Brandwave

How popular isKiehl's in search?

In September 2026, there were an estimated 550K branded searches for Kiehl's worldwide which is down 18.3% over the last 12 months. Kiehl's holds 8.6% estimated Share of Search among moisturizer brands worldwide and is ranked 5th of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Cetaphil32.1%
  2. CeraVe29.9%
  3. Estée Lauder12.9%
  4. Clinique10.5%
  5. Kiehl's8.6%
  6. Dermalogica3.9%
  7. Drunk Elephant1.7%
  8. Bubble0.37%
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Which moisturizer brands compete with Kiehl's?

Kiehl's against moisturizer brands worldwide, by month

Share of Search by month for Cetaphil, CeraVe, Estée Lauder, Clinique, Kiehl's, Dermalogica. The figures are in the table below the chart.

View monthly share of search table
MonthCetaphilCeraVeEstée LauderCliniqueKiehl'sDermalogicaDrunk ElephantBubble
Oct 202527.4%30.1%16.1%10.9%8.9%3.2%2.7%0.69%
Nov 202524.6%24.3%18.8%12.5%12.5%3.8%3.1%0.52%
Dec 202525.8%28.3%17.8%11.9%9.8%2.9%2.9%0.52%
Jan 202630.6%30.4%12.8%10.5%8.6%3.9%2.6%0.65%
Feb 202629.5%32.4%14.2%9.6%7.8%3.5%2.3%0.64%
Mar 202628.2%30.2%15.7%10.6%8.7%3.9%2.1%0.59%
Apr 202629.7%31.9%13.6%11.2%7.5%3.3%2.2%0.61%
May 202627.8%32.6%14.2%11.7%7.8%3.5%1.9%0.52%
Jun 202629.4%33.7%12.4%10.1%8.3%3.7%2%0.44%
Jul 202631.5%33.9%12.4%10.2%6.8%3%1.7%0.45%
Aug 202630.5%33.6%12%9.9%8.1%3.6%2%0.36%
Sep 202632.1%29.9%12.9%10.5%8.6%3.9%1.7%0.37%

  1. 1.Cetaphil

    32.1%

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

  2. 2.CeraVe

    29.9%

    Moved from 1st to 2nd. 1.9M estimated branded searches, -16.6% vs prior month. Share -3.6 points.

  3. 3.Estée Lauder

    12.9%

    Held 3rd. 823K estimated branded searches, 0% vs prior month. Share +0.8 points.

  4. 4.Clinique

    10.5%

    Held 4th. 673K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.Kiehl's

    8.6%

    Held 5th. 550K estimated branded searches, 0% vs prior month. Share +0.6 points.

  6. 6.Dermalogica

    3.9%

    Held 6th. 246K estimated branded searches, 0% vs prior month. Share +0.3 points.

  7. 7.Drunk Elephant

    1.7%

    Held 7th. 110K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  8. 8.Bubble

    0.37%

    Held 8th. 23.6K estimated branded searches, -5.2% vs prior month. Share 0 points.

Compare search popularity between Kiehl's and its closest rivals

Every comparison with Kiehl's

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Kiehl's worldwide fell from 673K to 550K.
  • Across the 12 months ending September 2026, Kiehl's’ estimated Share of Search among moisturizer brands worldwide peaked at 12.5% in November 2025 and was lowest at 6.8% in July 2026.

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

  1. In September 2026, Cetaphil overtook CeraVe to become the leader among moisturizer brands worldwide, with 32.1% estimated Share of Search.

  2. In September 2026, Estée Lauder gained estimated Share of Search among moisturizer brands worldwide, from 12% to 12.9%.

  3. In September 2026, Clinique gained estimated Share of Search among moisturizer brands worldwide, from 9.9% to 10.5%.

  4. In September 2026, Kiehl's gained estimated Share of Search among moisturizer brands worldwide, from 8.1% to 8.6%.

  5. In September 2026, CeraVe lost estimated Share of Search among moisturizer brands worldwide, from 33.6% to 29.9%.

  6. Estimated monthly branded searches for Bubble worldwide fell 55% over 12 measured months, from 52.5K to 23.6K in September 2026.

Where does Kiehl's compete?

Kiehl's 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 SearchRanking
Face Roller brands3rd of 72.8%Show ranking
Skincare brands9th of 203.9%Show ranking
Face cleanser brands11th of 153.9%Show ranking
Eye creams6th of 67.6%Show ranking
Moisturizer brands5th of 88.6%Shown above
Facial Cleanser brands3rd of 411.8%Show ranking

How is Kiehl's measured?

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

2 branded search terms

  • kiehl s
  • kiehls

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How the Brand Demand Index is measured

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