Brandwave

How popular isPaula's Choice?

In October 2026, people searched for Paula's Choice by name about 473,000 times worldwide, a 26.5% decrease from the previous year. These searches made up 5.1% of all global face toner brand searches, placing Paula's Choice eighth out of 13 brands. When we asked both ChatGPT and Google AI Overviews about face toner brands, Paula's Choice appeared in four of the five answers and was the most recommended of the 13.

Search and AI answers in October 2026

Paula's Choice is the eighth most searched of 13 competitors and the most recommended in the AI answers we collected.

  1. ThayersShare of searches 21.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. AnuaShare of searches 21%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. Beauty of JoseonShare of searches 7.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. LaneigeShare of searches 7.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  5. Paula's ChoiceShare of searches 5.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

+8 more

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Top face toner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Paula's Choice was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Paula's Choice is the most recommended of the 13.

Most recommended by AI

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

  1. Paula's Choice1st
  2. La Roche-Posay2nd
  3. Anua3rd
  4. The Ordinary3rd
  5. Thayers5th
  6. Round Lab6th
  7. Laneige7th
  8. COSRX8th
  9. Simple9th
  10. Beauty of Joseon–
  11. +3 more

Mentioned by AI

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

  • Paula's Choice4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thayers2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Anua2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Laneige2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Ordinary2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Round Lab2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • La Roche-Posay2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • COSRX1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Simple1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beauty of Joseon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about face toner 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 Paula's Choice compared with other face toner brands worldwide?

Paula's Choice against face toner brands worldwide, by month

Share of searches by month for Thayers, Anua, Beauty of Joseon, Laneige, The Ordinary, Pixi, COSRX, Paula's Choice, Round Lab, La Roche-Posay, Simple, Innisfree. The figures are in the table below the chart.

View monthly share of searches table
MonthThayersAnuaBeauty of JoseonLaneigeThe OrdinaryPixiCOSRXPaula's ChoiceRound LabLa Roche-PosaySimpleInnisfreeEssano
Nov 202523.4%15.1%5.5%10.1%6.7%11.3%5.5%8.3%4.5%4.5%3.7%1.3%0.03%
Dec 202524.1%15.6%5.7%8.5%7%11.7%4.7%8.5%4.7%4.7%3.8%1.1%0.04%
Jan 202621.9%14.1%6.3%9.4%7.7%12.3%5.2%7.7%5.2%5.2%3.5%1.5%0.06%
Feb 202624.9%16.1%5.9%8.8%7.2%9.8%4.8%7.2%4.8%4.8%3.9%1.7%0.06%
Mar 202624.3%15.7%7%7%7%10.2%5.7%7%5.7%4.7%3.8%1.7%0.05%
Apr 202624.3%15.7%7%8.6%7%9.6%4.7%7%5.7%4.7%3.8%1.7%0.04%
May 202624.4%15.8%5.8%7.1%8.7%11.2%4.7%7.1%5.8%3.9%3.9%1.7%0.07%
Jun 202625.6%16.6%6.1%6.1%9.1%8.3%4.9%7.4%6.1%4%4%1.8%0.06%
Jul 202626.1%16.8%6.2%6.2%7.5%8.4%5%6.2%6.2%4.1%5%2.2%0.07%
Aug 202625.7%16.6%7.4%6.1%7.4%8.3%5%6.1%6.1%4.1%5%2.2%0.11%
Sep 202625.4%16.4%7.3%7.3%7.3%8.2%4.9%6%6%4%4.9%2.2%0.09%
Oct 202621.8%21%7.7%7.7%7.7%7.4%5.1%5.1%5.1%4.2%4.2%2.8%0.07%

  1. 1.Thayers

    21.8%

    Held 1st. 62.7K estimated branded searches, 0% vs prior month. Share -3.6 points.

  2. 2.Anua

    21%

    Held 2nd. 60.5K estimated branded searches, +49.4% vs prior month. Share +4.6 points.

  3. 3.Beauty of Joseon

    7.7%

    Moved from 4th to 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.4 points.

  4. 4.Laneige

    7.7%

    Moved from 5th to 4th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.4 points.

  5. 5.The Ordinary

    7.7%

    Moved from 6th to 5th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.4 points.

  6. 6.Pixi

    7.4%

    Moved from 3rd to 6th. 21.4K estimated branded searches, +5.9% vs prior month. Share -0.8 points.

  7. 7.COSRX

    5.1%

    Moved from 9th to 7th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.2 points.

  8. 8.Paula's Choice

    5.1%

    Moved from 7th to 8th. 14.8K estimated branded searches, 0% vs prior month. Share -0.9 points.

  9. 9.Round Lab

    5.1%

    Moved from 8th to 9th. 14.8K estimated branded searches, 0% vs prior month. Share -0.9 points.

  10. 10.La Roche-Posay

    4.2%

    Moved from 11th to 10th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  11. 11.Simple

    4.2%

    Moved from 10th to 11th. 12.1K estimated branded searches, 0% vs prior month. Share -0.7 points.

  12. 12.Innisfree

    2.8%

    Held 12th. 8.1K estimated branded searches, +50% vs prior month. Share +0.6 points.

  13. 13.Essano

    0.07%

    Held 13th. 210 estimated branded searches, 0% vs prior month. Share 0 points.

Paula's Choice, Beauty of Joseon and 8 other brands sell other things too, so only their searches that name this product count here, like “paulas choice toner”.

Compare popularity between Paula's Choice and its closest rivals

Every comparison with Paula's Choice

37 comparisons

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

4 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Paula's Choice worldwide fell from 644K to 473K.
  • Across the 12 months ending October 2026, Paula's Choice’s share of searches among face toner brands worldwide decreased from 8.3% to 5.1%.
  • Across the 12 months ending October 2026, Paula's Choice’s share of searches among face toner brands worldwide peaked at 8.5% in December 2025 and was lowest at 5.1% in October 2026.
  • Across the 12 months ending October 2026, Paula's Choice fell from 5th to 8th among face toner brands worldwide.

How did search popularity change for face toner brands worldwide in October 2026?

6 changes

  1. In October 2026, Anua gained share of searches among face toner brands worldwide, from 16.4% to 21%.

  2. In October 2026, Innisfree gained share of searches among face toner brands worldwide, from 2.2% to 2.8%.

  3. In October 2026, Thayers lost share of searches among face toner brands worldwide, from 25.4% to 21.8%.

  4. In October 2026, Paula's Choice lost share of searches among face toner brands worldwide, from 6% to 5.1%.

  5. In October 2026, Round Lab lost share of searches among face toner brands worldwide, from 6% to 5.1%.

  6. In October 2026, Pixi lost share of searches among face toner brands worldwide, from 8.2% to 7.4%.

How are Paula's Choice’s branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Paula's Choice’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.

  • paula s choice
  • paula's choice
  • paula's choice serum
  • paula's choice skincare
  • paula's choice vitamin c
  • paula'schoice
  • paulas choice 2 bha
  • paulas choice bha
  • paulas choice c15
  • paulas choice retinol
  • paulas choice retinol serum
  • paulas choice toner
  • paulas choice vitamin c
  • paulas choice vitamin c serum

Do you work for Paula's Choice? 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 Paula's Choice compete?

Paula's Choice is ranked by how often people search for it in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Skincare brands12th of 222.6%Show ranking
Acne treatments4th of 64.8%Show ranking
Vitamin C serum brands7th of 125.2%Show ranking
Face toner brands8th of 135.1%Shown above
Retinol serums6th of 63.6%Show ranking
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