--- title: "e.l.f. vs Shu Uemura: Which is more popular?" description: "Is e.l.f. or Shu Uemura more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Eyelash curler 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-shu-uemura" publisher: "Brandwave" --- # e.l.f. vs Shu Uemura: Which is more popular? Is e.l.f. or Shu Uemura more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Eyelash curler 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 Shu Uemura - **Competitive set**: Eyelash curler brands - **Market**: Global - **Month measured**: Oct 2026 - **e.l.f. Share of Search**: 5.1% - **Shu Uemura Share of Search**: 9.4% ## Is e.l.f. or Shu Uemura more popular in search? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Shiseido | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Tweezerman | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Shu Uemura | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Kevyn Aucoin | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | e.l.f. | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Revlon | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Surratt | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Japonesque | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Chanel | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tarte | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | MAC | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about eyelash curler brands - Asked ChatGPT "Which eyelash curler brand should I buy?": 1. Shiseido, 2. Tweezerman - Asked ChatGPT "What are the best eyelash curler brands?": 1. Shiseido, 2. Tweezerman, 3. e.l.f., 4. Kevyn Aucoin, 5. Shu Uemura, 6. Surratt - Asked ChatGPT "What's the best eyelash curler brand for lifted lashes?": 1. Shu Uemura, 2. Shiseido, 3. Kevyn Aucoin - Searched Google, AI Overview "best eyelash curler": 1. Shiseido, 2. Kevyn Aucoin, 3. Tweezerman, 4. Shu Uemura, 5. Revlon - Searched Google, AI Overview "heated eyelash curler": named none of the brands we track Not named in any answer: Japonesque, Chanel, Tarte and MAC. 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 eyelash curler brands worldwide in October 2026? - 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 has branded search for e.l.f. and Shu Uemura changed worldwide over the last 12 months? | Month | e.l.f. estimated searches | e.l.f. Share of Search | e.l.f. rank | Shu Uemura estimated searches | Shu Uemura Share of Search | Shu Uemura rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 12.1K | 4.6% | 4 | 18.1K | 6.8% | 3 | | Dec 2025 | 12.1K | 3.8% | 4 | 22.2K | 7% | 3 | | Jan 2026 | 9.9K | 4.3% | 4 | 27.1K | 11.8% | 3 | | Feb 2026 | 8.1K | 3.9% | 4 | 18.1K | 8.6% | 3 | | Mar 2026 | 8.1K | 3.3% | 4 | 22.2K | 9.1% | 3 | | Apr 2026 | 8.1K | 3.8% | 4 | 22.2K | 10.4% | 3 | | May 2026 | 8.1K | 3.2% | 4 | 27.1K | 10.9% | 2 | | Jun 2026 | 6.6K | 2.8% | 4 | 18.1K | 7.7% | 3 | | Jul 2026 | 8.1K | 2.9% | 4 | 22.2K | 7.8% | 3 | | Aug 2026 | 9.9K | 3.9% | 4 | 18.1K | 7.2% | 3 | | Sep 2026 | 9.9K | 4.6% | 4 | 14.8K | 6.8% | 3 | | Oct 2026 | 12.1K | 5.1% | 4 | 22.2K | 9.4% | 3 | ## How are e.l.f.’s and Shu Uemura’s branded searches counted? 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.**: Measured on the search term “elf eyelash curler”. - **Shu Uemura**: Measured on the search term “shu uemura eyelash curler”. - [e.l.f. profile](/demand/global-en/brands/elf) - [Shu Uemura profile](/demand/global-en/brands/shu-uemura) - [All eyelash curler brands worldwide](/demand/global-en/categories/eyelash-curler-brands): The set both shares are measured inside, 11 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 Shu Uemura more popular in search? 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%. ## Cite this page Brandwave. "e.l.f. vs Shu Uemura: Which is more popular?". https://gobrandwave.com/demand/global-en/compare/elf-vs-shu-uemura This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/elf-vs-shu-uemura. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.