How popular isGo-To?
In September 2026, people searched for Go-To by name about 14,800 times in Australia, about the same as the previous year. These searches made up 9.4% of all Australia skincare brand searches, placing Go-To third out of ten brands. When we asked both ChatGPT and Google AI Overviews about skincare brands, Go-To appeared in four of the five answers and was the most recommended of the ten.
Go-To is the third most searched of 10 competitors and the most recommended in AI answers.
AesopShare of searches 47.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Bondi SandsShare of searches 11.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Go-ToShare of searches 9.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
JurliqueShare of searches 7.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
SukinShare of searches 5.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
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Top skincare brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Go-To was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Go-To is the most recommended of the ten.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Go-To1st
- Aesop2nd
Alpha-H3rd
Ultra Violette4th
QV Skincare5th- Jurlique6th
- Sukin7th
- Bondi Sands–
Naked Sundays–
Frank Body–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Go-To4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Alpha-H4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Aesop3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- QV Skincare3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Jurlique2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Ultra Violette2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Sukin1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bondi Sands0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Naked Sundays0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Frank Body0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about skincare brands
5 answers
Asked ChatGPT
“Which Australian skincare brand should I try?”
Asked ChatGPT
“What are the best Australian skincare brands?”
Asked ChatGPT
“What's the best Australian skincare brand for sensitive skin?”
Searched Google, AI Overview
“skincare”
Searched Google, AI Overview
“skincare australia”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Which skincare brands compete with Go-To?
Share of searches by month for Aesop, Bondi Sands, Go-To, Jurlique, Sukin, Ultra Violette, Naked Sundays, QV Skincare, Frank Body, Alpha-H. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aesop | Bondi Sands | Go-To | Jurlique | Sukin | Ultra Violette | Naked Sundays | QV Skincare | Frank Body | Alpha-H |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 47.2% | 11.6% | 7.7% | 7.7% | 4.2% | 6.3% | 5.2% | 3.1% | 4.2% | 2.8% |
| Nov 2025 | 55% | 7.4% | 9% | 9% | 3.3% | 2.2% | 6% | 1.7% | 4% | 2.2% |
| Dec 2025 | 55.9% | 7.5% | 9.2% | 9.2% | 3.4% | 1.8% | 5% | 2.1% | 4.1% | 1.8% |
| Jan 2026 | 48.8% | 9.8% | 9.8% | 8% | 5.3% | 2.9% | 4.3% | 3.3% | 4.3% | 3.6% |
| Feb 2026 | 53.4% | 8.7% | 8.7% | 8.7% | 4.8% | 2.1% | 3.9% | 3.1% | 3.9% | 2.6% |
| Mar 2026 | 50.5% | 8.3% | 10.1% | 8.3% | 5.5% | 2.5% | 3.7% | 3% | 4.5% | 3.7% |
| Apr 2026 | 51.2% | 8.4% | 10.2% | 8.4% | 5.6% | 2% | 3.7% | 3.7% | 3.7% | 3% |
| May 2026 | 51.5% | 8.4% | 10.3% | 8.4% | 4.6% | 2.5% | 3.1% | 3.6% | 4.6% | 3.1% |
| Jun 2026 | 48.5% | 7.9% | 11.9% | 7.9% | 5.3% | 1.9% | 5.3% | 3.4% | 4.3% | 3.5% |
| Jul 2026 | 51% | 10.2% | 10.2% | 6.8% | 5.6% | 2% | 3% | 4.2% | 4.5% | 2.5% |
| Aug 2026 | 53.4% | 8.7% | 8.7% | 7.1% | 5.8% | 2.1% | 3.9% | 3.6% | 3.9% | 2.6% |
| Sep 2026 | 47.2% | 11.5% | 9.4% | 7.7% | 5.2% | 5.2% | 4.2% | 3.8% | 3.4% | 2.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 47.2% | 74K | -18.2% | -6.2 points | |
| 2, held 2nd | 11.5% | 18.1K | +22.3% | +2.8 points | |
| 3, held 3rd | 9.4% | 14.8K | 0% | +0.7 points | |
| 4, held 4th | 7.7% | 12.1K | 0% | +0.6 points | |
| 5, held 5th | 5.2% | 8.1K | -18.2% | -0.7 points | |
| 6, moved from 10th to 6th | 5.2% | 8.1K | +125% | +3 pointsmoved from 10th to 6th | |
| 7, held 7th | 4.2% | 6.6K | 0% | +0.3 points | |
| 8, held 8th | 3.8% | 6K | -2.1% | +0.2 points | |
| 9, moved from 6th to 9th | 3.4% | 5.4K | -18.2% | -0.5 pointsmoved from 6th to 9th | |
| 10, moved from 9th to 10th | 2.3% | 3.6K | -18.2% | -0.3 pointsmoved from 9th to 10th |
1.
Aesop47.2%
Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share -6.2 points.
11.5%
Held 2nd. 18.1K estimated branded searches, +22.3% vs prior month. Share +2.8 points.
3.
Go-To9.4%
Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share +0.7 points.
4.
Jurlique7.7%
Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share +0.6 points.
5.
Sukin5.2%
Held 5th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.7 points.
5.2%
Moved from 10th to 6th. 8.1K estimated branded searches, +125% vs prior month. Share +3 points.
4.2%
Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.8%
Held 8th. 6K estimated branded searches, -2.1% vs prior month. Share +0.2 points.
3.4%
Moved from 6th to 9th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
10.
Alpha-H2.3%
Moved from 9th to 10th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
Compare popularity between Go-To and its closest rivals
Every comparison with Go-To
9 comparisons
How has branded search demand for Go-To changed in Australia over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Go-To in Australia held steady at 14.8K.
- Across the 12 months ending September 2026, Go-To’s share of searches among skincare brands in Australia increased from 7.7% to 9.4%.
- Across the 12 months ending September 2026, Go-To’s share of searches among skincare brands in Australia peaked at 11.9% in June 2026 and was lowest at 7.7% in October 2025.
How did search popularity change for Australia skincare brands in September 2026?
6 changes
In September 2026, Ultra Violette overtook Frank Body and 3 others to rank 6th among skincare brands in Australia, with 5.2% of the searches.
In September 2026, Bondi Sands gained share of searches among skincare brands in Australia, from 8.7% to 11.5%.
In September 2026, Go-To gained share of searches among skincare brands in Australia, from 8.7% to 9.4%.
In September 2026, Jurlique gained share of searches among skincare brands in Australia, from 7.1% to 7.7%.
In September 2026, Aesop lost share of searches among skincare brands in Australia, from 53.4% to 47.2%.
In September 2026, Sukin lost share of searches among skincare brands in Australia, from 5.8% to 5.2%.
How are Go-To’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Go-To’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- go to skincare
- go-to skincare
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Is Go-To your brand?
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