Brandwave

How popular isMaybelline?

In September 2026, people searched for Maybelline by name about 12,800 times in New Zealand, a 29.7% increase from the previous year. These searches made up 33.4% of all New Zealand eye shadow brand searches, placing Maybelline first out of eight brands. When we asked both ChatGPT and Google AI Overviews about eye shadow brands, Maybelline appeared in two of the five answers and was the most recommended of the eight.

Search and AI answers in September 2026

Maybelline is the most searched of 8 competitors and the most recommended in AI answers.

  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

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Top eye shadow brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Maybelline was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Maybelline is the most recommended of the eight.

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 Maybelline?

Maybelline 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 Maybelline and its closest rivals

Every comparison with Maybelline

12 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Maybelline in New Zealand rose from 9.8K to 12.8K.
  • Across the 12 months ending September 2026, Maybelline’s share of searches among eye shadow brands in New Zealand increased from 28.1% to 33.4%.
  • Across the 12 months ending September 2026, Maybelline’s share of searches among eye shadow brands in New Zealand peaked at 36.4% in August 2026 and was lowest at 25.8% in November 2025.

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 Maybelline’s branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using Maybelline’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.

  • maybelline
  • maybelline concealer
  • maybelline fit concealer
  • maybelline fit me
  • maybelline foundation
  • maybelline lipstick
  • maybelline makeup
  • maybelline mascara
  • maybelline poreless powder
  • maybelline skin tint
  • maybelline skyhigh mascara

Do you work for Maybelline? 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 Maybelline compete?

Maybelline is ranked in four 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 brands2nd of 3311.6%Show ranking
Eye shadow brands1st of 833.4%Shown above
Eyeshadow palette brands1st of 748.5%Show ranking
Gel eyeliner brands1st of 366.8%Show ranking
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Is Maybelline your brand?

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