Brandwave

Baby skincare brands:Which are searched most?

In September 2026, Mustela was the most searched among baby skincare brands worldwide, with an estimated 424K branded searches and 60.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Mustela60.2%
  2. Weleda32.4%
  3. Aveeno Baby7%
  4. Gaia Skin Naturals0.27%
  5. Johnson's Baby0.06%

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Share of SearchLeaderboard

Compare the baby skincare brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among baby skincare brands worldwide, by month

Share of Search by month for Mustela, Weleda, Aveeno Baby. The figures are in the table below the chart.

View monthly share of search table
MonthMustelaWeledaAveeno BabyGaia Skin NaturalsJohnson's Baby
Oct 202552.6%41.9%5.3%0.21%0.04%
Nov 202552%41.4%6.3%0.24%0.04%
Dec 202553%40.5%6.1%0.29%0.04%
Jan 202653%40.6%6.1%0.23%0.05%
Feb 202656.8%37.4%5.5%0.26%0.05%
Mar 202656.9%36.2%6.6%0.25%0.06%
Apr 202656.9%36.2%6.6%0.25%0.06%
May 202656.9%36.2%6.6%0.25%0.05%
Jun 202656.9%36.2%6.6%0.21%0.05%
Jul 202660.7%32%6.9%0.27%0.05%
Aug 202660.7%32%6.9%0.27%0.07%
Sep 202660.2%32.4%7%0.27%0.06%

This month’s ranking, September 2026

  1. 1.Mustela

    60.2%

    Held 1st. 424K estimated branded searches, -2.1% vs prior month. Share -0.5 points.

  2. 2.Weleda

    32.4%

    Held 2nd. 228K estimated branded searches, 0% vs prior month. Share +0.4 points.

  3. 3.Aveeno Baby

    7%

    Held 3rd. 49.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Gaia Skin Naturals

    0.27%

    Held 4th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Johnson's Baby

    0.06%

    Held 5th. 390 estimated branded searches, -18.8% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among baby skincare brands worldwide?

In September 2026, Mustela was the most searched among baby skincare brands worldwide, with an estimated 424K branded searches and 60.2% estimated Share of Search within this set. Weleda is in 2nd place, 27.9 percentage points behind at 32.4% Share of Search.

Global baby skincare brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Mustela52.6% → 60.2%60.7%Jul 202652%Nov 20251st
Weleda41.9% → 32.4%41.9%Oct 202532%Aug 20262nd
Aveeno Baby5.3% → 7%7%Sep 20265.3%Oct 20253rd
Gaia Skin Naturals0.21% → 0.27%0.29%Dec 20250.21%Oct 20254th
Johnson's Baby0.04% → 0.06%0.07%Aug 20260.04%Dec 20255th

Each finding as a sentence

  • Across the 12 months ending September 2026, Mustela’s estimated Share of Search among baby skincare brands worldwide increased from 52.6% to 60.2%.
  • Across the 12 months ending September 2026, Weleda’s estimated Share of Search among baby skincare brands worldwide decreased from 41.9% to 32.4%.
  • Across the 12 months ending September 2026, Aveeno Baby’s estimated Share of Search among baby skincare brands worldwide increased from 5.3% to 7%.
  • Across the 12 months ending September 2026, Mustela’s estimated Share of Search among baby skincare brands worldwide peaked at 60.7% in July 2026 and was lowest at 52% in November 2025.
  • Across the 12 months ending September 2026, Weleda’s estimated Share of Search among baby skincare brands worldwide peaked at 41.9% in October 2025 and was lowest at 32% in August 2026.
  • Across the 12 months ending September 2026, Gaia Skin Naturals and Johnson's Baby held steady: their estimated Share of Search among baby skincare brands worldwide each moved less than 0.5 percentage points.

How did search popularity change for baby skincare brands worldwide in September 2026?

  1. Estimated monthly branded searches for Aveeno Baby worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in September 2026.

  2. Estimated monthly branded searches for Johnson's Baby worldwide rose 21.9% over 12 measured months, from 320 to 390 in September 2026.

  3. Estimated monthly branded searches for Gaia Skin Naturals worldwide rose 18.8% over 12 measured months, from 1.6K to 1.9K in September 2026.

  4. Estimated monthly branded searches for Weleda worldwide fell 29.4% over 12 measured months, from 323K to 228K in September 2026.

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