Brandwave

How popular isThe Ordinary?

In September 2026, people searched for The Ordinary by name about 1.5 million times worldwide, a 15.3% increase from the previous year. These searches made up 9.2% of all global lash serum brand searches, placing The Ordinary fifth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about lash serum brands, The Ordinary appeared in four of the five answers and was the most recommended of the 11.

Search and AI answers in September 2026

The Ordinary is the fifth most searched of 11 competitors and the most recommended in AI answers.

  1. RevitaLashShare of searches 25.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  2. Babe LashShare of searches 20.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. LatisseShare of searches 20.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. GrandeLASHShare of searches 13.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. The OrdinaryShare of searches 9.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

+6 more

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Top lash serum brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Ordinary was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. The Ordinary is the most recommended of the 11.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. The Ordinary1st
  2. RevitaLash2nd
  3. GrandeLASH3rd
  4. Vegamour4th
  5. Latisse5th
  6. Olaplex6th
  7. Babe Lash–
  8. Xlash–
  9. RapidLash–
  10. Neulash–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • GrandeLASH5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • The Ordinary4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Latisse3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • RevitaLash2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vegamour2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Olaplex2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Babe Lash0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Xlash0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • RapidLash0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Neulash0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about lash serum 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 22, 2026.

Which lash serum brands compete with The Ordinary?

The Ordinary against lash serum brands worldwide, by month

Share of searches by month for RevitaLash, Babe Lash, Latisse, GrandeLASH, The Ordinary, Xlash. The figures are in the table below the chart.

View monthly share of searches table
MonthRevitaLashBabe LashLatisseGrandeLASHThe OrdinaryXlashRapidLashVegamourNeulashOlaplexLashfood
Oct 202522.2%27%18.2%14.9%8.1%6.7%1.6%0.59%0.39%0.18%0.22%
Nov 202522.5%27.6%15.1%15.1%6.8%10.1%1.4%0.59%0.39%0.2%0.18%
Dec 202523.9%29.3%16.1%13.1%7.2%7.2%1.4%0.78%0.41%0.41%0.19%
Jan 202625.3%20.8%20.8%13.9%7.6%7.6%1.9%0.83%0.44%0.55%0.23%
Feb 202628.1%18.9%23.1%12.7%6.9%6.9%1.7%0.74%0.41%0.26%0.18%
Mar 202625.8%21.2%21.2%14.2%6.3%7.8%1.9%0.68%0.45%0.37%0.17%
Apr 202630.4%16.7%20.4%13.7%7.5%7.5%1.8%0.99%0.52%0.36%0.2%
May 202624.8%16.6%24.8%13.6%7.4%9.1%1.8%0.8%0.52%0.36%0.2%
Jun 202626.8%17.9%26.8%12%6.6%6.6%1.6%0.71%0.56%0.3%0.17%
Jul 202624.6%20.1%24.6%13.5%7.4%6%1.8%0.79%0.52%0.44%0.16%
Aug 202623.5%19.2%23.5%12.9%8.6%8.6%2.1%0.62%0.42%0.49%0.12%
Sep 202625.1%20.5%20.5%13.7%9.2%7.5%1.8%0.67%0.44%0.44%0.11%

  1. 1.RevitaLash

    25.1%

    Moved from 2nd to 1st. 90.5K estimated branded searches, 0% vs prior month. Share +1.6 points.

  2. 2.Babe Lash

    20.5%

    Moved from 3rd to 2nd. 74K estimated branded searches, 0% vs prior month. Share +1.3 points.

  3. 3.Latisse

    20.5%

    Moved from 1st to 3rd. 74K estimated branded searches, -18.2% vs prior month. Share -3 points.

  4. 4.GrandeLASH

    13.7%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.9 points.

  5. 5.The Ordinary

    9.2%

    Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share +0.6 points.

  6. 6.Xlash

    7.5%

    Held 6th. 27.1K estimated branded searches, -18.1% vs prior month. Share -1.1 points.

  7. 7.RapidLash

    1.8%

    Held 7th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  8. 8.Vegamour

    0.67%

    Held 8th. 2.4K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Neulash

    0.44%

    Moved from 10th to 9th. 1.6K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Olaplex

    0.44%

    Moved from 9th to 10th. 1.6K estimated branded searches, -15.8% vs prior month. Share 0 points.

  11. 11.Lashfood

    0.11%

    Held 11th. 390 estimated branded searches, -18.8% vs prior month. Share 0 points.

Compare popularity between The Ordinary and its closest rivals

Every comparison with The Ordinary

42 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for The Ordinary worldwide rose from 1.3M to 1.5M.
  • Across the 12 months ending September 2026, The Ordinary’s share of searches among lash serum brands worldwide increased from 8.1% to 9.2%.
  • Across the 12 months ending September 2026, The Ordinary’s share of searches among lash serum brands worldwide peaked at 9.2% in September 2026 and was lowest at 6.3% in March 2026.

How did search popularity change for lash serum brands worldwide in September 2026?

6 changes

  1. In September 2026, RevitaLash overtook Latisse to become the leader among lash serum brands worldwide, with 25.1% of the searches.

  2. In September 2026, Babe Lash overtook Latisse to rank 2nd among lash serum brands worldwide, with 20.5% of the searches.

  3. In September 2026, GrandeLASH gained share of searches among lash serum brands worldwide, from 12.9% to 13.7%.

  4. In September 2026, The Ordinary gained share of searches among lash serum brands worldwide, from 8.6% to 9.2%.

  5. In September 2026, Latisse lost share of searches among lash serum brands worldwide, from 23.5% to 20.5%.

  6. In September 2026, Xlash lost share of searches among lash serum brands worldwide, from 8.6% to 7.5%.

How are The Ordinary’s branded searches counted?

7 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 lash serum
  • the ordinary niacinamide
  • the ordinary retinol
  • the ordinary vitamin c

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 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 2210.2%Show ranking
Face cleanser brands3rd of 1511.2%Show ranking
Eye creams3rd of 618.8%Show ranking
Acne treatments3rd of 624%Show ranking
Retinol serums2nd of 629%Show ranking
Toners2nd of 633.4%Show ranking
Lash serum brands5th of 119.2%Shown above
Vitamin C serum brands5th of 126.8%Show ranking
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