---
title: "Eye shadow brands in New Zealand: Which are searched most?"
description: "Compare the eye shadow brands people buy. Share of Search among Maybelline, Tom Ford, Estée Lauder, MAC, Huda Beauty, Bobbi Brown, Clinique and Anastasia Beverly Hills, the eye shadow brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-eye-shadow-brands"
publisher: "Brandwave"
---

# Eye shadow brands in New Zealand: Which are searched most?

Compare the eye shadow brands people buy. Share of Search among Maybelline, Tom Ford, Estée Lauder, MAC, Huda Beauty, Bobbi Brown, Clinique and Anastasia Beverly Hills, the eye shadow brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Eye shadow brands
- **Market**: New Zealand
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Maybelline, 33.4%

## Which brand is most popular in search among eye shadow brands in New Zealand?

- In September 2026, Maybelline was the most searched among eye shadow brands in New Zealand, with an estimated 12.7K branded searches, 33.4% of all searches for the eight we track.
- Tom Ford is in 2nd place, 12.3 percentage points behind at 21.1%.
- 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, Tom Ford’s share of searches among eye shadow brands in New Zealand decreased from 27.1% to 21.1%.
- 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, Bobbi Brown’s share of searches among eye shadow brands in New Zealand decreased from 6.1% to 5.1%.
- Across the 12 months ending September 2026, Anastasia Beverly Hills’ share of searches among eye shadow brands in New Zealand decreased from 2.9% to 2.3%.
- 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.
- Across the 12 months ending September 2026, Tom Ford’s share of searches among eye shadow brands in New Zealand peaked at 27.1% in October 2025 and was lowest at 20.3% in July 2026.
- 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, MAC’s share of searches among eye shadow brands in New Zealand peaked at 13.2% in December 2025 and was lowest at 10.8% in August 2026.
- Across the 12 months ending September 2026, Huda Beauty’s share of searches among eye shadow brands in New Zealand peaked at 13.6% in November 2025 and was lowest at 7.2% in December 2025.
- Across the 12 months ending September 2026, Bobbi Brown’s share of searches among eye shadow brands in New Zealand peaked at 6.1% in October 2025 and was lowest at 4.3% in March 2026.
- Across the 12 months ending September 2026, Clinique’s share of searches among eye shadow brands in New Zealand peaked at 6.2% in January 2026 and was lowest at 4.6% in April 2026.
- Across the 12 months ending September 2026, Estée Lauder rose from 4th to 3rd among eye shadow brands in New Zealand.
- Across the 12 months ending September 2026, MAC fell from 3rd to 4th among eye shadow brands in New Zealand.
- Across the 12 months ending September 2026, Huda Beauty and Clinique held steady: their share of searches among eye shadow brands in New Zealand each moved less than 0.5 percentage points.

## Top eye shadow brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Huda Beauty was mentioned most often, in four of the five answers. Maybelline was recommended most often, coming first in two out of three answers that gave a list. Anastasia Beverly Hills was second, and Huda Beauty was third. Tom Ford, which ranked second in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Maybelline | 1st | 2 of 3 | 0 of 2 | 2 of 5 |
| Anastasia Beverly Hills | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| Huda Beauty | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| MAC | 4th | 3 of 3 | 0 of 2 | 3 of 5 |
| Tom Ford | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Estée Lauder | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Bobbi Brown | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 |
| Clinique | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about eye shadow brands

- Asked ChatGPT "Which eye shadow brand should I buy in New Zealand?": 1. Anastasia Beverly Hills, 2. Huda Beauty, 3. MAC
- Asked ChatGPT "What are the best eye shadow brands in New Zealand?": 1. Maybelline, 2. Anastasia Beverly Hills, 3. Huda Beauty, 4. MAC
- Asked ChatGPT "What's the best eye shadow brand in New Zealand for everyday makeup?": 1. Maybelline, 2. MAC, 3. Huda Beauty
- Searched Google, AI Overview "eye shadow nz": 1. Huda Beauty, 2. Bobbi Brown
- Searched Google, AI Overview "best eyeshadow": 1. Anastasia Beverly Hills

