Brandwave

How popular isMustela in search?

In September 2026, there were an estimated 424K branded searches for Mustela worldwide which held steady over the last 12 months. Mustela holds 60.2% estimated Share of Search among baby skincare brands worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Mustela60.2%
  2. Weleda32.4%
  3. Aveeno Baby7%
  4. Gaia Skin Naturals0.27%
  5. Johnson's Baby0.06%
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Which baby skincare brands compete with Mustela?

Mustela against baby skincare brands worldwide, by month

Share of Search by month for Mustela, Weleda, Aveeno Baby. The figures are in the table below the chart.

View monthly share of search table
MonthMustelaWeledaAveeno BabyGaia Skin NaturalsJohnson's Baby
Oct 202552.6%41.9%5.3%0.21%0.04%
Nov 202552%41.4%6.3%0.24%0.04%
Dec 202553%40.5%6.1%0.29%0.04%
Jan 202653%40.6%6.1%0.23%0.05%
Feb 202656.8%37.4%5.5%0.26%0.05%
Mar 202656.9%36.2%6.6%0.25%0.06%
Apr 202656.9%36.2%6.6%0.25%0.06%
May 202656.9%36.2%6.6%0.25%0.05%
Jun 202656.9%36.2%6.6%0.21%0.05%
Jul 202660.7%32%6.9%0.27%0.05%
Aug 202660.7%32%6.9%0.27%0.07%
Sep 202660.2%32.4%7%0.27%0.06%

  1. 1.Mustela

    60.2%

    Held 1st. 424K estimated branded searches, -2.1% vs prior month. Share -0.5 points.

  2. 2.Weleda

    32.4%

    Held 2nd. 228K estimated branded searches, 0% vs prior month. Share +0.4 points.

  3. 3.Aveeno Baby

    7%

    Held 3rd. 49.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Gaia Skin Naturals

    0.27%

    Held 4th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Johnson's Baby

    0.06%

    Held 5th. 390 estimated branded searches, -18.8% vs prior month. Share 0 points.

Compare search popularity between Mustela and its closest rivals

Every comparison with Mustela

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Mustela worldwide held steady, from 406K to 424K.
  • Across the 12 months ending September 2026, Mustela’s estimated Share of Search among baby skincare brands worldwide increased from 52.6% to 60.2%.
  • Across the 12 months ending September 2026, Mustela’s estimated Share of Search among baby skincare brands worldwide peaked at 60.7% in July 2026 and was lowest at 52% in November 2025.

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

  1. Estimated monthly branded searches for Aveeno Baby worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in September 2026.

  2. Estimated monthly branded searches for Johnson's Baby worldwide rose 21.9% over 12 measured months, from 320 to 390 in September 2026.

  3. Estimated monthly branded searches for Gaia Skin Naturals worldwide rose 18.8% over 12 measured months, from 1.6K to 1.9K in September 2026.

  4. Estimated monthly branded searches for Weleda worldwide fell 29.4% over 12 measured months, from 323K to 228K in September 2026.

Where does Mustela compete?

Mustela is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Baby sunscreen3rd of 612.2%Show ranking
Baby shampoo2nd of 615.5%Show ranking
Baby skincare brands1st of 560.2%Shown above

How is Mustela measured?

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

4 branded search terms

  • mustela
  • mustela baby
  • mustela shampoo
  • mustela stelatopia

Do you work for Mustela? 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

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