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 48.5% of all New Zealand eyeshadow palette brand searches, placing Maybelline first out of seven brands. When we asked both ChatGPT and Google AI Overviews about eyeshadow palette brands, Maybelline appeared in three of the four answers and was the third most recommended of the seven.
Maybelline is the most searched of 7 competitors and the third most recommended in AI answers.
MaybellineShare of searches 48.5%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
Charlotte TilburyShare of searches 20.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
Huda BeautyShare of searches 11.9%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
Bobbi BrownShare of searches 7.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
MACShare of searches 6.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
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Top eyeshadow palette brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Maybelline was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Maybelline is the third most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Maybelline3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Anastasia Beverly Hills3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Natasha Denona3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Huda Beauty2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- MAC2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Charlotte Tilbury0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Bobbi Brown0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about eyeshadow palette brands
4 answers
Asked ChatGPT
“Which eyeshadow palette brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best eyeshadow palette brands in New Zealand?”
Asked ChatGPT
“What's the best eyeshadow palette brand in New Zealand for everyday makeup?”
Searched Google, AI Overview
“eyeshadow palette nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“neutral eyeshadow palette”
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 eyeshadow palette brands compete with Maybelline?
Share of searches by month for Maybelline, Charlotte Tilbury, Huda Beauty, Bobbi Brown, MAC, Anastasia Beverly Hills. The figures are in the table below the chart.
View monthly share of searches table
| Month | Maybelline | Charlotte Tilbury | Huda Beauty | Bobbi Brown | MAC | Anastasia Beverly Hills | Natasha Denona |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.4% | 21.1% | 12.6% | 9.5% | 6.9% | 4.4% | 2.1% |
| Nov 2025 | 38.6% | 20.6% | 20.4% | 8.1% | 6.9% | 3.2% | 2.2% |
| Dec 2025 | 45.4% | 22.5% | 11.8% | 8.4% | 6% | 4% | 1.8% |
| Jan 2026 | 45.6% | 20.2% | 16.8% | 7.1% | 5.4% | 2.9% | 1.9% |
| Feb 2026 | 49.2% | 19.4% | 12.5% | 7.5% | 6.5% | 3.5% | 1.5% |
| Mar 2026 | 51.4% | 18.1% | 11.3% | 6.6% | 8.1% | 3.1% | 1.4% |
| Apr 2026 | 48.7% | 22% | 11.7% | 6.6% | 5.7% | 3.7% | 1.7% |
| May 2026 | 49.9% | 20.4% | 11.5% | 7.1% | 6.2% | 2.9% | 1.9% |
| Jun 2026 | 47.2% | 26.3% | 10.9% | 5.9% | 5.6% | 2.7% | 1.5% |
| Jul 2026 | 50.9% | 21.4% | 10.7% | 6.5% | 5.3% | 3.6% | 1.6% |
| Aug 2026 | 51.4% | 20.2% | 11.8% | 6.1% | 4.9% | 3.9% | 1.9% |
| Sep 2026 | 48.5% | 20.7% | 11.9% | 7.4% | 6.3% | 3.4% | 1.8% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 48.5% | 12.7K | -4.9% | -2.9 points | |
| 2, held 2nd | 20.7% | 5.4K | +3.6% | +0.6 points | |
| 3, held 3rd | 11.9% | 3.1K | +2% | +0.1 points | |
| 4, held 4th | 7.4% | 1.9K | +22.3% | +1.3 points | |
| 5, held 5th | 6.3% | 1.6K | +30.2% | +1.4 points | |
| 6, held 6th | 3.4% | 880 | -12% | -0.5 points | |
| 7, held 7th | 1.8% | 480 | 0% | 0 points |
48.5%
Held 1st. 12.7K estimated branded searches, -4.9% vs prior month. Share -2.9 points.
20.7%
Held 2nd. 5.4K estimated branded searches, +3.6% vs prior month. Share +0.6 points.
11.9%
Held 3rd. 3.1K estimated branded searches, +2% vs prior month. Share +0.1 points.
7.4%
Held 4th. 1.9K estimated branded searches, +22.3% vs prior month. Share +1.3 points.
5.
MAC6.3%
Held 5th. 1.6K estimated branded searches, +30.2% vs prior month. Share +1.4 points.
3.4%
Held 6th. 880 estimated branded searches, -12% vs prior month. Share -0.5 points.
1.8%
Held 7th. 480 estimated branded searches, 0% vs prior month. Share 0 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 eyeshadow palette brands in New Zealand increased from 43.4% to 48.5%.
- Across the 12 months ending September 2026, Maybelline’s share of searches among eyeshadow palette brands in New Zealand peaked at 51.4% in March 2026 and was lowest at 38.6% in November 2025.
How did search popularity change for New Zealand eyeshadow palette brands in September 2026?
5 changes
In September 2026, MAC gained share of searches among eyeshadow palette brands in New Zealand, from 4.9% to 6.3%.
In September 2026, Bobbi Brown gained share of searches among eyeshadow palette brands in New Zealand, from 6.1% to 7.4%.
In September 2026, Charlotte Tilbury gained share of searches among eyeshadow palette brands in New Zealand, from 20.2% to 20.7%.
In September 2026, Maybelline lost share of searches among eyeshadow palette brands in New Zealand, from 51.4% to 48.5%.
Estimated monthly branded searches for Anastasia Beverly Hills in New Zealand fell 12% over 12 measured months, from 1K to 880 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
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Where does Maybelline compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Makeup and cosmetics brands | 2nd of 33 | 11.6% | Show ranking |
| Eye shadow brands | 1st of 8 | 33.4% | Show ranking |
| Eyeshadow palette brands | 1st of 7 | 48.5% | Shown above |
| Gel eyeliner brands | 1st of 3 | 66.8% | Show ranking |
Is Maybelline 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.