e.l.f. vs MAC:Which is searched more?
In September 2026, e.l.f. had more branded searches than MAC among eyeshadow palette brands worldwide. e.l.f. was estimated to have 165K branded searches compared to MAC’s 12.1K, and held a 6% Share of Search versus MAC’s 0.44%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, e.l.f. or MAC?
Compare the eyeshadow palette brands 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., MAC. The figures are in the table below the chart.
View monthly share of search table
| Month | Charlotte Tilbury | Huda Beauty | Bobbi Brown | Anastasia Beverly Hills | e.l.f. | MAC |
|---|---|---|---|---|---|---|
| Oct 2025 | 44.4% | 29.6% | 10.9% | 8.9% | 5.9% | 0.36% |
| Nov 2025 | 39.8% | 48.6% | 5.4% | 3.6% | 2.4% | 0.22% |
| Dec 2025 | 59.9% | 21.9% | 8% | 5.4% | 4.4% | 0.4% |
| Jan 2026 | 43.3% | 35.2% | 10.6% | 5.8% | 4.8% | 0.35% |
| Feb 2026 | 46.9% | 31.7% | 9.5% | 6.3% | 5.2% | 0.38% |
| Mar 2026 | 53.3% | 23.9% | 10.7% | 5.9% | 5.9% | 0.43% |
| Apr 2026 | 49.2% | 27.1% | 9.9% | 6.7% | 6.7% | 0.4% |
| May 2026 | 48.5% | 26.8% | 9.8% | 6.6% | 8% | 0.39% |
| Jun 2026 | 52.5% | 23.6% | 10.6% | 5.8% | 7.1% | 0.43% |
| Jul 2026 | 54.4% | 24.4% | 8.9% | 6% | 6% | 0.36% |
| Aug 2026 | 51.5% | 28.3% | 8.5% | 5.7% | 5.7% | 0.42% |
| Sep 2026 | 54.3% | 24.4% | 8.9% | 6% | 6% | 0.44% |
How has the e.l.f. and MAC comparison changed over the last 12 months?
3 findings
- e.l.f. was ahead of MAC in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, e.l.f.’s estimated Share of Search among eyeshadow palette brands worldwide moved from 5.9% to 6%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 12 months ending September 2026, MAC’s estimated Share of Search among eyeshadow palette brands worldwide moved from 0.36% to 0.44%, and its estimated monthly branded searches held steady at 12.1K.
How did search popularity change for eyeshadow palette brands worldwide in September 2026?
1 change
Estimated monthly branded searches for e.l.f. worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026.
Other head-to-heads among eyeshadow palette brands
Charlotte Tilbury vs Huda Beauty: compare search popularityCharlotte Tilbury vs Bobbi Brown: compare search popularity
Charlotte Tilbury vs Anastasia Beverly Hills: compare search popularity- Charlotte Tilbury vs e.l.f.: compare search popularity
- Huda Beauty vs Anastasia Beverly Hills: compare search popularity
How each brand is measured
Brandwave collects information about searches that people make online using e.l.f.’s and MAC’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.