Brandwave

How popular isCetaphil?

In September 2026, people searched for Cetaphil by name about 2 million times worldwide, about the same as the previous year. These searches made up 19.1% of all global bar soap brand searches, placing Cetaphil third out of eight brands. When we asked both ChatGPT and Google AI Overviews about bar soap brands, Cetaphil appeared in two of the five answers and was the third most recommended of the eight.

Search and AI answers in September 2026

Cetaphil is the third most searched of 8 competitors and the third most recommended in AI answers.

  1. DoveShare of searches 31.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. CeraVeShare of searches 28.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. CetaphilShare of searches 19.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. IvoryShare of searches 10.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  5. DettolShare of searches 4.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+3 more

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Top bar soap brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Cetaphil was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Cetaphil is the third most recommended of the eight.

Most recommended by AI

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

  1. Dove1st
  2. CeraVe2nd
  3. Cetaphil3rd
  4. Dial4th
  5. Irish Spring4th
  6. Ivory6th
  7. Dettol–
  8. Yardley–

Mentioned by AI

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

  • Dove5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • CeraVe3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cetaphil2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Irish Spring2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ivory1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dial1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dettol0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yardley0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bar soap 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 bar soap brands compete with Cetaphil?

Cetaphil against bar soap brands worldwide, by month

Share of searches by month for Dove, CeraVe, Cetaphil, Ivory, Dettol, Dial. The figures are in the table below the chart.

View monthly share of searches table
MonthDoveCeraVeCetaphilIvoryDettolDialYardleyIrish Spring
Oct 202528.7%33.7%18.4%10.1%4.5%3%1.1%0.41%
Nov 202525.6%33.3%22.2%10%4.5%3%0.9%0.4%
Dec 202525.7%35.2%19.2%10.6%4.7%3.2%0.95%0.43%
Jan 202624.1%32.4%21.6%11.9%4.4%4.4%0.88%0.39%
Feb 202625.6%35.7%19.5%10.7%3.9%3.2%0.96%0.43%
Mar 202627%31.7%21.2%11.7%4.3%2.9%0.86%0.47%
Apr 202624.5%33.6%22.4%10.1%4.5%3.7%0.91%0.41%
May 202628.5%33.4%18.3%10.1%4.5%3.7%1.1%0.5%
Jun 202626.9%34.5%18.9%10.4%4.6%3.1%1.1%0.51%
Jul 202626.7%34.3%18.8%10.3%4.6%3.8%0.93%0.51%
Aug 202630.1%32.7%17.9%9.8%4.4%3.6%1.1%0.4%
Sep 202631.6%28.6%19.1%10.5%4.7%3.8%1.2%0.42%

  1. 1.Dove

    31.6%

    Moved from 2nd to 1st. 1.7M estimated branded searches, -1.5% vs prior month. Share +1.6 points.

  2. 2.CeraVe

    28.6%

    Moved from 1st to 2nd. 1.5M estimated branded searches, -18% vs prior month. Share -4.1 points.

  3. 3.Cetaphil

    19.1%

    Held 3rd. 1M estimated branded searches, 0% vs prior month. Share +1.2 points.

  4. 4.Ivory

    10.5%

    Held 4th. 550K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.Dettol

    4.7%

    Held 5th. 246K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Dial

    3.8%

    Held 6th. 201K estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Yardley

    1.2%

    Held 7th. 60.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Irish Spring

    0.42%

    Held 8th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Cetaphil and its closest rivals

Every comparison with Cetaphil

48 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Cetaphil worldwide held steady, from 2.1M to 2M.
  • Across the 12 months ending September 2026, Cetaphil’s share of searches among bar soap brands worldwide increased from 18.4% to 19.1%.
  • Across the 12 months ending September 2026, Cetaphil’s share of searches among bar soap brands worldwide peaked at 22.4% in April 2026 and was lowest at 17.9% in August 2026.

How did search popularity change for bar soap brands worldwide in September 2026?

5 changes

  1. In September 2026, Dove overtook CeraVe to become the leader among bar soap brands worldwide, with 31.6% of the searches.

  2. In September 2026, Cetaphil gained share of searches among bar soap brands worldwide, from 17.9% to 19.1%.

  3. In September 2026, Ivory gained share of searches among bar soap brands worldwide, from 9.8% to 10.5%.

  4. In September 2026, CeraVe lost share of searches among bar soap brands worldwide, from 32.7% to 28.6%.

  5. Estimated monthly branded searches for Dial worldwide rose 21.8% over 12 measured months, from 165K to 201K in September 2026.

How are Cetaphil’s branded searches counted?

5 search terms

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

  • cetaphil
  • cetaphil cleanser
  • cetaphil moisturizer
  • cetaphil serum
  • cetaphil skincare

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How the Brand Demand Index is measured

Where does Cetaphil compete?

Cetaphil is ranked in 17 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Skincare brands1st of 2214.7%Show ranking
Face cleanser brands4th of 159.2%Show ranking
Moisturizer brands4th of 1111.1%Show ranking
Cleansers3rd of 614.9%Show ranking
Eye makeup remover brands2nd of 716%Show ranking
Face wash brands3rd of 616.6%Show ranking
Body wash brands3rd of 617.5%Show ranking
Pharmacy skincare brands3rd of 519.1%Show ranking
Bar soap brands3rd of 819.1%Shown above
Sensitive skin brands3rd of 620%Show ranking
Face moisturizer brands3rd of 520.5%Show ranking
Body lotion3rd of 623.9%Show ranking
Tinted sunscreen brands2nd of 824%Show ranking
Night cream brands2nd of 629.6%Show ranking
Antibacterial soap brands2nd of 335%Show ranking
Baby shampoo1st of 656.6%Show ranking
Cleansing cloths brands1st of 358.4%Show ranking
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