Brandwave

Shu Uemura vs Tarte:Which is more popular?

In October 2026, Shu Uemura had more branded searches than Tarte among eyelash curler brands worldwide. Shu Uemura had about 22,200 branded searches, while Tarte had 3,600. Shu Uemura made up 9.4% of all eyelash curler brand searches we track, and Tarte accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about eyelash curler brands, Shu Uemura appeared in three of the five answers and Tarte in none.

Among eyelash curler brands worldwide in October 2026

Who do people search for more?

Shu Uemura, about 6 searches for every 1 for Tarte

Shu Uemura 22.2K searchesTarte 3.6K searches

Who does AI mention more?

Shu Uemura, mentioned in 3 of 5 answers, Tarte in 0

Shu Uemura in 3 of 5Tarte in 0 of 5

Who does AI recommend more?

Shu Uemura, the only one of the two named

Shu Uemura first in 3Tarte never named

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Top eyelash curler brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Shu Uemura was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Tarte 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. Shiseido1st
  2. Tweezerman2nd
  3. Shu Uemura3rd
  4. Kevyn Aucoin4th
  5. e.l.f.5th
  6. Revlon6th
  7. Surratt7th
  8. Japonesque–
  9. Chanel–
  10. Tarte–
  11. +1 more

Mentioned by AI

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

  • Shiseido4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tweezerman3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Shu Uemura3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kevyn Aucoin3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • e.l.f.1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Revlon1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Surratt1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Japonesque0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Chanel0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tarte0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about eyelash curler 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 Shu Uemura or Tarte more popular in search?

This chart shows how often people search Google for Shu Uemura and Tarte by name. Each line represents a brand's share of searches for all 11 eyelash curler brands we track, month by month, from English-language searches worldwide.

Shu Uemura and Tarte among eyelash curler brands worldwide, by month

Share of searches by month for Shu Uemura, Tarte. The figures are in the table below the chart.

View monthly share of searches table
MonthShiseidoTweezermanShu Uemurae.l.f.JaponesqueChanelKevyn AucoinRevlonTarteSurrattMAC
Nov 202562.3%15.3%6.8%4.6%2%1.7%1.7%1.7%1.7%1.7%0.72%
Dec 202563.7%15.7%7%3.8%1.7%2.1%1.7%1.4%1.1%1.1%0.6%
Jan 202658.7%14.4%11.8%4.3%2.3%1.6%1.9%1.6%1%1.6%0.83%
Feb 202664.2%12.9%8.6%3.9%2.1%1.4%1.7%1.4%1.4%1.7%0.76%
Mar 202667.3%11.1%9.1%3.3%1.8%1.2%1.8%1.2%1.2%1.5%0.65%
Apr 202663.2%12.7%10.4%3.8%2.1%1.4%1.7%1.4%1.1%1.7%0.61%
May 202666.1%10.9%10.9%3.2%1.8%1.2%1.8%1.4%0.76%1.4%0.64%
Jun 202670.5%9.5%7.7%2.8%1.9%1.5%1.9%1.5%0.81%1.2%0.56%
Jul 202670.9%9.6%7.8%2.9%1.6%1.9%1.6%1.3%0.85%1%0.67%
Aug 202665.7%13.2%7.2%3.9%2.2%1.4%1.8%1.4%0.96%1.4%0.76%
Sep 202662.2%15.3%6.8%4.6%2.5%1.7%2%1.7%1.1%1.3%0.88%
Oct 202657.2%17.2%9.4%5.1%2.8%1.5%1.5%1.5%1.5%1.2%1%

Shu Uemura and Tarte sell other things too, so only their searches that name this product count here, like “shu uemura eyelash curler”.

How has branded search for Shu Uemura and Tarte changed worldwide over the last 12 months?

3 findings
  • Shu Uemura was ahead of Tarte in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Shu Uemura’s share of searches among eyelash curler brands worldwide moved from 6.8% to 9.4%, and its estimated monthly branded searches moved from 18.1K to 22.2K.
  • Across the 12 months ending October 2026, Tarte’s share of searches among eyelash curler brands worldwide moved from 1.7% to 1.5%, and its estimated monthly branded searches moved from 4.4K to 3.6K.

How did search popularity change for eyelash curler brands worldwide in October 2026?

2 changes

  1. In October 2026, Shu Uemura gained share of searches among eyelash curler brands worldwide, from 6.8% to 9.4%.

  2. Tarte’s share of searches among eyelash curler brands worldwide has gained ground for 3 months in a row, from 0.85% to 1.5% in October 2026.

How are Shu Uemura’s and Tarte’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Shu Uemura’s and Tarte’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.

Shu Uemura

1 branded search term

  • shu uemura eyelash curler

Tarte

1 branded search term

  • tarte eyelash curler

How the Brand Demand Index is measured

Other head-to-heads among eyelash curler brands

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