---
title: "e.l.f. vs Tarte: Which is searched more?"
description: "Which is more popular in search, e.l.f. or Tarte? Compare estimated monthly branded-search demand and Share of Search inside the Concealer 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-tarte"
publisher: "Brandwave"
---

# e.l.f. vs Tarte: Which is searched more?

Which is more popular in search, e.l.f. or Tarte? Compare estimated monthly branded-search demand and Share of Search inside the Concealer 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 Tarte
- **Competitive set**: Concealer brands
- **Market**: Global
- **Month measured**: Aug 2026
- **e.l.f. Share of Search**: 13%
- **Tarte Share of Search**: 19.4%

## Which is more popular in search, e.l.f. or Tarte?

- In August 2026, Tarte had more branded searches than e.l.f. among concealer brands worldwide. Tarte was estimated to have 246K branded searches compared to e.l.f.’s 165K, and held a 19.4% Share of Search versus e.l.f.’s 13%.
- Tarte was ahead of e.l.f. in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, e.l.f.’s estimated Share of Search among concealer brands worldwide moved from 12.5% to 13%, and its estimated monthly branded searches moved from 201K to 165K.
- Across the 11 months ending August 2026, Tarte’s estimated Share of Search among concealer brands worldwide moved from 22.9% to 19.4%, and its estimated monthly branded searches moved from 368K to 246K.

## How did search popularity change for concealer brands worldwide in August 2026?

- Estimated monthly branded searches for Tarte worldwide fell 33.2% over 11 measured months, from 368K to 246K in August 2026.
- Estimated monthly branded searches for e.l.f. worldwide fell 17.9% over 11 measured months, from 201K to 165K in August 2026.

## Month by month

| Month | e.l.f. estimated searches | e.l.f. Share of Search | e.l.f. rank | Tarte estimated searches | Tarte Share of Search | Tarte rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 201K | 12.5% | 3 | 368K | 22.9% | 2 |
| Nov 2025 | 201K | 11.9% | 3 | 450K | 26.6% | 2 |
| Dec 2025 | 201K | 12.4% | 3 | 368K | 22.7% | 2 |
| Jan 2026 | 165K | 12.4% | 3 | 301K | 22.6% | 2 |
| Feb 2026 | 135K | 10.4% | 3 | 301K | 23.3% | 2 |
| Mar 2026 | 165K | 12.4% | 3 | 301K | 22.6% | 2 |
| Apr 2026 | 165K | 13.4% | 3 | 201K | 16.3% | 2 |
| May 2026 | 201K | 11.6% | 3 | 673K | 38.9% | 2 |
| Jun 2026 | 165K | 13% | 3 | 246K | 19.4% | 2 |
| Jul 2026 | 165K | 13% | 3 | 246K | 19.4% | 2 |
| Aug 2026 | 165K | 13% | 3 | 246K | 19.4% | 2 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using e.l.f.’s and Tarte’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”.
- **Tarte**: Measured on the search term “tarte”.

- [e.l.f. profile](/demand/global-en/brands/elf)
- [Tarte profile](/demand/global-en/brands/tarte)
- [All concealer brands worldwide](/demand/global-en/categories/concealer-brands): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, e.l.f. or Tarte?

In August 2026, Tarte had more branded searches than e.l.f. among concealer brands worldwide. Tarte was estimated to have 246K branded searches compared to e.l.f.’s 165K, and held a 19.4% Share of Search versus e.l.f.’s 13%.

## Cite this page

Brandwave. "e.l.f. vs Tarte: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/elf-vs-tarte

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/elf-vs-tarte. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.