Fenty Beauty vs Maybelline:Which is more popular?
In September 2026, Fenty Beauty had more branded searches than Maybelline among makeup brands in the United Kingdom. Fenty Beauty had about 33,100 branded searches, while Maybelline had 27,100. Fenty Beauty made up 5.2% of all makeup brand searches we track, and Maybelline accounted for 4.3%. When we asked ChatGPT and Google AI Overviews about makeup brands, Maybelline appeared in four of the five answers and Fenty Beauty in two. Maybelline was mentioned before Fenty Beauty in three out of four answers.
Who do people search for more?
Fenty Beauty, about 22% more searches than Maybelline
Who does AI mention more?
Maybelline, mentioned in 4 of 5 answers, Fenty Beauty in 2
Who does AI recommend more?
Maybelline, named ahead of Fenty Beauty 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. Fenty Beauty was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Maybelline was listed before Fenty Beauty 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 Fenty Beauty or Maybelline more popular in search?
This chart shows how often people search Google for Fenty Beauty 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 Fenty Beauty, Maybelline. 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 Fenty Beauty and Maybelline comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Maybelline took it in June 2026, Fenty Beauty took it in September 2026.
- Across the 12 months ending September 2026, Fenty Beauty’s share of searches among makeup brands in the United Kingdom moved from 5.8% to 5.2%, and its estimated monthly branded searches moved from 49.5K to 33.1K.
- 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, Fenty Beauty overtook Rare Beauty to rank 4th among makeup brands in the United Kingdom, with 5.2% of the searches.
In September 2026, Maybelline rose from 6th to 5th among makeup brands in the United Kingdom.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Fenty Beauty’s 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.
Fenty Beauty
1 branded search term
- fenty beauty
Maybelline
1 branded search term
- maybelline
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