Essence vs Maybelline:Which is more popular by branded search?
In August 2026, Maybelline had more branded searches than Essence among mascara brands worldwide. Maybelline was estimated to have 823K branded searches compared to Essence’s 590, and held a 41.2% Share of Search versus Essence’s 0.03%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Essence or Maybelline?
Compare the mascara 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 Maybelline, Essence. The figures are in the table below the chart.
View monthly share of search table
| Month | L'Oreal | Maybelline | Too Faced | Benefit Cosmetics | Essence |
|---|---|---|---|---|---|
| Oct 2025 | 49.9% | 40.9% | 6.7% | 2.5% | <0.01% |
| Nov 2025 | 44.5% | 36.4% | 16.4% | 2.7% | <0.01% |
| Dec 2025 | 48.3% | 39.6% | 9.7% | 2.4% | <0.01% |
| Jan 2026 | 53.2% | 35.9% | 8.8% | 2.2% | <0.01% |
| Feb 2026 | 55% | 37.1% | 6.1% | 1.8% | <0.01% |
| Mar 2026 | 54% | 36.5% | 7.3% | 2.2% | <0.01% |
| Apr 2026 | 54.8% | 36.9% | 6.1% | 2.2% | <0.01% |
| May 2026 | 54.3% | 36.6% | 7.3% | 1.8% | <0.01% |
| Jun 2026 | 50% | 41.2% | 6.8% | 2% | 0.07% |
| Jul 2026 | 50% | 41.2% | 6.8% | 2% | 0.04% |
| Aug 2026 | 50% | 41.2% | 6.8% | 2% | 0.03% |
| Sep 2026 | — | — | — | — | — |
How has the Essence and Maybelline comparison changed over the last 12 months?
3 findings
- Maybelline was ahead of Essence in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Essence’s estimated Share of Search among mascara brands worldwide moved from <0.01% to 0.03%, and its estimated monthly branded searches moved from 170 to 590.
- Across the 11 months ending August 2026, Maybelline’s estimated Share of Search among mascara brands worldwide moved from 40.9% to 41.2%, and its estimated monthly branded searches moved from 1M to 823K.
How did search popularity change for mascara brands worldwide in August 2026?
2 changes
Maybelline’s estimated Share of Search among mascara brands worldwide has gained ground for 3 months in a row, from 36.6% to 41.2% in August 2026.
Estimated monthly branded searches for Essence worldwide rose 247.1% over 11 measured months, from 170 to 590 in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Essence’s and Maybelline’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.
Essence
1 branded search term
- essence nz
Maybelline
1 branded search term
- maybelline
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.