Korean skincare brands in Australia:Which are most popular?
In September 2026, Medicube was the most searched Korean skincare brand in Australia, accounting for 39.9% of all searches among the 12 brands we track. When we checked with ChatGPT and Google AI Overviews, Beauty of Joseon and SKIN1004 showed up in every answer. Beauty of Joseon was recommended most often, coming first in three out of five responses.
MedicubeShare of searches 39.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
Beauty of JoseonShare of searches 14.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
AnuaShare of searches 9.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
LaneigeShare of searches 9.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
InnisfreeShare of searches 5.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top Korean skincare brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Beauty of Joseon and SKIN1004 appeared every time. Beauty of Joseon was recommended most often, coming first in three out of five answers. COSRX was second, and SKIN1004 was third. Innisfree, which ranked fifth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Beauty of Joseon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
SKIN10045 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
COSRX4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Medicube3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Round Lab3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Anua2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Laneige2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Dr. Jart+1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Innisfree0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Torriden0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Sulwhasoo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Some By Mi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about Korean skincare brands
5 answers
Asked ChatGPT
“Which Korean skincare brand should I try?”
Asked ChatGPT
“What are the best Korean skincare brands?”
Asked ChatGPT
“What's the best Korean sunscreen?”
Searched Google, AI Overview
“korean skincare”
Searched Google, AI Overview
“k beauty”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Which Korean skincare brands do people search for most?
This chart shows how often people search Google for each Korean skincare brand by name. Each line represents a brand's share of searches for all 12 Korean skincare brands we track, month by month, from searches in Australia.
Share of searches by month for Medicube, Beauty of Joseon, Anua, Laneige, Innisfree, COSRX, Torriden, SKIN1004, Sulwhasoo. The figures are in the table below the chart.
View monthly share of searches table
| Month | Medicube | Beauty of Joseon | Anua | Laneige | Innisfree | COSRX | Torriden | SKIN1004 | Sulwhasoo | Dr. Jart+ | Some By Mi | Round Lab |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.3% | 18.3% | 6.7% | 18.3% | 8.2% | 5.4% | 3% | 5.4% | 5.4% | 3.6% | 2% | 1.3% |
| Nov 2025 | 25.1% | 16.8% | 6.1% | 20.5% | 9.2% | 4.1% | 2.2% | 6.1% | 4.1% | 2.7% | 1.8% | 1.2% |
| Dec 2025 | 24.7% | 16.5% | 7.4% | 20.2% | 9% | 4.9% | 2.7% | 4.9% | 4% | 2.7% | 1.8% | 1.2% |
| Jan 2026 | 29% | 19.4% | 7.1% | 15.9% | 7.1% | 4.7% | 3.1% | 3.9% | 3.9% | 2.6% | 2.1% | 1.4% |
| Feb 2026 | 30.5% | 16.7% | 7.5% | 16.7% | 6.1% | 5% | 3.3% | 4.1% | 4.1% | 2.7% | 2.2% | 1.2% |
| Mar 2026 | 27.8% | 15.2% | 8.3% | 15.2% | 6.8% | 6.8% | 3.7% | 3.7% | 5.6% | 2.4% | 3% | 1.3% |
| Apr 2026 | 31.8% | 17.4% | 7.8% | 11.6% | 6.4% | 6.4% | 3.5% | 4.2% | 5.2% | 2.3% | 2.3% | 1.3% |
| May 2026 | 40.6% | 14.9% | 8.1% | 9.9% | 5.4% | 5.4% | 3.6% | 3% | 3.6% | 2.4% | 1.9% | 1.1% |
| Jun 2026 | 42.2% | 12.6% | 8.4% | 10.3% | 5.6% | 4.6% | 3.8% | 3.1% | 3.8% | 2.5% | 2% | 1.1% |
| Jul 2026 | 45.1% | 13.5% | 7.4% | 9% | 4.9% | 4% | 3.3% | 3.3% | 4% | 2.7% | 1.8% | 0.98% |
| Aug 2026 | 44.8% | 13.4% | 7.3% | 9% | 4.9% | 4.9% | 4% | 3.3% | 3.3% | 2.2% | 1.8% | 1.2% |
| Sep 2026 | 39.9% | 14.6% | 9.7% | 9.7% | 5.3% | 4.3% | 4.3% | 3.6% | 3.6% | 1.9% | 1.9% | 1.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 39.9% | 60.5K | -18.2% | -5 points | |
| 2, held 2nd | 14.6% | 22.2K | 0% | +1.2 points | |
| 3, moved from 4th to 3rd | 9.7% | 14.8K | +22.3% | +2.4 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 9.7% | 14.8K | 0% | +0.8 pointsmoved from 3rd to 4th | |
| 5, moved from 6th to 5th | 5.3% | 8.1K | 0% | +0.4 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 4.3% | 6.6K | -18.5% | -0.6 pointsmoved from 5th to 6th | |
| 7, held 7th | 4.3% | 6.6K | 0% | +0.4 points | |
| 8, held 8th | 3.6% | 5.4K | 0% | +0.3 points | |
| 9, held 9th | 3.6% | 5.4K | 0% | +0.3 points | |
| 10, held 10th | 1.9% | 2.9K | -19.4% | -0.3 points | |
| 11, held 11th | 1.9% | 2.9K | 0% | +0.2 points | |
| 12, held 12th | 1.1% | 1.6K | -15.8% | -0.1 points |
1.
