Every State’s Favorite Beauty Brand Revealed

Most Popular Beauty Brands By State

As the birthplace of Hollywood glamor, it’s only right that we Americans have an appreciation for all things beauty. 

In our latest research, we’ve dug into America’s search history to uncover which beauty brands are the favorite in each US state. Which cosmetic brands will come out on top? Find out where your favorite ranks below:

 

And The Winner Is: Maybelline Is America’s Best-Loved Beauty Brandwoman applying makeup

While luxury makeup brands are aspirational, it’s interesting to see affordable beauty brand Maybelline come out on top as the most in-demand makeup brand in the USA*.

The brand has the highest search interest score in nine states, the most of any other brand we analyzed. It was favorite in Illinois, Kansas, Mississippi, New York, South Dakota, Tennessee, Texas, Washington and Wisconsin.

*When looking at favorite makeup brands state by state. Check out updated research by Tajmeeli which shows national results on favorite beauty brands across the globe.

Affordable Brands Reign Supreme

In fact, two other affordable cosmetic brands round out the top three. In second place is CoverGirl. The American-born brand is the go-to choice for beautification in Arkansas, Iowa, Maine, Montana, Nebraska, New Hampshire, North Dakota and Oregon.

S coping third place is Revlon. Fans of the brand can be found in New York, Alaska, Florida, Michigan, North Carolina, Pennsylvania and Vermont.

 

New York, New York: America’s Beauty Capital

woman smiling at makeup

You may have noticed New York has featured multiple times so far – that’s no error! Our data reveals that New York is the beauty capital of America. Looking at search interest alone, New York had 16 beauty brands tied for first place.

While America’s overall favorite beauty brand may be more affordable, it’s a different story in New York, as luxury brands take precedence. With brands like Dior, Lancôme and Urban Decay all vying for New Yorkers’ attention, it seems city residents are willing to splash the cash to look good.

 

America’s Top 3 Favorite Beauty Brands by State

We know which brands are America’s overall favorites but which brands make the top three in each state? Find out in the table below:

StateFavorite Beauty Brand
Alabama1 - Max Factor
2 - Maybelline
3 - Cover Girl
Alaska1 - Revlon
2 - Sephora
3 - Urban Decay
Arizona1 - Anastasia Beverley Hills
2 - Kylie Cosmetics
3 - Maybelline
Arkansas1 - Cover Girl
2 - Elizabeth Arden
3 - Revlon
California1 - Anastasia Beverley Hills
2 - Too Faced
3 - Yves Saint Laurent
Colorado1 - Anastasia Beverley Hills
2 - Sephora
3 - Maybelline
Connecticut1 - Benefit
2 - Elizabeth Arden
3 - Cover Girl
Delaware1 - Clarins
2 - Dior
3 - Guerlain
Florida1 - Revlon
2 - Dior
3 - Maybelline
Georgia1 - KKW Beauty
2 - Dior
3 - Chanel
Hawaii1 - Shisheido
2 - Chanel
3 - Clarins
Idaho1 - Anastasia Beverley Hills
2 - Cover Girl
3 - Bobbi Brown
Illinois1 - Maybelline
2 - Benefit
3 - Revlon
Indiana1 - Avon
2 - Too Faced
3 - Cover Girl
Iowa1 - Cover Girl
2 - Too Faced
3 - Maybelline
Kansas1 - Maybelline
2 - Revlon
3 - Sephora
Kentucky1 - Too Faced
2 - Cover Girl
3 - Elizabeth Arden
Louisiana1 - Max Factor
2 - Cover Girl
3 - KIKO Milano
Maine1 - Cover Girl
2 - Sephora
3 - Maybelline
Maryland1 - Dior
2 - Fenty
3 - Chanel
Massachusett1 - Sephora
2 - Revlon
3 - Nars
Michigan1 - Revlon
2 - Max Factor
3 - Too Faced
Minnesota1 - Too Faced
2 - Max Factor
3 - Maybelline
Mississippi1 - Maybelline
2 - Max Factor
3 - Revlon
Missouri1 - Too Faced
2 - Cover Girl
3 - Maybelline
Montana1 - Cover Girl
2 - Nars
3 - Elizabeth Arden
Nebraska1 - Cover Girl
2 - Maybelline
3 - Sephora
Nevada1 - Kylie Cosmetics
2 - Chanel
3 - Anastasia Beverley Hills
New Hampshire1 - Cover Girl
2 - Revlon
3 - Charlotte Tilbury
New Jersey1 - KIKO Milano
2 - KKW Beauty
3 - Yves Saint Laurent
New Mexico1 - Max Factor
2 - Kylie Cosmetics
3 - Maybelline
New York1 - Benefit
1 - Clarins
1 - Clinique
1 - Dior
1 - Elizabeth Arden
1 - Estee Lauder
1 - L'Oreal
1 - Lancome
1 - Laura Mercier
1 - MAC
1 - Maybelline
1 - Nars
1 - NYX
1 - Revlon
1 - Sephora
1 - Urban Decay
North Carolina1 - Revlon
2 - Maybelline
3 - Max Factor
North Dakota1 - Cover Girl
2 - Maybelline
3 - Nars
Ohio1 - KIKO Milano
2 - Cover Girl
3 - Avon
Oklahoma1 - Max Factor
2 - Cover Girl
3 - Too Faced
Oregon1 - Cover Girl
2 - Revlon
3 - Sephora
Pennsylvania1 - Revlon
2 - Cover Girl
3 - Maybelline
Rhode Island1 - KIKO Milano
2 - Sephora
3 - Maybelline
South Carolina1 - Max Factor
2 - Too Faced
3 - Cover Girl
South Dakota1 - Maybelline
2 - Cover Girl
3 - Charlotte Tilbury
Tennessee1 - Maybelline
2 - Cover Girl
3 - Revlon
Texas1 - Maybelline
2 - Revlon
3 - Anastasia Beverley Hills
Utah1 - Too Faced
2 - Maybelline
3 - Max Factor
Vermont1 - Revlon
2 - Cover Girl
3 - Nars
Virginia1 - Elizabeth Arden
2 - Revlon
3 - Maybelline
Washington1 - Maybelline
2 - Sephora
3 - Too Faced
West Virginia1 - Max Factor
2 - Cover Girl
3 - KIKO Milano
Wisconsin1 - Maybelline
2 - Cover Girl
3 - Revlon
Wyoming1 - Kylie Cosmetics
2 - Cover Girl
3 - Nars

From premium beauty brands to cost-effective cosmetics, it’s clear that Americans take pride in looking good. Did your favorite make the cut?

 

Methodology

Using Google Trends, we analyzed the online search interest in a selection of cosmetics companies in each US state. Search interest is scored out of 100, where 100 is the peak. The brands with the highest search interest score were selected as the overall favorite for that state.