How popular isMaybelline?
In September 2026, people searched for Maybelline by name about 27,100 times in the United Kingdom, an 18.1% decrease from the previous year. These searches made up 4.3% of all United Kingdom makeup brand searches, placing Maybelline fifth out of 16 brands. When we asked both ChatGPT and Google AI Overviews about makeup brands, Maybelline appeared in four of the five answers and was the most recommended of the 16.
Maybelline is the fifth most searched of 16 competitors and the most recommended in AI answers.
Charlotte TilburyShare of searches 47.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
MACShare of searches 8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
Huda BeautyShare of searches 7.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
Fenty BeautyShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
MaybellineShare of searches 4.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
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Top makeup brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Maybelline was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Maybelline is the most recommended of the 16.
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.
- Maybelline4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Charlotte Tilbury3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- MAC3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Rare Beauty3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
e.l.f. Cosmetics3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
NARS3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Fenty Beauty2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
NYX Professional Makeup2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Huda Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Urban Decay1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about makeup brands
5 answers
Asked ChatGPT
“Which makeup brands are best in the UK?”
Asked ChatGPT
“What are the best makeup brands?”
Asked ChatGPT
“What is the best foundation?”
Searched Google, AI Overview
“makeup”
Searched Google, AI Overview
“makeup brands”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.
Which makeup brands compete with Maybelline?
Share of searches by month for Charlotte Tilbury, MAC, Huda Beauty, Fenty Beauty, Maybelline, Rare Beauty, Sculpted by Aimee, e.l.f. Cosmetics, Bobbi Brown, NARS, NYX Professional Makeup. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charlotte Tilbury | MAC | Huda Beauty | Fenty Beauty | Maybelline | Rare Beauty | Sculpted by Aimee | e.l.f. Cosmetics | Bobbi Brown | NARS | NYX Professional Makeup | No7 | Iconic London | Too Faced | Urban Decay | Benefit Cosmetics |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.3% | 6.2% | 10.6% | 5.8% | 3.9% | 5.8% | 3.2% | 3.6% | 5.8% | 3.2% | 2.6% | 1.2% | 1.7% | 1.2% | 1.2% | 0.78% |
| Nov 2025 | 52.6% | 4.1% | 19.4% | 3.2% | 1.7% | 3.9% | 1.4% | 2.4% | 2.6% | 2.6% | 1.4% | 0.68% | 1.7% | 0.95% | 0.78% | 0.43% |
| Dec 2025 | 59.3% | 4.9% | 7.9% | 3.6% | 2.4% | 4.4% | 1.6% | 2.9% | 2.9% | 2.9% | 1.6% | 0.89% | 2.4% | 1.1% | 0.87% | 0.48% |
| Jan 2026 | 42.8% | 6.1% | 12.9% | 4.7% | 4.7% | 5.8% | 2.6% | 2.9% | 3.9% | 3.2% | 3.2% | 1.5% | 2.6% | 1.4% | 1.4% | 0.63% |
| Feb 2026 | 46% | 6.6% | 11.3% | 5.1% | 4.1% | 5.1% | 2.8% | 3.1% | 3.4% | 3.4% | 2.8% | 1.5% | 1.8% | 1.2% | 1.2% | 0.67% |
| Mar 2026 | 49.6% | 6.8% | 8.2% | 4.5% | 4.5% | 4.5% | 3% | 3.1% | 3.7% | 3.7% | 2.4% | 1.5% | 1.6% | 1.1% | 1.3% | 0.59% |
| Apr 2026 | 45.8% | 7.7% | 9.2% | 4.1% | 4.1% | 5% | 4.1% | 3.3% | 4.1% | 3.4% | 2.8% | 1.5% | 1.8% | 1.2% | 1.2% | 0.67% |
| May 2026 | 44.7% | 7.5% | 9% | 4.9% | 4% | 4% | 4.9% | 3.3% | 4% | 4% | 3.3% | 1.4% | 1.8% | 1.2% | 1.2% | 0.65% |
| Jun 2026 | 49% | 7.9% | 8.1% | 3.6% | 4.4% | 3.6% | 4.4% | 3% | 3.6% | 3.6% | 2.9% | 1.3% | 1.6% | 0.88% | 1.3% | 0.72% |
| Jul 2026 | 48.5% | 7.8% | 8% | 3.6% | 4.4% | 5.3% | 3.6% | 3.6% | 3.6% | 2.9% | 2.9% | 1.3% | 1.6% | 1.1% | 1.1% | 0.71% |
| Aug 2026 | 42.6% | 8.4% | 8.6% | 4.7% | 4.7% | 5.7% | 4.7% | 3.9% | 3.8% | 3.1% | 3.1% | 1.7% | 1.4% | 1.4% | 1.4% | 0.62% |
