e.l.f. vs Maybelline:Which is more popular by branded search?
In August 2026, Maybelline had more branded searches than e.l.f. among concealer brands worldwide. Maybelline was estimated to have 823K branded searches compared to e.l.f.’s 165K, and held a 64.9% Share of Search versus e.l.f.’s 13%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, e.l.f. or Maybelline?
Compare the concealer 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 Maybelline, e.l.f.. The figures are in the table below the chart.
View monthly share of search table
| Month | Maybelline | Tarte | e.l.f. | Rimmel | NARS |
|---|---|---|---|---|---|
| Oct 2025 | 62.1% | 22.9% | 12.5% | 2.5% | 0.02% |
| Nov 2025 | 59.1% | 26.6% | 11.9% | 2.4% | 0.03% |
| Dec 2025 | 61.8% | 22.7% | 12.4% | 3.1% | 0.02% |
| Jan 2026 | 61.9% | 22.6% | 12.4% | 3% | 0.02% |
| Feb 2026 | 63.7% | 23.3% | 10.4% | 2.6% | 0.01% |
| Mar 2026 | 61.9% | 22.6% | 12.4% | 3% | 0.01% |
| Apr 2026 | 66.9% | 16.3% | 13.4% | 3.3% | 0.02% |
| May 2026 | 47.6% | 38.9% | 11.6% | 1.9% | 0.01% |
| Jun 2026 | 64.9% | 19.4% | 13% | 2.6% | 0.01% |
| Jul 2026 | 64.9% | 19.4% | 13% | 2.6% | 0.02% |
| Aug 2026 | 64.9% | 19.4% | 13% | 2.6% | 0.01% |
| Sep 2026 | — | — | — | — | — |
How has the e.l.f. and Maybelline comparison changed over the last 12 months?
3 findings
- Maybelline was ahead of e.l.f. in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, e.l.f.’s estimated Share of Search among concealer brands worldwide moved from 12.5% to 13%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among concealer brands worldwide moved from 62.1% to 64.9%, and its estimated monthly branded searches moved from 1M to 823K.
How did search popularity change for concealer brands worldwide in August 2026?
2 changes
Estimated monthly branded searches for e.l.f. worldwide fell 17.9% over 11 measured months, from 201K to 165K in August 2026.
Estimated monthly branded searches for Maybelline worldwide fell 17.7% over 11 measured months, from 1M to 823K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using e.l.f.’s and Maybelline’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.
1 branded search term
- elf cosmetics
Maybelline
1 branded search term
- maybelline
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.