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 6.6% estimated Share of Search among toners worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. La Roche-Posay74.5%
  2. Paula's Choice17.7%
  3. The Ordinary6.6%
  4. Thayers0.74%
  5. Simple0.4%
  6. Pixi0.05%
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Which toners compete with The Ordinary?

The Ordinary against toners worldwide, by month

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

View monthly share of search table
MonthLa Roche-PosayPaula's ChoiceThe OrdinaryThayersSimplePixi
Oct 202569.3%20.9%8.5%0.69%0.46%0.09%
Nov 202569.6%20.3%8.9%0.69%0.46%0.07%
Dec 202572.6%17.9%8.3%0.72%0.39%0.09%
Jan 202672.6%17.9%8.4%0.72%0.39%0.08%
Feb 202673.7%17.5%7.6%0.73%0.4%0.06%
Mar 202676%15.3%7.7%0.62%0.34%0.05%
Apr 202676.1%15.3%7.5%0.62%0.34%0.05%
May 202677.4%15.1%6.5%0.63%0.34%0.05%
Jun 202676.8%15%7.2%0.76%0.34%0.04%
Jul 202676.7%15.1%7%0.76%0.41%0.05%
Aug 202674.5%17.7%6.6%0.74%0.4%0.05%
Sep 2026——————

  1. 1.La Roche-Posay

    74.5%

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

  2. 2.Paula's Choice

    17.7%

    Held 2nd. 532K estimated branded searches, +20.6% vs prior month. Share +2.6 points.

  3. 3.The Ordinary

    6.6%

    Held 3rd. 199K estimated branded searches, -2.9% vs prior month. Share -0.4 points.

  4. 4.Thayers

    0.74%

    Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Simple

    0.4%

    Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Pixi

    0.05%

    Held 6th. 1.6K estimated branded searches, 0% vs prior month. Share 0 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 toners worldwide decreased from 8.5% to 6.6%.
  • Across the 11 months ending August 2026, The Ordinary’s estimated Share of Search among toners worldwide peaked at 8.9% in November 2025 and was lowest at 6.5% in May 2026.

How did search popularity change for toners worldwide in August 2026?

  1. In August 2026, Paula's Choice gained estimated Share of Search among toners worldwide, from 15.1% to 17.7%.

  2. In August 2026, La Roche-Posay lost estimated Share of Search among toners worldwide, from 76.7% to 74.5%.

  3. Estimated monthly branded searches for Thayers worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.

  4. Estimated monthly branded searches for Pixi worldwide fell 33.3% over 11 measured months, from 2.4K to 1.6K 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%Show ranking
Toners3rd of 66.6%Shown above

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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