Brandwave

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

In October 2026, e.l.f. Cosmetics had more branded searches than SHEGLAM among lip oil brands worldwide. e.l.f. Cosmetics had about 49,500 branded searches, while SHEGLAM had 1,900. e.l.f. Cosmetics made up 15.6% of all lip oil brand searches we track, and SHEGLAM accounted for 0.6%. When we asked ChatGPT and Google AI Overviews about lip oil brands, e.l.f. Cosmetics appeared in two of the five answers and SHEGLAM in none.

Among lip oil brands worldwide in October 2026

Who do people search for more?

e.l.f. Cosmetics, about 26 searches for every 1 for SHEGLAM

e.l.f. Cosmetics 49.5K searchesSHEGLAM 1.9K searches

Who does AI mention more?

e.l.f. Cosmetics, mentioned in 2 of 5 answers, SHEGLAM in 0

e.l.f. Cosmetics in 2 of 5SHEGLAM in 0 of 5

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Top lip oil brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, e.l.f. Cosmetics was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. SHEGLAM 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. Dior2nd
  3. Clarins3rd
  4. Gisou4th
  5. e.l.f. Cosmetics5th
  6. Summer Fridays–
  7. Yves Saint Laurent–
  8. Fenty Beauty–
  9. Charlotte Tilbury–
  10. SHEGLAM–
  11. +2 more

Mentioned by AI

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

  • Dior5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Clarins4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NYX Professional Makeup4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gisou2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • e.l.f. Cosmetics2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Yves Saint Laurent1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milani1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Summer Fridays0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fenty Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SHEGLAM0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about lip oil 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 25, 2026.

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

This chart shows how often people search Google for e.l.f. Cosmetics and SHEGLAM by name. Each line represents a brand's share of searches for all 12 lip oil brands we track, month by month, from English-language searches worldwide.

e.l.f. Cosmetics and SHEGLAM among lip oil brands worldwide, by month

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

View monthly share of searches table
MonthDiorGisouClarinse.l.f. CosmeticsSummer FridaysNYX Professional MakeupYves Saint LaurentFenty BeautyCharlotte TilburySHEGLAMKosasMilani
Nov 202525.4%25.4%17%17%3.4%5.1%1.9%1.9%0.83%0.45%0.68%0.83%
Dec 202529.2%23.9%16%16%3.2%4.8%2.1%2.1%0.78%0.51%0.64%0.78%
Jan 202631.7%25.8%14.2%14.2%2.8%4.2%2.3%1.9%0.68%0.56%0.68%0.85%
Feb 202633.3%22.4%15%15%2.4%4.5%2.4%2%0.73%0.73%0.73%0.88%
Mar 202627.6%22.6%18.5%15.1%3.7%4.5%2.5%2.5%0.73%0.73%0.88%0.73%
Apr 202625.2%25.2%20.6%13.8%2.3%5%2.3%2.3%0.65%0.82%0.99%0.82%
May 202627.6%22.6%18.5%15.1%2.5%5.5%2.5%2.5%0.71%0.9%0.9%0.71%
Jun 202630.2%24.7%16.5%13.5%2.7%4.9%2.2%1.8%0.78%0.98%0.98%0.65%
Jul 202627.4%27.4%15%15%2.4%5.5%2.4%1.6%0.89%0.59%0.7%0.89%
Aug 202627%27%14.8%14.8%3.6%5.4%2.4%1.6%0.88%0.69%0.69%1.1%
Sep 202623.9%23.9%16%16%7.2%5.9%2.6%1.7%0.75%0.63%0.63%0.75%
Oct 202623.3%23.3%15.6%15.6%10.4%5.7%2.1%1.7%0.91%0.6%0.5%0.5%

e.l.f. Cosmetics and SHEGLAM sell other things too, so only their searches that name this product count here, like “elf lip oil”.

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

3 findings
  • e.l.f. Cosmetics was ahead of SHEGLAM 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 oil brands worldwide moved from 17% to 15.6%, and its estimated monthly branded searches moved from 90.5K to 49.5K.
  • Across the 12 months ending October 2026, SHEGLAM’s share of searches among lip oil brands worldwide moved from 0.45% to 0.6%, and its estimated monthly branded searches moved from 2.4K to 1.9K.

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

2 changes

  1. In October 2026, SHEGLAM rose from 12th to 10th among lip oil brands worldwide.

  2. Estimated monthly branded searches for e.l.f. Cosmetics worldwide fell 45.3% over 12 measured months, from 90.5K to 49.5K in October 2026.

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

2 search terms

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

SHEGLAM

1 branded search term

  • sheglam lip oil

How the Brand Demand Index is measured

Other head-to-heads among lip oil brands

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