Brandwave

How popular isAquaphor?

In September 2026, people searched for Aquaphor by name about 845,000 times worldwide, about the same as the previous year. These searches made up 27.7% of all global baby skincare brand searches, placing Aquaphor second out of seven brands. When we asked both ChatGPT and Google AI Overviews about baby skincare brands, Aquaphor appeared in three of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

Aquaphor is the second most searched of 7 competitors and the fifth most recommended in AI answers.

  1. CeraVeShare of searches 49.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. AquaphorShare of searches 27.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  3. MustelaShare of searches 13.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. WeledaShare of searches 7.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Aveeno BabyShare of searches 1.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

+2 more

Aquaphor website (opens in a new tab)

Follow Aquaphor and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top baby skincare brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Aquaphor was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Aquaphor is the fifth most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. CeraVe1st
  2. Aveeno Baby2nd
  3. Mustela3rd
  4. Johnson's Baby4th
  5. Aquaphor5th
  6. Weleda–
  7. Gaia Skin Naturals–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • CeraVe5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Aveeno Baby4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Aquaphor3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mustela3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Johnson's Baby1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Weleda0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gaia Skin Naturals0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby skincare brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which baby skincare brands compete with Aquaphor?

Aquaphor against baby skincare brands worldwide, by month

Share of searches by month for CeraVe, Aquaphor, Mustela, Weleda. The figures are in the table below the chart.

View monthly share of searches table
MonthCeraVeAquaphorMustelaWeledaAveeno BabyGaia Skin NaturalsJohnson's Baby
Oct 202553.1%24.5%11.8%9.4%1.2%0.05%<0.01%
Nov 202550.4%28.1%11.2%8.9%1.4%0.05%<0.01%
Dec 202552.1%29.1%10%7.6%1.2%0.05%<0.01%
Jan 202649.9%28%11.7%8.9%1.4%0.05%0.01%
Feb 202653.7%24.8%12.2%8%1.2%0.06%0.01%
Mar 202653.4%24.6%12.5%8%1.4%0.06%0.01%
Apr 202653.4%24.6%12.5%8%1.4%0.06%0.01%
May 202653.4%24.6%12.5%8%1.4%0.06%0.01%
Jun 202653.4%24.6%12.5%8%1.4%0.05%0.01%
Jul 202654%24.9%12.8%6.7%1.5%0.06%0.01%
Aug 202654%24.9%12.8%6.7%1.5%0.06%0.01%
Sep 202649.2%27.7%13.9%7.5%1.6%0.06%0.01%

  1. 1.CeraVe

    49.2%

    Held 1st. 1.5M estimated branded searches, -18% vs prior month. Share -4.8 points.

  2. 2.Aquaphor

    27.7%

    Held 2nd. 845K estimated branded searches, 0% vs prior month. Share +2.8 points.

  3. 3.Mustela

    13.9%

    Held 3rd. 424K estimated branded searches, -2.1% vs prior month. Share +1.1 points.

  4. 4.Weleda

    7.5%

    Held 4th. 228K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.Aveeno Baby

    1.6%

    Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Gaia Skin Naturals

    0.06%

    Held 6th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Johnson's Baby

    0.01%

    Held 7th. 390 estimated branded searches, -18.8% vs prior month. Share 0 points.

Compare popularity between Aquaphor and its closest rivals

Every comparison with Aquaphor

13 comparisons

How has branded search demand for Aquaphor changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Aquaphor worldwide held steady at 845K.
  • Across the 12 months ending September 2026, Aquaphor’s share of searches among baby skincare brands worldwide increased from 24.5% to 27.7%.
  • Across the 12 months ending September 2026, Aquaphor’s share of searches among baby skincare brands worldwide peaked at 29.1% in December 2025 and was lowest at 24.5% in October 2025.

How did search popularity change for baby skincare brands worldwide in September 2026?

6 changes

  1. In September 2026, Aquaphor gained share of searches among baby skincare brands worldwide, from 24.9% to 27.7%.

  2. In September 2026, Mustela gained share of searches among baby skincare brands worldwide, from 12.8% to 13.9%.

  3. In September 2026, Weleda gained share of searches among baby skincare brands worldwide, from 6.7% to 7.5%.

  4. In September 2026, CeraVe lost share of searches among baby skincare brands worldwide, from 54% to 49.2%.

  5. Estimated monthly branded searches for Aveeno Baby worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in September 2026.

  6. Estimated monthly branded searches for Johnson's Baby worldwide rose 21.9% over 12 measured months, from 320 to 390 in September 2026.

How are Aquaphor’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Aquaphor’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.

  • aquaphor
  • aquaphor baby

How the Brand Demand Index is measured

Who owns Aquaphor?

Aquaphor is owned by Beiersdorf. Brandwave does not track any other brands owned by Beiersdorf.

Do you work for Aquaphor? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Aquaphor compete?

Aquaphor is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Baby skincare brands2nd of 727.7%Shown above
Lip care brands1st of 955.8%Show ranking
Creator with pink hair and a pink jacket

Is Aquaphor your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free