Brandwave

How popular isEstée Lauder?

In September 2026, people searched for Estée Lauder by name about 5,090 times in New Zealand, a 27.3% increase from the previous year. These searches made up 13.4% of all New Zealand eye shadow brand searches, placing Estée Lauder third out of eight brands. When we asked both ChatGPT and Google AI Overviews about eye shadow brands, Estée Lauder did not appear in any of the answers.

Search and AI answers in September 2026

Estée Lauder is the third most searched of 8 competitors and not listed in any AI answer.

  1. MaybellineShare of searches 33.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  2. Tom FordShare of searches 21.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Estée LauderShare of searches 13.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. MACShare of searches 11.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. Huda BeautyShare of searches 8.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

+3 more

Estée Lauder website (opens in a new tab)

Follow Estée Lauder 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

Top eye shadow brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Estée Lauder 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. Maybelline1st
  2. Anastasia Beverly Hills2nd
  3. Huda Beauty3rd
  4. MAC4th
  5. Tom Ford–
  6. Estée Lauder–
  7. Bobbi Brown–
  8. Clinique–

Mentioned by AI

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

  • Huda Beauty4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MAC3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Anastasia Beverly Hills3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maybelline2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bobbi Brown1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tom Ford0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Estée Lauder0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clinique0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about eye shadow 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 21, 2026.

Which eye shadow brands compete with Estée Lauder?

Estée Lauder against eye shadow brands in New Zealand, by month

Share of searches by month for Maybelline, Tom Ford, Estée Lauder, MAC, Huda Beauty, Bobbi Brown, Clinique, Anastasia Beverly Hills. The figures are in the table below the chart.

View monthly share of searches table
MonthMaybellineTom FordEstée LauderMACHuda BeautyBobbi BrownCliniqueAnastasia Beverly Hills
Oct 202528.1%27.1%11.5%11.7%8.1%6.1%4.6%2.9%
Nov 202525.8%20.6%13.5%13.1%13.6%5.4%5.9%2.2%
Dec 202527.9%25.1%13.6%13.2%7.2%5.2%5.4%2.5%
Jan 202630.3%21.8%12.4%11.4%11.2%4.7%6.2%1.9%
Feb 202632.1%21.6%12.6%12.3%8.1%4.9%6.1%2.3%
Mar 202633.4%21.2%13.7%12.7%7.4%4.3%5.4%2%
Apr 202633%21.9%13.8%11.9%7.9%4.4%4.6%2.5%
May 202632.7%21.6%12.7%12.7%7.5%4.6%6.2%1.9%
Jun 202634.3%22.5%11.2%12.5%8%4.3%5.3%2%
Jul 202636.1%20.3%10.2%13.2%7.6%4.6%5.5%2.6%
Aug 202636.4%21%11.3%10.8%8.3%4.3%5.2%2.7%
Sep 202633.4%21.1%13.4%11.6%8.2%5.1%5%2.3%

  1. 1.Maybelline

    33.4%

    Held 1st. 12.7K estimated branded searches, -4.9% vs prior month. Share -3 points.

  2. 2.Tom Ford

    21.1%

    Held 2nd. 8K estimated branded searches, +4.2% vs prior month. Share +0.1 points.

  3. 3.Estée Lauder

    13.4%

    Held 3rd. 5.1K estimated branded searches, +22.7% vs prior month. Share +2.1 points.

  4. 4.MAC

    11.6%

    Held 4th. 4.4K estimated branded searches, +11.4% vs prior month. Share +0.8 points.

  5. 5.Huda Beauty

    8.2%

    Held 5th. 3.1K estimated branded searches, +2% vs prior month. Share -0.1 points.

  6. 6.Bobbi Brown

    5.1%

    Moved from 7th to 6th. 1.9K estimated branded searches, +22.3% vs prior month. Share +0.8 points.

  7. 7.Clinique

    5%

    Moved from 6th to 7th. 1.9K estimated branded searches, 0% vs prior month. Share -0.2 points.

  8. 8.Anastasia Beverly Hills

    2.3%

    Held 8th. 880 estimated branded searches, -12% vs prior month. Share -0.4 points.

Compare popularity between Estée Lauder and its closest rivals

Every comparison with Estée Lauder

21 comparisons

How has branded search demand for Estée Lauder changed in New Zealand over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Estée Lauder in New Zealand rose from 4K to 5.1K.
  • Across the 12 months ending September 2026, Estée Lauder’s share of searches among eye shadow brands in New Zealand increased from 11.5% to 13.4%.
  • Across the 12 months ending September 2026, Estée Lauder’s share of searches among eye shadow brands in New Zealand peaked at 13.8% in April 2026 and was lowest at 10.2% in July 2026.
  • Across the 12 months ending September 2026, Estée Lauder rose from 4th to 3rd among eye shadow brands in New Zealand.

How did search popularity change for New Zealand eye shadow brands in September 2026?

6 changes

  1. In September 2026, Bobbi Brown overtook Clinique to rank 6th among eye shadow brands in New Zealand, with 5.1% of the searches.

  2. In September 2026, Estée Lauder gained share of searches among eye shadow brands in New Zealand, from 11.3% to 13.4%.

  3. In September 2026, MAC gained share of searches among eye shadow brands in New Zealand, from 10.8% to 11.6%.

  4. In September 2026, Maybelline lost share of searches among eye shadow brands in New Zealand, from 36.4% to 33.4%.

  5. Estimated monthly branded searches for Clinique in New Zealand rose 18.8% over 12 measured months, from 1.6K to 1.9K in September 2026.

  6. Estimated monthly branded searches for Tom Ford in New Zealand fell 15.4% over 12 measured months, from 9.4K to 8K in September 2026.

How are Estée Lauder’s branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using Estée Lauder’s 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.

  • estee lauder
  • estee lauder concealer
  • estee lauder foundation
  • estee lauder lipstick
  • estee lauder makeup
  • estee lauder mascara
  • estee lauder primer

Do you work for Estée Lauder? 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

Where does Estée Lauder compete?

Estée Lauder is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Makeup and cosmetics brands6th of 334.6%Show ranking
Moisturizer brands4th of 88.2%Show ranking
Eye shadow brands3rd of 813.4%Shown above
Eye makeup remover brands4th of 513.9%Show ranking
Night cream brands3rd of 515%Show ranking
Creator with pink hair and a pink jacket

Is Estée Lauder your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free