e.l.f. Cosmetics vs Natasha Denona:Which is more popular?
In September 2026, e.l.f. Cosmetics and Natasha Denona were level in searches among eyeshadow brands worldwide, with an estimated 165K branded searches each, at 3.1% of the total each. When we asked ChatGPT and Google AI Overviews about eyeshadow brands, e.l.f. Cosmetics appeared in all five answers and Natasha Denona in two. e.l.f. Cosmetics was mentioned before Natasha Denona in four out of five answers.
Who do people search for more?
e.l.f. Cosmetics and Natasha Denona are searched for about as often as each other.
Who does AI mention more?
e.l.f. Cosmetics, mentioned in every answer we collected
Who does AI recommend more?
e.l.f. Cosmetics, named ahead of Natasha Denona in 4 of 5 answers
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Top eyeshadow brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, e.l.f. Cosmetics appeared in all five answers. Natasha Denona was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. e.l.f. Cosmetics was listed before Natasha Denona in four out of 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.
- e.l.f. Cosmetics5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
ColourPop3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Anastasia Beverly Hills3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Urban Decay3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Makeup by Mario2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Natasha Denona2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pat McGrath Labs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Maybelline1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bobbi Brown1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
MAC1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about eyeshadow brands
5 answers
Asked ChatGPT
“Which eyeshadow brand should I buy?”
Asked ChatGPT
“What are the best eyeshadow brands?”
Asked ChatGPT
“What's the best eyeshadow brand for everyday makeup?”
Searched Google, AI Overview
“best eyeshadow brand”
Searched Google, AI Overview
“eyeshadow for beginners”
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 e.l.f. Cosmetics or Natasha Denona more popular in search?
This chart shows how often people search Google for e.l.f. Cosmetics and Natasha Denona by name. Each line represents a brand's share of searches for all 15 eyeshadow brands we track, month by month, from English-language searches worldwide.
Share of searches by month for e.l.f. Cosmetics, Natasha Denona. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tom Ford | Estée Lauder | Maybelline | Clinique | NARS | Bobbi Brown | Makeup by Mario | ColourPop | Anastasia Beverly Hills | e.l.f. Cosmetics | Natasha Denona | Too Faced | Urban Decay | MAC | Pat McGrath Labs |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18.8% | 18.8% | 15.4% | 12.7% | 5.7% | 5.7% | 3.8% | 3.8% | 4.6% | 3.1% | 2.5% | 2.5% | 2.1% | 0.34% | 0.28% |
| Nov 2025 | 14.3% | 21.4% | 11.7% | 14.3% | 7.9% | 5.3% | 5.3% | 3.5% | 3.5% | 2.3% | 2.9% | 5.3% | 1.9% | 0.32% | 0.32% |
| Dec 2025 | 20.1% | 20.1% | 13.4% | 13.4% | 6% | 4.9% | 4% | 4% | 3.3% | 2.7% | 2.2% | 3.3% | 1.8% | 0.3% | 0.36% |
| Jan 2026 | 20.1% | 16.5% | 13.6% | 13.6% | 6.1% | 6.1% | 4.1% | 5% | 3.3% | 2.7% | 2.7% | 3.3% | 1.8% | 0.37% | 0.82% |
| Feb 2026 | 19.4% | 19.4% | 16% | 13.1% | 5.8% | 4.8% | 3.9% | 3.9% | 3.2% | 2.6% | 2.6% | 2.6% | 1.8% | 0.35% | 0.53% |
| Mar 2026 | 17.1% | 20.8% | 14% | 14% | 6.3% | 5.1% | 5.1% | 4.2% | 2.8% | 2.8% | 2.3% | 2.8% | 1.9% | 0.31% | 0.31% |
| Apr 2026 | 18.6% | 18.6% | 15.3% | 15.3% | 5.6% | 4.6% | 4.6% | 3.7% | 3.1% | 3.1% | 2.5% | 2.5% | 2% | 0.34% | 0.27% |
| May 2026 | 18.1% | 18.1% | 14.9% | 14.9% | 6.7% | 4.5% | 4.5% | 3.6% | 3% | 3.6% | 2.4% | 3% | 2% | 0.33% | 0.27% |
| Jun 2026 | 17.2% | 17.2% | 17.2% | 14.1% | 6.3% | 5.2% | 4.2% | 4.2% | 2.8% | 3.5% | 2.3% | 2.8% | 2.3% | 0.31% | 0.25% |
| Jul 2026 | 19.9% | 16.3% | 16.3% | 13.4% | 6% | 4.9% | 4% | 4.9% | 3.3% | 3.3% | 2.7% | 2.7% | 1.8% | 0.36% | 0.24% |
| Aug 2026 | 19.8% | 16.3% | 16.3% | 13.3% | 6% | 4.9% | 4.9% | 4% | 3.3% | 3.3% | 2.7% | 2.7% | 2.2% | 0.44% | 0.24% |
| Sep 2026 | 23.1% | 15.6% | 15.6% | 12.7% | 5.7% | 4.7% | 4.7% | 3.8% | 3.1% | 3.1% | 3.1% | 2.6% | 1.7% | 0.42% | 0.23% |
How has the e.l.f. Cosmetics and Natasha Denona comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Natasha Denona took it in November 2025, e.l.f. Cosmetics took it in December 2025.
- Across the 12 months ending September 2026, e.l.f. Cosmetics’ share of searches among eyeshadow brands worldwide held steady at 3.1%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 12 months ending September 2026, Natasha Denona’s share of searches among eyeshadow brands worldwide moved from 2.5% to 3.1%, and its estimated monthly branded searches held steady at 165K.
How did search popularity change for eyeshadow brands worldwide in September 2026?
1 change
Estimated monthly branded searches for e.l.f. Cosmetics worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Natasha Denona’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
Natasha Denona
1 branded search term
- natasha denona
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