Brandwave

How popular isThe Ordinary in search?

In September 2026, there were an estimated 1.4M branded searches for The Ordinary worldwide which is up 15.9% over the last 12 months. The Ordinary holds 10.6% estimated Share of Search among face cleanser brands worldwide and is ranked 4th of 14 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Cetaphil15.4%
  2. CeraVe14.4%
  3. La Roche-Posay13.8%
  4. The Ordinary10.6%
  5. Beauty of Joseon7.8%
  6. Garnier7.3%
  7. Neutrogena7%
  8. Eucerin5.1%
  9. Bioderma4.1%
  10. Kiehl's4.1%
  11. +4 more
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Which face cleanser brands compete with The Ordinary?

The Ordinary against face cleanser brands worldwide, by month

Share of Search by month for Cetaphil, CeraVe, La Roche-Posay, The Ordinary, Beauty of Joseon, Garnier, Neutrogena, Eucerin, Bioderma, Kiehl's, Medik8, COSRX, Aveeno. The figures are in the table below the chart.

View monthly share of search table
MonthCetaphilCeraVeLa Roche-PosayThe OrdinaryBeauty of JoseonGarnierNeutrogenaEucerinBiodermaKiehl'sMedik8COSRXAveenoSKIN1004
Oct 202515.4%17%13.6%9.1%5.9%7.4%7.7%5%4.1%5%2.7%3.1%2.5%1.6%
Nov 202514.4%14.3%13.5%12.7%6.8%5.4%6.1%5%4.1%7.4%3.2%3%2.2%2%
Dec 202514.8%16.2%15.2%10%6.3%6%7.4%4.6%3.7%5.6%2.5%3.5%2.6%1.8%
Jan 202615.8%15.7%14.8%9.7%7.5%5.6%7.1%4.4%4.4%4.4%2.9%3.3%2.5%1.8%
Feb 202615.1%16.6%16.3%8.9%7.1%6.2%7.5%4.9%4%4%2.6%3%2.3%1.6%
Mar 202613.8%14.7%17.2%9.4%7.5%6.4%7.4%5.2%4.2%4.2%2.8%3.1%2.3%1.7%
Apr 202613.6%14.6%17%11%7.9%6.2%7.2%5.1%4.2%3.4%2.7%3.1%2.2%1.6%
May 202612.8%15%17.8%9.4%8.3%6.5%7.5%5.3%4.4%3.6%2.3%3.3%2.1%1.7%
Jun 202613.7%15.7%15.7%10%8.9%7.3%6.9%4.7%3.8%3.8%2.4%2.9%2.3%1.8%
Jul 202614.8%15.9%15.9%10.1%7.4%7.5%6.8%4.8%3.9%3.2%3%2.9%2.4%1.5%
Aug 202614.3%15.7%15.4%9.7%7.2%7.5%8.1%4.6%3.8%3.8%2.9%2.8%2.3%1.8%
Sep 202615.4%14.4%13.8%10.6%7.8%7.3%7%5.1%4.1%4.1%3.2%3%2.5%1.6%

  1. 1.Cetaphil

    15.4%

    Moved from 3rd to 1st. 2M estimated branded searches, -2% vs prior month. Share +1 points.

  2. 2.CeraVe

    14.4%

    Moved from 1st to 2nd. 1.9M estimated branded searches, -16.6% vs prior month. Share -1.4 points.

  3. 3.La Roche-Posay

    13.8%

    Moved from 2nd to 3rd. 1.8M estimated branded searches, -18.3% vs prior month. Share -1.6 points.

  4. 4.The Ordinary

    10.6%

    Held 4th. 1.4M estimated branded searches, 0% vs prior month. Share +0.9 points.

  5. 5.Beauty of Joseon

    7.8%

    Moved from 7th to 5th. 1M estimated branded searches, -0.11% vs prior month. Share +0.7 points.

  6. 6.Garnier

    7.3%

    Held 6th. 971K estimated branded searches, -11.4% vs prior month. Share -0.2 points.

  7. 7.Neutrogena

    7%

    Moved from 5th to 7th. 935K estimated branded searches, -20.4% vs prior month. Share -1 points.

  8. 8.Eucerin

    5.1%

    Held 8th. 673K estimated branded searches, 0% vs prior month. Share +0.4 points.

  9. 9.Bioderma

    4.1%

    Held 9th. 550K estimated branded searches, 0% vs prior month. Share +0.4 points.

  10. 10.Kiehl's

    4.1%

    Held 10th. 550K estimated branded searches, 0% vs prior month. Share +0.4 points.

  11. 11.Medik8

    3.2%

    Held 11th. 429K estimated branded searches, 0% vs prior month. Share +0.3 points.

  12. 12.COSRX

    3%

    Held 12th. 402K estimated branded searches, -1.7% vs prior month. Share +0.2 points.

  13. 13.Aveeno

    2.5%

    Held 13th. 336K estimated branded searches, 0% vs prior month. Share +0.2 points.

  14. 14.SKIN1004

    1.6%

    Held 14th. 214K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

Compare search popularity between The Ordinary and its closest rivals

Every comparison with The Ordinary

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for The Ordinary worldwide rose from 1.2M to 1.4M.
  • Across the 12 months ending September 2026, The Ordinary’s estimated Share of Search among face cleanser brands worldwide increased from 9.1% to 10.6%.
  • Across the 12 months ending September 2026, The Ordinary’s estimated Share of Search among face cleanser brands worldwide peaked at 12.7% in November 2025 and was lowest at 8.9% in February 2026.

How did search popularity change for face cleanser brands worldwide in September 2026?

  1. In September 2026, Cetaphil overtook CeraVe and La Roche-Posay to become the leader among face cleanser brands worldwide, with 15.4% estimated Share of Search.

  2. In September 2026, Beauty of Joseon overtook Neutrogena and Garnier to rank 5th among face cleanser brands worldwide, with 7.8% estimated Share of Search.

  3. In September 2026, The Ordinary gained estimated Share of Search among face cleanser brands worldwide, from 9.7% to 10.6%.

  4. In September 2026, La Roche-Posay lost estimated Share of Search among face cleanser brands worldwide, from 15.4% to 13.8%.

  5. In September 2026, CeraVe lost estimated Share of Search among face cleanser brands worldwide, from 15.7% to 14.4%.

  6. In September 2026, Neutrogena lost estimated Share of Search among face cleanser brands worldwide, from 8.1% to 7%.

Where does The Ordinary compete?

The Ordinary is ranked in seven competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Skincare brands4th of 2010.1%Show ranking
Face cleanser brands4th of 1410.6%Shown above
Eye creams3rd of 619.7%Show ranking
Acne treatments3rd of 623.7%Show ranking
Everyday skincare brands3rd of 524%Show ranking
Retinol serums2nd of 629%Show ranking
Toners2nd of 631.3%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
  • the ordinary niacinamide
  • the ordinary retinol

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