--- title: "e.l.f. vs Natasha Denona: Which is searched more?" description: "Is e.l.f. or Natasha Denona more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Eyeshadow palette brands set worldwide. 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." canonical: "https://gobrandwave.com/demand/global-en/compare/elf-vs-natasha-denona" publisher: "Brandwave" --- # e.l.f. vs Natasha Denona: Which is searched more? Is e.l.f. or Natasha Denona more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Eyeshadow palette brands set worldwide. 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. ## Key facts - **Compared**: e.l.f. and Natasha Denona - **Competitive set**: Eyeshadow palette brands - **Market**: Global - **Month measured**: Sep 2026 - **e.l.f. Share of Search**: 5.3% - **Natasha Denona Share of Search**: 5.3% ## Is e.l.f. or Natasha Denona more popular in search? - 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. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Anastasia Beverly Hills | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Natasha Denona | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | ColourPop | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | e.l.f. | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Huda Beauty | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | MAC | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Charlotte Tilbury | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Bobbi Brown | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about eyeshadow palette brands - Asked ChatGPT "Which eyeshadow palette brand should I buy?": 1. Anastasia Beverly Hills, 2. ColourPop, 3. Natasha Denona, 4. e.l.f. - Asked ChatGPT "What are the best eyeshadow palette brands?": 1. Natasha Denona, 2. Huda Beauty, 3. Anastasia Beverly Hills, 4. ColourPop, 5. MAC, 6. e.l.f. - Asked ChatGPT "What's the best eyeshadow palette brand for everyday makeup?": 1. e.l.f., 2. Anastasia Beverly Hills - Searched Google, AI Overview "neutral eyeshadow palette": 1. e.l.f., 2. ColourPop, 3. Anastasia Beverly Hills, 4. Natasha Denona - Searched Google, AI Overview "pigmented eyeshadow palette": 1. Natasha Denona, 2. Anastasia Beverly Hills, 3. ColourPop Not named in any answer: Charlotte Tilbury and Bobbi Brown. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for eyeshadow palette brands worldwide in September 2026? - In September 2026, Natasha Denona gained share of searches among eyeshadow palette brands worldwide, from 4.2% to 5.3%. - Estimated monthly branded searches for e.l.f. worldwide fell 17.9% over 12 measured months, from 201K to 165K in September 2026. ## Month by month | Month | e.l.f. estimated searches | e.l.f. Share of Search | e.l.f. rank | Natasha Denona estimated searches | Natasha Denona Share of Search | Natasha Denona rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 201K | 5.3% | 6 | 165K | 4.4% | 7 | | Nov 2025 | 201K | 2.2% | 7 | 246K | 2.7% | 6 | | Dec 2025 | 201K | 4% | 6 | 165K | 3.3% | 7 | | Jan 2026 | 165K | 4.2% | 6 | 165K | 4.2% | 7 | | Feb 2026 | 135K | 4.6% | 6 | 135K | 4.6% | 7 | | Mar 2026 | 165K | 5.2% | 6 | 135K | 4.2% | 7 | | Apr 2026 | 165K | 5.9% | 6 | 135K | 4.8% | 7 | | May 2026 | 201K | 7.1% | 5 | 135K | 4.7% | 7 | | Jun 2026 | 165K | 6.3% | 5 | 110K | 4.2% | 7 | | Jul 2026 | 165K | 5.3% | 6 | 135K | 4.3% | 7 | | Aug 2026 | 165K | 5.1% | 6 | 135K | 4.2% | 7 | | Sep 2026 | 165K | 5.3% | 6 | 165K | 5.3% | 7 | ## How each brand is measured 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.**: Measured on the search term “elf cosmetics”. - **Natasha Denona**: Measured on the search term “natasha denona”. - [e.l.f. profile](/demand/global-en/brands/elf) - [Natasha Denona profile](/demand/global-en/brands/natasha-denona) - [All eyeshadow palette brands worldwide](/demand/global-en/categories/eyeshadow-palette-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is e.l.f. or Natasha Denona more popular in search? 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. ## Cite this page Brandwave. "e.l.f. vs Natasha Denona: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/elf-vs-natasha-denona This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/elf-vs-natasha-denona. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.