--- title: "Aesop vs Go-To: Which is searched more in Australia?" description: "Is Aesop or Go-To more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Skincare brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/compare/aesop-vs-go-to-skincare" publisher: "Brandwave" --- # Aesop vs Go-To: Which is searched more in Australia? Is Aesop or Go-To more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Skincare brands set in Australia. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Aesop and Go-To - **Competitive set**: Skincare brands - **Market**: Australia - **Month measured**: Sep 2026 - **Aesop Share of Search**: 47.2% - **Go-To Share of Search**: 9.4% ## Is Aesop or Go-To more popular in search? - In September 2026, Aesop had more branded searches than Go-To among skincare brands in Australia. Aesop had about 74,000 branded searches, while Go-To had 14,800. Aesop made up 47.2% of all skincare brand searches we track, and Go-To accounted for 9.4%. - Aesop was ahead of Go-To in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Aesop’s share of searches among skincare brands in Australia held steady at 47.2%, and its estimated monthly branded searches moved from 90.5K to 74K. - Across the 12 months ending September 2026, Go-To’s share of searches among skincare brands in Australia moved from 7.7% to 9.4%, and its estimated monthly branded searches held steady at 14.8K. ## 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. Aesop was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Aesop and Go-To were each listed first in two of the four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Go-To | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Aesop | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Alpha-H | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Ultra Violette | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | QV Skincare | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Jurlique | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Sukin | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Bondi Sands | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Naked Sundays | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Frank Body | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about skincare brands - Asked ChatGPT "Which Australian skincare brand should I try?": 1. Ultra Violette, 2. Aesop, 3. QV Skincare, 4. Go-To, 5. Alpha-H - Asked ChatGPT "What are the best Australian skincare brands?": 1. Alpha-H, 2. Ultra Violette, 3. Go-To, 4. Sukin, 5. Aesop, 6. QV Skincare, 7. Jurlique - Asked ChatGPT "What's the best Australian skincare brand for sensitive skin?": 1. QV Skincare - Searched Google, AI Overview "skincare": 1. Go-To, 2. Alpha-H - Searched Google, AI Overview "skincare australia": 1. Aesop, 2. Go-To, 3. Jurlique, 4. Alpha-H Not named in any answer: Bondi Sands, Naked Sundays and Frank Body. Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How did search popularity change for Australia skincare brands in September 2026? - In September 2026, Go-To gained share of searches among skincare brands in Australia, from 8.7% to 9.4%. - In September 2026, Aesop lost share of searches among skincare brands in Australia, from 53.4% to 47.2%. ## Month by month | Month | Aesop estimated searches | Aesop Share of Search | Aesop rank | Go-To estimated searches | Go-To Share of Search | Go-To rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 90.5K | 47.2% | 1 | 14.8K | 7.7% | 3 | | Nov 2025 | 165K | 55% | 1 | 27.1K | 9% | 2 | | Dec 2025 | 135K | 55.9% | 1 | 22.2K | 9.2% | 2 | | Jan 2026 | 74K | 48.8% | 1 | 14.8K | 9.8% | 3 | | Feb 2026 | 74K | 53.4% | 1 | 12.1K | 8.7% | 3 | | Mar 2026 | 74K | 50.5% | 1 | 14.8K | 10.1% | 2 | | Apr 2026 | 74K | 51.2% | 1 | 14.8K | 10.2% | 2 | | May 2026 | 74K | 51.5% | 1 | 14.8K | 10.3% | 2 | | Jun 2026 | 74K | 48.5% | 1 | 18.1K | 11.9% | 2 | | Jul 2026 | 74K | 51% | 1 | 14.8K | 10.2% | 3 | | Aug 2026 | 90.5K | 53.4% | 1 | 14.8K | 8.7% | 3 | | Sep 2026 | 74K | 47.2% | 1 | 14.8K | 9.4% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Aesop’s and Go-To’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Aesop**: Measured on the search term “aesop”. - **Go-To**: Measured on the search terms “go to skincare” and “go-to skincare”, summed into one figure. - [Aesop profile](/demand/au/brands/aesop) - [Go-To profile](/demand/au/brands/go-to-skincare) - [All skincare brands in Australia](/demand/au/categories/au-skincare-brands): The set both shares are measured inside, 10 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Aesop or Go-To more popular in search? In September 2026, Aesop had more branded searches than Go-To among skincare brands in Australia. Aesop had about 74,000 branded searches, while Go-To had 14,800. Aesop made up 47.2% of all skincare brand searches we track, and Go-To accounted for 9.4%. ## Cite this page Brandwave. "Aesop vs Go-To: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/aesop-vs-go-to-skincare This page is also available as HTML at https://gobrandwave.com/demand/au/compare/aesop-vs-go-to-skincare. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.