Brandwave

How popular ise.l.f. Cosmetics?

In September 2026, people searched for e.l.f. Cosmetics by name about 3,040 times in New Zealand, a 15.2% increase from the previous year. These searches made up 2.8% of all New Zealand makeup and cosmetics brand searches, placing e.l.f. Cosmetics 11th out of 33 brands. When we asked both ChatGPT and Google AI Overviews about makeup and cosmetics brands, e.l.f. Cosmetics appeared in two of the five answers and was the second most recommended of the 33.

Search and AI answers in September 2026

e.l.f. Cosmetics is the 11th most searched of 33 competitors and the second most recommended in AI answers.

  1. Dior BeautyShare of searches 20.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. MaybellineShare of searches 11.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. MCoBeautyShare of searches 9.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  4. Thin LizzyShare of searches 6.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. e.l.f. CosmeticsShare of searches 2.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd

+28 more

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Top makeup and cosmetics brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, e.l.f. Cosmetics was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. e.l.f. Cosmetics is the second most recommended of the 33.

Most recommended by AI

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

  1. Maybelline1st
  2. e.l.f. Cosmetics2nd
  3. MAC3rd
  4. MECCA MAX4th
  5. MCoBeauty5th
  6. L'Oréal Paris6th
  7. Estée Lauder7th
  8. NARS8th
  9. Dior Beauty–
  10. Thin Lizzy–
  11. +23 more

Mentioned by AI

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

  • Maybelline3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MCoBeauty2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MAC2 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
  • e.l.f. Cosmetics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aleph Beauty2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MECCA MAX2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Estée Lauder1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NARS1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dior Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+23 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 New Zealand on October 19, 2026.

Which makeup and cosmetics brands compete with e.l.f. Cosmetics?

e.l.f. Cosmetics against makeup and cosmetics brands in New Zealand, by month

Share of searches by month for Dior Beauty, Maybelline, MCoBeauty, Thin Lizzy, Charlotte Tilbury, Estée Lauder, MAC, NARS, L'Oréal Paris, Huda Beauty, e.l.f. Cosmetics, Revlon, Rare Beauty, Nude by Nature, NYX Professional Makeup. The figures are in the table below the chart.

View monthly share of searches table
MonthDior BeautyMaybellineMCoBeautyThin LizzyCharlotte TilburyEstée LauderMACNARSL'Oréal ParisHuda Beautye.l.f. CosmeticsRevlonRare BeautyNude by NatureNYX Professional MakeupBobbi BrownKosasAleph BeautyHourglassEssenceColourPopToo FacedFenty BeautyMakeup by MarioMECCA MAXMorpheTarteCoverGirlKylie CosmeticsBenefit CosmeticsRimmelMilk MakeupRevolution Beauty
Oct 202518.8%10%11%4.7%4.9%4%4.6%3%2.8%2.9%2.7%3.2%3.7%2.2%2%2.5%1.3%1.9%1.6%1.1%0.93%0.93%1.5%1.2%0.74%0.71%1%0.72%2%0.71%0.32%0.26%0.11%
Nov 202518.2%8.7%15.5%6.6%4.6%4.5%4.8%2.9%2.2%4.5%2.3%2.6%3.1%2.3%1.5%2.1%1.1%1.6%1.4%0.83%0.85%0.78%0.98%1.2%0.6%0.6%1%0.68%0.74%0.6%0.34%0.21%0.14%
Dec 202521.9%8.9%14.2%7.4%4.4%4.3%4.4%2.6%2.1%2.3%2.5%2.8%2.8%2.1%1.6%2%1.1%1.2%1.6%0.75%0.85%0.85%1%1.1%0.78%0.78%0.79%0.75%0.81%0.66%0.33%0.23%0.08%
Jan 202620.9%10.8%8.4%5.2%4.8%4.4%4.3%2.8%3%4%2.7%3%3.1%2.5%2.2%2.1%1.2%1.2%1.7%1%1.1%0.96%1%1.2%0.82%0.67%0.91%1%1.6%0.68%0.41%0.3%0.1%
Feb 202619.8%11%9.4%6.7%4.4%4.3%4.6%2.5%2.9%2.8%2.4%3.1%3.2%2.2%2%2.1%1.2%1.1%2%0.95%1%0.93%1.1%0.91%0.75%0.77%0.84%1.1%2.5%0.53%0.39%0.34%0.09%
Mar 202620%11.5%12.4%5.1%4.2%4.7%4.7%2.8%2.8%2.5%2.2%3.1%2.5%2.3%2.1%1.7%1.2%1.5%1.5%1.1%1.1%0.96%1.2%1.2%0.81%0.64%0.81%0.94%1.2%0.51%0.43%0.2%0.1%
Apr 202620.6%11%8.6%6.2%5%4.6%4.5%2.8%3.2%2.7%2.5%2.8%3.2%2.7%2.6%1.8%1.3%1.5%1.4%1.1%0.88%0.98%1.3%1.2%0.83%0.81%0.84%0.92%0.88%0.52%0.42%0.24%0.08%
May 202622.6%10.6%7.8%6.6%4.6%4.1%4.6%3.1%2.8%2.5%2.3%2.7%2.8%2.6%2.1%1.8%1.2%1.4%1.4%1.1%0.99%0.92%1.2%1.1%0.64%0.74%1.9%0.94%2%0.5%0.37%0.18%0.07%
Jun 202619.9%11.3%9.7%4%7.3%3.7%4.5%3.5%3.3%2.7%2.8%2.9%2.6%2.3%2.2%1.7%1.2%1.4%1.4%1.2%1%0.85%1.2%0.98%0.58%0.78%0.77%0.87%2.1%0.58%0.4%0.23%0.08%
Jul 202618.2%11.9%10.5%6.4%5.8%3.3%4.6%3.2%3.5%2.5%3%2.9%2.9%2.3%2%1.8%1.2%1.8%1.4%1.4%1.1%0.9%1.1%1%0.62%0.85%0.84%0.87%0.6%0.6%0.44%0.16%0.07%
Aug 202623.5%12.1%9.8%4.4%5.2%3.7%4%2.9%3.1%2.8%2.8%2.9%2.6%2.2%2.2%1.7%1.3%1.7%1.3%1.3%0.97%0.88%1.1%0.97%0.49%0.75%0.7%0.73%0.57%0.49%0.44%0.19%0.08%
Sep 202620.5%11.6%9.9%6.1%5%4.6%4.2%3%2.9%2.9%2.8%2.6%2.5%2.3%2%2%1.5%1.5%1.4%1.3%1.2%1.2%1.1%0.95%0.9%0.83%0.75%0.72%0.67%0.49%0.44%0.15%0.13%

