Charlotte Tilbury vs Maybelline:Which is more popular?
In September 2026, Maybelline had more branded searches than Charlotte Tilbury among makeup and cosmetics brands in New Zealand. Maybelline had about 12,800 branded searches, while Charlotte Tilbury had 5,500. Maybelline made up 11.6% of all makeup and cosmetics brand searches we track, and Charlotte Tilbury accounted for 5%. When we asked ChatGPT and Google AI Overviews about makeup and cosmetics brands, Maybelline appeared in three of the five answers and Charlotte Tilbury in none.
Who do people search for more?
Maybelline, about 2 searches for every 1 for Charlotte Tilbury
Who does AI mention more?
Maybelline, mentioned in 3 of 5 answers, Charlotte Tilbury in 0
Who does AI recommend more?
Maybelline, the only one of the two named
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Top makeup and cosmetics brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Maybelline was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Charlotte Tilbury 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.
- Maybelline3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
MCoBeauty2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
MAC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
L'Oréal Paris2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
e.l.f. Cosmetics2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Estée Lauder1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
NARS1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dior Beauty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Thin Lizzy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Charlotte Tilbury0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about makeup and cosmetics brands
5 answers
Asked ChatGPT
“Which makeup and cosmetics brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best makeup and cosmetics brands in New Zealand?”
Asked ChatGPT
“What's the best makeup and cosmetics brand in New Zealand for everyday makeup?”
Searched Google, AI Overview
“makeup brands nz”
Searched Google, AI Overview
“cosmetics brands nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 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 33 makeup and cosmetics brands we track, month by month, from searches in New Zealand.
Share of searches by month for Maybelline, Charlotte Tilbury. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dior Beauty | Maybelline | MCoBeauty | Thin Lizzy | Charlotte Tilbury | Estée Lauder | MAC | NARS | L'Oréal Paris | Huda Beauty | e.l.f. Cosmetics | Revlon | Rare Beauty | Nude by Nature | NYX Professional Makeup |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18.8% | 10% | 11% | 4.7% | 4.9% | 4% | 4.6% | 3% | 2.8% | 2.9% | 2.7% | 3.2% | 3.7% | 2.2% | 2% |
| Nov 2025 | 18.2% | 8.7% | 15.5% | 6.6% | 4.6% | 4.5% | 4.8% | 2.9% | 2.2% | 4.5% | 2.3% | 2.6% | 3.1% | 2.3% | 1.5% |
| Dec 2025 | 21.9% | 8.9% | 14.2% | 7.4% | 4.4% | 4.3% | 4.4% | 2.6% | 2.1% | 2.3% | 2.5% | 2.8% | 2.8% | 2.1% | 1.6% |
| Jan 2026 | 20.9% | 10.8% | 8.4% | 5.2% | 4.8% | 4.4% | 4.3% | 2.8% | 3% | 4% | 2.7% | 3% | 3.1% | 2.5% | 2.2% |
| Feb 2026 | 19.8% | 11% | 9.4% | 6.7% | 4.4% | 4.3% | 4.6% | 2.5% | 2.9% | 2.8% | 2.4% | 3.1% | 3.2% | 2.2% | 2% |
| Mar 2026 | 20% | 11.5% | 12.4% | 5.1% | 4.2% | 4.7% | 4.7% | 2.8% | 2.8% | 2.5% | 2.2% | 3.1% | 2.5% | 2.3% | 2.1% |
| Apr 2026 | 20.6% | 11% | 8.6% | 6.2% | 5% | 4.6% | 4.5% | 2.8% | 3.2% | 2.7% | 2.5% | 2.8% | 3.2% | 2.7% | 2.6% |
| May 2026 | 22.6% | 10.6% | 7.8% | 6.6% | 4.6% | 4.1% | 4.6% | 3.1% | 2.8% | 2.5% | 2.3% | 2.7% | 2.8% | 2.6% | 2.1% |
| Jun 2026 | 19.9% | 11.3% | 9.7% | 4% | 7.3% | 3.7% | 4.5% | 3.5% | 3.3% | 2.7% | 2.8% | 2.9% | 2.6% | 2.3% | 2.2% |
| Jul 2026 | 18.2% | 11.9% | 10.5% | 6.4% | 5.8% | 3.3% | 4.6% | 3.2% | 3.5% | 2.5% | 3% | 2.9% | 2.9% | 2.3% | 2% |
| Aug 2026 | 23.5% | 12.1% | 9.8% | 4.4% | 5.2% | 3.7% | 4% | 2.9% | 3.1% | 2.8% | 2.8% | 2.9% | 2.6% | 2.2% | 2.2% |
| Sep 2026 | 20.5% | 11.6% | 9.9% | 6.1% | 5% | 4.6% | 4.2% | 3% | 2.9% | 2.9% | 2.8% | 2.6% | 2.5% | 2.3% | 2% |
How has the Charlotte Tilbury and Maybelline comparison changed over the last 12 months?
3 findings
- Maybelline was ahead of Charlotte Tilbury in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Charlotte Tilbury’s share of searches among makeup and cosmetics brands in New Zealand moved from 4.9% to 5%, and its estimated monthly branded searches moved from 4.8K to 5.5K.
- Across the 12 months ending September 2026, Maybelline’s share of searches among makeup and cosmetics brands in New Zealand moved from 10% to 11.6%, and its estimated monthly branded searches moved from 9.8K to 12.8K.
How did search popularity change for New Zealand makeup and cosmetics brands in September 2026?
3 changes
In September 2026, Thin Lizzy overtook Charlotte Tilbury to rank 4th among makeup and cosmetics brands in New Zealand, with 6.1% of the searches.
In September 2026, Maybelline lost share of searches among makeup and cosmetics brands in New Zealand, from 12.1% to 11.6%.
Charlotte Tilbury’s share of searches among makeup and cosmetics brands in New Zealand has lost ground for 3 months in a row, from 7.3% to 5% in September 2026.
How are branded searches counted?
20 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
9 branded search terms
- charlotte tilbury
- charlotte tilbury blush
- charlotte tilbury concealer
- charlotte tilbury foundation
- charlotte tilbury highlighter
- charlotte tilbury lipstick
- charlotte tilbury makeup
- charlotte tilbury mascara
- charlotte tilbury powder
Maybelline
11 branded search terms
- maybelline
- maybelline concealer
- maybelline fit concealer
- maybelline fit me
- maybelline foundation
- maybelline lipstick
- maybelline makeup
- maybelline mascara
- maybelline poreless powder
- maybelline skin tint
- maybelline skyhigh mascara
Other head-to-heads among makeup and cosmetics brands
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