Huda Beauty vs Natasha Denona:Which is more popular?
In September 2026, Huda Beauty had more branded searches than Natasha Denona among eyeshadow palette brands worldwide. Huda Beauty had about 673,000 branded searches, while Natasha Denona had 165,000. Huda Beauty made up 21.5% of all eyeshadow palette brand searches we track, and Natasha Denona accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about eyeshadow palette brands, Natasha Denona appeared in four of the five answers and Huda Beauty in one. Natasha Denona was mentioned before Huda Beauty in every answer that named either.
Who do people search for more?
Huda Beauty, about 4 searches for every 1 for Natasha Denona
Who does AI mention more?
Natasha Denona, mentioned in 4 of 5 answers, Huda Beauty in 1
Who does AI recommend more?
Natasha Denona, named ahead of Huda Beauty in 3 of 3 answers
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Top eyeshadow palette brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Natasha Denona was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Huda Beauty was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Natasha Denona was listed before Huda Beauty in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Anastasia Beverly Hills5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
ColourPop4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
e.l.f.4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Natasha Denona4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Huda Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
MAC1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bobbi Brown0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about eyeshadow palette brands
5 answers
Asked ChatGPT
“Which eyeshadow palette brand should I buy?”
Asked ChatGPT
“What are the best eyeshadow palette brands?”
Asked ChatGPT
“What's the best eyeshadow palette brand for everyday makeup?”
Searched Google, AI Overview
“neutral eyeshadow palette”
Searched Google, AI Overview
“pigmented eyeshadow palette”
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 Huda Beauty or Natasha Denona more popular in search?
This chart shows how often people search Google for Huda Beauty and Natasha Denona by name. Each line represents a brand's share of searches for all eight eyeshadow palette brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Huda Beauty, Natasha Denona. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | Huda Beauty | Bobbi Brown | ColourPop | Anastasia Beverly Hills | e.l.f. | Natasha Denona | MAC |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 39.5% | 26.4% | 9.7% | 6.5% | 7.9% | 5.3% | 4.4% | 0.32% |
| Nov 2025 | 37.4% | 45.7% | 5% | 3.4% | 3.4% | 2.2% | 2.7% | 0.2% |
| Dec 2025 | 54.4% | 19.8% | 7.3% | 6% | 4.9% | 4% | 3.3% | 0.36% |
| Jan 2026 | 38.1% | 31% | 9.4% | 7.7% | 5.1% | 4.2% | 4.2% | 0.31% |
| Feb 2026 | 41.6% | 28% | 8.4% | 6.8% | 5.6% | 4.6% | 4.6% | 0.34% |
| Mar 2026 | 46.9% | 21.1% | 9.4% | 7.7% | 5.2% | 5.2% | 4.2% | 0.38% |
| Apr 2026 | 43.3% | 23.9% | 8.7% | 7.1% | 5.9% | 5.9% | 4.8% | 0.35% |
| May 2026 | 42.8% | 23.6% | 8.6% | 7.1% | 5.8% | 7.1% | 4.7% | 0.35% |
| Jun 2026 | 46.3% | 20.9% | 9.3% | 7.6% | 5.1% | 6.3% | 4.2% | 0.38% |
| Jul 2026 | 47.8% | 21.4% | 7.8% | 7.8% | 5.3% | 5.3% | 4.3% | 0.32% |
| Aug 2026 | 46.2% | 25.3% | 7.6% | 6.2% | 5.1% | 5.1% | 4.2% | 0.37% |
| Sep 2026 | 48% | 21.5% | 7.9% | 6.4% | 5.3% | 5.3% | 5.3% | 0.39% |
How has the Huda Beauty and Natasha Denona comparison changed over the last 12 months?
3 findings
- Huda Beauty was ahead of Natasha Denona in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Huda Beauty’s share of searches among eyeshadow palette brands worldwide moved from 26.4% to 21.5%, and its estimated monthly branded searches moved from 1M to 673K.
- Across the 12 months ending September 2026, Natasha Denona’s share of searches among eyeshadow palette brands worldwide moved from 4.4% to 5.3%, and its estimated monthly branded searches held steady at 165K.
How did search popularity change for eyeshadow palette brands worldwide in September 2026?
2 changes
In September 2026, Natasha Denona gained share of searches among eyeshadow palette brands worldwide, from 4.2% to 5.3%.
In September 2026, Huda Beauty lost share of searches among eyeshadow palette brands worldwide, from 25.3% to 21.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Huda Beauty’s and Natasha Denona’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.
Huda Beauty
1 branded search term
- huda beauty
Natasha Denona
1 branded search term
- natasha denona
Other head-to-heads among eyeshadow palette brands
- Charlotte Tilbury vs Huda Beauty: compare popularity
- Charlotte Tilbury vs Bobbi Brown: compare popularity
- Charlotte Tilbury vs ColourPop: compare popularity
- Charlotte Tilbury vs Anastasia Beverly Hills: compare popularity
- Huda Beauty vs Bobbi Brown: compare popularity
- Huda Beauty vs ColourPop: compare popularity
Put your own brand in this comparison
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