2% | 2.8% | 2.3% | 3.5% | 2.8% | 2.3% | 1.9% |
| Jul 2026 | 16.1% | 8.8% | 7.2% | 8.8% | 8% | 7.2% | 7.2% | 4.8% | 3.2% | 1.8% | 2.6% | 2.2% | 3.2% | 2.6% | 2.6% | 1.8% |
| Aug 2026 | 15.9% | 8.7% | 8.7% | 8.7% | 8% | 7.2% | 5.8% | 4.8% | 3.9% | 1.8% | 2.6% | 2.6% | 3.2% | 2.6% | 2.1% | 1.8% |
| Sep 2026 | 16.2% | 8.9% | 7.2% | 8.9% | 6.7% | 7.2% | 5.9% | 4.8% | 4.8% | 1.8% | 3.2% | 2.6% | 3.2% | 2.6% | 2.2% | 1.8% |
| Oct 2026 | 14.4% | 9.6% | 7.9% | 7.9% | 7.2% | 6.4% | 6.4% | 5.3% | 5.3% | 3.5% | 2.9% | 2.9% | 2.9% | 2.4% | 2.4% | 1.6% |
How has branded search for e.l.f. Cosmetics and Morphe changed worldwide over the last 12 months?
3 findings
- Morphe was ahead of e.l.f. Cosmetics 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 makeup and cosmetics brands worldwide moved from 1% to 1.6%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 12 months ending October 2026, Morphe’s share of searches among makeup and cosmetics brands worldwide moved from 1.3% to 5.3%, and its estimated monthly branded searches moved from 246K to 550K.
How did search popularity change for makeup and cosmetics brands worldwide in October 2026?
3 changes
In October 2026, Kylie Cosmetics overtook L'Oréal Paris and 7 others to rank 10th among makeup and cosmetics brands worldwide, with 3.5% of the searches.
Morphe’s share of searches among makeup and cosmetics brands worldwide has gained ground for 3 months in a row, from 3.2% to 5.3% in October 2026.
Estimated monthly branded searches for e.l.f. Cosmetics worldwide fell 17.9% over 12 measured months, from 201K to 165K in October 2026.
How are e.l.f. Cosmetics’ and Morphe’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Morphe’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
- e l f cosmetics
Morphe
1 branded search term
- morphe
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