Brandwave

Tom Ford vs Urban Decay:Which is more popular?

In September 2026, Tom Ford had more branded searches than Urban Decay among eyeshadow brands worldwide. Tom Ford had about 1.2 million branded searches, while Urban Decay had 90,500. Tom Ford made up 23.1% 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 Tom Ford in none.

Among eyeshadow brands worldwide in September 2026

Who do people search for more?

Tom Ford, about 13 searches for every 1 for Urban Decay

Tom Ford 1.2M searchesUrban Decay 90.5K searches

Who does AI mention more?

Urban Decay, mentioned in 3 of 5 answers, Tom Ford in 0

Urban Decay in 3 of 5Tom Ford in 0 of 5

Who does AI recommend more?

Urban Decay, the only one of the two named

Urban Decay first in 3Tom Ford never named

Follow Tom Ford vs Urban Decay and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

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. Tom Ford 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. 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. Tom Ford–
  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
  • MAC1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tom Ford0 of 5Named in 0 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 Tom Ford or Urban Decay more popular in search?

This chart shows how often people search Google for Tom Ford 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.

Tom Ford and Urban Decay among eyeshadow brands worldwide, by month

Share of searches by month for Tom Ford, 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 Tom Ford and Urban Decay comparison changed over the last 12 months?

3 findings
  • Tom Ford was ahead of Urban Decay in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Tom Ford’s share of searches among eyeshadow brands worldwide moved from 18.8% to 23.1%, and its estimated monthly branded searches held steady at 1.2M.
  • Across the 12 months ending September 2026, Urban Decay’s share of searches among eyeshadow brands worldwide moved from 2.1% to 1.7%, and its estimated monthly branded searches moved from 135K to 90.5K.

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

2 changes

  1. In September 2026, Tom Ford gained share of searches among eyeshadow brands worldwide, from 19.8% to 23.1%.

  2. 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 Tom Ford’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.

Tom Ford

1 branded search term

  • tom ford

Urban Decay

1 branded search term

  • urban decay

How the Brand Demand Index is measured

Other head-to-heads among eyeshadow brands

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free