---
title: "Maybelline: search popularity in the United Kingdom"
description: "Maybelline is a makeup and cosmetics brand. 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/uk/brands/maybelline"
publisher: "Brandwave"
---

# Maybelline: search popularity in the United Kingdom

Maybelline is a makeup and cosmetics brand. 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

- **Brand**: Maybelline
- **Market**: United Kingdom
- **Measured month**: Sep 2026
- **Share of Search among makeup brands**: 4.3%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Makeup brands | 5 | 4.3% | 27.1K |

- [Makeup brands](/demand/uk/categories/uk-makeup-brands)

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Maybelline | 1st | 2 of 3 | 2 of 2 | 4 of 5 |
| Charlotte Tilbury | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| e.l.f. Cosmetics | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| MAC | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Rare Beauty | 5th | 1 of 3 | 2 of 2 | 3 of 5 |
| NARS | 6th | 2 of 3 | 1 of 2 | 3 of 5 |
| NYX Professional Makeup | 7th | 2 of 3 | 0 of 2 | 2 of 5 |
| Fenty Beauty | 8th | 1 of 3 | 1 of 2 | 2 of 5 |
| Huda Beauty | 9th | 1 of 3 | 0 of 2 | 1 of 5 |
| Urban Decay | 10th | 1 of 3 | 0 of 2 | 1 of 5 |
| Sculpted by Aimee | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Bobbi Brown | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| No7 | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Iconic London | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Too Faced | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Benefit Cosmetics | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about makeup brands

- Asked ChatGPT "Which makeup brands are best in the UK?": 1. e.l.f. Cosmetics, 2. Maybelline, 3. NYX Professional Makeup, 4. Charlotte Tilbury, 5. MAC, 6. NARS
- Asked ChatGPT "What are the best makeup brands?": 1. Charlotte Tilbury, 2. Rare Beauty, 3. NARS, 4. Fenty Beauty, 5. MAC, 6. Maybelline, 7. e.l.f. Cosmetics, 8. Huda Beauty, 9. NYX Professional Makeup, 10. Urban Decay
- Asked ChatGPT "What is the best foundation?": named none of the brands we track
- Searched Google, AI Overview "makeup": 1. Maybelline, 2. e.l.f. Cosmetics, 3. Rare Beauty
- Searched Google, AI Overview "makeup brands": 1. Maybelline, 2. Charlotte Tilbury, 3. MAC, 4. NARS, 5. Rare Beauty, 6. Fenty Beauty

Not named in any answer: Sculpted by Aimee, Bobbi Brown, No7, Iconic London, Too Faced and Benefit Cosmetics.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 26, 2026.

## How has branded search demand for Maybelline changed in the United Kingdom over the last 12 months?

- 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?

- 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.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Makeup brands | 33.1K | 3.9% | 7 |
| Nov 2025 | Makeup brands | 33.1K | 1.7% | 10 |
| Dec 2025 | Makeup brands | 33.1K | 2.4% | 10 |
| Jan 2026 | Makeup brands | 33.1K | 4.7% | 6 |
| Feb 2026 | Makeup brands | 27.1K | 4.1% | 6 |
| Mar 2026 | Makeup brands | 33.1K | 4.5% | 5 |
| Apr 2026 | Makeup brands | 27.1K | 4.1% | 7 |
| May 2026 | Makeup brands | 27.1K | 4% | 7 |
| Jun 2026 | Makeup brands | 27.1K | 4.4% | 4 |
| Jul 2026 | Makeup brands | 27.1K | 4.4% | 5 |
| Aug 2026 | Makeup brands | 27.1K | 4.7% | 6 |
| Sep 2026 | Makeup brands | 27.1K | 4.3% | 5 |

## How are Maybelline’s branded searches counted?

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”

## Which makeup brands compete with Maybelline?

- [Charlotte Tilbury](/demand/uk/brands/charlotte-tilbury)
- [MAC](/demand/uk/brands/mac-cosmetics): Head-to-head: /demand/uk/compare/mac-cosmetics-vs-maybelline
- [Huda Beauty](/demand/uk/brands/huda-beauty): Head-to-head: /demand/uk/compare/huda-beauty-vs-maybelline
- [Fenty Beauty](/demand/uk/brands/fenty-beauty): Head-to-head: /demand/uk/compare/fenty-beauty-vs-maybelline
- [Rare Beauty](/demand/uk/brands/rare-beauty): Head-to-head: /demand/uk/compare/maybelline-vs-rare-beauty
- [Sculpted by Aimee](/demand/uk/brands/sculpted-by-aimee): Head-to-head: /demand/uk/compare/maybelline-vs-sculpted-by-aimee
- [e.l.f. Cosmetics](/demand/uk/brands/e-l-f-cosmetics)
- [Bobbi Brown](/demand/uk/brands/bobbi-brown)
- [NARS](/demand/uk/brands/nars-cosmetics)
- [NYX Professional Makeup](/demand/uk/brands/nyx-professional-makeup)
- [No7](/demand/uk/brands/no7-beauty)
- [Iconic London](/demand/uk/brands/iconic-london)
- [Too Faced](/demand/uk/brands/too-faced)
- [Urban Decay](/demand/uk/brands/urban-decay)
- [Benefit Cosmetics](/demand/uk/brands/benefit-cosmetics)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Maybelline: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/maybelline

This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/maybelline. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.