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 2.9% estimated Share of Search among eye creams worldwide and is ranked 6th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. CeraVe33.8%
  2. La Roche-Posay33%
  3. Estée Lauder12.1%
  4. Clinique9.9%
  5. Kiehl's8.1%
  6. The Ordinary2.9%
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Which eye creams compete with The Ordinary?

The Ordinary against eye creams worldwide, by month

Share of Search by month for CeraVe, La Roche-Posay, Estée Lauder, Clinique, Kiehl's, The Ordinary. The figures are in the table below the chart.

View monthly share of search table
MonthCeraVeLa Roche-PosayEstée LauderCliniqueKiehl'sThe Ordinary
Oct 202532.4%25.9%17.3%11.7%9.5%3.2%
Nov 202525.8%24.4%20%13.3%13.3%3.1%
Dec 202529%27.3%18.3%12.2%10%3.1%
Jan 202632.3%30.4%13.6%11.2%9.1%3.5%
Feb 202632.7%32.1%14.3%9.6%7.9%3.3%
Mar 202629%33.9%15.1%10.2%8.3%3.5%
Apr 202630.4%35.4%12.9%10.6%7.1%3.5%
May 202630.1%35.8%13.1%10.8%7.2%3%
Jun 202633.3%33.2%12.2%10%8.2%3.1%
Jul 202633.8%33.7%12.4%10.1%6.8%3.1%
Aug 202633.8%33%12.1%9.9%8.1%2.9%
Sep 2026——————

  1. 1.CeraVe

    33.8%

    Held 1st. 2.3M estimated branded searches, +2.1% vs prior month. Share 0 points.

  2. 2.La Roche-Posay

    33%

    Held 2nd. 2.2M estimated branded searches, 0% vs prior month. Share -0.7 points.

  3. 3.Estée Lauder

    12.1%

    Held 3rd. 823K estimated branded searches, 0% vs prior month. Share -0.3 points.

  4. 4.Clinique

    9.9%

    Held 4th. 673K estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.Kiehl's

    8.1%

    Held 5th. 550K estimated branded searches, +22.2% vs prior month. Share +1.3 points.

  6. 6.The Ordinary

    2.9%

    Held 6th. 199K estimated branded searches, -2.9% vs prior month. Share -0.2 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 eye creams worldwide held steady, from 3.2% to 2.9%.

How did search popularity change for eye creams worldwide in August 2026?

  1. In August 2026, Kiehl's gained estimated Share of Search among eye creams worldwide, from 6.8% to 8.1%.

  2. In August 2026, La Roche-Posay lost estimated Share of Search among eye creams worldwide, from 33.7% to 33%.

  3. Estimated monthly branded searches for Estée Lauder worldwide fell 32.5% over 11 measured months, from 1.2M to 823K in August 2026.

  4. Estimated monthly branded searches for Clinique worldwide fell 18.2% over 11 measured months, from 823K to 673K in August 2026.

  5. Estimated monthly branded searches for The Ordinary worldwide fell 11.6% over 11 measured months, from 225K to 199K in August 2026.

Where does The Ordinary compete?

The Ordinary is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Eye creams6th of 62.9%Shown above
Acne treatments5th of 63.6%Show ranking
Everyday skincare brands4th of 53.8%Show ranking
Retinol serums5th of 65.2%Show ranking
Toners3rd of 66.6%Show ranking

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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