L’Oréal officially the world’s favourite beauty brand, new analysis shows

Ever wondered if the rest of the world thinks as highly of your favourite beauty brand as you do? Now you can find out.

New research by cosmetic surgery education site Tajmeeli has analyzed Google searches in 108 countries to establish the most-loved cosmetics brand for each.

Using a seed list of popular beauty brands, Tajmeeli used Google Trends to find out how popular each brand is worldwide, based on online search interest. Search interest is scored from 0 to 100, where 100 is the most popular. 

Taking the top spot in no less than 25 countries – almost a quarter of the 108 countries analyzed – is L’Oréal. Not only that but the cosmetics company was also crowned the overall favorite in three continents: Asia, Europe and South America.

Interestingly, other affordable makeup brands follow in second and third place. CoverGirl scoops second as the favorite in 10 countries and two continents: North America and Australia & Oceania.

Despite missing out on a top spot on a continent level, Maybelline and NYX take joint third place, each a favorite in six countries respectively.

With six brands tied for the top spot, Hong Kong takes the title of beauty capital of the world. Chanel, Shiseido, Estee Lauder, Nars, Clarins, Laura Mercier and Bobbi Brown are best liked in the country, each in equal measure.

In the UK, Canadian-born, e.l.f Cosmetics and playful brand, Too Faced take joint first place as the most in-demand cosmetic companies.

The data in full, including all 108 countries’ favorite beauty brands, can be found here.

Favorite Beauty Brand By Continent
ContinentFavorite Beauty BrandNo. of Countries Favorite InCountries
AfricaFenty Beauty3Ethiopia Kenya Nigeria
AsiaL’Oréal8IndiaIran Jordan Lebanon Sri Lanka Thailand Turkey Iraq
Australia & OceaniaCoverGirl & Elizabeth Arden2Australia New Zealand
EuropeL’Oréal11Austria Belarus Belgium Bosnia and Herzegovina Bulgaria Czechia (Czech Republic) Hungary Netherlands Poland Slovakia Ukraine
North AmericaCoverGirl8Canada Costa Rica Dominican Republic El Salvador Guatemala Honduras Nicaragua Panama
South AmericaL’Oréal4Argentina Brazil Colombia Uruguay