---
title: "Makeup brands in the United Kingdom: Which are searched most?"
description: "Compare the makeup brands people in the UK buy. Share of Search among 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 and Benefit Cosmetics, the makeup brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-makeup-brands"
publisher: "Brandwave"
---

# Makeup brands in the United Kingdom: Which are searched most?

Compare the makeup brands people in the UK buy. Share of Search among 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 and Benefit Cosmetics, the makeup brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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

- **Competitive set**: Makeup brands
- **Market**: United Kingdom
- **Brands compared**: 16
- **Month measured**: Sep 2026
- **Highest Share of Search**: Charlotte Tilbury, 47.5%

## Which brand is most popular in search among makeup brands in the United Kingdom?

- 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%.
- 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.

## 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.

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.

## Compare search popularity between leading brands

- [Charlotte Tilbury vs MAC: compare search popularity](/demand/uk/compare/charlotte-tilbury-vs-mac-cosmetics): 47.5% against 8% Share of Search.
- [Charlotte Tilbury vs Huda Beauty: compare search popularity](/demand/uk/compare/charlotte-tilbury-vs-huda-beauty): 47.5% against 7.8% Share of Search.
- [Charlotte Tilbury vs Fenty Beauty: compare search popularity](/demand/uk/compare/charlotte-tilbury-vs-fenty-beauty): 47.5% against 5.2% Share of Search.
- [Charlotte Tilbury vs Maybelline: compare search popularity](/demand/uk/compare/charlotte-tilbury-vs-maybelline): 47.5% against 4.3% Share of Search.
- [MAC vs Huda Beauty: compare search popularity](/demand/uk/compare/huda-beauty-vs-mac-cosmetics): 8% against 7.8% Share of Search.
- [MAC vs Fenty Beauty: compare search popularity](/demand/uk/compare/fenty-beauty-vs-mac-cosmetics): 8% against 5.2% Share of Search.
- [MAC vs Maybelline: compare search popularity](/demand/uk/compare/mac-cosmetics-vs-maybelline): 8% against 4.3% Share of Search.
- [Huda Beauty vs Fenty Beauty: compare search popularity](/demand/uk/compare/fenty-beauty-vs-huda-beauty): 7.8% against 5.2% Share of Search.
- [Huda Beauty vs Maybelline: compare search popularity](/demand/uk/compare/huda-beauty-vs-maybelline): 7.8% against 4.3% Share of Search.
- [Fenty Beauty vs Maybelline: compare search popularity](/demand/uk/compare/fenty-beauty-vs-maybelline): 5.2% against 4.3% Share of Search.

## 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.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Charlotte Tilbury | 47.5% | 301K | +22.4% | Charlotte Tilbury |
| 2 | MAC | 8% | 50.4K | +3.7% | MAC |
| 3 | Huda Beauty | 7.8% | 49.5K | 0.0% | Huda Beauty |
| 4 | Fenty Beauty | 5.2% | 33.1K | +22.1% | Fenty Beauty |
| 5 | Maybelline | 4.3% | 27.1K | 0.0% | Maybelline |
| 6 | Rare Beauty | 4.3% | 27.1K | -18.1% | Rare Beauty |
| 7 | Sculpted by Aimee | 4.3% | 27.1K | 0.0% | Sculpted by Aimee |
| 8 | e.l.f. Cosmetics | 3.6% | 22.5K | 0.0% | e.l.f. Cosmetics |
| 9 | Bobbi Brown | 3.5% | 22.2K | 0.0% | Bobbi Brown |
| 10 | NARS | 2.9% | 18.1K | 0.0% | NARS |
| 11 | NYX Professional Makeup | 2.9% | 18.1K | 0.0% | NYX Professional Makeup |
| 12 | No7 | 1.4% | 8.6K | -12.2% | No7 |
| 13 | Iconic London | 1.3% | 8.1K | 0.0% | Iconic London |
| 14 | Too Faced | 1.3% | 8.1K | 0.0% | Too Faced |
| 15 | Urban Decay | 1.3% | 8.1K | 0.0% | Urban Decay |
| 16 | Benefit Cosmetics | 0.69% | 4.4K | +22.2% | Benefit Cosmetics |

No7 sells other things too, so only its searches that name this product count here, like “no7 makeup”.

