Brandwave

Estée Lauder vs Kosas:Which is more popular?

In October 2026, Estée Lauder had more branded searches than Kosas among makeup and cosmetics brands worldwide. Estée Lauder had about 1 million branded searches, while Kosas had 74,000. Estée Lauder made up 9.6% of all makeup and cosmetics brand searches we track, and Kosas accounted for 0.71%. When we asked ChatGPT and Google AI Overviews about makeup and cosmetics brands, Estée Lauder appeared in one of the five answers and Kosas in none.

Among makeup and cosmetics brands worldwide in October 2026

Who do people search for more?

Estée Lauder, about 14 searches for every 1 for Kosas

Estée Lauder 1M searchesKosas 74K searches

Who does AI mention more?

Estée Lauder, mentioned in 1 of 5 answers, Kosas in 0

Estée Lauder in 1 of 5Kosas in 0 of 5

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Top makeup and cosmetics brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Estée Lauder was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Kosas did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Maybelline1st
  2. Rare Beauty2nd
  3. Charlotte Tilbury3rd
  4. Fenty Beauty4th
  5. NARS5th
  6. Clinique6th
  7. NYX Professional Makeup7th
  8. Makeup by Mario8th
  9. L'Oréal Paris9th
  10. +6 more
  11. Kosas–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Rare Beauty5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Maybelline4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fenty Beauty4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Charlotte Tilbury3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NYX Professional Makeup2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Clinique2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L'Oréal Paris2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Makeup by Mario2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • NARS2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kosas0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+6 more

See every answer about makeup and cosmetics brands

5 answers

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 19, 2026.

Is Estée Lauder or Kosas more popular in search?

This chart shows how often people search Google for Estée Lauder and Kosas by name. Each line represents a brand's share of searches for all 28 makeup and cosmetics brands we track, month by month, from English-language searches worldwide.

Estée Lauder and Kosas among makeup and cosmetics brands worldwide, by month

Share of searches by month for Estée Lauder, Kosas. The figures are in the table below the chart.

View monthly share of searches table
MonthCharlotte TilburyEstée LauderHuda BeautyMaybellineNYX Professional MakeupCliniqueRare BeautyFenty BeautyMorpheKylie CosmeticsL'Oréal ParisMakeup by MarioNARSBobbi BrownColourPopKosas
Nov 202517.2%9.4%21%5.1%5.6%6.3%6.3%4.2%1.3%1.9%1.5%2.3%3.5%2.3%1.5%0.69%
Dec 202519.9%10.9%7.3%7.3%6.6%7.3%7.3%4.9%1.8%2.2%2.2%2.2%3.3%2.7%2.2%0.66%
Jan 202612.9%8.6%10.5%7.1%7.8%7.1%7.1%4.7%2.1%5.8%3.2%2.1%3.2%3.2%2.6%0.78%
Feb 202612.6%10.4%8.5%8.5%7.8%7%7%5.7%2.1%5.7%2.5%2.1%3.1%2.5%2.1%0.77%
Mar 202614.4%11.7%6.4%7.9%7.2%7.9%6.4%5.3%2.9%2.4%2.9%2.9%3.5%2.9%2.4%0.87%
Apr 202613%10.6%7.2%8.7%8%8.7%7.2%5.8%3.2%1.8%2.6%2.6%3.2%2.6%2.1%0.96%
May 202612.2%10%6.7%8.2%7.5%8.2%5.5%4.5%3%3.7%2.5%2.5%3.7%2.5%2%0.91%
Jun 202614%9.5%6.3%9.5%8.6%7.7%5.2%4.2%3.5%4.2%2.8%2.3%3.5%2.8%2.3%1%
Jul 202616.1%8.8%7.2%8.8%8%7.2%7.2%4.8%3.2%1.8%2.6%2.2%3.2%2.6%2.6%0.8%
Aug 202615.9%8.7%8.7%8.7%8%7.2%5.8%4.8%3.9%1.8%2.6%2.6%3.2%2.6%2.1%0.96%
Sep 202616.2%8.9%7.2%8.9%6.7%7.2%5.9%4.8%4.8%1.8%3.2%2.6%3.2%2.6%2.2%0.8%
Oct 202614.4%9.6%7.9%7.9%7.2%6.4%6.4%5.3%5.3%3.5%2.9%2.9%2.9%2.4%2.4%0.71%

How has branded search for Estée Lauder and Kosas changed worldwide over the last 12 months?

3 findings

How did search popularity change for makeup and cosmetics brands worldwide in October 2026?

2 changes

  1. In October 2026, Estée Lauder gained share of searches among makeup and cosmetics brands worldwide, from 8.9% to 9.6%.

  2. Estimated monthly branded searches for Kosas worldwide fell 45.2% over 12 measured months, from 135K to 74K in October 2026.

How are Estée Lauder’s and Kosas’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Estée Lauder’s and Kosas’ 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.

Estée Lauder

1 branded search term

  • estee lauder

Kosas

1 branded search term

  • kosas

How the Brand Demand Index is measured

Other head-to-heads among makeup and cosmetics brands

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