Is E.L.F. Trending?

What the data shows

Search interest in E.L.F. has risen over the period: the yearly high moved from 11 in 2021 to 100 in 2025, which is also the high point of the whole series, set in August 2025.

The pattern is clearly seasonal. Averaged across the full period, interest is highest in November (30 of 100) and lowest in May (13) — a swing of roughly 2.3x, and the peak lands in the same part of the year in 4 of the 5 years measured. Any single reading therefore says as much about the month it was taken in as about the underlying direction.

• Peak interest: August 2025 (index 100)
• Recent level (last 12 weeks): index 47 of 100
• Change, first vs. latest 12 months: +474%
• Period covered: February 2021 – January 2026

Values are Google's relative search index, where 100 is the highest point in the period — not absolute search volume.

About E.L.F.

E.L.F. Cosmetics is a budget makeup and skincare brand known for viral products, dupes, and accessible quality.

E.L.F. gains search interest from Gen Z and value-seeking consumers; interest surges around viral launches and TikTok moments.

The brand benefits from rapid product cycles and social-first marketing; strong in the US and expanding globally.

More in Others

Compare E.L.F. with other others trends.