Brandwave

Kylie Cosmetics vs Maybelline:Which is more popular?

In October 2026, Maybelline had more branded searches than Kylie Cosmetics among makeup and cosmetics brands worldwide. Maybelline had about 823,000 branded searches, while Kylie Cosmetics had 368,000. Maybelline made up 7.9% of all makeup and cosmetics brand searches we track, and Kylie Cosmetics accounted for 3.5%. When we asked ChatGPT and Google AI Overviews about makeup and cosmetics brands, Maybelline appeared in four of the five answers and Kylie Cosmetics in none.

Among makeup and cosmetics brands worldwide in October 2026

Who do people search for more?

Maybelline, about 2 searches for every 1 for Kylie Cosmetics

Maybelline 823K searchesKylie Cosmetics 368K searches

Who does AI mention more?

Maybelline, mentioned in 4 of 5 answers, Kylie Cosmetics in 0

Maybelline in 4 of 5Kylie Cosmetics in 0 of 5

Who does AI recommend more?

Maybelline, the only one of the two named

Maybelline first in 4Kylie Cosmetics 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, Maybelline was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Kylie Cosmetics 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. +3 more
  11. Kylie Cosmetics–
  12. +2 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
  • 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
  • Kylie Cosmetics0 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 Kylie Cosmetics or Maybelline more popular in search?

This chart shows how often people search Google for Kylie Cosmetics and Maybelline 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.

Kylie Cosmetics and Maybelline among makeup and cosmetics brands worldwide, by month

Share of searches by month for Maybelline, Kylie Cosmetics. 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 BrownColourPop
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%
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%
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%
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%
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%
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%
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%
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%
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%
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%
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%
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%

How has branded search for Kylie Cosmetics and Maybelline changed worldwide over the last 12 months?

3 findings

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

3 changes

  1. In October 2026, Kylie Cosmetics overtook L'Oréal Paris and 7 others to rank 10th among makeup and cosmetics brands worldwide, with 3.5% of the searches.

  2. In October 2026, Huda Beauty overtook Maybelline and Clinique to rank 3rd among makeup and cosmetics brands worldwide, with 7.9% of the searches.

  3. In October 2026, Maybelline lost share of searches among makeup and cosmetics brands worldwide, from 8.9% to 7.9%.

How are Kylie Cosmetics’ and Maybelline’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Kylie Cosmetics’ 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.

Kylie Cosmetics

1 branded search term

  • kylie cosmetics

Maybelline

1 branded search term

  • maybelline

How the Brand Demand Index is measured

Other head-to-heads among makeup and cosmetics brands

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