e.l.f. vs Sephora Collection:Which is more popular?
In September 2026, e.l.f. had more branded searches than Sephora Collection among concealer brush brands worldwide. e.l.f. had about 165,000 branded searches, while Sephora Collection had 18,100. e.l.f. made up 16% of all concealer brush brand searches we track, and Sephora Collection accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about concealer brush brands, Sephora Collection appeared in all five answers and e.l.f. in one. Sephora Collection was mentioned before e.l.f. in every answer.
Who do people search for more?
e.l.f., about 9 searches for every 1 for Sephora Collection
Who does AI mention more?
Sephora Collection, mentioned in every answer we collected
Who does AI recommend more?
Sephora Collection, named ahead of e.l.f. in every answer
Follow e.l.f. vs Sephora Collection and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top concealer brush brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Sephora Collection appeared in all five answers. e.l.f. was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Sephora Collection was listed before e.l.f. in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Real Techniques1st
Rare Beauty2nd
Hourglass3rd- Sephora Collection4th
- e.l.f.5th
MAC–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Real Techniques5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sephora Collection5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Rare Beauty4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Hourglass3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- e.l.f.1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- MAC0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about concealer brush brands
5 answers
Asked ChatGPT
“Which concealer brush brand should I buy?”
Asked ChatGPT
“What are the best concealer brush brands?”
Asked ChatGPT
“What's the best concealer brush brand for precise blending?”
Searched Google, AI Overview
“best concealer brush”
Searched Google, AI Overview
“concealer brush for under eyes”
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 Sephora Collection more popular in search?
This chart shows how often people search Google for e.l.f. and Sephora Collection by name. Each line represents a brand's share of searches for all six concealer brush brands we track, month by month, from English-language searches worldwide.
Share of searches by month for e.l.f., Sephora Collection. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rare Beauty | e.l.f. | Hourglass | MAC | Real Techniques | Sephora Collection |
|---|---|---|---|---|---|---|
| Oct 2025 | 60.4% | 14.8% | 12.3% | 5.4% | 5.4% | 1.6% |
| Nov 2025 | 63.2% | 10.4% | 13.6% | 5.7% | 5.7% | 1.4% |
| Dec 2025 | 60.3% | 12.1% | 12.9% | 6.6% | 6.6% | 1.3% |
| Jan 2026 | 60.5% | 12.1% | 15.1% | 5.4% | 5.4% | 1.3% |
| Feb 2026 | 60.1% | 12.1% | 14.5% | 6.6% | 5.4% | 1.3% |
| Mar 2026 | 58.2% | 14.3% | 14.5% | 6.4% | 5.2% | 1.3% |
| Apr 2026 | 58.1% | 14.2% | 14.5% | 6.4% | 5.2% | 1.6% |
| May 2026 | 53% | 19.4% | 13.2% | 7.1% | 5.8% | 1.4% |
| Jun 2026 | 51.6% | 18.9% | 15.2% | 6.9% | 5.7% | 1.7% |
| Jul 2026 | 59.2% | 14.5% | 12.1% | 6.5% | 5.3% | 2.4% |
| Aug 2026 | 53.4% | 16% | 15.7% | 7.2% | 5.9% | 1.8% |
| Sep 2026 | 53.4% | 16% | 15.7% | 7.2% | 5.9% | 1.8% |
How has the e.l.f. and Sephora Collection comparison changed over the last 12 months?
3 findings
- e.l.f. was ahead of Sephora Collection 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 concealer brush brands worldwide moved from 14.8% to 16%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 12 months ending September 2026, Sephora Collection’s share of searches among concealer brush brands worldwide moved from 1.6% to 1.8%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for concealer brush brands worldwide in September 2026?
2 changes
Estimated monthly branded searches for Sephora Collection worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
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 Sephora Collection’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
Sephora Collection
1 branded search term
- sephora collection
Other head-to-heads among concealer brush brands
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.