Round Lab vs Sulwhasoo:Which is more popular?
In September 2026, Sulwhasoo had more branded searches than Round Lab among Korean skincare brands in Australia. Sulwhasoo had about 5,400 branded searches, while Round Lab had 1,600. Sulwhasoo made up 3.6% of all Korean skincare brand searches we track, and Round Lab accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about Korean skincare brands, Round Lab appeared in three of the five answers and Sulwhasoo in none.
Who do people search for more?
Sulwhasoo, about 3 searches for every 1 for Round Lab
Who does AI mention more?
Round Lab, mentioned in 3 of 5 answers, Sulwhasoo in 0
Who does AI recommend more?
Round Lab, the only one of the two named
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Top Korean skincare brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Round Lab was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Sulwhasoo did not appear in any of the five answers.
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- Sulwhasoo0 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.
Is Round Lab or Sulwhasoo more popular in search?
This chart shows how often people search Google for Round Lab and Sulwhasoo 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 Sulwhasoo, Round Lab. 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% |
How has the Round Lab and Sulwhasoo comparison changed over the last 12 months?
3 findings
- Sulwhasoo was ahead of Round Lab in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Round Lab’s share of searches among Korean skincare brands in Australia moved from 1.3% to 1.1%, and its estimated monthly branded searches held steady at 1.6K.
- Across the 12 months ending September 2026, Sulwhasoo’s share of searches among Korean skincare brands in Australia moved from 5.4% to 3.6%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
How did search popularity change for Australia Korean skincare brands in September 2026?
1 change
Estimated monthly branded searches for Sulwhasoo in Australia fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Round Lab’s and Sulwhasoo’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 Korean skincare brands
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