Medicube39.9%
Held 1st. 60.5K estimated branded searches, -18.2% vs prior month. Share -5 points.
14.6%
Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +1.2 points.
3.
Anua9.7%
Moved from 4th to 3rd. 14.8K estimated branded searches, +22.3% vs prior month. Share +2.4 points.
4.
Laneige9.7%
Moved from 3rd to 4th. 14.8K estimated branded searches, 0% vs prior month. Share +0.8 points.
5.3%
Moved from 6th to 5th. 8.1K estimated branded searches, 0% vs prior month. Share +0.4 points.
6.
COSRX4.3%
Moved from 5th to 6th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.6 points.
7.
Torriden4.3%
Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.4 points.
8.
SKIN10043.6%
Held 8th. 5.4K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.6%
Held 9th. 5.4K estimated branded searches, 0% vs prior month. Share +0.3 points.
10.
Dr. Jart+1.9%
Held 10th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.3 points.
11.
Some By Mi1.9%
Held 11th. 2.9K estimated branded searches, 0% vs prior month. Share +0.2 points.
12.
Round Lab1.1%
Held 12th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.1 points.
Which brand is most popular in search among Korean skincare brands in Australia?
12 brands
In September 2026, Medicube was the most searched among Korean skincare brands in Australia, with an estimated 60.5K branded searches, 39.9% of all searches for the 12 we track. Beauty of Joseon is in 2nd place, 25.2 percentage points behind at 14.6%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Medicube | 22.3% → 39.9% | 45.1%Jul 2026 | 22.3%Oct 2025 | 1st |
| Beauty of Joseon | 18.3% → 14.6% | 19.4%Jan 2026 | 12.6%Jun 2026 | 2nd |
| Anua | 6.7% → 9.7% | 9.7%Sep 2026 | 6.1%Nov 2025 | 5th → 3rd |
| Laneige | 18.3% → 9.7% | 20.5%Nov 2025 | 9%Aug 2026 | 3rd → 4th |
| Innisfree | 8.2% → 5.3% | 9.2%Nov 2025 | 4.9%Aug 2026 | 4th → 5th |
| COSRX | 5.4% → 4.3% | 6.8%Mar 2026 | 4%Jul 2026 | 6th |
| Torriden | 3% → 4.3% | 4.3%Sep 2026 | 2.2%Nov 2025 | 10th → 7th |
| SKIN1004 | 5.4% → 3.6% | 6.1%Nov 2025 | 3%May 2026 | 7th → 8th |
| Sulwhasoo | 5.4% → 3.6% | 5.6%Mar 2026 | 3.3%Aug 2026 | 8th → 9th |
| Dr. Jart+ | 3.6% → 1.9% | 3.6%Oct 2025 | 1.9%Sep 2026 | 9th → 10th |
| Some By Mi | 2% → 1.9% | 3%Mar 2026 | 1.8%Aug 2026 | 11th |
| Round Lab | 1.3% → 1.1% | 1.4%Jan 2026 | 0.98%Jul 2026 | 12th |
Each finding as a sentence
- Across the 12 months ending September 2026, Medicube’s share of searches among Korean skincare brands in Australia increased from 22.3% to 39.9%.
- Across the 12 months ending September 2026, Beauty of Joseon’s share of searches among Korean skincare brands in Australia decreased from 18.3% to 14.6%.
- Across the 12 months ending September 2026, Anua’s share of searches among Korean skincare brands in Australia increased from 6.7% to 9.7%.
- Across the 12 months ending September 2026, Laneige’s share of searches among Korean skincare brands in Australia decreased from 18.3% to 9.7%.
- Across the 12 months ending September 2026, Innisfree’s share of searches among Korean skincare brands in Australia decreased from 8.2% to 5.3%.
- Across the 12 months ending September 2026, COSRX’s share of searches among Korean skincare brands in Australia decreased from 5.4% to 4.3%.
- Across the 12 months ending September 2026, Torriden’s share of searches among Korean skincare brands in Australia increased from 3% to 4.3%.
- Across the 12 months ending September 2026, SKIN1004’s share of searches among Korean skincare brands in Australia decreased from 5.4% to 3.6%.
- Across the 12 months ending September 2026, Sulwhasoo’s share of searches among Korean skincare brands in Australia decreased from 5.4% to 3.6%.