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Charlotte Tilbury | 368K | 43.3% | 1 |
| Oct 2025 | Huda Beauty | 90.5K | 10.6% | 2 |
| Oct 2025 | MAC | 52.6K | 6.2% | 3 |
| Oct 2025 | Bobbi Brown | 49.5K | 5.8% | 4 |
| Oct 2025 | Fenty Beauty | 49.5K | 5.8% | 5 |
| Oct 2025 | Rare Beauty | 49.5K | 5.8% | 6 |
| Oct 2025 | Maybelline | 33.1K | 3.9% | 7 |
| Oct 2025 | e.l.f. Cosmetics | 30.3K | 3.6% | 8 |
| Oct 2025 | NARS | 27.1K | 3.2% | 9 |
| Oct 2025 | Sculpted by Aimee | 27.1K | 3.2% | 10 |
| Oct 2025 | NYX Professional Makeup | 22.2K | 2.6% | 11 |
| Oct 2025 | Iconic London | 14.8K | 1.7% | 12 |
| Oct 2025 | No7 | 10.1K | 1.2% | 13 |
| Oct 2025 | Too Faced | 9.9K | 1.2% | 14 |
| Oct 2025 | Urban Decay | 9.9K | 1.2% | 15 |
| Oct 2025 | Benefit Cosmetics | 6.6K | 0.78% | 16 |
| Nov 2025 | Charlotte Tilbury | 1M | 52.6% | 1 |
| Nov 2025 | Huda Beauty | 368K | 19.4% | 2 |
| Nov 2025 | MAC | 78.6K | 4.1% | 3 |
| Nov 2025 | Rare Beauty | 74K | 3.9% | 4 |
| Nov 2025 | Fenty Beauty | 60.5K | 3.2% | 5 |
| Nov 2025 | Bobbi Brown | 49.5K | 2.6% | 6 |
| Nov 2025 | NARS | 49.5K | 2.6% | 7 |
| Nov 2025 | e.l.f. Cosmetics | 45.2K | 2.4% | 8 |
| Nov 2025 | Iconic London | 33.1K | 1.7% | 9 |
| Nov 2025 | Maybelline | 33.1K | 1.7% | 10 |
| Nov 2025 | NYX Professional Makeup | 27.1K | 1.4% | 11 |
| Nov 2025 | Sculpted by Aimee | 27.1K | 1.4% | 12 |
| Nov 2025 | Too Faced | 18.1K | 0.95% | 13 |
| Nov 2025 | Urban Decay | 14.8K | 0.78% | 14 |
| Nov 2025 | No7 | 12.9K | 0.68% | 15 |
| Nov 2025 | Benefit Cosmetics | 8.1K | 0.43% | 16 |
| Dec 2025 | Charlotte Tilbury | 823K | 59.3% | 1 |
| Dec 2025 | Huda Beauty | 110K | 7.9% | 2 |
| Dec 2025 | MAC | 67.6K | 4.9% | 3 |
| Dec 2025 | Rare Beauty | 60.5K | 4.4% | 4 |
| Dec 2025 | Fenty Beauty | 49.5K | 3.6% | 5 |
| Dec 2025 | Bobbi Brown | 40.5K | 2.9% | 6 |
| Dec 2025 | NARS | 40.5K | 2.9% | 7 |
| Dec 2025 | e.l.f. Cosmetics | 40.3K | 2.9% | 8 |
| Dec 2025 | Iconic London | 33.1K | 2.4% | 9 |
| Dec 2025 | Maybelline | 33.1K | 2.4% | 10 |
| Dec 2025 | NYX Professional Makeup | 22.2K | 1.6% | 11 |
| Dec 2025 | Sculpted by Aimee | 22.2K | 1.6% | 12 |
| Dec 2025 | Too Faced | 14.8K | 1.1% | 13 |
| Dec 2025 | No7 | 12.4K | 0.89% | 14 |
| Dec 2025 | Urban Decay | 12.1K | 0.87% | 15 |
| Dec 2025 | Benefit Cosmetics | 6.6K | 0.48% | 16 |
| Jan 2026 | Charlotte Tilbury | 301K | 42.8% | 1 |
| Jan 2026 | Huda Beauty | 90.5K | 12.9% | 2 |
| Jan 2026 | MAC | 43K | 6.1% | 3 |
| Jan 2026 | Rare Beauty | 40.5K | 5.8% | 4 |
| Jan 2026 | Fenty Beauty | 33.1K | 4.7% | 5 |
| Jan 2026 | Maybelline | 33.1K | 4.7% | 6 |
| Jan 2026 | Bobbi Brown | 27.1K | 3.9% | 7 |
| Jan 2026 | NARS | 22.2K | 3.2% | 8 |
| Jan 2026 | NYX Professional Makeup | 22.2K | 3.2% | 9 |
| Jan 2026 | e.l.f. Cosmetics | 20.2K | 2.9% | 10 |
| Jan 2026 | Iconic London | 18.1K | 2.6% | 11 |
| Jan 2026 | Sculpted by Aimee | 18.1K | 2.6% | 12 |
| Jan 2026 | No7 | 10.4K | 1.5% | 13 |
| Jan 2026 | Too Faced | 9.9K | 1.4% | 14 |
| Jan 2026 | Urban Decay | 9.9K | 1.4% | 15 |
