Brandwave

How popular isThe Ordinary?

In October 2026, people searched for The Ordinary by name about 1.6 million times worldwide, a 28.1% decrease from the previous year. These searches made up 7.7% of all global face toner brand searches, placing The Ordinary fifth out of 13 brands. When we asked both ChatGPT and Google AI Overviews about face toner brands, The Ordinary appeared in two of the five answers and was the joint third most recommended of the 13.

Search and AI answers in October 2026

The Ordinary is the fifth most searched of 13 competitors and the joint third 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. The OrdinaryShare of searches 7.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

+8 more

The Ordinary website (opens in a new tab)

Follow The Ordinary and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top face toner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Ordinary was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. The Ordinary is the joint third 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 The Ordinary compared with other face toner brands worldwide?

The Ordinary 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.

The Ordinary, Beauty of Joseon and 8 other brands sell other things too, so only their searches that name this product count here, like “the ordinary toner”.

Compare popularity between The Ordinary and its closest rivals

Every comparison with The Ordinary

50 comparisons

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

4 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for The Ordinary worldwide fell from 2.3M to 1.6M.
  • Across the 12 months ending October 2026, The Ordinary’s share of searches among face toner brands worldwide increased from 6.7% to 7.7%.
  • Across the 12 months ending October 2026, The Ordinary’s share of searches among face toner brands worldwide peaked at 9.1% in June 2026 and was lowest at 6.7% in November 2025.
  • Across the 12 months ending October 2026, The Ordinary rose from 6th to 5th among face toner brands worldwide.

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 The Ordinary’s branded searches counted?

16 search terms

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.

  • serum the ordinary
  • skincare the ordinary
  • the ordinary
  • the ordinary cleanser
  • the ordinary eye cream
  • the ordinary face cleanser
  • the ordinary face wash
  • the ordinary facial cleanser
  • the ordinary lash serum
  • the ordinary niacinamide
  • the ordinary retinol
  • the ordinary retinol serum
  • the ordinary salicylic acid
  • the ordinary toner
  • the ordinary vitamin c
  • the ordinary vitamin c serum

Do you work for The Ordinary? 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 The Ordinary compete?

The Ordinary is ranked by how often people search for it in eight competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Skincare brands4th of 229.2%Show ranking
Face cleanser brands14th of 160.39%Show ranking
Acne treatments5th of 64.7%Show ranking
Lash serum brands5th of 118.7%Show ranking
Vitamin C serum brands4th of 128.3%Show ranking
Face toner brands5th of 137.7%Shown above
Retinol serums1st of 631.6%Show ranking
Eye creams2nd of 524.8%Show ranking
Creator with pink hair and a pink jacket

Is The Ordinary 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.

Start free