- Across the 12 months ending September 2026, Dr. Jart+’s share of searches among Korean skincare brands in Australia decreased from 3.6% to 1.9%.
- Across the 12 months ending September 2026, Medicube’s share of searches among Korean skincare brands in Australia peaked at 45.1% in July 2026 and was lowest at 22.3% in October 2025.
- Across the 12 months ending September 2026, Beauty of Joseon’s share of searches among Korean skincare brands in Australia peaked at 19.4% in January 2026 and was lowest at 12.6% in June 2026.
- Across the 12 months ending September 2026, Anua’s share of searches among Korean skincare brands in Australia peaked at 9.7% in September 2026 and was lowest at 6.1% in November 2025.
- Across the 12 months ending September 2026, Laneige’s share of searches among Korean skincare brands in Australia peaked at 20.5% in November 2025 and was lowest at 9% in August 2026.
- Across the 12 months ending September 2026, Innisfree’s share of searches among Korean skincare brands in Australia peaked at 9.2% in November 2025 and was lowest at 4.9% in August 2026.
- Across the 12 months ending September 2026, COSRX’s share of searches among Korean skincare brands in Australia peaked at 6.8% in March 2026 and was lowest at 4% in July 2026.
- Across the 12 months ending September 2026, Torriden’s share of searches among Korean skincare brands in Australia peaked at 4.3% in September 2026 and was lowest at 2.2% in November 2025.
- Across the 12 months ending September 2026, SKIN1004’s share of searches among Korean skincare brands in Australia peaked at 6.1% in November 2025 and was lowest at 3% in May 2026.
- Across the 12 months ending September 2026, Sulwhasoo’s share of searches among Korean skincare brands in Australia peaked at 5.6% in March 2026 and was lowest at 3.3% in August 2026.
- Across the 12 months ending September 2026, Some By Mi’s share of searches among Korean skincare brands in Australia peaked at 3% in March 2026 and was lowest at 1.8% in August 2026.
- Across the 12 months ending September 2026, Anua rose from 5th to 3rd among Korean skincare brands in Australia.
- Across the 12 months ending September 2026, Laneige fell from 3rd to 4th among Korean skincare brands in Australia.
- Across the 12 months ending September 2026, Innisfree fell from 4th to 5th among Korean skincare brands in Australia.
- Across the 12 months ending September 2026, Torriden rose from 10th to 7th among Korean skincare brands in Australia.
- Across the 12 months ending September 2026, SKIN1004 fell from 7th to 8th among Korean skincare brands in Australia.
- Across the 12 months ending September 2026, Sulwhasoo fell from 8th to 9th among Korean skincare brands in Australia.
- Across the 12 months ending September 2026, Dr. Jart+ fell from 9th to 10th among Korean skincare brands in Australia.
- Across the 12 months ending September 2026, Some By Mi and Round Lab held steady: their share of searches among Korean skincare brands in Australia each moved less than 0.5 percentage points.
How did search popularity change for Australia Korean skincare brands in September 2026?
8 changes
In September 2026, Anua overtook Laneige to rank 3rd among Korean skincare brands in Australia, with 9.7% of the searches.
In September 2026, Beauty of Joseon gained share of searches among Korean skincare brands in Australia, from 13.4% to 14.6%.
In September 2026, Laneige gained share of searches among Korean skincare brands in Australia, from 9% to 9.7%.
In September 2026, Medicube lost share of searches among Korean skincare brands in Australia, from 44.8% to 39.9%.
In September 2026, COSRX lost share of searches among Korean skincare brands in Australia, from 4.9% to 4.3%.
In September 2026, Innisfree rose from 6th to 5th among Korean skincare brands in Australia.
Estimated monthly branded searches for Torriden in Australia rose 83.3% over 12 measured months, from 3.6K to 6.6K in September 2026.
Estimated monthly branded searches for Some By Mi in Australia rose 20.8% over 12 measured months, from 2.4K to 2.9K in September 2026.
How are branded searches counted for Korean skincare brands?
12 search terms
Each brand's share of searches among Korean skincare brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Medicube
1 branded search term
- medicube
Beauty of Joseon
1 branded search term
- beauty of joseon
Anua
1 branded search term
- anua
Laneige
1 branded search term
- laneige
Innisfree
1 branded search term
- innisfree
COSRX
1 branded search term
- cosrx
Torriden
1 branded search term
- torriden
SKIN1004
1 branded search term
- skin1004
Sulwhasoo
1 branded search term
- sulwhasoo
Dr. Jart+
1 branded search term
- dr jart
Some By Mi
1 branded search term
- some by mi
Round Lab
1 branded search term
- round lab
Compare popularity between leading brands
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- Beauty of Joseon vs Laneige: compare popularity
- Beauty of Joseon vs Innisfree: compare popularity
- Anua vs Laneige: compare popularity
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