Brandwave

MAC vs Maybelline:Which is more popular?

In September 2026, Maybelline had more branded searches than MAC among eye shadow brands in New Zealand. Maybelline had about 12,700 branded searches, while MAC had 4,390. Maybelline made up 33.4% of all eye shadow brand searches we track, and MAC accounted for 11.6%. When we asked ChatGPT and Google AI Overviews about eye shadow brands, MAC appeared in three of the five answers and Maybelline in two. Maybelline was mentioned before MAC in two out of three answers.

Among eye shadow brands in New Zealand in September 2026

Who do people search for more?

Maybelline, about 3 searches for every 1 for MAC

Maybelline 12.7K searchesMAC 4.4K searches

Who does AI mention more?

MAC, mentioned in 3 of 5 answers, Maybelline in 2

MAC in 3 of 5Maybelline in 2 of 5

Who does AI recommend more?

Maybelline, named ahead of MAC in 2 of 3 answers

Maybelline first in 2MAC first in 1

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Top eye shadow brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, MAC was mentioned in three out of five: in all three ChatGPT answers, but not in either of the 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. Maybelline was listed before MAC in two out of three 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 MAC or Maybelline more popular in search?

This chart shows how often people search Google for MAC 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.

MAC and Maybelline among eye shadow brands in New Zealand, by month

Share of searches by month for Maybelline, MAC. 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 MAC and Maybelline comparison changed over the last 12 months?

3 findings
  • Maybelline was ahead of MAC in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, MAC’s share of searches among eye shadow brands in New Zealand moved from 11.7% to 11.6%, and its estimated monthly branded searches moved from 4.1K to 4.4K.
  • 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

  1. In September 2026, MAC gained share of searches among eye shadow brands in New Zealand, from 10.8% to 11.6%.

  2. 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?

24 search terms

Brandwave collects information about searches that people make online using MAC’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.

MAC

14 branded 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
  • mac velvet teddy

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

How the Brand Demand Index is measured

Other head-to-heads among eye shadow brands

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