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 5.2% estimated Share of Search among retinol serums worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. La Roche-Posay58.9%
  2. Paula's Choice14%
  3. SkinCeuticals11.8%
  4. Medik89.7%
  5. The Ordinary5.2%
  6. RoC0.39%
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Which retinol serums compete with The Ordinary?

The Ordinary against retinol serums worldwide, by month

Share of Search by month for La Roche-Posay, Paula's Choice, SkinCeuticals, Medik8, The Ordinary. The figures are in the table below the chart.

View monthly share of search table
MonthLa Roche-PosayPaula's ChoiceSkinCeuticalsMedik8The OrdinaryRoC
Oct 202554%16.3%13.3%8.9%6.6%0.98%
Nov 202553.3%15.5%13.1%10.7%6.8%0.64%
Dec 202558.6%14.4%11.8%7.9%6.7%0.58%
Jan 202657.6%14.2%11.6%9.5%6.6%0.57%
Feb 202659.2%14.1%11.9%8%6.1%0.72%
Mar 202660.6%12.2%12.2%8.1%6.2%0.73%
Apr 202662.2%12.5%10.2%8.3%6.2%0.61%
May 202664.1%12.5%10.5%7%5.4%0.42%
Jun 202661.3%11.9%12.3%8.2%5.7%0.5%
Jul 202660.1%11.8%12.1%9.9%5.5%0.6%
Aug 202658.9%14%11.8%9.7%5.2%0.39%
Sep 2026——————

  1. 1.La Roche-Posay

    58.9%

    Held 1st. 2.2M estimated branded searches, 0% vs prior month. Share -1.2 points.

  2. 2.Paula's Choice

    14%

    Moved from 3rd to 2nd. 532K estimated branded searches, +20.6% vs prior month. Share +2.1 points.

  3. 3.SkinCeuticals

    11.8%

    Moved from 2nd to 3rd. 450K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Medik8

    9.7%

    Held 4th. 368K estimated branded searches, 0% vs prior month. Share -0.2 points.

  5. 5.The Ordinary

    5.2%

    Held 5th. 199K estimated branded searches, -2.9% vs prior month. Share -0.3 points.

  6. 6.RoC

    0.39%

    Held 6th. 14.8K estimated branded searches, -33.3% 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 retinol serums worldwide decreased from 6.6% to 5.2%.
  • Across the 11 months ending August 2026, The Ordinary’s estimated Share of Search among retinol serums worldwide peaked at 6.8% in November 2025 and was lowest at 5.2% in August 2026.

How did search popularity change for retinol serums worldwide in August 2026?

  1. In August 2026, Paula's Choice overtook SkinCeuticals to rank 2nd among retinol serums worldwide, at 14%.

  2. In August 2026, La Roche-Posay lost estimated Share of Search among retinol serums worldwide, from 60.1% to 58.9%.

  3. Estimated monthly branded searches for Medik8 worldwide rose 22.3% over 11 measured months, from 301K to 368K in August 2026.

  4. Estimated monthly branded searches for RoC worldwide fell 55.3% over 11 measured months, from 33.1K to 14.8K 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%Show ranking
Acne treatments5th of 63.6%Show ranking
Everyday skincare brands4th of 53.8%Show ranking
Retinol serums5th of 65.2%Shown above
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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