Go-To vs Sukin:Which is more popular?
In September 2026, Go-To had more branded searches than Sukin among skincare brands in Australia. Go-To had about 14,800 branded searches, while Sukin had 8,100. Go-To made up 9.4% of all skincare brand searches we track, and Sukin accounted for 5.2%. When we asked ChatGPT and Google AI Overviews about skincare brands, Go-To appeared in four of the five answers and Sukin in one. Go-To was mentioned before Sukin in every answer.
Who do people search for more?
Go-To, about 83% more searches than Sukin
Who does AI mention more?
Go-To, mentioned in 4 of 5 answers, Sukin in 1
Who does AI recommend more?
Go-To, named ahead of Sukin in every answer
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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. Sukin was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Go-To was listed before Sukin in every answer.
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.
Is Go-To or Sukin more popular in search?
This chart shows how often people search Google for Go-To and Sukin by name. Each line represents a brand's share of searches for all ten skincare brands we track, month by month, from searches in Australia.
Share of searches by month for Go-To, Sukin. 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% |
How has the Go-To and Sukin comparison changed over the last 12 months?
3 findings
- Go-To was ahead of Sukin in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Sukin’s share of searches among skincare brands in Australia moved from 4.2% to 5.2%, and its estimated monthly branded searches held steady at 8.1K.
How did search popularity change for Australia skincare brands in September 2026?
2 changes
In September 2026, Go-To gained share of searches among skincare brands in Australia, from 8.7% to 9.4%.
In September 2026, Sukin lost share of searches among skincare brands in Australia, from 5.8% to 5.2%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Go-To’s and Sukin’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.
Other head-to-heads among skincare brands
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