Brandwave

e.l.f. vs Natasha Denona:Which is more popular?

In September 2026, e.l.f. and Natasha Denona were level in searches among eyeshadow palette brands worldwide, with an estimated 165K branded searches each, at 5.3% of the total each. When we asked ChatGPT and Google AI Overviews about eyeshadow palette brands, e.l.f. and Natasha Denona each appeared in four of the five answers. Natasha Denona was mentioned before e.l.f. in three out of four answers.

Among eyeshadow palette brands worldwide in September 2026

Who do people search for more?

e.l.f. and Natasha Denona are searched for about as often as each other.

e.l.f. 165K searchesNatasha Denona 165K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

e.l.f. in 4 of 5Natasha Denona in 4 of 5

Who does AI recommend more?

Natasha Denona, named ahead of e.l.f. in 3 of 4 answers

Natasha Denona first in 3e.l.f. first in 1

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Top eyeshadow palette brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, e.l.f. was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Natasha Denona was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Natasha Denona was listed before e.l.f. in three out of four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Anastasia Beverly Hills1st
  2. Natasha Denona2nd
  3. ColourPop3rd
  4. e.l.f.4th
  5. Huda Beauty5th
  6. MAC6th
  7. Charlotte Tilbury–
  8. Bobbi Brown–

Mentioned by AI

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

  • Anastasia Beverly Hills5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ColourPop4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • e.l.f.4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Natasha Denona4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Huda Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAC1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bobbi Brown0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about eyeshadow palette 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 20, 2026.

Is e.l.f. or Natasha Denona more popular in search?

This chart shows how often people search Google for e.l.f. and Natasha Denona by name. Each line represents a brand's share of searches for all eight eyeshadow palette brands we track, month by month, from English-language searches worldwide.

e.l.f. and Natasha Denona among eyeshadow palette brands worldwide, by month

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

View monthly share of searches table
MonthCharlotte TilburyHuda BeautyBobbi BrownColourPopAnastasia Beverly Hillse.l.f.Natasha DenonaMAC
Oct 202539.5%26.4%9.7%6.5%7.9%5.3%4.4%0.32%
Nov 202537.4%45.7%5%3.4%3.4%2.2%2.7%0.2%
Dec 202554.4%19.8%7.3%6%4.9%4%3.3%0.36%
Jan 202638.1%31%9.4%7.7%5.1%4.2%4.2%0.31%
Feb 202641.6%28%8.4%6.8%5.6%4.6%4.6%0.34%
Mar 202646.9%21.1%9.4%7.7%5.2%5.2%4.2%0.38%
Apr 202643.3%23.9%8.7%7.1%5.9%5.9%4.8%0.35%
May 202642.8%23.6%8.6%7.1%5.8%7.1%4.7%0.35%
Jun 202646.3%20.9%9.3%7.6%5.1%6.3%4.2%0.38%
Jul 202647.8%21.4%7.8%7.8%5.3%5.3%4.3%0.32%
Aug 202646.2%25.3%7.6%6.2%5.1%5.1%4.2%0.37%
Sep 202648%21.5%7.9%6.4%5.3%5.3%5.3%0.39%

How has the e.l.f. 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. took it in December 2025.
  • Across the 12 months ending September 2026, e.l.f.’s share of searches among eyeshadow palette brands worldwide held steady at 5.3%, 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 palette brands worldwide moved from 4.4% to 5.3%, and its estimated monthly branded searches held steady at 165K.

How did search popularity change for eyeshadow palette brands worldwide in September 2026?

2 changes

  1. In September 2026, Natasha Denona gained share of searches among eyeshadow palette brands worldwide, from 4.2% to 5.3%.

  2. Estimated monthly branded searches for e.l.f. 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.’s 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.

1 branded search term

  • elf cosmetics

Natasha Denona

1 branded search term

  • natasha denona

How the Brand Demand Index is measured

Other head-to-heads among eyeshadow palette brands

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