--- title: "e.l.f. Cosmetics vs Milk Makeup: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, e.l.f. Cosmetics or Milk Makeup? 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-milk-makeup" publisher: "Brandwave" --- # e.l.f. Cosmetics vs Milk Makeup: Which is more popular by branded search in New Zealand? Which is more popular in search, e.l.f. Cosmetics or Milk Makeup? 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 Milk Makeup - **Competitive set**: Makeup and cosmetics brands - **Market**: New Zealand - **Month measured**: Aug 2026 - **e.l.f. Cosmetics Share of Search**: 2.9% - **Milk Makeup Share of Search**: 0.31% ## Which is more popular in search, e.l.f. Cosmetics or Milk Makeup? - In August 2026, e.l.f. Cosmetics had more branded searches than Milk Makeup among makeup and cosmetics brands in New Zealand. e.l.f. Cosmetics was estimated to have 4.8K branded searches compared to Milk Makeup’s 520, and held a 2.9% Share of Search versus Milk Makeup’s 0.31%. - e.l.f. Cosmetics was ahead of Milk Makeup in every measured month of the 11 months ending August 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, Milk Makeup’s estimated Share of Search among makeup and cosmetics brands in New Zealand moved from 0.27% to 0.31%, and its estimated monthly branded searches moved from 420 to 520. ## How did search popularity change for New Zealand makeup and cosmetics brands in August 2026? - In August 2026, e.l.f. Cosmetics rose from 10th to 9th among makeup and cosmetics brands in New Zealand. - Estimated monthly branded searches for Milk Makeup in New Zealand rose 23.8% over 11 measured months, from 420 to 520 in August 2026. ## Month by month | Month | e.l.f. Cosmetics estimated searches | e.l.f. Cosmetics Share of Search | e.l.f. Cosmetics rank | Milk Makeup estimated searches | Milk Makeup Share of Search | Milk Makeup rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 4.2K | 2.7% | 11 | 420 | 0.27% | 32 | | Nov 2025 | 4.3K | 2.3% | 13 | 420 | 0.22% | 32 | | Dec 2025 | 4.3K | 2.4% | 10 | 400 | 0.23% | 32 | | Jan 2026 | 3.4K | 2.4% | 12 | 420 | 0.3% | 32 | | Feb 2026 | 2.6K | 2.1% | 14 | 450 | 0.36% | 32 | | Mar 2026 | 2.8K | 2% | 15 | 420 | 0.31% | 32 | | Apr 2026 | 3.2K | 2.4% | 15 | 450 | 0.34% | 32 | | May 2026 | 3.2K | 2.1% | 14 | 450 | 0.3% | 32 | | Jun 2026 | 3.7K | 2.5% | 12 | 510 | 0.35% | 32 | | Jul 2026 | 5K | 2.9% | 10 | 680 | 0.4% | 32 | | Aug 2026 | 4.8K | 2.9% | 9 | 520 | 0.31% | 32 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Milk Makeup’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. - **Milk Makeup**: Measured on the search terms “milk makeup hydro grip primer”, “milk makeup makeup” and “milk makeup nz”, summed into one figure. - [e.l.f. Cosmetics profile](/demand/nz/brands/e-l-f-cosmetics) - [Milk Makeup profile](/demand/nz/brands/milk-makeup) - [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 Milk Makeup? In August 2026, e.l.f. Cosmetics had more branded searches than Milk Makeup among makeup and cosmetics brands in New Zealand. e.l.f. Cosmetics was estimated to have 4.8K branded searches compared to Milk Makeup’s 520, and held a 2.9% Share of Search versus Milk Makeup’s 0.31%. ## Cite this page Brandwave. "e.l.f. Cosmetics vs Milk Makeup: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/e-l-f-cosmetics-vs-milk-makeup This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/e-l-f-cosmetics-vs-milk-makeup. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.