Not named in any answer: Tom Ford, Estée Lauder and Clinique.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Maybelline vs Tom Ford: compare search popularity](/demand/nz/compare/maybelline-vs-tom-ford): 33.4% against 21.1% Share of Search.
- [Maybelline vs Estée Lauder: compare search popularity](/demand/nz/compare/estee-lauder-vs-maybelline): 33.4% against 13.4% Share of Search.
- [Maybelline vs MAC: compare search popularity](/demand/nz/compare/mac-cosmetics-vs-maybelline): 33.4% against 11.6% Share of Search.
- [Maybelline vs Huda Beauty: compare search popularity](/demand/nz/compare/huda-beauty-vs-maybelline): 33.4% against 8.2% Share of Search.
- [Tom Ford vs Estée Lauder: compare search popularity](/demand/nz/compare/estee-lauder-vs-tom-ford): 21.1% against 13.4% Share of Search.
- [Tom Ford vs MAC: compare search popularity](/demand/nz/compare/mac-cosmetics-vs-tom-ford): 21.1% against 11.6% Share of Search.
- [Tom Ford vs Huda Beauty: compare search popularity](/demand/nz/compare/huda-beauty-vs-tom-ford): 21.1% against 8.2% Share of Search.
- [Estée Lauder vs MAC: compare search popularity](/demand/nz/compare/estee-lauder-vs-mac-cosmetics): 13.4% against 11.6% Share of Search.
- [Estée Lauder vs Huda Beauty: compare search popularity](/demand/nz/compare/estee-lauder-vs-huda-beauty): 13.4% against 8.2% Share of Search.
- [MAC vs Huda Beauty: compare search popularity](/demand/nz/compare/huda-beauty-vs-mac-cosmetics): 11.6% against 8.2% Share of Search.

