Brandwave

How popular isSimple?

In October 2026, people searched for Simple by name about 1.4 million times worldwide, an 118.5% increase from the previous year. These searches made up 4.2% of all global face toner brand searches, placing Simple 11th out of 13 brands. When we asked both ChatGPT and Google AI Overviews about face toner brands, Simple appeared in one of the five answers and was the ninth most recommended of the 13.

Search and AI answers in October 2026

Simple is the 11th most searched of 13 competitors and the ninth 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. SimpleShare of searches 4.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th

+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, Simple was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Simple is the ninth 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 Simple compared with other face toner brands worldwide?

Simple 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.

Beauty of Joseon, Laneige and 8 other brands sell other things too, so only their searches that name this product count here, like “beauty of joseon toner”.

Compare popularity between Simple and its closest rivals

Every comparison with Simple

25 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Simple worldwide rose from 628K to 1.4M.
  • Across the 12 months ending October 2026, Simple’s share of searches among face toner brands worldwide increased from 3.7% to 4.2%.
  • Across the 12 months ending October 2026, Simple’s share of searches among face toner brands worldwide peaked at 5% in July 2026 and was lowest at 3.5% in January 2026.

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 Simple’s branded searches counted?

6 search terms

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

  • simple cleanser
  • simple face wash
  • simple make up remover
  • simple skincare
  • simple toner
  • simpleskincare

Do you work for Simple? 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 Simple compete?

Simple is ranked by how often people search for it in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Face cleanser brands2nd of 1626.9%Show ranking
Face toner brands11th of 134.2%Shown above
Make up remover6th of 62.7%Show ranking
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