How popular isThe INKEY List in search?
In August 2026, there were an estimated 83.3K branded searches for The INKEY List worldwide which is down 17.9% over the last 11 months. The INKEY List holds 1.6% estimated Share of Search among everyday skincare brands worldwide and is ranked 5th of 5 competitors for search popularity. Worldwide · English terms: these are worldwide searches for English-language branded terms.
CeraVe44.1%
Cetaphil40.2%
Paula's Choice10.2%
The Ordinary3.8%
The INKEY List1.6%
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Which everyday skincare brands compete with The INKEY List?
Share of Search by month for CeraVe, Cetaphil, Paula's Choice, The Ordinary, The INKEY List. The figures are in the table below the chart.
View monthly share of search table
| Month | CeraVe | Cetaphil | Paula's Choice | The Ordinary | The INKEY List |
|---|---|---|---|---|---|
| Oct 2025 | 43.6% | 39.7% | 10.5% | 4.3% | 1.9% |
| Nov 2025 | 40.3% | 40.8% | 11.1% | 4.9% | 2.9% |
| Dec 2025 | 43.4% | 39.6% | 10.1% | 4.7% | 2.3% |
| Jan 2026 | 41.7% | 41.9% | 9.7% | 4.5% | 2.2% |
| Feb 2026 | 43.7% | 39.8% | 10.2% | 4.4% | 1.9% |
| Mar 2026 | 42.7% | 39.9% | 10% | 5.1% | 2.3% |
| Apr 2026 | 42.9% | 39.9% | 10.1% | 4.9% | 2.3% |
| May 2026 | 44.9% | 38.3% | 10.4% | 4.5% | 2% |
| Jun 2026 | 45.5% | 39.7% | 8.9% | 4.2% | 1.7% |
| Jul 2026 | 44.4% | 41.2% | 8.7% | 4% | 1.6% |
| Aug 2026 | 44.1% | 40.2% | 10.2% | 3.8% | 1.6% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44.1% | 2.3M | +2.1% | -0.2 points | |
| 2, held 2nd | 40.2% | 2.1M | 0% | -1 points | |
| 3, held 3rd | 10.2% | 532K | +20.6% | +1.5 points | |
| 4, held 4th | 3.8% | 199K | -2.9% | -0.2 points | |
| 5, held 5th | 1.6% | 83.3K | +0.02% | 0 points |
1.
CeraVe44.1%
held 1st · 2.3M estimated branded searches · +2.1% vs prior month · -0.2 points
2.
Cetaphil40.2%
held 2nd · 2.1M estimated branded searches · 0% vs prior month · -1 points
10.2%
held 3rd · 532K estimated branded searches · +20.6% vs prior month · +1.5 points
3.8%
held 4th · 199K estimated branded searches · -2.9% vs prior month · -0.2 points
1.6%
held 5th · 83.3K estimated branded searches · +0.02% vs prior month · 0 points
Compare search popularity between The INKEY List and its closest rivals
How has branded search demand for The INKEY List changed worldwide over the last 12 months?
2 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for The INKEY List worldwide fell from 102K to 83.3K.
- Across the 11 months ending August 2026, The INKEY List’s estimated Share of Search among everyday skincare brands worldwide peaked at 2.9% in November 2025 and was lowest at 1.6% in August 2026.
How did search popularity change for everyday skincare brands worldwide in August 2026?
4 changes
In August 2026, Paula's Choice gained estimated Share of Search among everyday skincare brands worldwide, from 8.7% to 10.2%.
In August 2026, Cetaphil lost estimated Share of Search among everyday skincare brands worldwide, from 41.2% to 40.2%.
The Ordinary’s estimated Share of Search among everyday skincare brands worldwide has lost ground for 3 months in a row, from 4.5% to 3.8% in August 2026.
Estimated monthly branded searches for The INKEY List worldwide fell 17.9% over 11 measured months, from 102K to 83.3K in August 2026.
How is The INKEY List measured?
Brandwave collects information about searches that people make online using The INKEY List’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.
9 branded search terms
- inkey list
- serum the inkey list
- skincare the inkey list
- the inkey list
- the inkey list cleanser
- the inkey list serum
- the inkey list skincare
- theinkeylist
- theinkeylist com
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Is The INKEY List your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.