| Jan 2026 | Benefit Cosmetics | 4.4K | 0.63% | 16 |
| Feb 2026 | Charlotte Tilbury | 301K | 46% | 1 |
| Feb 2026 | Huda Beauty | 74K | 11.3% | 2 |
| Feb 2026 | MAC | 43K | 6.6% | 3 |
| Feb 2026 | Fenty Beauty | 33.1K | 5.1% | 4 |
| Feb 2026 | Rare Beauty | 33.1K | 5.1% | 5 |
| Feb 2026 | Maybelline | 27.1K | 4.1% | 6 |
| Feb 2026 | Bobbi Brown | 22.2K | 3.4% | 7 |
| Feb 2026 | NARS | 22.2K | 3.4% | 8 |
| Feb 2026 | e.l.f. Cosmetics | 20.2K | 3.1% | 9 |
| Feb 2026 | NYX Professional Makeup | 18.1K | 2.8% | 10 |
| Feb 2026 | Sculpted by Aimee | 18.1K | 2.8% | 11 |
| Feb 2026 | Iconic London | 12.1K | 1.8% | 12 |
| Feb 2026 | No7 | 9.8K | 1.5% | 13 |
| Feb 2026 | Too Faced | 8.1K | 1.2% | 14 |
| Feb 2026 | Urban Decay | 8.1K | 1.2% | 15 |
| Feb 2026 | Benefit Cosmetics | 4.4K | 0.67% | 16 |
| Mar 2026 | Charlotte Tilbury | 368K | 49.6% | 1 |
| Mar 2026 | Huda Beauty | 60.5K | 8.2% | 2 |
| Mar 2026 | MAC | 50.4K | 6.8% | 3 |
| Mar 2026 | Fenty Beauty | 33.1K | 4.5% | 4 |
| Mar 2026 | Maybelline | 33.1K | 4.5% | 5 |
| Mar 2026 | Rare Beauty | 33.1K | 4.5% | 6 |
| Mar 2026 | Bobbi Brown | 27.1K | 3.7% | 7 |
| Mar 2026 | NARS | 27.1K | 3.7% | 8 |
| Mar 2026 | e.l.f. Cosmetics | 22.9K | 3.1% | 9 |
| Mar 2026 | Sculpted by Aimee | 22.2K | 3% | 10 |
| Mar 2026 | NYX Professional Makeup | 18.1K | 2.4% | 11 |
| Mar 2026 | Iconic London | 12.1K | 1.6% | 12 |
| Mar 2026 | No7 | 11.3K | 1.5% | 13 |
| Mar 2026 | Urban Decay | 9.9K | 1.3% | 14 |
| Mar 2026 | Too Faced | 8.1K | 1.1% | 15 |
| Mar 2026 | Benefit Cosmetics | 4.4K | 0.59% | 16 |
| Apr 2026 | Charlotte Tilbury | 301K | 45.8% | 1 |
| Apr 2026 | Huda Beauty | 60.5K | 9.2% | 2 |
| Apr 2026 | MAC | 50.4K | 7.7% | 3 |
| Apr 2026 | Rare Beauty | 33.1K | 5% | 4 |
| Apr 2026 | Bobbi Brown | 27.1K | 4.1% | 5 |
| Apr 2026 | Fenty Beauty | 27.1K | 4.1% | 6 |
| Apr 2026 | Maybelline | 27.1K | 4.1% | 7 |
| Apr 2026 | Sculpted by Aimee | 27.1K | 4.1% | 8 |
| Apr 2026 | NARS | 22.2K | 3.4% | 9 |
| Apr 2026 | e.l.f. Cosmetics | 21.4K | 3.3% | 10 |
| Apr 2026 | NYX Professional Makeup | 18.1K | 2.8% | 11 |
| Apr 2026 | Iconic London | 12.1K | 1.8% | 12 |
| Apr 2026 | No7 | 9.8K | 1.5% | 13 |
| Apr 2026 | Too Faced | 8.1K | 1.2% | 14 |
| Apr 2026 | Urban Decay | 8.1K | 1.2% | 15 |
| Apr 2026 | Benefit Cosmetics | 4.4K | 0.67% | 16 |
| May 2026 | Charlotte Tilbury | 301K | 44.7% | 1 |
| May 2026 | Huda Beauty | 60.5K | 9% | 2 |
| May 2026 | MAC | 50.4K | 7.5% | 3 |
| May 2026 | Fenty Beauty | 33.1K | 4.9% | 4 |
| May 2026 | Sculpted by Aimee | 33.1K | 4.9% | 5 |
| May 2026 | Bobbi Brown | 27.1K | 4% | 6 |
| May 2026 | Maybelline | 27.1K | 4% | 7 |
| May 2026 | NARS | 27.1K | 4% | 8 |
| May 2026 | Rare Beauty | 27.1K | 4% | 9 |
| May 2026 | e.l.f. Cosmetics | 22.5K | 3.3% | 10 |
| May 2026 | NYX Professional Makeup | 22.2K | 3.3% | 11 |
| May 2026 | Iconic London | 12.1K | 1.8% | 12 |
| May 2026 | No7 | 9.5K | 1.4% | 13 |
| May 2026 | Too Faced | 8.1K | 1.2% | 14 |
| May 2026 | Urban Decay | 8.1K | 1.2% | 15 |
| May 2026 | Benefit Cosmetics | 4.4K | 0.65% | 16 |
