Brandwave

Charlotte Tilbury vs Maybelline:Which is more popular?

In September 2026, Maybelline had more branded searches than Charlotte Tilbury among eyeshadow palette brands in New Zealand. Maybelline had about 12,700 branded searches, while Charlotte Tilbury had 5,410. Maybelline made up 48.5% of all eyeshadow palette brand searches we track, and Charlotte Tilbury accounted for 20.7%. When we asked ChatGPT and Google AI Overviews about eyeshadow palette brands, Maybelline appeared in three of the four answers and Charlotte Tilbury in none.

Among eyeshadow palette brands in New Zealand in September 2026

Who do people search for more?

Maybelline, about 2 searches for every 1 for Charlotte Tilbury

Maybelline 12.7K searchesCharlotte Tilbury 5.4K searches

Who does AI mention more?

Maybelline, mentioned in 3 of 4 answers, Charlotte Tilbury in 0

Maybelline in 3 of 4Charlotte Tilbury in 0 of 4

Who does AI recommend more?

Maybelline, the only one of the two named

Maybelline first in 3Charlotte Tilbury never named

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Top eyeshadow palette brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Maybelline was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Charlotte Tilbury did not appear in any of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Anastasia Beverly Hills1st
  2. Natasha Denona2nd
  3. Maybelline3rd
  4. MAC4th
  5. Huda Beauty5th
  6. Charlotte Tilbury–
  7. Bobbi Brown–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Maybelline3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Anastasia Beverly Hills3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Natasha Denona3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Huda Beauty2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • MAC2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Charlotte Tilbury0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bobbi Brown0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about eyeshadow palette brands

4 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 Charlotte Tilbury or Maybelline more popular in search?

This chart shows how often people search Google for Charlotte Tilbury and Maybelline by name. Each line represents a brand's share of searches for all seven eyeshadow palette brands we track, month by month, from searches in New Zealand.

Charlotte Tilbury and Maybelline among eyeshadow palette brands in New Zealand, by month

Share of searches by month for Maybelline, Charlotte Tilbury. The figures are in the table below the chart.

View monthly share of searches table
MonthMaybellineCharlotte TilburyHuda BeautyBobbi BrownMACAnastasia Beverly HillsNatasha Denona
Oct 202543.4%21.1%12.6%9.5%6.9%4.4%2.1%
Nov 202538.6%20.6%20.4%8.1%6.9%3.2%2.2%
Dec 202545.4%22.5%11.8%8.4%6%4%1.8%
Jan 202645.6%20.2%16.8%7.1%5.4%2.9%1.9%
Feb 202649.2%19.4%12.5%7.5%6.5%3.5%1.5%
Mar 202651.4%18.1%11.3%6.6%8.1%3.1%1.4%
Apr 202648.7%22%11.7%6.6%5.7%3.7%1.7%
May 202649.9%20.4%11.5%7.1%6.2%2.9%1.9%
Jun 202647.2%26.3%10.9%5.9%5.6%2.7%1.5%
Jul 202650.9%21.4%10.7%6.5%5.3%3.6%1.6%
Aug 202651.4%20.2%11.8%6.1%4.9%3.9%1.9%
Sep 202648.5%20.7%11.9%7.4%6.3%3.4%1.8%

How has the Charlotte Tilbury and Maybelline comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand eyeshadow palette brands in September 2026?

2 changes

  1. In September 2026, Charlotte Tilbury gained share of searches among eyeshadow palette brands in New Zealand, from 20.2% to 20.7%.

  2. In September 2026, Maybelline lost share of searches among eyeshadow palette brands in New Zealand, from 51.4% to 48.5%.

How are branded searches counted?

18 search terms

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

Charlotte Tilbury

8 branded search terms

  • charlotte tilbury
  • charlotte tilbury blush
  • charlotte tilbury concealer
  • charlotte tilbury foundation
  • charlotte tilbury highlighter
  • charlotte tilbury lipstick
  • charlotte tilbury mascara
  • charlotte tilbury powder

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 eyeshadow palette brands

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