Brandwave

Estée Lauder vs Huda Beauty:Which is more popular?

In September 2026, Estée Lauder had more branded searches than Huda Beauty among eye shadow brands in New Zealand. Estée Lauder had about 5,090 branded searches, while Huda Beauty had 3,110. Estée Lauder made up 13.4% of all eye shadow brand searches we track, and Huda Beauty accounted for 8.2%. When we asked ChatGPT and Google AI Overviews about eye shadow brands, Huda Beauty appeared in four of the five answers and Estée Lauder in none.

Among eye shadow brands in New Zealand in September 2026

Who do people search for more?

Estée Lauder, about 64% more searches than Huda Beauty

Estée Lauder 5.1K searchesHuda Beauty 3.1K searches

Who does AI mention more?

Huda Beauty, mentioned in 4 of 5 answers, Estée Lauder in 0

Huda Beauty in 4 of 5Estée Lauder in 0 of 5

Who does AI recommend more?

Huda Beauty, the only one of the two named

Huda Beauty first in 3Estée Lauder never named

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Top eye shadow brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Huda Beauty was mentioned in four out of five: in all three ChatGPT answers and in one of the 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.

Is Estée Lauder or Huda Beauty more popular in search?

This chart shows how often people search Google for Estée Lauder and Huda Beauty by name. Each line represents a brand's share of searches for all eight eye shadow brands we track, month by month, from searches in New Zealand.

Estée Lauder and Huda Beauty among eye shadow brands in New Zealand, by month

Share of searches by month for Estée Lauder, Huda Beauty. 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%

How has the Estée Lauder and Huda Beauty comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Huda Beauty took it in November 2025, Estée Lauder took it in December 2025.
  • Across the 12 months ending September 2026, Estée Lauder’s share of searches among eye shadow brands in New Zealand moved from 11.5% to 13.4%, and its estimated monthly branded searches moved from 4K to 5.1K.
  • Across the 12 months ending September 2026, Huda Beauty’s share of searches among eye shadow brands in New Zealand moved from 8.1% to 8.2%, and its estimated monthly branded searches moved from 2.8K to 3.1K.

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

1 change

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

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Estée Lauder’s and Huda Beauty’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Estée Lauder

7 branded search terms

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

Huda Beauty

7 branded search terms

  • huda beauty
  • huda beauty blush
  • huda beauty concealer
  • huda beauty foundation
  • huda beauty lipstick
  • huda beauty mascara
  • huda beauty powder

How the Brand Demand Index is measured

Other head-to-heads among eye shadow brands

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