e.l.f. vs Shu Uemura:Which is more popular?
In October 2026, Shu Uemura had more branded searches than e.l.f. among eyelash curler brands worldwide. Shu Uemura had about 22,200 branded searches, while e.l.f. had 12,100. Shu Uemura made up 9.4% of all eyelash curler brand searches we track, and e.l.f. accounted for 5.1%. When we asked ChatGPT and Google AI Overviews about eyelash curler brands, Shu Uemura appeared in three of the five answers and e.l.f. in one. Shu Uemura was mentioned before e.l.f. in two out of three answers that named either.
Who do people search for more?
Shu Uemura, about 83% more searches than e.l.f.
Who does AI mention more?
Shu Uemura, mentioned in 3 of 5 answers, e.l.f. in 1
Who does AI recommend more?
Shu Uemura, named ahead of e.l.f. in 2 of 3 answers
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Top eyelash curler brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Shu Uemura was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. 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. Shu Uemura was listed before e.l.f. in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Shiseido1st
Tweezerman2nd- Shu Uemura3rd
Kevyn Aucoin4th
e.l.f.5th
Revlon6th- Surratt7th
Japonesque–
Chanel–
Tarte–- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Shiseido4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Tweezerman3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Shu Uemura3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kevyn Aucoin3 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
- Revlon1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Surratt1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Japonesque0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Chanel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tarte0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about eyelash curler brands
5 answers
Asked ChatGPT
“Which eyelash curler brand should I buy?”
Asked ChatGPT
“What are the best eyelash curler brands?”
Asked ChatGPT
“What's the best eyelash curler brand for lifted lashes?”
Searched Google, AI Overview
“best eyelash curler”
Searched Google, AI Overview
“heated eyelash curler”
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 Shu Uemura more popular in search?
This chart shows how often people search Google for e.l.f. and Shu Uemura by name. Each line represents a brand's share of searches for all 11 eyelash curler brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Shu Uemura, e.l.f.. The figures are in the table below the chart.
View monthly share of searches table
| Month | Shiseido | Tweezerman | Shu Uemura | e.l.f. | Japonesque | Chanel | Kevyn Aucoin | Revlon | Tarte | Surratt | MAC |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 62.3% | 15.3% | 6.8% | 4.6% | 2% | 1.7% | 1.7% | 1.7% | 1.7% | 1.7% | 0.72% |
| Dec 2025 | 63.7% | 15.7% | 7% | 3.8% | 1.7% | 2.1% | 1.7% | 1.4% | 1.1% | 1.1% | 0.6% |
| Jan 2026 | 58.7% | 14.4% | 11.8% | 4.3% | 2.3% | 1.6% | 1.9% | 1.6% | 1% | 1.6% | 0.83% |
| Feb 2026 | 64.2% | 12.9% | 8.6% | 3.9% | 2.1% | 1.4% | 1.7% | 1.4% | 1.4% | 1.7% | 0.76% |
| Mar 2026 | 67.3% | 11.1% | 9.1% | 3.3% | 1.8% | 1.2% | 1.8% | 1.2% | 1.2% | 1.5% | 0.65% |
| Apr 2026 | 63.2% | 12.7% | 10.4% | 3.8% | 2.1% | 1.4% | 1.7% | 1.4% | 1.1% | 1.7% | 0.61% |
| May 2026 | 66.1% | 10.9% | 10.9% | 3.2% | 1.8% | 1.2% | 1.8% | 1.4% | 0.76% | 1.4% | 0.64% |
| Jun 2026 | 70.5% | 9.5% | 7.7% | 2.8% | 1.9% | 1.5% | 1.9% | 1.5% | 0.81% | 1.2% | 0.56% |
| Jul 2026 | 70.9% | 9.6% | 7.8% | 2.9% | 1.6% | 1.9% | 1.6% | 1.3% | 0.85% | 1% | 0.67% |
| Aug 2026 | 65.7% | 13.2% | 7.2% | 3.9% | 2.2% | 1.4% | 1.8% | 1.4% | 0.96% | 1.4% | 0.76% |
| Sep 2026 | 62.2% | 15.3% | 6.8% | 4.6% | 2.5% | 1.7% | 2% | 1.7% | 1.1% | 1.3% | 0.88% |
| Oct 2026 | 57.2% | 17.2% | 9.4% | 5.1% | 2.8% | 1.5% | 1.5% | 1.5% | 1.5% | 1.2% | 1% |
Shu Uemura sells other things too, so only its searches that name this product count here, like “shu uemura eyelash curler”.
How has branded search for e.l.f. and Shu Uemura changed worldwide over the last 12 months?
3 findings
- Shu Uemura was ahead of e.l.f. in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, e.l.f.’s share of searches among eyelash curler brands worldwide moved from 4.6% to 5.1%, and its estimated monthly branded searches held steady at 12.1K.
- Across the 12 months ending October 2026, Shu Uemura’s share of searches among eyelash curler brands worldwide moved from 6.8% to 9.4%, and its estimated monthly branded searches moved from 18.1K to 22.2K.
How did search popularity change for eyelash curler brands worldwide in October 2026?
2 changes
In October 2026, Shu Uemura gained share of searches among eyelash curler brands worldwide, from 6.8% to 9.4%.
In October 2026, e.l.f. gained share of searches among eyelash curler brands worldwide, from 4.6% to 5.1%.
How are e.l.f.’s and Shu Uemura’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using e.l.f.’s and Shu Uemura’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 eyelash curler
Shu Uemura
1 branded search term
- shu uemura eyelash curler
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