e.l.f. Cosmetics vs Tom Ford:Which is more popular?
In September 2026, Tom Ford had more branded searches than e.l.f. Cosmetics among eyeshadow brands worldwide. Tom Ford had about 1.2 million branded searches, while e.l.f. Cosmetics had 165,000. Tom Ford made up 23.1% of all eyeshadow brand searches we track, and e.l.f. Cosmetics accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about eyeshadow brands, e.l.f. Cosmetics appeared in all five answers and Tom Ford in none.
Who do people search for more?
Tom Ford, about 7 searches for every 1 for e.l.f. Cosmetics
Who does AI mention more?
e.l.f. Cosmetics, mentioned in every answer we collected
Who does AI recommend more?
e.l.f. Cosmetics, the only one of the two named
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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. Tom Ford 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.
- 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- Tom Ford0 of 5Named in 0 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 Tom Ford more popular in search?
This chart shows how often people search Google for e.l.f. Cosmetics and Tom Ford 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 Tom Ford, e.l.f. Cosmetics. 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 Tom Ford comparison changed over the last 12 months?
3 findings
- Tom Ford was ahead of e.l.f. Cosmetics in every measured month of the 12 months ending September 2026.
- 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, Tom Ford’s share of searches among eyeshadow brands worldwide moved from 18.8% to 23.1%, and its estimated monthly branded searches held steady at 1.2M.
How did search popularity change for eyeshadow brands worldwide in September 2026?
2 changes
In September 2026, Tom Ford gained share of searches among eyeshadow brands worldwide, from 19.8% to 23.1%.
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 Tom Ford’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
Tom Ford
1 branded search term
- tom ford
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