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

- In September 2026, Bobbi Brown overtook Clinique to rank 6th among eye shadow brands in New Zealand, with 5.1% of the searches.
- In September 2026, Estée Lauder gained share of searches among eye shadow brands in New Zealand, from 11.3% to 13.4%.
- In September 2026, MAC gained share of searches among eye shadow brands in New Zealand, from 10.8% to 11.6%.
- In September 2026, Maybelline lost share of searches among eye shadow brands in New Zealand, from 36.4% to 33.4%.
- 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.
- 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.
- Estimated monthly branded searches for Anastasia Beverly Hills in New Zealand fell 12% over 12 measured months, from 1K to 880 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Maybelline | 33.4% | 12.7K | -4.9% | Maybelline |
| 2 | Tom Ford | 21.1% | 8K | +4.2% | Tom Ford |
| 3 | Estée Lauder | 13.4% | 5.1K | +22.7% | Estée Lauder |
| 4 | MAC | 11.6% | 4.4K | +11.4% | MAC |
| 5 | Huda Beauty | 8.2% | 3.1K | +2.0% | Huda Beauty |
| 6 | Bobbi Brown | 5.1% | 1.9K | +22.3% | Bobbi Brown |
| 7 | Clinique | 5% | 1.9K | 0.0% | Clinique |
| 8 | Anastasia Beverly Hills | 2.3% | 880 | -12.0% | Anastasia Beverly Hills |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Maybelline | 9.8K | 28.1% | 1 |
| Oct 2025 | Tom Ford | 9.4K | 27.1% | 2 |
| Oct 2025 | MAC | 4.1K | 11.7% | 3 |
| Oct 2025 | Estée Lauder | 4K | 11.5% | 4 |
| Oct 2025 | Huda Beauty | 2.8K | 8.1% | 5 |
| Oct 2025 | Bobbi Brown | 2.1K | 6.1% | 6 |
| Oct 2025 | Clinique | 1.6K | 4.6% | 7 |
| Oct 2025 | Anastasia Beverly Hills | 1K | 2.9% | 8 |
| Nov 2025 | Maybelline | 10.5K | 25.8% | 1 |
| Nov 2025 | Tom Ford | 8.4K | 20.6% | 2 |
| Nov 2025 | Huda Beauty | 5.5K | 13.6% | 3 |
| Nov 2025 | Estée Lauder | 5.5K | 13.5% | 4 |
| Nov 2025 | MAC | 5.3K | 13.1% | 5 |
| Nov 2025 | Clinique | 2.4K | 5.9% | 6 |
| Nov 2025 | Bobbi Brown | 2.2K | 5.4% | 7 |
| Nov 2025 | Anastasia Beverly Hills | 880 | 2.2% | 8 |
| Dec 2025 | Maybelline | 9.9K | 27.9% | 1 |
| Dec 2025 | Tom Ford | 8.9K | 25.1% | 2 |
| Dec 2025 | Estée Lauder | 4.8K | 13.6% | 3 |
| Dec 2025 | MAC | 4.7K | 13.2% | 4 |
| Dec 2025 | Huda Beauty | 2.6K | 7.2% | 5 |
| Dec 2025 | Clinique | 1.9K | 5.4% | 6 |
| Dec 2025 | Bobbi Brown | 1.8K | 5.2% | 7 |
| Dec 2025 | Anastasia Beverly Hills | 880 | 2.5% | 8 |
| Jan 2026 | Maybelline | 9.3K | 30.3% | 1 |
| Jan 2026 | Tom Ford | 6.7K | 21.8% | 2 |
| Jan 2026 | Estée Lauder | 3.8K | 12.4% | 3 |
| Jan 2026 | MAC | 3.5K | 11.4% | 4 |
| Jan 2026 | Huda Beauty | 3.4K | 11.2% | 5 |
| Jan 2026 | Clinique | 1.9K | 6.2% | 6 |
| Jan 2026 | Bobbi Brown | 1.4K | 4.7% | 7 |
| Jan 2026 | Anastasia Beverly Hills | 590 | 1.9% | 8 |
| Feb 2026 | Maybelline | 8.4K | 32.1% | 1 |
| Feb 2026 | Tom Ford | 5.6K | 21.6% | 2 |
| Feb 2026 | Estée Lauder | 3.3K | 12.6% | 3 |
| Feb 2026 | MAC | 3.2K | 12.3% | 4 |
| Feb 2026 | Huda Beauty | 2.1K | 8.1% | 5 |
| Feb 2026 | Clinique | 1.6K | 6.1% | 6 |
| Feb 2026 | Bobbi Brown | 1.3K | 4.9% | 7 |
| Feb 2026 | Anastasia Beverly Hills | 590 | 2.3% | 8 |
| Mar 2026 | Maybelline | 9.8K | 33.4% | 1 |
| Mar 2026 | Tom Ford | 6.3K | 21.2% | 2 |
| Mar 2026 | Estée Lauder | 4K | 13.7% | 3 |
| Mar 2026 | MAC | 3.7K | 12.7% | 4 |
| Mar 2026 | Huda Beauty | 2.2K | 7.4% | 5 |
| Mar 2026 | Clinique | 1.6K | 5.4% | 6 |
| Mar 2026 | Bobbi Brown | 1.3K | 4.3% | 7 |
| Mar 2026 | Anastasia Beverly Hills | 590 | 2% | 8 |
| Apr 2026 | Maybelline | 9.4K | 33% | 1 |
| Apr 2026 | Tom Ford | 6.3K | 21.9% | 2 |
| Apr 2026 | Estée Lauder | 3.9K | 13.8% | 3 |
| Apr 2026 | MAC | 3.4K | 11.9% | 4 |
| Apr 2026 | Huda Beauty | 2.3K | 7.9% | 5 |
| Apr 2026 | Clinique | 1.3K | 4.6% | 6 |
| Apr 2026 | Bobbi Brown | 1.3K | 4.4% | 7 |
| Apr 2026 | Anastasia Beverly Hills | 720 | 2.5% | 8 |
| May 2026 | Maybelline | 10.1K | 32.7% | 1 |
| May 2026 | Tom Ford | 6.7K | 21.6% | 2 |
| May 2026 | Estée Lauder | 3.9K | 12.7% | 3 |
| May 2026 | MAC | 3.9K | 12.7% | 4 |
| May 2026 | Huda Beauty | 2.3K | 7.5% | 5 |
| May 2026 | Clinique | 1.9K | 6.2% | 6 |
| May 2026 | Bobbi Brown | 1.4K | 4.6% | 7 |
| May 2026 | Anastasia Beverly Hills | 590 | 1.9% | 8 |
| Jun 2026 | Maybelline | 10.3K | 34.3% | 1 |
| Jun 2026 | Tom Ford | 6.8K | 22.5% | 2 |
| Jun 2026 | MAC | 3.8K | 12.5% | 3 |
| Jun 2026 | Estée Lauder | 3.4K | 11.2% | 4 |
| Jun 2026 | Huda Beauty | 2.4K | 8% | 5 |
| Jun 2026 | Clinique | 1.6K | 5.3% | 6 |
| Jun 2026 | Bobbi Brown | 1.3K | 4.3% | 7 |
| Jun 2026 | Anastasia Beverly Hills | 590 | 2% | 8 |
| Jul 2026 | Maybelline | 12.4K | 36.1% | 1 |
| Jul 2026 | Tom Ford | 7K | 20.3% | 2 |
| Jul 2026 | MAC | 4.5K | 13.2% | 3 |
| Jul 2026 | Estée Lauder | 3.5K | 10.2% | 4 |
| Jul 2026 | Huda Beauty | 2.6K | 7.6% | 5 |
| Jul 2026 | Clinique | 1.9K | 5.5% | 6 |
| Jul 2026 | Bobbi Brown | 1.6K | 4.6% | 7 |
| Jul 2026 | Anastasia Beverly Hills | 880 | 2.6% | 8 |
| Aug 2026 | Maybelline | 13.3K | 36.4% | 1 |
| Aug 2026 | Tom Ford | 7.7K | 21% | 2 |
| Aug 2026 | Estée Lauder | 4.2K | 11.3% | 3 |
| Aug 2026 | MAC | 3.9K | 10.8% | 4 |
| Aug 2026 | Huda Beauty | 3K | 8.3% | 5 |
| Aug 2026 | Clinique | 1.9K | 5.2% | 6 |
| Aug 2026 | Bobbi Brown | 1.6K | 4.3% | 7 |
| Aug 2026 | Anastasia Beverly Hills | 1K | 2.7% | 8 |
| Sep 2026 | Maybelline | 12.7K | 33.4% | 1 |
| Sep 2026 | Tom Ford | 8K | 21.1% | 2 |
| Sep 2026 | Estée Lauder | 5.1K | 13.4% | 3 |
| Sep 2026 | MAC | 4.4K | 11.6% | 4 |
| Sep 2026 | Huda Beauty | 3.1K | 8.2% | 5 |
| Sep 2026 | Bobbi Brown | 1.9K | 5.1% | 6 |
| Sep 2026 | Clinique | 1.9K | 5% | 7 |
| Sep 2026 | Anastasia Beverly Hills | 880 | 2.3% | 8 |