| Sep 2026 | 47.5% | 8% | 7.8% | 5.2% | 4.3% | 4.3% | 4.3% | 3.6% | 3.5% | 2.9% | 2.9% | 1.4% | 1.3% | 1.3% | 1.3% | 0.69% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 47.5% | 301K | +22.4% | +4.9 points | |
| 2, moved from 3rd to 2nd | 8% | 50.4K | +3.7% | -0.5 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 7.8% | 49.5K | 0% | -0.8 pointsmoved from 2nd to 3rd | |
| 4, moved from 5th to 4th | 5.2% | 33.1K | +22.1% | +0.5 pointsmoved from 5th to 4th | |
| 5, moved from 6th to 5th | 4.3% | 27.1K | 0% | -0.4 pointsmoved from 6th to 5th | |
| 6, moved from 4th to 6th | 4.3% | 27.1K | -18.1% | -1.5 pointsmoved from 4th to 6th | |
| 7, held 7th | 4.3% | 27.1K | 0% | -0.4 points | |
| 8, held 8th | 3.6% | 22.5K | 0% | -0.3 points | |
| 9, held 9th | 3.5% | 22.2K | 0% | -0.3 points | |
| 10, held 10th | 2.9% | 18.1K | 0% | -0.3 points | |
| 11, held 11th | 2.9% | 18.1K | 0% | -0.3 points | |
| 12, held 12th | 1.4% | 8.6K | -12.2% | -0.3 points | |
| 13, held 13th | 1.3% | 8.1K | 0% | -0.1 points | |
| 14, held 14th | 1.3% | 8.1K | 0% | -0.1 points | |
| 15, held 15th | 1.3% | 8.1K | 0% | -0.1 points | |
| 16, held 16th | 0.69% | 4.4K | +22.2% | +0.1 points |
47.5%
Held 1st. 301K estimated branded searches, +22.4% vs prior month. Share +4.9 points.
2.
MAC8%
Moved from 3rd to 2nd. 50.4K estimated branded searches, +3.7% vs prior month. Share -0.5 points.
7.8%
Moved from 2nd to 3rd. 49.5K estimated branded searches, 0% vs prior month. Share -0.8 points.
5.2%
Moved from 5th to 4th. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.5 points.
4.3%
Moved from 6th to 5th. 27.1K estimated branded searches, 0% vs prior month. Share -0.4 points.
4.3%
Moved from 4th to 6th. 27.1K estimated branded searches, -18.1% vs prior month. Share -1.5 points.
4.3%
Held 7th. 27.1K estimated branded searches, 0% vs prior month. Share -0.4 points.
3.6%
Held 8th. 22.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
3.5%
Held 9th. 22.2K estimated branded searches, 0% vs prior month. Share -0.3 points.
10.
NARS2.9%
Held 10th. 18.1K estimated branded searches, 0% vs prior month. Share -0.3 points.
2.9%
Held 11th. 18.1K estimated branded searches, 0% vs prior month. Share -0.3 points.
12.
No71.4%
Held 12th. 8.6K estimated branded searches, -12.2% vs prior month. Share -0.3 points.
1.3%
Held 13th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
14.
Too Faced1.3%
Held 14th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
15.
Urban Decay1.3%
Held 15th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
0.69%
Held 16th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.1 points.
No7 sells other things too, so only its searches that name this product count here, like “no7 makeup”.
Compare popularity between Maybelline and its closest rivals
Every comparison with Maybelline
10 comparisons
How has branded search demand for Maybelline changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Maybelline in the United Kingdom fell from 33.1K to 27.1K.
- Across the 12 months ending September 2026, Maybelline’s share of searches among makeup brands in the United Kingdom peaked at 4.7% in January 2026 and was lowest at 1.7% in November 2025.
- Across the 12 months ending September 2026, Maybelline rose from 7th to 5th among makeup brands in the United Kingdom.
How did search popularity change for United Kingdom makeup brands in September 2026?
6 changes
In September 2026, Fenty Beauty overtook Rare Beauty to rank 4th among makeup brands in the United Kingdom, with 5.2% of the searches.
In September 2026, Charlotte Tilbury gained share of searches among makeup brands in the United Kingdom, from 42.6% to 47.5%.
In September 2026, Rare Beauty lost share of searches among makeup brands in the United Kingdom, from 5.7% to 4.3%.
In September 2026, Huda Beauty lost share of searches among makeup brands in the United Kingdom, from 8.6% to 7.8%.
In September 2026, MAC rose from 3rd to 2nd among makeup brands in the United Kingdom.
In September 2026, Maybelline rose from 6th to 5th among makeup brands in the United Kingdom.
How are Maybelline’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Maybelline’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- maybelline
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Is Maybelline your brand?
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