Brandwave

Maybelline vs Pat McGrath Labs:Which is more popular?

In September 2026, Maybelline had more branded searches than Pat McGrath Labs among eyeshadow brands worldwide. Maybelline had about 823,000 branded searches, while Pat McGrath Labs had 12,100. Maybelline made up 35.4% of all eyeshadow brand searches we track, and Pat McGrath Labs accounted for 0.52%. When we asked ChatGPT and Google AI Overviews about eyeshadow brands, Pat McGrath Labs appeared in two of the five answers and Maybelline in one. Pat McGrath Labs was mentioned before Maybelline in two out of three answers that named either.

Among eyeshadow brands worldwide in September 2026

Who do people search for more?

Maybelline, about 68 searches for every 1 for Pat McGrath Labs

Maybelline 823K searchesPat McGrath Labs 12.1K searches

Who does AI mention more?

Pat McGrath Labs, mentioned in 2 of 5 answers, Maybelline in 1

Pat McGrath Labs in 2 of 5Maybelline in 1 of 5

Who does AI recommend more?

Pat McGrath Labs, named ahead of Maybelline in 2 of 3 answers

Pat McGrath Labs first in 2Maybelline first in 1

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Top eyeshadow brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Pat McGrath Labs was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Maybelline was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Pat McGrath Labs was listed before Maybelline in two out of three answers that named either.

Most recommended by AI

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

  1. e.l.f. Cosmetics1st
  2. Urban Decay2nd
  3. Anastasia Beverly Hills3rd
  4. ColourPop4th
  5. Natasha Denona5th
  6. Makeup by Mario6th
  7. Pat McGrath Labs7th
  8. MAC8th
  9. Maybelline9th
  10. NARS–
  11. +1 more

Mentioned by AI

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

  • e.l.f. Cosmetics5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ColourPop3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Anastasia Beverly Hills3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Urban Decay3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Makeup by Mario2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Natasha Denona2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pat McGrath Labs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maybelline1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MAC1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NARS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about eyeshadow 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 20, 2026.

Is Maybelline or Pat McGrath Labs more popular in search?

This chart shows how often people search Google for Maybelline and Pat McGrath Labs by name. Each line represents a brand's share of searches for all 11 eyeshadow brands we track, month by month, from English-language searches worldwide.

Maybelline and Pat McGrath Labs among eyeshadow brands worldwide, by month

Share of searches by month for Maybelline, Pat McGrath Labs. The figures are in the table below the chart.

View monthly share of searches table
MonthMaybellineNARSMakeup by MarioColourPopAnastasia Beverly Hillse.l.f. CosmeticsNatasha DenonaToo FacedUrban DecayMACPat McGrath Labs
Oct 202534.9%12.8%8.6%8.6%10.5%7%5.8%5.8%4.7%0.77%0.63%
Nov 202526%17.5%11.7%7.8%7.8%5.2%6.4%11.7%4.3%0.71%0.71%
Dec 202532.3%14.5%9.7%9.7%8%6.5%5.3%8%4.4%0.72%0.88%
Jan 202631%13.9%9.3%11.4%7.6%6.2%6.2%7.6%4.1%0.84%1.9%
Feb 202636.9%13.5%9%9%7.4%6%6%6%4.1%0.81%1.2%
Mar 202632.7%14.6%12%9.8%6.6%6.6%5.4%6.6%4.4%0.72%0.72%
Apr 202635.6%13%10.6%8.7%7.1%7.1%5.8%5.8%4.8%0.78%0.64%
May 202633.6%15%10.1%8.2%6.7%8.2%5.5%6.7%4.5%0.74%0.6%
Jun 202637.3%13.6%9.1%9.1%6.1%7.5%5%6.1%5%0.67%0.55%
Jul 202635.9%13.1%8.8%10.7%7.2%7.2%5.9%5.9%3.9%0.79%0.53%
Aug 202635.5%13%10.6%8.7%7.1%7.1%5.8%5.8%4.8%0.96%0.52%
Sep 202635.4%12.9%10.6%8.6%7.1%7.1%7.1%5.8%3.9%0.95%0.52%

How has the Maybelline and Pat McGrath Labs comparison changed over the last 12 months?

3 findings

How did search popularity change for eyeshadow brands worldwide in September 2026?

2 changes

  1. Maybelline’s share of searches among eyeshadow brands worldwide has lost ground for 3 months in a row, from 37.3% to 35.4% in September 2026.

  2. Estimated monthly branded searches for Pat McGrath Labs worldwide fell 33.1% over 12 measured months, from 18.1K to 12.1K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Maybelline’s and Pat McGrath Labs’ 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.

Maybelline

1 branded search term

  • maybelline

Pat McGrath Labs

1 branded search term

  • pat mcgrath labs

How the Brand Demand Index is measured

Other head-to-heads among eyeshadow brands

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