Brandwave

Huda Beauty vs NYX Professional Makeup:Which is more popular?

In September 2026, Huda Beauty had more branded searches than NYX Professional Makeup among makeup and cosmetics brands worldwide. Huda Beauty had about 673,000 branded searches, while NYX Professional Makeup had 625,000. Huda Beauty made up 7.3% of all makeup and cosmetics brand searches we track, and NYX Professional Makeup accounted for 6.8%. When we asked ChatGPT and Google AI Overviews about makeup and cosmetics brands, NYX Professional Makeup appeared in two of the five answers and Huda Beauty in none.

Among makeup and cosmetics brands worldwide in September 2026

Who do people search for more?

Huda Beauty, about 8% more searches than NYX Professional Makeup

Huda Beauty 673K searchesNYX Professional Makeup 625K searches

Who does AI mention more?

NYX Professional Makeup, mentioned in 2 of 5 answers, Huda Beauty in 0

NYX Professional Makeup in 2 of 5Huda Beauty in 0 of 5

Who does AI recommend more?

NYX Professional Makeup, the only one of the two named

NYX Professional Makeup first in 2Huda Beauty never named

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Top makeup and cosmetics brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, NYX Professional Makeup was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Huda Beauty 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. +2 more
  11. Huda Beauty–
  12. +3 more

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
  • Clinique2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NYX Professional Makeup2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • L'Oréal Paris2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NARS2 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
  • Huda Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 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 Huda Beauty or NYX Professional Makeup more popular in search?

This chart shows how often people search Google for Huda Beauty and NYX Professional Makeup 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.

Huda Beauty and NYX Professional Makeup among makeup and cosmetics brands worldwide, by month

Share of searches by month for Huda Beauty, NYX Professional Makeup. The figures are in the table below the chart.

View monthly share of searches table
MonthCharlotte TilburyEstée LauderMaybellineCliniqueHuda BeautyNYX Professional MakeupRare BeautyFenty BeautyMorpheL'Oréal ParisNARSBobbi BrownMakeup by MarioTarteColourPop
Oct 202513.1%10.6%8.7%7.2%8.7%6.5%7.2%5.9%1.4%2.6%3.2%3.2%2.1%3.2%2.1%
Nov 202517.3%9.5%5.2%6.3%21.1%5.6%6.3%4.3%1.3%1.6%3.5%2.3%2.3%2.3%1.6%
Dec 202520%10.9%7.3%7.3%7.3%6.7%7.3%4.9%1.8%2.2%3.3%2.7%2.2%2.7%2.2%
Jan 202612.9%8.6%7.1%7.1%10.5%7.9%7.1%4.7%2.1%3.2%3.2%3.2%2.1%2.6%2.6%
Feb 202612.7%10.4%8.6%7%8.6%7.8%7%5.7%2.1%2.6%3.1%2.6%2.1%2.6%2.1%
Mar 202614.5%11.8%7.9%7.9%6.5%7.2%6.5%5.3%2.9%2.9%3.5%2.9%2.9%2.9%2.4%
Apr 202613%10.7%8.8%8.8%7.2%8%7.2%5.9%3.2%2.6%3.2%2.6%2.6%2.1%2.1%
May 202612.3%10.1%8.3%8.3%6.8%7.5%5.5%4.5%3%2.5%3.7%2.5%2.5%6.8%2%
Jun 202614.1%9.5%9.5%7.8%6.4%8.6%5.2%4.3%3.5%2.9%3.5%2.9%2.3%2.9%2.3%
Jul 202616.3%8.9%8.9%7.3%7.3%8.1%7.3%4.9%3.3%2.7%3.3%2.7%2.2%2.7%2.7%
Aug 202616.1%8.8%8.8%7.2%8.8%8%5.9%4.8%3.9%2.6%3.2%2.6%2.6%2.6%2.2%
Sep 202616.3%9%9%7.3%7.3%6.8%6%4.9%4.9%3.3%3.3%2.7%2.7%2.7%2.2%

How has the Huda Beauty and NYX Professional Makeup comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Huda Beauty lost share of searches among makeup and cosmetics brands worldwide, from 8.8% to 7.3%.

  2. In September 2026, NYX Professional Makeup lost share of searches among makeup and cosmetics brands worldwide, from 8% to 6.8%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Huda Beauty’s and NYX Professional Makeup’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

NYX Professional Makeup

3 branded search terms

  • nyx
  • nyx makeup
  • nyx professional makeup

How the Brand Demand Index is measured

Other head-to-heads among makeup and cosmetics brands

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