Brandwave

How popular isBeauty of Joseon in search?

In September 2026, there were an estimated 1M branded searches for Beauty of Joseon worldwide which is up 30.8% over the last 12 months. Beauty of Joseon holds 44.1% estimated Share of Search among face toner brands worldwide and is ranked 1st of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Beauty of Joseon44.1%
  2. Laneige19%
  3. COSRX17%
  4. Innisfree8.5%
  5. Anua4.6%
  6. Round Lab3.9%
  7. Thayers2.6%
  8. Essano0.19%
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Which face toner brands compete with Beauty of Joseon?

Beauty of Joseon against face toner brands worldwide, by month

Share of Search by month for Beauty of Joseon, Laneige, COSRX, Innisfree, Anua, Round Lab, Thayers. The figures are in the table below the chart.

View monthly share of search table
MonthBeauty of JoseonLaneigeCOSRXInnisfreeAnuaRound LabThayersEssano
Oct 202535.6%24.6%18.4%11%4.2%3.4%2.6%0.24%
Nov 202537.1%27.1%16.2%9.9%4.4%3%2.1%0.18%
Dec 202533%29.4%18.3%8.8%4.8%3.3%2.2%0.19%
Jan 202639.7%23.6%17.6%8.6%4.9%3.2%2.2%0.15%
Feb 202639.7%22.4%16.8%10%4.6%3.8%2.6%0.15%
Mar 202642.9%19.8%17.9%8.8%4.1%4.1%2.3%0.16%
Apr 202646.2%16.3%18.1%8.9%4.1%4.1%2.3%0.16%
May 202646.2%16.3%18.5%8.9%3.5%4.1%2.3%0.24%
Jun 202650%14.4%16.4%7.9%4.3%4.4%2.5%0.17%
Jul 202644.1%19%17%8.5%3.9%4.7%2.6%0.19%
Aug 202643.7%18.8%17.1%8.4%4.6%4.7%2.6%0.18%
Sep 202644.1%19%17%8.5%4.6%3.9%2.6%0.19%

  1. 1.Beauty of Joseon

    44.1%

    Held 1st. 1M estimated branded searches, -0.11% vs prior month. Share +0.5 points.

  2. 2.Laneige

    19%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share +0.2 points.

  3. 3.COSRX

    17%

    Held 3rd. 402K estimated branded searches, -1.7% vs prior month. Share -0.1 points.

  4. 4.Innisfree

    8.5%

    Held 4th. 201K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Anua

    4.6%

    Moved from 6th to 5th. 110K estimated branded searches, +0.27% vs prior month. Share +0.1 points.

  6. 6.Round Lab

    3.9%

    Moved from 5th to 6th. 92.5K estimated branded searches, -17.8% vs prior month. Share -0.8 points.

  7. 7.Thayers

    2.6%

    Held 7th. 62.7K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Essano

    0.19%

    Held 8th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Beauty of Joseon and its closest rivals

Every comparison with Beauty of Joseon

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Beauty of Joseon worldwide rose from 798K to 1M.
  • Across the 12 months ending September 2026, Beauty of Joseon’s estimated Share of Search among face toner brands worldwide increased from 35.6% to 44.1%.
  • Across the 12 months ending September 2026, Beauty of Joseon’s estimated Share of Search among face toner brands worldwide peaked at 50% in June 2026 and was lowest at 33% in December 2025.

How did search popularity change for face toner brands worldwide in September 2026?

  1. In September 2026, Round Lab lost estimated Share of Search among face toner brands worldwide, from 4.7% to 3.9%.

  2. In September 2026, Anua rose from 6th to 5th among face toner brands worldwide.

  3. Estimated monthly branded searches for Beauty of Joseon worldwide rose 30.8% over 12 measured months, from 798K to 1M in September 2026.

  4. Estimated monthly branded searches for Essano worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.

  5. Estimated monthly branded searches for Innisfree worldwide fell 18.3% over 12 measured months, from 246K to 201K in September 2026.

  6. Estimated monthly branded searches for Laneige worldwide fell 18.2% over 12 measured months, from 550K to 450K in September 2026.

Where does Beauty of Joseon compete?

Beauty of Joseon is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Skincare brands5th of 207.5%Show ranking
Face cleanser brands5th of 147.8%Show ranking
SPF brands3rd of 617.5%Show ranking
Face toner brands1st of 844.1%Shown above
Korean skincare brands1st of 556%Show ranking

How is Beauty of Joseon measured?

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.

5 branded search terms

  • beauty of joseon
  • beauty of joseon skincare
  • beauty of joseon sunscreen
  • beautyofjoseon
  • skincare beauty of joseon

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How the Brand Demand Index is measured

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