Brandwave

Clinique vs Maybelline:Which is more popular?

In September 2026, Maybelline had more branded searches than Clinique among eye shadow brands in New Zealand. Maybelline had about 12,700 branded searches, while Clinique had 1,900. Maybelline made up 33.4% of all eye shadow brand searches we track, and Clinique accounted for 5%. When we asked ChatGPT and Google AI Overviews about eye shadow brands, Maybelline appeared in two of the five answers and Clinique in none.

Among eye shadow brands in New Zealand in September 2026

Who do people search for more?

Maybelline, about 7 searches for every 1 for Clinique

Maybelline 12.7K searchesClinique 1.9K searches

Who does AI mention more?

Maybelline, mentioned in 2 of 5 answers, Clinique in 0

Maybelline in 2 of 5Clinique in 0 of 5

Who does AI recommend more?

Maybelline, the only one of the two named

Maybelline first in 2Clinique 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, 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. Clinique 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 Clinique or Maybelline more popular in search?

This chart shows how often people search Google for Clinique 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.

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

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

3 findings
  • Maybelline was ahead of Clinique in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Clinique’s share of searches among eye shadow brands in New Zealand moved from 4.6% to 5%, and its estimated monthly branded searches moved from 1.6K to 1.9K.
  • 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?

3 changes

  1. In September 2026, Bobbi Brown overtook Clinique to rank 6th among eye shadow brands in New Zealand, with 5.1% of the searches.

  2. In September 2026, Maybelline lost share of searches among eye shadow brands in New Zealand, from 36.4% to 33.4%.

  3. Estimated monthly branded searches for Clinique in New Zealand rose 18.8% over 12 measured months, from 1.6K to 1.9K in September 2026.

How are branded searches counted?

11 search terms

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

Clinique

1 branded search term

  • clinique

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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