Brandwave

Natasha Denona vs Urban Decay:Which is more popular?

In September 2026, Natasha Denona had more branded searches than Urban Decay among eyeshadow brands worldwide. Natasha Denona had about 165,000 branded searches, while Urban Decay had 90,500. Natasha Denona made up 3.1% of all eyeshadow brand searches we track, and Urban Decay accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about eyeshadow brands, Urban Decay appeared in three of the five answers and Natasha Denona in two. Urban Decay was mentioned before Natasha Denona in every answer that named either.

Among eyeshadow brands worldwide in September 2026

Who do people search for more?

Natasha Denona, about 82% more searches than Urban Decay

Natasha Denona 165K searchesUrban Decay 90.5K searches

Who does AI mention more?

Urban Decay, mentioned in 3 of 5 answers, Natasha Denona in 2

Urban Decay in 3 of 5Natasha Denona in 2 of 5

Who does AI recommend more?

Urban Decay, named ahead of Natasha Denona in 3 of 3 answers

Urban Decay first in 3Natasha Denona never first

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Top eyeshadow brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Urban Decay was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Natasha Denona was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Urban Decay was listed before Natasha Denona in every answer 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. Bobbi Brown7th
  8. Pat McGrath Labs8th
  9. MAC9th
  10. Maybelline10th
  11. +5 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
  • Bobbi Brown1 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

+5 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 Natasha Denona or Urban Decay more popular in search?

This chart shows how often people search Google for Natasha Denona and Urban Decay by name. Each line represents a brand's share of searches for all 15 eyeshadow brands we track, month by month, from English-language searches worldwide.

Natasha Denona and Urban Decay among eyeshadow brands worldwide, by month

Share of searches by month for Natasha Denona, Urban Decay. The figures are in the table below the chart.

View monthly share of searches table
MonthTom FordEstée LauderMaybellineCliniqueNARSBobbi BrownMakeup by MarioColourPopAnastasia Beverly Hillse.l.f. CosmeticsNatasha DenonaToo FacedUrban DecayMACPat McGrath Labs
Oct 202518.8%18.8%15.4%12.7%5.7%5.7%3.8%3.8%4.6%3.1%2.5%2.5%2.1%0.34%0.28%
Nov 202514.3%21.4%11.7%14.3%7.9%5.3%5.3%3.5%3.5%2.3%2.9%5.3%1.9%0.32%0.32%
Dec 202520.1%20.1%13.4%13.4%6%4.9%4%4%3.3%2.7%2.2%3.3%1.8%0.3%0.36%
Jan 202620.1%16.5%13.6%13.6%6.1%6.1%4.1%5%3.3%2.7%2.7%3.3%1.8%0.37%0.82%
Feb 202619.4%19.4%16%13.1%5.8%4.8%3.9%3.9%3.2%2.6%2.6%2.6%1.8%0.35%0.53%
Mar 202617.1%20.8%14%14%6.3%5.1%5.1%4.2%2.8%2.8%2.3%2.8%1.9%0.31%0.31%
Apr 202618.6%18.6%15.3%15.3%5.6%4.6%4.6%3.7%3.1%3.1%2.5%2.5%2%0.34%0.27%
May 202618.1%18.1%14.9%14.9%6.7%4.5%4.5%3.6%3%3.6%2.4%3%2%0.33%0.27%
Jun 202617.2%17.2%17.2%14.1%6.3%5.2%4.2%4.2%2.8%3.5%2.3%2.8%2.3%0.31%0.25%
Jul 202619.9%16.3%16.3%13.4%6%4.9%4%4.9%3.3%3.3%2.7%2.7%1.8%0.36%0.24%
Aug 202619.8%16.3%16.3%13.3%6%4.9%4.9%4%3.3%3.3%2.7%2.7%2.2%0.44%0.24%
Sep 202623.1%15.6%15.6%12.7%5.7%4.7%4.7%3.8%3.1%3.1%3.1%2.6%1.7%0.42%0.23%

How has the Natasha Denona and Urban Decay comparison changed over the last 12 months?

3 findings

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

1 change

  1. Estimated monthly branded searches for Urban Decay worldwide fell 33% over 12 measured months, from 135K to 90.5K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Natasha Denona’s and Urban Decay’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.

Natasha Denona

1 branded search term

  • natasha denona

Urban Decay

1 branded search term

  • urban decay

How the Brand Demand Index is measured

Other head-to-heads among eyeshadow brands

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