  1. 1.Dior Beauty

    20.5%

    Held 1st. 22.6K estimated branded searches, -13.2% vs prior month. Share -3 points.

  2. 2.Maybelline

    11.6%

    Held 2nd. 12.8K estimated branded searches, -4.7% vs prior month. Share -0.5 points.

  3. 3.MCoBeauty

    9.9%

    Held 3rd. 10.9K estimated branded searches, +0.46% vs prior month. Share +0.1 points.

  4. 4.Thin Lizzy

    6.1%

    Moved from 5th to 4th. 6.7K estimated branded searches, +39.4% vs prior month. Share +1.7 points.

  5. 5.Charlotte Tilbury

    5%

    Moved from 4th to 5th. 5.5K estimated branded searches, -5.3% vs prior month. Share -0.3 points.

  6. 6.Estée Lauder

    4.6%

    Moved from 7th to 6th. 5.1K estimated branded searches, +22.7% vs prior month. Share +0.9 points.

  7. 7.MAC

    4.2%

    Moved from 6th to 7th. 4.6K estimated branded searches, +5.5% vs prior month. Share +0.2 points.

  8. 8.NARS

    3%

    Moved from 9th to 8th. 3.3K estimated branded searches, +3.1% vs prior month. Share +0.1 points.

  9. 9.L'Oréal Paris

    2.9%

    Moved from 8th to 9th. 3.2K estimated branded searches, -8.4% vs prior month. Share -0.2 points.

  10. 10.Huda Beauty

    2.9%

    Moved from 11th to 10th. 3.1K estimated branded searches, +0.96% vs prior month. Share 0 points.

  11. 11.e.l.f. Cosmetics

    2.8%

    Moved from 12th to 11th. 3K estimated branded searches, -0.33% vs prior month. Share 0 points.

  12. 12.Revlon

    2.6%

    Moved from 10th to 12th. 2.9K estimated branded searches, -10.4% vs prior month. Share -0.3 points.

  13. 13.Rare Beauty

    2.5%

    Held 13th. 2.7K estimated branded searches, -6.8% vs prior month. Share -0.2 points.

  14. 14.Nude by Nature

    2.3%

    Held 14th. 2.6K estimated branded searches, +5.3% vs prior month. Share +0.1 points.

  15. 15.NYX Professional Makeup

    2%

    Held 15th. 2.2K estimated branded searches, -8.7% vs prior month. Share -0.2 points.

