Makeup brands in the United Kingdom:Which are most popular?
In September 2026, Charlotte Tilbury was the most searched makeup brand in the United Kingdom, accounting for 47.5% of all searches among the 16 brands we track. When we checked with ChatGPT and Google AI Overviews, Maybelline was mentioned most often, in four of the five answers. Maybelline was recommended most often, coming first in two out of four responses that gave a list.
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 Brandwave's three ChatGPT questions and two Google AI Overviews, Maybelline was mentioned most often, in four of the five answers. Maybelline was recommended most often, coming first in two out of four answers that gave a list. Charlotte Tilbury was second, and e.l.f. Cosmetics was third. Sculpted by Aimee, which ranked seventh in searches, was not mentioned at all.
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
Sculpted by Aimee0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bobbi Brown0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
No70 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Iconic London0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Too Faced0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Benefit Cosmetics0 of 5Named in 0 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 do people search for most?
This chart shows how often people search Google for each makeup brand by name. Each line represents a brand's share of searches for all 16 makeup brands we track, month by month, from searches in United Kingdom.
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”.
Which brand is most popular in search among makeup brands in the United Kingdom?
16 brands
In September 2026, Charlotte Tilbury was the most searched among makeup brands in the United Kingdom, with an estimated 301K branded searches, 47.5% of all searches for the 16 we track. MAC is in 2nd place, 39.6 percentage points behind at 8%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Charlotte Tilbury | 43.3% → 47.5% | 59.3%Dec 2025 | 42.6%Aug 2026 | 1st |
| MAC | 6.2% → 8% | 8.4%Aug 2026 | 4.1%Nov 2025 | 3rd → 2nd |
| Huda Beauty | 10.6% → 7.8% | 19.4%Nov 2025 | 7.8%Sep 2026 | 2nd → 3rd |
| Fenty Beauty | 5.8% → 5.2% | 5.8%Oct 2025 | 3.2%Nov 2025 | 5th → 4th |
| Maybelline | 3.9% → 4.3% | 4.7%Jan 2026 | 1.7%Nov 2025 | 7th → 5th |
| Rare Beauty | 5.8% → 4.3% | 5.8%Oct 2025 | 3.6%Jun 2026 | 6th |
| Sculpted by Aimee | 3.2% → 4.3% | 4.9%May 2026 | 1.4%Nov 2025 | 10th → 7th |
| e.l.f. Cosmetics | 3.6% | 3.9%Aug 2026 | 2.4%Nov 2025 | 8th |
| Bobbi Brown | 5.8% → 3.5% | 5.8%Oct 2025 | 2.6%Nov 2025 | 4th → 9th |
| NARS | 3.2% → 2.9% | 4%May 2026 | 2.6%Nov 2025 | 9th → 10th |
| NYX Professional Makeup | 2.6% → 2.9% | 3.3%May 2026 | 1.4%Nov 2025 | 11th |
| No7 | 1.2% → 1.4% | 1.7%Aug 2026 | 0.68%Nov 2025 | 13th → 12th |
| Iconic London | 1.7% → 1.3% | 2.6%Jan 2026 | 1.3%Sep 2026 | 12th → 13th |
| Too Faced | 1.2% → 1.3% | 1.4%Jan 2026 | 0.88%Jun 2026 | 14th |
| Urban Decay | 1.2% → 1.3% | 1.4%Jan 2026 | 0.78%Nov 2025 | 15th |
| Benefit Cosmetics | 0.78% → 0.69% | 0.78%Oct 2025 | 0.43%Nov 2025 | 16th |
Each finding as a sentence
- Across the 12 months ending September 2026, Charlotte Tilbury’s share of searches among makeup brands in the United Kingdom increased from 43.3% to 47.5%.
- Across the 12 months ending September 2026, MAC’s share of searches among makeup brands in the United Kingdom increased from 6.2% to 8%.
- Across the 12 months ending September 2026, Huda Beauty’s share of searches among makeup brands in the United Kingdom decreased from 10.6% to 7.8%.
- Across the 12 months ending September 2026, Fenty Beauty’s share of searches among makeup brands in the United Kingdom decreased from 5.8% to 5.2%.
- Across the 12 months ending September 2026, Rare Beauty’s share of searches among makeup brands in the United Kingdom decreased from 5.8% to 4.3%.
- Across the 12 months ending September 2026, Sculpted by Aimee’s share of searches among makeup brands in the United Kingdom increased from 3.2% to 4.3%.
- Across the 12 months ending September 2026, Bobbi Brown’s share of searches among makeup brands in the United Kingdom decreased from 5.8% to 3.5%.
- Across the 12 months ending September 2026, Charlotte Tilbury’s share of searches among makeup brands in the United Kingdom peaked at 59.3% in December 2025 and was lowest at 42.6% in August 2026.
- Across the 12 months ending September 2026, MAC’s share of searches among makeup brands in the United Kingdom peaked at 8.4% in August 2026 and was lowest at 4.1% in November 2025.
- Across the 12 months ending September 2026, Huda Beauty’s share of searches among makeup brands in the United Kingdom peaked at 19.4% in November 2025 and was lowest at 7.8% in September 2026.
