Brandwave

How popular isOlay?

In September 2026, people searched for Olay by name about 303,000 times worldwide, about the same as the previous year. These searches made up 5.5% of all global vitamin C serum brand searches, placing Olay sixth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about vitamin C serum brands, Olay did not appear in any of the answers.

Search and AI answers in September 2026

Olay is the sixth most searched of 12 competitors and not listed in any AI answer.

  1. SkinCeuticalsShare of searches 35%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. Timeless Skin CareShare of searches 22.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. CeraVeShare of searches 6.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  4. La Roche-PosayShare of searches 6.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 5th
  5. OlayShare of searches 5.5%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

+7 more

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Top vitamin C serum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Olay did not appear in any of the four answers.

Most recommended by AI

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

  1. SkinCeuticals1st
  2. Timeless Skin Care2nd
  3. Naturium3rd
  4. CeraVe4th
  5. La Roche-Posay5th
  6. Paula's Choice6th
  7. Sunday Riley7th
  8. The Ordinary–
  9. Olay–
  10. Drunk Elephant–
  11. +2 more

Mentioned by AI

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

  • SkinCeuticals3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Timeless Skin Care3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • La Roche-Posay3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • CeraVe2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Naturium2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Paula's Choice1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sunday Riley1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • The Ordinary0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Olay0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Drunk Elephant0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

+2 more

See every answer about vitamin C serum brands

4 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 22, 2026.

Which vitamin C serum brands compete with Olay?

Olay against vitamin C serum brands worldwide, by month

Share of searches by month for SkinCeuticals, Timeless Skin Care, CeraVe, La Roche-Posay, The Ordinary, Olay, Paula's Choice, Naturium, Drunk Elephant, Maelove. The figures are in the table below the chart.

View monthly share of searches table
MonthSkinCeuticalsTimeless Skin CareCeraVeLa Roche-PosayThe OrdinaryOlayPaula's ChoiceNaturiumDrunk ElephantMaeloveSunday RileyTruSkin
Oct 202535.9%16.6%7.4%9.1%7.4%6.1%5.5%5%2.2%1.8%1.2%1.8%
Nov 202541.1%16.5%6%7.4%7.4%4.9%5.5%4%2.2%2.7%1.2%1.2%
Dec 202534.6%23.9%4.8%8.8%7.1%4.8%5.4%3.9%2.1%2.1%1.4%1.1%
Jan 202632.6%21%7.7%7.7%7.7%5.1%5.7%5.1%1.9%2.8%1%1.5%
Feb 202637.1%18.2%8.1%8.1%8.1%4.4%5%4.4%2%2%0.88%1.6%
Mar 202635.1%22.7%6.8%8.3%6.8%4.5%5.4%3.7%2.5%2%0.89%1.3%
Apr 202634.6%22.4%8.2%8.2%6.7%4.5%5.3%3.7%2.4%2%0.73%1.3%
May 202637.5%19.8%7.3%7.3%7.3%4%5.6%4%3.2%2.2%0.79%1.2%
Jun 202638.3%21.6%5.3%6.5%6.5%4.3%5.2%3.5%3.5%3.5%0.68%1%
Jul 202638.7%21.9%5.3%6.5%6.5%4.4%5.2%4.4%2.9%2.4%0.69%1%
Aug 202638.6%21.8%5.3%6.5%6.5%5.3%5.2%3.6%2.9%2.4%0.86%1%
Sep 202635%22.7%6.8%6.8%6.8%5.5%5.4%3.7%3%2.5%0.9%0.9%

  1. 1.SkinCeuticals

    35%

    Held 1st. 93.6K estimated branded searches, -12.6% vs prior month. Share -3.5 points.

  2. 2.Timeless Skin Care

    22.7%

    Held 2nd. 60.5K estimated branded searches, 0% vs prior month. Share +0.9 points.

  3. 3.CeraVe

    6.8%

    Moved from 5th to 3rd. 18.1K estimated branded searches, +22.3% vs prior month. Share +1.4 points.

  4. 4.La Roche-Posay

    6.8%

    Moved from 3rd to 4th. 18.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  5. 5.The Ordinary

    6.8%

    Moved from 4th to 5th. 18.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.Olay

    5.5%

    Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Paula's Choice

    5.4%

    Held 7th. 14.5K estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.Naturium

    3.7%

    Held 8th. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Drunk Elephant

    3%

    Held 9th. 8.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.Maelove

    2.5%

    Held 10th. 6.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.Sunday Riley

    0.9%

    Moved from 12th to 11th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.TruSkin

    0.9%

    Moved from 11th to 12th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.1 points.

Compare popularity between Olay and its closest rivals

Every comparison with Olay

19 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Olay worldwide held steady, from 299K to 303K.
  • Across the 12 months ending September 2026, Olay’s share of searches among vitamin C serum brands worldwide decreased from 6.1% to 5.5%.
  • Across the 12 months ending September 2026, Olay’s share of searches among vitamin C serum brands worldwide peaked at 6.1% in October 2025 and was lowest at 4% in May 2026.

How did search popularity change for vitamin C serum brands worldwide in September 2026?

6 changes

  1. In September 2026, CeraVe overtook La Roche-Posay and The Ordinary to rank 3rd among vitamin C serum brands worldwide, with 6.8% of the searches.

  2. In September 2026, Timeless Skin Care gained share of searches among vitamin C serum brands worldwide, from 21.8% to 22.7%.

  3. In September 2026, SkinCeuticals lost share of searches among vitamin C serum brands worldwide, from 38.6% to 35%.

  4. Olay’s share of searches among vitamin C serum brands worldwide has gained ground for 3 months in a row, from 4.3% to 5.5% in September 2026.

  5. In September 2026, Sunday Riley rose from 12th to 11th among vitamin C serum brands worldwide.

  6. In September 2026, TruSkin fell from 11th to 12th among vitamin C serum brands worldwide.

How are Olay’s branded searches counted?

4 search terms

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

  • olay
  • olay body wash
  • olay night cream
  • olay vitamin c

Do you work for Olay? 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 Olay compete?

Olay is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Body wash brands6th of 64.6%Show ranking
Night cream brands4th of 60.8%Show ranking
Cleansing cloths brands3rd of 315.3%Show ranking
Vitamin C serum brands6th of 125.5%Shown above
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