  16. 16.Bobbi Brown

    2%

    Moved from 17th to 16th. 2.2K estimated branded searches, +15.3% vs prior month. Share +0.3 points.

  17. 17.Kosas

    1.5%

    Moved from 19th to 17th. 1.7K estimated branded searches, +13.6% vs prior month. Share +0.2 points.

  18. 18.Aleph Beauty

    1.5%

    Moved from 16th to 18th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.3 points.

  19. 19.Hourglass

    1.4%

    Moved from 18th to 19th. 1.6K estimated branded searches, +6% vs prior month. Share +0.1 points.

  20. 20.Essence

    1.3%

    Held 20th. 1.4K estimated branded searches, 0% vs prior month. Share 0 points.

  21. 21.ColourPop

    1.2%

    Moved from 22nd to 21st. 1.4K estimated branded searches, +28% vs prior month. Share +0.3 points.

  22. 22.Too Faced

    1.2%

    Moved from 24th to 22nd. 1.3K estimated branded searches, +30.9% vs prior month. Share +0.3 points.

  23. 23.Fenty Beauty

    1.1%

    Moved from 21st to 23rd. 1.2K estimated branded searches, -0.83% vs prior month. Share 0 points.

  24. 24.Makeup by Mario

    0.95%

    Moved from 23rd to 24th. 1.1K estimated branded searches, -1.9% vs prior month. Share 0 points.

  25. 25.MECCA MAX

    0.9%

    Moved from 30th to 25th. 990 estimated branded searches, +83.3% vs prior month. Share +0.4 points.

  26. 26.Morphe

    0.83%

    Moved from 25th to 26th. 920 estimated branded searches, +10.8% vs prior month. Share +0.1 points.

  27. 27.Tarte

    0.75%

    Held 27th. 830 estimated branded searches, +6.4% vs prior month. Share 0 points.

  28. 28.CoverGirl

    0.72%

    Moved from 26th to 28th. 790 estimated branded searches, -2.5% vs prior month. Share 0 points.

  29. 29.Kylie Cosmetics

    0.67%

    Moved from 28th to 29th. 740 estimated branded searches, +17.5% vs prior month. Share +0.1 points.

  30. 30.Benefit Cosmetics

    0.49%

    Moved from 29th to 30th. 540 estimated branded searches, 0% vs prior month. Share 0 points.

  31. 31.Rimmel

    0.44%

    Held 31st. 490 estimated branded searches, 0% vs prior month. Share 0 points.

  32. 32.Milk Makeup

    0.15%

    Held 32nd. 170 estimated branded searches, -19% vs prior month. Share 0 points.

  33. 33.Revolution Beauty

    0.13%

    Held 33rd. 140 estimated branded searches, +55.6% vs prior month. Share 0 points.

Compare popularity between e.l.f. Cosmetics and its closest rivals

Every comparison with e.l.f. Cosmetics

11 comparisons

How has branded search demand for e.l.f. Cosmetics changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for e.l.f. Cosmetics in New Zealand rose from 2.6K to 3K.
  • Across the 12 months ending September 2026, e.l.f. Cosmetics rose from 13th to 11th among makeup and cosmetics brands in New Zealand.

How did search popularity change for New Zealand makeup and cosmetics brands in September 2026?

6 changes

  1. In September 2026, Thin Lizzy overtook Charlotte Tilbury to rank 4th among makeup and cosmetics brands in New Zealand, with 6.1% of the searches.

  2. In September 2026, Estée Lauder overtook MAC to rank 6th among makeup and cosmetics brands in New Zealand, with 4.6% of the searches.

  3. In September 2026, Dior Beauty lost share of searches among makeup and cosmetics brands in New Zealand, from 23.5% to 20.5%.

  4. In September 2026, Maybelline lost share of searches among makeup and cosmetics brands in New Zealand, from 12.1% to 11.6%.

  5. Charlotte Tilbury’s share of searches among makeup and cosmetics brands in New Zealand has lost ground for 3 months in a row, from 7.3% to 5% in September 2026.

  6. In September 2026, MECCA MAX rose from 30th to 25th among makeup and cosmetics brands in New Zealand.

How are e.l.f. Cosmetics’ branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • elf camo concealer
  • elf cosmetics
  • elf cosmetics bronzer
  • elf cosmetics brow pencil
  • elf cosmetics brushes
  • elf cosmetics gloss
  • elf cosmetics makeup
  • elf cosmetics mascara
  • elf cosmetics primer
  • elf halo glow
  • elf makeup
  • elf power grip primer
  • elf primer

Do you work for e.l.f. Cosmetics? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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