- Across the 12 months ending September 2026, Fenty Beauty’s share of searches among makeup brands in the United Kingdom peaked at 5.8% in October 2025 and was lowest at 3.2% in November 2025.
- 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, Rare Beauty’s share of searches among makeup brands in the United Kingdom peaked at 5.8% in October 2025 and was lowest at 3.6% in June 2026.
- Across the 12 months ending September 2026, Sculpted by Aimee’s share of searches among makeup brands in the United Kingdom peaked at 4.9% in May 2026 and was lowest at 1.4% in November 2025.
- Across the 12 months ending September 2026, e.l.f. Cosmetics’ share of searches among makeup brands in the United Kingdom peaked at 3.9% in August 2026 and was lowest at 2.4% in November 2025.
- Across the 12 months ending September 2026, Bobbi Brown’s share of searches among makeup brands in the United Kingdom peaked at 5.8% in October 2025 and was lowest at 2.6% in November 2025.
- Across the 12 months ending September 2026, NARS’s share of searches among makeup brands in the United Kingdom peaked at 4% in May 2026 and was lowest at 2.6% in November 2025.
- Across the 12 months ending September 2026, NYX Professional Makeup’s share of searches among makeup brands in the United Kingdom peaked at 3.3% in May 2026 and was lowest at 1.4% in November 2025.
- Across the 12 months ending September 2026, No7’s share of searches among makeup brands in the United Kingdom peaked at 1.7% in August 2026 and was lowest at 0.68% in November 2025.
- Across the 12 months ending September 2026, Iconic London’s share of searches among makeup brands in the United Kingdom peaked at 2.6% in January 2026 and was lowest at 1.3% in September 2026.
- Across the 12 months ending September 2026, MAC rose from 3rd to 2nd among makeup brands in the United Kingdom.
- Across the 12 months ending September 2026, Huda Beauty fell from 2nd to 3rd among makeup brands in the United Kingdom.
- Across the 12 months ending September 2026, Fenty Beauty rose from 5th to 4th among makeup brands in the United Kingdom.
- Across the 12 months ending September 2026, Maybelline rose from 7th to 5th among makeup brands in the United Kingdom.
- Across the 12 months ending September 2026, Sculpted by Aimee rose from 10th to 7th among makeup brands in the United Kingdom.
- Across the 12 months ending September 2026, Bobbi Brown fell from 4th to 9th among makeup brands in the United Kingdom.
- Across the 12 months ending September 2026, NARS fell from 9th to 10th among makeup brands in the United Kingdom.
- Across the 12 months ending September 2026, No7 rose from 13th to 12th among makeup brands in the United Kingdom.
- Across the 12 months ending September 2026, Iconic London fell from 12th to 13th among makeup brands in the United Kingdom.
- Across the 12 months ending September 2026, e.l.f. Cosmetics, NYX Professional Makeup, Too Faced, Urban Decay and Benefit Cosmetics held steady: their share of searches among makeup brands in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom makeup brands in September 2026?
8 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.
Estimated monthly branded searches for Bobbi Brown in the United Kingdom fell 55.2% over 12 measured months, from 49.5K to 22.2K in September 2026.
Estimated monthly branded searches for Iconic London in the United Kingdom fell 45.3% over 12 measured months, from 14.8K to 8.1K in September 2026.
How are branded searches counted for makeup brands?
20 search terms
Each brand's share of searches among makeup brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Charlotte Tilbury
1 branded search term
- charlotte tilbury
MAC
2 branded search terms
- mac cosmetics
- mac makeup
Huda Beauty
1 branded search term
- huda beauty
Fenty Beauty
1 branded search term
- fenty beauty
Maybelline
1 branded search term
- maybelline
Rare Beauty
1 branded search term
- rare beauty
Sculpted by Aimee
1 branded search term
- sculpted by aimee
e.l.f. Cosmetics
2 branded search terms
- elf cosmetics
- elf makeup
Bobbi Brown
1 branded search term
- bobbi brown
NARS
1 branded search term
- nars
NYX Professional Makeup
1 branded search term
- nyx
No7
3 branded search terms
- no7 foundation
- no7 makeup
- no7 mascara
Iconic London
1 branded search term
- iconic london
Too Faced
1 branded search term
- too faced
Urban Decay
1 branded search term
- urban decay
Benefit Cosmetics
1 branded search term
- benefit cosmetics
Compare popularity between leading brands
- Charlotte Tilbury vs MAC: compare popularity
- Charlotte Tilbury vs Huda Beauty: compare popularity
- Charlotte Tilbury vs Fenty Beauty: compare popularity
- Charlotte Tilbury vs Maybelline: compare popularity
- MAC vs Huda Beauty: compare popularity
- MAC vs Fenty Beauty: compare popularity
- MAC vs Maybelline: compare popularity
- Huda Beauty vs Fenty Beauty: compare popularity
- Huda Beauty vs Maybelline: compare popularity
- Fenty Beauty vs Maybelline: compare popularity
- Compare any of these brands
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