## What is being compared

- **Anastasia Beverly Hills**: Measured on the search term “anastasia beverly hills”.
- **Bobbi Brown**: Measured on the search terms “bobbi brown”, “bobbi brown concealer”, “bobbi brown foundation”, “bobbi brown lipstick” and “bobbi brown mascara”, summed into one figure.
- **Clinique**: Measured on the search term “clinique”.
- **Estée Lauder**: Measured on the search terms “estee lauder”, “estee lauder concealer”, “estee lauder foundation”, “estee lauder lipstick”, “estee lauder makeup”, “estee lauder mascara” and “estee lauder primer”, summed into one figure.
- **Huda Beauty**: Measured on the search terms “huda beauty”, “huda beauty blush”, “huda beauty concealer”, “huda beauty foundation”, “huda beauty lipstick”, “huda beauty mascara” and “huda beauty powder”, summed into one figure.
- **MAC**: Measured on the search terms “mac cosmetics”, “mac cosmetics concealer”, “mac cosmetics eyeliner”, “mac cosmetics foundation”, “mac cosmetics lipstick”, “mac cosmetics makeup”, “mac cosmetics mascara”, “mac cosmetics powder”, “mac cosmetics primer”, “mac foundation”, “mac lipstick”, “mac powder”, “mac studio fix” and “mac velvet teddy”, summed into one figure.
- **Maybelline**: Measured on the search terms “maybelline”, “maybelline concealer”, “maybelline fit concealer”, “maybelline fit me”, “maybelline foundation”, “maybelline lipstick”, “maybelline mascara”, “maybelline poreless powder”, “maybelline skin tint” and “maybelline skyhigh mascara”, summed into one figure.
- **Tom Ford**: Measured on the search terms “tom ford”, “tom ford ft”, “tom ford parfum”, “tom ford spectacles”, “tom ford sun”, “tomford” and “tomford oud wood”, summed into one figure.

- [Anastasia Beverly Hills](/demand/nz/brands/anastasia-beverly-hills)
- [Bobbi Brown](/demand/nz/brands/bobbi-brown)
- [Clinique](/demand/nz/brands/clinique)
- [Estée Lauder](/demand/nz/brands/estee-lauder)
- [Huda Beauty](/demand/nz/brands/huda-beauty)
- [MAC](/demand/nz/brands/mac-cosmetics)
- [Maybelline](/demand/nz/brands/maybelline)
- [Tom Ford](/demand/nz/brands/tom-ford)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among eye shadow brands in New Zealand?

In September 2026, Maybelline was the most searched among eye shadow brands in New Zealand, with an estimated 12.7K branded searches, 33.4% of all searches for the eight we track.

## Cite this page

Brandwave. "Eye shadow brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-eye-shadow-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-eye-shadow-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.