| Jun 2026 | Charlotte Tilbury | 301K | 49% | 1 |
| Jun 2026 | Huda Beauty | 49.5K | 8.1% | 2 |
| Jun 2026 | MAC | 48.6K | 7.9% | 3 |
| Jun 2026 | Maybelline | 27.1K | 4.4% | 4 |
| Jun 2026 | Sculpted by Aimee | 27.1K | 4.4% | 5 |
| Jun 2026 | Bobbi Brown | 22.2K | 3.6% | 6 |
| Jun 2026 | Fenty Beauty | 22.2K | 3.6% | 7 |
| Jun 2026 | NARS | 22.2K | 3.6% | 8 |
| Jun 2026 | Rare Beauty | 22.2K | 3.6% | 9 |
| Jun 2026 | e.l.f. Cosmetics | 18.4K | 3% | 10 |
| Jun 2026 | NYX Professional Makeup | 18.1K | 2.9% | 11 |
| Jun 2026 | Iconic London | 9.9K | 1.6% | 12 |
| Jun 2026 | Urban Decay | 8.1K | 1.3% | 13 |
| Jun 2026 | No7 | 8K | 1.3% | 14 |
| Jun 2026 | Too Faced | 5.4K | 0.88% | 15 |
| Jun 2026 | Benefit Cosmetics | 4.4K | 0.72% | 16 |
| Jul 2026 | Charlotte Tilbury | 301K | 48.5% | 1 |
| Jul 2026 | Huda Beauty | 49.5K | 8% | 2 |
| Jul 2026 | MAC | 48.6K | 7.8% | 3 |
| Jul 2026 | Rare Beauty | 33.1K | 5.3% | 4 |
| Jul 2026 | Maybelline | 27.1K | 4.4% | 5 |
| Jul 2026 | e.l.f. Cosmetics | 22.5K | 3.6% | 6 |
| Jul 2026 | Bobbi Brown | 22.2K | 3.6% | 7 |
| Jul 2026 | Fenty Beauty | 22.2K | 3.6% | 8 |
| Jul 2026 | Sculpted by Aimee | 22.2K | 3.6% | 9 |
| Jul 2026 | NARS | 18.1K | 2.9% | 10 |
| Jul 2026 | NYX Professional Makeup | 18.1K | 2.9% | 11 |
| Jul 2026 | Iconic London | 9.9K | 1.6% | 12 |
| Jul 2026 | No7 | 8K | 1.3% | 13 |
| Jul 2026 | Too Faced | 6.6K | 1.1% | 14 |
| Jul 2026 | Urban Decay | 6.6K | 1.1% | 15 |
| Jul 2026 | Benefit Cosmetics | 4.4K | 0.71% | 16 |
| Aug 2026 | Charlotte Tilbury | 246K | 42.6% | 1 |
| Aug 2026 | Huda Beauty | 49.5K | 8.6% | 2 |
| Aug 2026 | MAC | 48.6K | 8.4% | 3 |
| Aug 2026 | Rare Beauty | 33.1K | 5.7% | 4 |
| Aug 2026 | Fenty Beauty | 27.1K | 4.7% | 5 |
| Aug 2026 | Maybelline | 27.1K | 4.7% | 6 |
| Aug 2026 | Sculpted by Aimee | 27.1K | 4.7% | 7 |
| Aug 2026 | e.l.f. Cosmetics | 22.5K | 3.9% | 8 |
| Aug 2026 | Bobbi Brown | 22.2K | 3.8% | 9 |
| Aug 2026 | NARS | 18.1K | 3.1% | 10 |
| Aug 2026 | NYX Professional Makeup | 18.1K | 3.1% | 11 |
| Aug 2026 | No7 | 9.8K | 1.7% | 12 |
| Aug 2026 | Iconic London | 8.1K | 1.4% | 13 |
| Aug 2026 | Too Faced | 8.1K | 1.4% | 14 |
| Aug 2026 | Urban Decay | 8.1K | 1.4% | 15 |
| Aug 2026 | Benefit Cosmetics | 3.6K | 0.62% | 16 |
| Sep 2026 | Charlotte Tilbury | 301K | 47.5% | 1 |
| Sep 2026 | MAC | 50.4K | 8% | 2 |
| Sep 2026 | Huda Beauty | 49.5K | 7.8% | 3 |
| Sep 2026 | Fenty Beauty | 33.1K | 5.2% | 4 |
| Sep 2026 | Maybelline | 27.1K | 4.3% | 5 |
| Sep 2026 | Rare Beauty | 27.1K | 4.3% | 6 |
| Sep 2026 | Sculpted by Aimee | 27.1K | 4.3% | 7 |
| Sep 2026 | e.l.f. Cosmetics | 22.5K | 3.6% | 8 |
| Sep 2026 | Bobbi Brown | 22.2K | 3.5% | 9 |
| Sep 2026 | NARS | 18.1K | 2.9% | 10 |
| Sep 2026 | NYX Professional Makeup | 18.1K | 2.9% | 11 |
| Sep 2026 | No7 | 8.6K | 1.4% | 12 |
| Sep 2026 | Iconic London | 8.1K | 1.3% | 13 |
| Sep 2026 | Too Faced | 8.1K | 1.3% | 14 |
| Sep 2026 | Urban Decay | 8.1K | 1.3% | 15 |
| Sep 2026 | Benefit Cosmetics | 4.4K | 0.69% | 16 |

