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 66.8% of all New Zealand gel eyeliner brand searches, placing Maybelline first out of three brands. When we asked both ChatGPT and Google AI Overviews about gel eyeliner brands, Maybelline appeared in four of the five answers and was the most recommended of the three.
Maybelline is the most searched of 3 competitors and the most recommended in AI answers.
MaybellineShare of searches 66.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
MACShare of searches 23.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
Bobbi BrownShare of searches 10.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top gel eyeliner brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Maybelline was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Maybelline is the most recommended of the three.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Maybelline1st
- Bobbi Brown2nd
- MAC3rd
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Maybelline4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Bobbi Brown4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- MAC3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about gel eyeliner brands
5 answers
Asked ChatGPT
“Which gel eyeliner brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best gel eyeliner brands in New Zealand?”
Asked ChatGPT
“What's the best gel eyeliner brand in New Zealand for everyday makeup?”
Searched Google, AI Overview
“best gel eyeliner”
Searched Google, AI Overview
“waterproof eyeliner nz”
- 1MAC
- 1
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which gel eyeliner brands compete with Maybelline?
Share of searches by month for Maybelline, MAC, Bobbi Brown. The figures are in the table below the chart.
View monthly share of searches table
| Month | Maybelline | MAC | Bobbi Brown |
|---|---|---|---|
| Oct 2025 | 61.2% | 25.5% | 13.3% |
| Nov 2025 | 58.3% | 29.5% | 12.2% |
| Dec 2025 | 60.2% | 28.6% | 11.2% |
| Jan 2026 | 65.3% | 24.6% | 10.1% |
| Feb 2026 | 65.2% | 24.9% | 9.9% |
| Mar 2026 | 66.3% | 25.2% | 8.5% |
| Apr 2026 | 66.8% | 24.2% | 9% |
| May 2026 | 65.3% | 25.5% | 9.3% |
| Jun 2026 | 67.1% | 24.5% | 8.4% |
| Jul 2026 | 67% | 24.5% | 8.5% |
| Aug 2026 | 70.7% | 20.9% | 8.3% |
| Sep 2026 | 66.8% | 23.1% | 10.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 66.8% | 12.7K | -4.9% | -4 points | |
| 2, held 2nd | 23.1% | 4.4K | +11.4% | +2.2 points | |
| 3, held 3rd | 10.1% | 1.9K | +22.3% | +1.8 points |
66.8%
Held 1st. 12.7K estimated branded searches, -4.9% vs prior month. Share -4 points.
2.
MAC23.1%
Held 2nd. 4.4K estimated branded searches, +11.4% vs prior month. Share +2.2 points.
10.1%
Held 3rd. 1.9K estimated branded searches, +22.3% vs prior month. Share +1.8 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 gel eyeliner brands in New Zealand increased from 61.2% to 66.8%.
- Across the 12 months ending September 2026, Maybelline’s share of searches among gel eyeliner brands in New Zealand peaked at 70.7% in August 2026 and was lowest at 58.3% in November 2025.
How did search popularity change for New Zealand gel eyeliner brands in September 2026?
3 changes
In September 2026, MAC gained share of searches among gel eyeliner brands in New Zealand, from 20.9% to 23.1%.
In September 2026, Bobbi Brown gained share of searches among gel eyeliner brands in New Zealand, from 8.3% to 10.1%.
In September 2026, Maybelline lost share of searches among gel eyeliner brands in New Zealand, from 70.7% to 66.8%.
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% | Show ranking |
| Gel eyeliner brands | 1st of 3 | 66.8% | Shown above |
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.