Brandwave

How popular isJohnson's?

In October 2026, people searched for Johnson's by name about 307,000 times worldwide, a 17.7% decrease from the previous year. When we asked both ChatGPT and Google AI Overviews about baby skincare brands, Johnson's appeared in one of the five answers and was the third most recommended of the seven.

Search and AI answers in October 2026

Johnson's is not measured in search this month and the third most recommended in the AI answers we collected.

  1. MustelaShare of searches 79%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. Aveeno BabyShare of searches 9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. AquaphorShare of searches 4.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. WeledaShare of searches 4.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Johnson'sShare of searches –Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd

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Top baby skincare brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Johnson's was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Johnson's is the third most recommended of the seven.

Most recommended by AI

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

  1. Aveeno Baby1st
  2. Mustela2nd
  3. Johnson's3rd
  4. Aquaphor4th
  5. Weleda–
  6. Childs Farm–
  7. Gaia Skin Naturals–

Mentioned by AI

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

  • Aveeno Baby4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mustela3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aquaphor3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Johnson's1 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
  • Childs Farm0 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.

How often do people search for Johnson's compared with other baby skincare brands worldwide?

Johnson's against baby skincare brands worldwide, by month

Share of searches by month for Mustela, Aveeno Baby, Aquaphor, Weleda, Johnson's. The figures are in the table below the chart.

View monthly share of searches table
MonthMustelaAveeno BabyAquaphorWeledaChilds FarmGaia Skin NaturalsJohnson's
Nov 202579%9.6%4.3%4.3%2.4%0.37%—
Dec 202578.4%9.1%5%5%2.2%0.42%—
Jan 202678.5%9.1%5%5%2.2%0.35%—
Feb 202680.3%7.8%4.3%5.2%1.9%0.37%—
Mar 202679.2%9.1%4.1%5%2.2%0.35%—
Apr 202679.2%9.1%4.1%5%2.2%0.35%—
May 202678.8%9.3%4.2%5.1%2.3%0.3%—
Jun 202679.6%9.2%4.1%5%1.8%0.3%—
Jul 202679.7%9.1%4.1%5%1.8%0.29%—
Aug 202679.7%9.1%4.1%5%1.8%0.35%—
Sep 202679.3%9.3%4.2%5.1%1.9%0.36%—
Oct 202679%9%4.9%4.9%1.8%0.35%—

  1. 1.Mustela

    79%

    Held 1st. 433K estimated branded searches, +2.1% vs prior month. Share -0.4 points.

  2. 2.Aveeno Baby

    9%

    Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  3. 3.Aquaphor

    4.9%

    Moved from 4th to 3rd. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.8 points.

  4. 4.Weleda

    4.9%

    Moved from 3rd to 4th. 27.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Childs Farm

    1.8%

    Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Gaia Skin Naturals

    0.35%

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

  7. —.Johnson's

    —

    Not measured this month. — estimated branded searches, — vs prior month. Share —.

Johnson's, Aquaphor and Weleda sell other things too, so only their searches that name this product count here, like “johnsons baby”.

Compare popularity between Johnson's and its closest rivals

Every comparison with Johnson's

10 comparisons

How has branded search demand for Johnson's changed worldwide over the last 12 months?

1 finding
  • Across the 12 months ending October 2026, estimated monthly branded searches for Johnson's worldwide fell from 373K to 307K.

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

4 changes

  1. In October 2026, Aquaphor overtook Weleda to rank 3rd among baby skincare brands worldwide, with 4.9% of the searches.

  2. Mustela’s share of searches among baby skincare brands worldwide has lost ground for 3 months in a row, from 79.7% to 79% in October 2026.

  3. Estimated monthly branded searches for Weleda worldwide rose 22.1% over 12 measured months, from 22.2K to 27.1K in October 2026.

  4. Estimated monthly branded searches for Childs Farm worldwide fell 18.2% over 12 measured months, from 12.1K to 9.9K in October 2026.

How are Johnson's’ branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Johnson'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.

  • johnson s
  • johnsons
  • johnsons baby
  • johnsons water wipes
  • johnsons wipes

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

How the Brand Demand Index is measured

Where does Johnson's compete?

Johnson's is ranked by how often people search for it 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 brands——Shown above
Baby wipe brands4th of 51.6%Show ranking
Creator with pink hair and a pink jacket

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