Brandwave

How popular isThe Ordinary in search?

In August 2026, there were an estimated 199K branded searches for The Ordinary worldwide which is down 11.6% over the last 11 months. The Ordinary holds 3.8% estimated Share of Search among everyday skincare brands worldwide and is ranked 4th of 5 competitors for search popularity. Worldwide · English terms: these are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. CeraVe44.1%
  2. Cetaphil40.2%
  3. Paula's Choice10.2%
  4. The Ordinary3.8%
  5. The INKEY List1.6%
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Which everyday skincare brands compete with The Ordinary?

The Ordinary against everyday skincare brands worldwide, by month

Share of Search by month for CeraVe, Cetaphil, Paula's Choice, The Ordinary. The figures are in the table below the chart.

View monthly share of search table
MonthCeraVeCetaphilPaula's ChoiceThe OrdinaryThe INKEY List
Oct 202543.6%39.7%10.5%4.3%1.9%
Nov 202540.3%40.8%11.1%4.9%2.9%
Dec 202543.4%39.6%10.1%4.7%2.3%
Jan 202641.7%41.9%9.7%4.5%2.2%
Feb 202643.7%39.8%10.2%4.4%1.9%
Mar 202642.7%39.9%10%5.1%2.3%
Apr 202642.9%39.9%10.1%4.9%2.3%
May 202644.9%38.3%10.4%4.5%2%
Jun 202645.5%39.7%8.9%4.2%1.7%
Jul 202644.4%41.2%8.7%4%1.6%
Aug 202644.1%40.2%10.2%3.8%1.6%
Sep 2026—————

  1. 1.CeraVe

    44.1%

    held 1st · 2.3M estimated branded searches · +2.1% vs prior month · -0.2 points

  2. 2.Cetaphil

    40.2%

    held 2nd · 2.1M estimated branded searches · 0% vs prior month · -1 points

  3. 3.Paula's Choice

    10.2%

    held 3rd · 532K estimated branded searches · +20.6% vs prior month · +1.5 points

  4. 4.The Ordinary

    3.8%

    held 4th · 199K estimated branded searches · -2.9% vs prior month · -0.2 points

  5. 5.The INKEY List

    1.6%

    held 5th · 83.3K estimated branded searches · +0.02% vs prior month · 0 points

Compare search popularity between The Ordinary and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for The Ordinary worldwide fell from 225K to 199K.
  • Across the 11 months ending August 2026, The Ordinary’s estimated Share of Search among everyday skincare brands worldwide peaked at 5.1% in March 2026 and was lowest at 3.8% in August 2026.

How did search popularity change for everyday skincare brands worldwide in August 2026?

  1. In August 2026, Paula's Choice gained estimated Share of Search among everyday skincare brands worldwide, from 8.7% to 10.2%.

  2. In August 2026, Cetaphil lost estimated Share of Search among everyday skincare brands worldwide, from 41.2% to 40.2%.

  3. 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.

  4. 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 Ordinary measured?

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

5 branded search terms

  • serum the ordinary
  • skincare the ordinary
  • the ordinary niacinamide
  • the ordinary retinol
  • theordinary com

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How the Brand Demand Index is measured

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