e.l.f. vs Rare Beauty:Which is searched more?
In September 2026, Rare Beauty had more branded searches than e.l.f. among concealer Brush brands worldwide. Rare Beauty was estimated to have 550K branded searches compared to e.l.f.’s 165K, and held a 36.1% Share of Search versus e.l.f.’s 10.8%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, e.l.f. or Rare Beauty?
Compare the concealer brush 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 Rare Beauty, e.l.f.. The figures are in the table below the chart.
View monthly share of search table
| Month | Hourglass | Rare Beauty | e.l.f. | MAC | Real Techniques |
|---|---|---|---|---|---|
| Oct 2025 | 31.9% | 47.8% | 11.7% | 4.3% | 4.3% |
| Nov 2025 | 29.1% | 52.7% | 8.7% | 4.8% | 4.8% |
| Dec 2025 | 27.9% | 50.7% | 10.2% | 5.6% | 5.6% |
| Jan 2026 | 32.6% | 48.8% | 9.8% | 4.4% | 4.4% |
| Feb 2026 | 32.3% | 48.3% | 9.7% | 5.3% | 4.3% |
| Mar 2026 | 36.1% | 44.2% | 10.8% | 4.9% | 4% |
| Apr 2026 | 36.1% | 44.2% | 10.8% | 4.9% | 4% |
| May 2026 | 38.3% | 38.3% | 14% | 5.2% | 4.2% |
| Jun 2026 | 38.3% | 38.3% | 14% | 5.1% | 4.2% |
| Jul 2026 | 31.6% | 47.3% | 11.6% | 5.2% | 4.3% |
| Aug 2026 | 34.6% | 42.3% | 12.7% | 5.7% | 4.7% |
| Sep 2026 | 44.2% | 36.1% | 10.8% | 4.9% | 4% |
How has the e.l.f. and Rare Beauty comparison changed over the last 12 months?
3 findings
- Rare Beauty 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 estimated Share of Search among concealer Brush brands worldwide moved from 11.7% to 10.8%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 12 months ending September 2026, Rare Beauty’s estimated Share of Search among concealer Brush brands worldwide moved from 47.8% to 36.1%, and its estimated monthly branded searches moved from 823K to 550K.
How did search popularity change for concealer Brush brands worldwide in September 2026?
3 changes
In September 2026, Hourglass overtook Rare Beauty to become the leader among concealer Brush brands worldwide, with 44.2% estimated Share of Search.
In September 2026, Rare Beauty lost estimated Share of Search among concealer Brush brands worldwide, from 42.3% to 36.1%.
In September 2026, e.l.f. lost estimated Share of Search among concealer Brush brands worldwide, from 12.7% to 10.8%.
Other head-to-heads among concealer Brush brands
How each brand is measured
Brandwave collects information about searches that people make online using e.l.f.’s and Rare Beauty’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
Rare Beauty
1 branded search term
- rare beauty
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.