--- title: "e.l.f. Cosmetics vs Huda Beauty: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, e.l.f. Cosmetics or Huda Beauty? Compare estimated monthly branded-search demand and Share of Search inside the Makeup and cosmetics brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/e-l-f-cosmetics-vs-huda-beauty" publisher: "Brandwave" --- # e.l.f. Cosmetics vs Huda Beauty: Which is more popular by branded search in New Zealand? Which is more popular in search, e.l.f. Cosmetics or Huda Beauty? Compare estimated monthly branded-search demand and Share of Search inside the Makeup and cosmetics brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: e.l.f. Cosmetics and Huda Beauty - **Competitive set**: Makeup and cosmetics brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **e.l.f. Cosmetics Share of Search**: 2.9% - **Huda Beauty Share of Search**: 2.6% ## Which is more popular in search, e.l.f. Cosmetics or Huda Beauty? - In August 2026, e.l.f. Cosmetics had more branded searches than Huda Beauty among makeup and cosmetics brands in New Zealand. e.l.f. Cosmetics was estimated to have 4.8K branded searches compared to Huda Beauty’s 4.3K, and held a 2.9% Share of Search versus Huda Beauty’s 2.6%. - The lead changed hands 4 times in the 11 months ending August 2026: Huda Beauty took it in November 2025, e.l.f. Cosmetics took it in December 2025, Huda Beauty took it in January 2026, e.l.f. Cosmetics took it in June 2026. - Across the 11 months ending August 2026, e.l.f. Cosmetics’ estimated Share of Search among makeup and cosmetics brands in New Zealand moved from 2.7% to 2.9%, and its estimated monthly branded searches moved from 4.2K to 4.8K. - Across the 11 months ending August 2026, Huda Beauty’s estimated Share of Search among makeup and cosmetics brands in New Zealand moved from 2.7% to 2.6%, and its estimated monthly branded searches moved from 4.1K to 4.3K. ## How did search popularity change for New Zealand makeup and cosmetics brands in August 2026? - In August 2026, Huda Beauty rose from 14th to 11th among makeup and cosmetics brands in New Zealand. - In August 2026, e.l.f. Cosmetics rose from 10th to 9th among makeup and cosmetics brands in New Zealand. ## Month by month | Month | e.l.f. Cosmetics estimated searches | e.l.f. Cosmetics Share of Search | e.l.f. Cosmetics rank | Huda Beauty estimated searches | Huda Beauty Share of Search | Huda Beauty rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 4.2K | 2.7% | 11 | 4.1K | 2.7% | 12 | | Nov 2025 | 4.3K | 2.3% | 13 | 7.3K | 3.8% | 8 | | Dec 2025 | 4.3K | 2.4% | 10 | 3.8K | 2.2% | 13 | | Jan 2026 | 3.4K | 2.4% | 12 | 4.8K | 3.5% | 9 | | Feb 2026 | 2.6K | 2.1% | 14 | 3.1K | 2.5% | 12 | | Mar 2026 | 2.8K | 2% | 15 | 3K | 2.2% | 11 | | Apr 2026 | 3.2K | 2.4% | 15 | 3.3K | 2.4% | 13 | | May 2026 | 3.2K | 2.1% | 14 | 3.3K | 2.2% | 13 | | Jun 2026 | 3.7K | 2.5% | 12 | 3.4K | 2.3% | 14 | | Jul 2026 | 5K | 2.9% | 10 | 3.7K | 2.2% | 14 | | Aug 2026 | 4.8K | 2.9% | 9 | 4.3K | 2.6% | 11 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Huda Beauty’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. - **e.l.f. Cosmetics**: Measured on the search terms “elf camo concealer”, “elf cosmetics”, “elf cosmetics bronzer”, “elf cosmetics brow pencil”, “elf cosmetics brushes”, “elf cosmetics eyebrow pencil”, “elf cosmetics gloss”, “elf cosmetics lip gloss”, “elf cosmetics makeup”, “elf cosmetics mascara”, “elf cosmetics nz”, “elf cosmetics primer”, “elf halo glow”, “elf makeup”, “elf power grip primer” and “elf primer”, summed into one figure. - **Huda Beauty**: Measured on the search terms “huda beauty”, “huda beauty blush”, “huda beauty concealer”, “huda beauty eye palette”, “huda beauty eyeshadow palette”, “huda beauty famous lipstick”, “huda beauty foundation”, “huda beauty icon lipstick”, “huda beauty lipstick”, “huda beauty loose powder”, “huda beauty makeup”, “huda beauty mascara”, “huda beauty nz”, “huda beauty powder” and “huda beauty setting powder”, summed into one figure. - [e.l.f. Cosmetics profile](/demand/nz/brands/e-l-f-cosmetics) - [Huda Beauty profile](/demand/nz/brands/huda-beauty) - [All makeup and cosmetics brands in New Zealand](/demand/nz/categories/nz-makeup-brands): The set both shares are measured inside, 33 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, e.l.f. Cosmetics or Huda Beauty? In August 2026, e.l.f. Cosmetics had more branded searches than Huda Beauty among makeup and cosmetics brands in New Zealand. e.l.f. Cosmetics was estimated to have 4.8K branded searches compared to Huda Beauty’s 4.3K, and held a 2.9% Share of Search versus Huda Beauty’s 2.6%. ## Cite this page Brandwave. "e.l.f. Cosmetics vs Huda Beauty: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/e-l-f-cosmetics-vs-huda-beauty This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/e-l-f-cosmetics-vs-huda-beauty. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.