When you walk into any drugstore, department store, or even a small beauty shop around the world, there’s one thing you’ll almost always see: the same few makeup brands dominating the shelves. But which one is truly the most used? It’s not just about how many products they sell-it’s about who’s in people’s makeup bags, on their countertops, and in their daily routines.
Based on 2025 global sales data from Euromonitor and internal surveys from beauty retailers like Ulta, Sephora, and Boots, the answer isn’t a niche indie brand or a luxury label. It’s Maybelline. Yes, the same brand that’s been around since 1915. It’s not the fanciest, the most expensive, or even the most talked-about on TikTok-but it’s the one most people actually use.
Why Maybelline leads the pack
Maybelline sells over 1.2 billion units annually across more than 150 countries. That’s more than L’Oréal, Estée Lauder, and MAC combined. Why? It’s simple: accessibility. You can find Maybelline in Walmart, Target, Rite Aid, and even corner stores in rural areas. Its products are priced between $5 and $15, which makes it easy to try new things without breaking the bank.
Take their SuperStay Matte Ink lipstick. It’s been a top seller for five years straight. Why? It lasts 16 hours, doesn’t smudge, and comes in 50 shades. That’s more than any other lipstick line on the market. Same goes for their Falsies Lash Lift mascara-used by over 80 million people in 2025 alone. It’s not rocket science. It just works.
How we know it’s the most used
There are three ways to measure “most used”: sales volume, user base, and repeat purchases. Maybelline wins all three.
- Sales volume: In 2025, Maybelline generated $2.1 billion in global retail sales. That’s 17% higher than L’Oréal Paris, which came in second.
- User base: A 2025 survey of 50,000 women aged 16-45 across North America, Europe, and Southeast Asia found that 41% used Maybelline at least once a week. L’Oréal Paris was at 32%.
- Repeat purchases: 68% of Maybelline buyers repurchased the same product within six months. That’s higher than any other mass-market brand.
Even in markets where luxury brands dominate-like Japan or South Korea-Maybelline still outsells Chanel, Dior, and YSL in terms of units sold. Why? Because most people don’t buy makeup to show off. They buy it to look put-together, feel confident, and get through the day. Maybelline delivers that, every time.
How other brands stack up
L’Oréal Paris is a close second. It’s stronger in Europe and has better-performing skincare-makeup hybrids like True Match foundation. But it doesn’t have the same reach in lower-income markets. Estée Lauder? Their Double Wear foundation is legendary-but it costs $42. Most people can’t justify that as a daily product.
Drugstore brands like CoverGirl and Revlon still have loyal followings, but their sales have been flat since 2022. Newer players like Rare Beauty and Fenty Beauty are growing fast, especially among Gen Z. But they’re still niche. Rare Beauty sold 45 million units in 2025. Maybelline sold 1.2 billion.
Here’s what the numbers look like side by side:
| Brand | Annual Units Sold | Avg. Price per Product | Global Reach | Repeat Purchase Rate |
|---|---|---|---|---|
| Maybelline | 1.2 billion | $8.50 | 150+ countries | 68% |
| L’Oréal Paris | 1.02 billion | $11.20 | 140+ countries | 61% |
| CoverGirl | 480 million | $7.80 | 90+ countries | 55% |
| Fenty Beauty | 450 million | $28.00 | 70+ countries | 63% |
| Estée Lauder | 390 million | $42.00 | 65+ countries | 59% |
It’s not about prestige-it’s about practicality
Many people assume the most used brand must be the most glamorous. But makeup isn’t about status. It’s about reliability. When you’re rushing out the door, you don’t want a product that looks perfect on Instagram but smears after an hour. You want something that lasts, blends easily, and doesn’t cost half your paycheck.
Maybelline gets that. Their R&D team spends more time testing formulas on real people-teachers, nurses, retail workers, students-than on runway models. They’ve built a reputation on consistency. If you bought a Maybelline eyeliner in 2018, it’s still the same formula today. That kind of trust doesn’t come from marketing. It comes from results.
What’s changing in 2026?
Even Maybelline isn’t standing still. In early 2026, they launched their first fully recyclable packaging line and expanded their shade range to 75 foundation tones. They’re also rolling out AI-powered shade matching in their app, which now has over 15 million active users.
But the core of their success hasn’t changed: they make makeup for the real world. Not for influencers. Not for celebrities. For the person who needs to look good, feel good, and get on with their day.
So who’s really the most used?
Maybelline isn’t the flashiest. It’s not the most talked-about. But if you asked 100 women around the world what brand they reach for every morning, 4 out of 10 would say Maybelline. That’s not luck. That’s consistency. That’s trust. That’s what makes it the most used makeup brand on the planet.
And until someone else builds a product that’s just as reliable, just as affordable, and just as available-it’s not going anywhere.
Is Maybelline the most used brand in every country?
No, but it’s the most used in the majority. In the U.S., Canada, and most of Europe, Maybelline leads. In parts of Asia, like India and Indonesia, L’Oréal Paris is more popular due to local product adaptations. In Japan, Shiseido and Kosé dominate the mass market. But globally, Maybelline has the widest reach and highest volume.
Why isn’t Fenty Beauty number one if it’s so popular?
Fenty Beauty is huge, especially among younger consumers and for inclusivity, but it’s still a premium brand. Its products cost 3-4 times more than Maybelline’s. Most people use it for special occasions or as a single item, not as their daily foundation or mascara. Maybelline is used daily by millions who can’t afford or don’t need luxury pricing.
Does Maybelline test on animals?
Maybelline, owned by L’Oréal, is not cruelty-free. While L’Oréal has stopped animal testing since 1989, Maybelline still sells in markets like China where animal testing is required by law. If you want a cruelty-free alternative with similar pricing, consider e.l.f. Cosmetics or NYX Professional Makeup.
What’s the best Maybelline product to try first?
Start with the Falsies Lash Lift mascara. It’s affordable, builds volume without clumps, and lasts all day. If you want foundation, try the Fit Me! line-it has 50 shades and works for oily, dry, and combination skin. Both are staples in beauty bags worldwide.
Are drugstore brands as good as high-end ones?
For most people, yes. High-end brands often use more expensive packaging or fragrances, not better ingredients. Many drugstore formulas are made in the same labs as luxury brands. The difference is in price, not performance. Maybelline’s SuperStay Matte Ink, for example, uses the same long-wear tech as high-end lipsticks-but at a fraction of the cost.
