--- title: "e.l.f. vs NYX Professional Makeup: Which is searched more?" description: "Is e.l.f. or NYX Professional Makeup more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Eyebrow tools 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-nyx-professional-makeup" publisher: "Brandwave" --- # e.l.f. vs NYX Professional Makeup: Which is searched more? Is e.l.f. or NYX Professional Makeup more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Eyebrow tools 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 NYX Professional Makeup - **Competitive set**: Eyebrow tools brands - **Market**: Global - **Month measured**: Sep 2026 - **e.l.f. Share of Search**: 15.9% - **NYX Professional Makeup Share of Search**: 60.1% ## Is e.l.f. or NYX Professional Makeup more popular in search? - In September 2026, NYX Professional Makeup had more branded searches than e.l.f. among eyebrow tools brands worldwide. NYX Professional Makeup had about 625,000 branded searches, while e.l.f. had 165,000. NYX Professional Makeup made up 60.1% of all eyebrow tools brand searches we track, and e.l.f. accounted for 15.9%. - NYX Professional Makeup was ahead of e.l.f. in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, e.l.f.’s share of searches among eyebrow tools brands worldwide moved from 15.2% to 15.9%, and its estimated monthly branded searches moved from 201K to 165K. - Across the 12 months ending September 2026, NYX Professional Makeup’s share of searches among eyebrow tools brands worldwide moved from 56.7% to 60.1%, and its estimated monthly branded searches moved from 752K to 625K. ## Top eyebrow tools 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 two of the three ChatGPT answers and in both Google AI Overviews. NYX Professional Makeup was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. e.l.f. was listed before NYX Professional Makeup in three out of four answers that named either. 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 | | Tweezerman | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Benefit | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | e.l.f. | 4th | 2 of 3 | 2 of 2 | 4 of 5 | | NYX Professional Makeup | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Essence | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about eyebrow tools brands - Asked ChatGPT "Which eyebrow tools brand should I buy?": 1. Tweezerman, 2. Anastasia Beverly Hills, 3. e.l.f. - Asked ChatGPT "What are the best eyebrow tools brands?": 1. Anastasia Beverly Hills, 2. Benefit, 3. Tweezerman, 4. NYX Professional Makeup, 5. e.l.f. - Asked ChatGPT "What's the best eyebrow tools brand for shaping brows?": 1. Tweezerman, 2. Anastasia Beverly Hills - Searched Google, AI Overview "eyebrow kit": 1. Anastasia Beverly Hills, 2. Benefit, 3. e.l.f. - Searched Google, AI Overview "brow tools": 1. Tweezerman, 2. Anastasia Beverly Hills, 3. e.l.f. Not named in any answer: Essence. 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 eyebrow tools brands worldwide in September 2026? - In September 2026, e.l.f. gained share of searches among eyebrow tools brands worldwide, from 14.2% to 15.9%. - In September 2026, NYX Professional Makeup lost share of searches among eyebrow tools brands worldwide, from 64.2% to 60.1%. ## Month by month | Month | e.l.f. estimated searches | e.l.f. Share of Search | e.l.f. rank | NYX Professional Makeup estimated searches | NYX Professional Makeup Share of Search | NYX Professional Makeup rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 201K | 15.2% | 3 | 752K | 56.7% | 1 | | Nov 2025 | 201K | 11.9% | 3 | 1.1M | 64.4% | 1 | | Dec 2025 | 201K | 13.8% | 3 | 915K | 62.8% | 1 | | Jan 2026 | 165K | 12.1% | 3 | 912K | 67.1% | 1 | | Feb 2026 | 135K | 12.1% | 3 | 748K | 67% | 1 | | Mar 2026 | 165K | 14.1% | 3 | 752K | 64.3% | 1 | | Apr 2026 | 165K | 14.3% | 3 | 748K | 65% | 1 | | May 2026 | 201K | 16.9% | 2 | 748K | 63% | 1 | | Jun 2026 | 165K | 14.7% | 2 | 746K | 66.4% | 1 | | Jul 2026 | 165K | 14.3% | 3 | 748K | 64.7% | 1 | | Aug 2026 | 165K | 14.2% | 3 | 748K | 64.2% | 1 | | Sep 2026 | 165K | 15.9% | 3 | 625K | 60.1% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using e.l.f.’s and NYX Professional Makeup’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”. - **NYX Professional Makeup**: Measured on the search terms “nyx”, “nyx makeup” and “nyx professional makeup”, summed into one figure. - [e.l.f. profile](/demand/global-en/brands/elf) - [NYX Professional Makeup profile](/demand/global-en/brands/nyx-professional-makeup) - [All eyebrow tools brands worldwide](/demand/global-en/categories/eyebrow-tools-brands): The set both shares are measured inside, 6 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 NYX Professional Makeup more popular in search? In September 2026, NYX Professional Makeup had more branded searches than e.l.f. among eyebrow tools brands worldwide. NYX Professional Makeup had about 625,000 branded searches, while e.l.f. had 165,000. NYX Professional Makeup made up 60.1% of all eyebrow tools brand searches we track, and e.l.f. accounted for 15.9%. ## Cite this page Brandwave. "e.l.f. vs NYX Professional Makeup: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/elf-vs-nyx-professional-makeup This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/elf-vs-nyx-professional-makeup. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.