Estée Lauder vs Maybelline:Which is more popular?
In September 2026, Maybelline had more branded searches than Estée Lauder among eye shadow brands in New Zealand. Maybelline had about 12,700 branded searches, while Estée Lauder had 5,090. Maybelline made up 33.4% of all eye shadow brand searches we track, and Estée Lauder accounted for 13.4%. When we asked ChatGPT and Google AI Overviews about eye shadow brands, Maybelline appeared in two of the five answers and Estée Lauder in none.
Who do people search for more?
Maybelline, about 2 searches for every 1 for Estée Lauder
Who does AI mention more?
Maybelline, mentioned in 2 of 5 answers, Estée Lauder in 0
Who does AI recommend more?
Maybelline, the only one of the two named
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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. 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.
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
Asked ChatGPT
“Which eye shadow brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best eye shadow brands in New Zealand?”
Asked ChatGPT
“What's the best eye shadow brand in New Zealand for everyday makeup?”
Searched Google, AI Overview
“eye shadow nz”
Searched Google, AI Overview
“best eyeshadow”
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 Maybelline more popular in search?
This chart shows how often people search Google for Estée Lauder and Maybelline 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.
Share of searches by month for Maybelline, Estée Lauder. The figures are in the table below the chart.
View monthly share of searches table
| Month | Maybelline | Tom Ford | Estée Lauder | MAC | Huda Beauty | Bobbi Brown | Clinique | Anastasia Beverly Hills |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.1% | 27.1% | 11.5% | 11.7% | 8.1% | 6.1% | 4.6% | 2.9% |
| Nov 2025 | 25.8% | 20.6% | 13.5% | 13.1% | 13.6% | 5.4% | 5.9% | 2.2% |
| Dec 2025 | 27.9% | 25.1% | 13.6% | 13.2% | 7.2% | 5.2% | 5.4% | 2.5% |
| Jan 2026 | 30.3% | 21.8% | 12.4% | 11.4% | 11.2% | 4.7% | 6.2% | 1.9% |
| Feb 2026 | 32.1% | 21.6% | 12.6% | 12.3% | 8.1% | 4.9% | 6.1% | 2.3% |
| Mar 2026 | 33.4% | 21.2% | 13.7% | 12.7% | 7.4% | 4.3% | 5.4% | 2% |
| Apr 2026 | 33% | 21.9% | 13.8% | 11.9% | 7.9% | 4.4% | 4.6% | 2.5% |
| May 2026 | 32.7% | 21.6% | 12.7% | 12.7% | 7.5% | 4.6% | 6.2% | 1.9% |
| Jun 2026 | 34.3% | 22.5% | 11.2% | 12.5% | 8% | 4.3% | 5.3% | 2% |
| Jul 2026 | 36.1% | 20.3% | 10.2% | 13.2% | 7.6% | 4.6% | 5.5% | 2.6% |
| Aug 2026 | 36.4% | 21% | 11.3% | 10.8% | 8.3% | 4.3% | 5.2% | 2.7% |
| Sep 2026 | 33.4% | 21.1% | 13.4% | 11.6% | 8.2% | 5.1% | 5% | 2.3% |
How has the Estée Lauder and Maybelline comparison changed over the last 12 months?
3 findings
- Maybelline was ahead of Estée Lauder in every measured month of the 12 months ending September 2026.
- 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, Maybelline’s share of searches among eye shadow brands in New Zealand moved from 28.1% to 33.4%, and its estimated monthly branded searches moved from 9.8K to 12.7K.
How did search popularity change for New Zealand eye shadow brands in September 2026?
2 changes
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, Maybelline lost share of searches among eye shadow brands in New Zealand, from 36.4% to 33.4%.
How are branded searches counted?
17 search terms
Brandwave collects information about searches that people make online using Estée Lauder’s and Maybelline’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
Maybelline
10 branded search terms
- maybelline
- maybelline concealer
- maybelline fit concealer
- maybelline fit me
- maybelline foundation
- maybelline lipstick
- maybelline mascara
- maybelline poreless powder
- maybelline skin tint
- maybelline skyhigh mascara
Other head-to-heads among eye shadow brands
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