Brandwave

How popular isBeauty of Joseon?

In September 2026, people searched for Beauty of Joseon by name about 1.1 million times worldwide, a 30.7% increase from the previous year. These searches made up 0.73% of all global cleansing balm brand searches, placing Beauty of Joseon fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about cleansing balm brands, Beauty of Joseon appeared in one of the five answers and was the sixth most recommended of the seven.

Search and AI answers in September 2026

Beauty of Joseon is the fifth most searched of 7 competitors and the sixth most recommended in AI answers.

  1. CliniqueShare of searches 49.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. ElemisShare of searches 33.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  3. e.l.f.Share of searches 12.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. Banila CoShare of searches 3.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  5. Beauty of JoseonShare of searches 0.73%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

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Top cleansing balm brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Beauty of Joseon was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Beauty of Joseon is the sixth most recommended of the seven.

Most recommended by AI

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

  1. Clinique1st
  2. Banila Co2nd
  3. e.l.f.3rd
  4. Farmacy4th
  5. Elemis5th
  6. Beauty of Joseon6th
  7. Heimish–

Mentioned by AI

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

  • Banila Co5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Clinique4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Farmacy4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • e.l.f.3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Elemis2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Beauty of Joseon1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Heimish0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cleansing balm 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 cleansing balm brands compete with Beauty of Joseon?

Beauty of Joseon against cleansing balm brands worldwide, by month

Share of searches by month for Clinique, Elemis, e.l.f., Banila Co, Beauty of Joseon. The figures are in the table below the chart.

View monthly share of searches table
MonthCliniqueElemise.l.f.Banila CoBeauty of JoseonHeimishFarmacy
Oct 202558.6%21.4%14.3%3.4%0.58%1.1%0.58%
Nov 202556.1%31%9.3%2.2%0.37%0.68%0.37%
Dec 202560.8%22.4%12.2%2.9%0.49%0.74%0.49%
Jan 202651.2%34.2%10.3%2.6%0.5%0.75%0.41%
Feb 202662%18.5%12.4%4.7%0.75%1.1%0.5%
Mar 202660.1%22%12%3.7%0.59%1.1%0.48%
Apr 202654.1%29.6%10.9%3.4%0.53%0.97%0.53%
May 202655.9%25%13.7%3.3%0.67%1%0.45%
Jun 202660.4%18%14.8%4.3%0.73%1.1%0.59%
Jul 202646.3%37.8%11.3%2.7%0.56%0.83%0.45%
Aug 202652.5%28.7%12.9%3.7%0.63%0.94%0.52%
Sep 202649.5%33.1%12.1%3.3%0.73%0.73%0.4%

  1. 1.Clinique

    49.5%

    Held 1st. 673K estimated branded searches, 0% vs prior month. Share -3 points.

  2. 2.Elemis

    33.1%

    Held 2nd. 450K estimated branded searches, +22.3% vs prior month. Share +4.4 points.

  3. 3.e.l.f.

    12.1%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share -0.7 points.

  4. 4.Banila Co

    3.3%

    Held 4th. 45.2K estimated branded searches, -5.6% vs prior month. Share -0.4 points.

  5. 5.Beauty of Joseon

    0.73%

    Moved from 6th to 5th. 9.9K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  6. 6.Heimish

    0.73%

    Moved from 5th to 6th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  7. 7.Farmacy

    0.4%

    Held 7th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

Compare popularity between Beauty of Joseon and its closest rivals

Every comparison with Beauty of Joseon

29 comparisons

How has branded search demand for Beauty of Joseon changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Beauty of Joseon worldwide rose from 806K to 1.1M.
  • Across the 12 months ending September 2026, Beauty of Joseon rose from 6th to 5th among cleansing balm brands worldwide.

How did search popularity change for cleansing balm brands worldwide in September 2026?

6 changes

  1. In September 2026, Elemis gained share of searches among cleansing balm brands worldwide, from 28.7% to 33.1%.

  2. In September 2026, Clinique lost share of searches among cleansing balm brands worldwide, from 52.5% to 49.5%.

  3. In September 2026, e.l.f. lost share of searches among cleansing balm brands worldwide, from 12.9% to 12.1%.

  4. In September 2026, Beauty of Joseon rose from 6th to 5th among cleansing balm brands worldwide.

  5. In September 2026, Heimish fell from 5th to 6th among cleansing balm brands worldwide.

  6. Estimated monthly branded searches for Farmacy worldwide fell 33.3% over 12 measured months, from 8.1K to 5.4K in September 2026.

How are Beauty of Joseon’s branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Beauty of Joseon’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.

  • beauty of joseon
  • beauty of joseon cleansing balm
  • beauty of joseon skincare
  • beauty of joseon sunscreen
  • beautyofjoseon
  • skincare beauty of joseon

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How the Brand Demand Index is measured

Where does Beauty of Joseon compete?

Beauty of Joseon is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Skincare brands6th of 224.8%Show ranking
Face cleanser brands7th of 156.2%Show ranking
SPF brands4th of 1011%Show ranking
Korean skincare brands1st of 645.1%Show ranking
Face toner brands1st of 837.4%Show ranking
Cleansing balm brands5th of 70.73%Shown above
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