e.l.f. Cosmetics vs Maybelline:Which is more popular?
In September 2026, Maybelline had more branded searches than e.l.f. Cosmetics among makeup brands in the United Kingdom. Maybelline had about 27,100 branded searches, while e.l.f. Cosmetics had 22,500. Maybelline made up 4.3% of all makeup brand searches we track, and e.l.f. Cosmetics accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about makeup brands, Maybelline appeared in four of the five answers and e.l.f. Cosmetics in three. Maybelline was mentioned before e.l.f. Cosmetics in three out of four answers.
Who do people search for more?
Maybelline, about 20% more searches than e.l.f. Cosmetics
Who does AI mention more?
Maybelline, mentioned in 4 of 5 answers, e.l.f. Cosmetics in 3
Who does AI recommend more?
Maybelline, named ahead of e.l.f. Cosmetics in 3 of 4 answers
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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. e.l.f. Cosmetics was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Maybelline was listed before e.l.f. Cosmetics in three out of four answers.
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.
Is e.l.f. Cosmetics or Maybelline more popular in search?
This chart shows how often people search Google for e.l.f. Cosmetics and Maybelline 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 Maybelline, e.l.f. Cosmetics. 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 |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
| 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% |
How has the e.l.f. Cosmetics and Maybelline comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: e.l.f. Cosmetics took it in November 2025, Maybelline took it in January 2026.
- Across the 12 months ending September 2026, e.l.f. Cosmetics’ share of searches among makeup brands in the United Kingdom held steady at 3.6%, and its estimated monthly branded searches moved from 30.3K to 22.5K.
- Across the 12 months ending September 2026, Maybelline’s share of searches among makeup brands in the United Kingdom moved from 3.9% to 4.3%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
How did search popularity change for United Kingdom makeup brands in September 2026?
2 changes
In September 2026, Maybelline rose from 6th to 5th among makeup brands in the United Kingdom.
Estimated monthly branded searches for e.l.f. Cosmetics in the United Kingdom fell 25.7% over 12 measured months, from 30.3K to 22.5K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using e.l.f. Cosmetics’ and Maybelline’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
2 branded search terms
- elf cosmetics
- elf makeup
Maybelline
1 branded search term
- maybelline
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