## What is being compared

- **Benefit Cosmetics**: Measured on the search term “benefit cosmetics”.
- **Bobbi Brown**: Measured on the search term “bobbi brown”.
- **Charlotte Tilbury**: Measured on the search term “charlotte tilbury”.
- **e.l.f. Cosmetics**: Measured on the search terms “elf cosmetics” and “elf makeup”, summed into one figure.
- **Fenty Beauty**: Measured on the search term “fenty beauty”.
- **Huda Beauty**: Measured on the search term “huda beauty”.
- **Iconic London**: Measured on the search term “iconic london”.
- **MAC**: Measured on the search terms “mac cosmetics” and “mac makeup”, summed into one figure.
- **Maybelline**: Measured on the search term “maybelline”.
- **NARS**: Measured on the search term “nars”.
- **No7**: Measured on the search terms “no7 foundation”, “no7 makeup” and “no7 mascara”, summed into one figure.
- **NYX Professional Makeup**: Measured on the search term “nyx”.
- **Rare Beauty**: Measured on the search term “rare beauty”.
- **Sculpted by Aimee**: Measured on the search term “sculpted by aimee”.
- **Too Faced**: Measured on the search term “too faced”.
- **Urban Decay**: Measured on the search term “urban decay”.

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

## Methodology

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

## Frequently asked questions

### Which brand is most popular in search among makeup brands in the United Kingdom?

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.

## Cite this page

Brandwave. "Makeup brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-makeup-brands

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