---
title: "Baby skincare brands: Which are searched most?"
description: "Compare the baby skincare brands people buy. Share of Search among Mustela, Weleda, Aveeno Baby, Gaia Skin Naturals and Johnson's Baby, the baby skincare brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/baby-skincare-brands"
publisher: "Brandwave"
---

# Baby skincare brands: Which are searched most?

Compare the baby skincare brands people buy. Share of Search among Mustela, Weleda, Aveeno Baby, Gaia Skin Naturals and Johnson's Baby, the baby skincare brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Baby skincare brands
- **Market**: Global
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Mustela, 60.2%

## 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.
- 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.

## Compare search popularity between leading brands

- [Mustela vs Weleda: compare search popularity](/demand/global-en/compare/mustela-vs-weleda): 60.2% against 32.4% Share of Search.
- [Mustela vs Aveeno Baby: compare search popularity](/demand/global-en/compare/aveeno-baby-vs-mustela): 60.2% against 7% Share of Search.
- [Weleda vs Aveeno Baby: compare search popularity](/demand/global-en/compare/aveeno-baby-vs-weleda): 32.4% against 7% Share of Search.

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

- Estimated monthly branded searches for Aveeno Baby worldwide rose 22.2% over 12 measured months, from 40.5K to 49.5K in September 2026.
- Estimated monthly branded searches for Johnson's Baby worldwide rose 21.9% over 12 measured months, from 320 to 390 in September 2026.
- 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.
- Estimated monthly branded searches for Weleda worldwide fell 29.4% over 12 measured months, from 323K to 228K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Mustela | 60.2% | 424K | -2.1% | Mustela |
| 2 | Weleda | 32.4% | 228K | 0.0% | Weleda |
| 3 | Aveeno Baby | 7% | 49.5K | 0.0% | Aveeno |
| 4 | Gaia Skin Naturals | 0.27% | 1.9K | 0.0% | Gaia Skin Naturals |
| 5 | Johnson's Baby | 0.06% | 390 | -18.8% | Johnson's Baby |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Mustela | 406K | 52.6% | 1 |
| Oct 2025 | Weleda | 323K | 41.9% | 2 |
| Oct 2025 | Aveeno Baby | 40.5K | 5.3% | 3 |
| Oct 2025 | Gaia Skin Naturals | 1.6K | 0.21% | 4 |
| Oct 2025 | Johnson's Baby | 320 | 0.04% | 5 |
| Nov 2025 | Mustela | 406K | 52% | 1 |
| Nov 2025 | Weleda | 323K | 41.4% | 2 |
| Nov 2025 | Aveeno Baby | 49.5K | 6.3% | 3 |
| Nov 2025 | Gaia Skin Naturals | 1.9K | 0.24% | 4 |
| Nov 2025 | Johnson's Baby | 320 | 0.04% | 5 |
| Dec 2025 | Mustela | 351K | 53% | 1 |
| Dec 2025 | Weleda | 268K | 40.5% | 2 |
| Dec 2025 | Aveeno Baby | 40.5K | 6.1% | 3 |
| Dec 2025 | Gaia Skin Naturals | 1.9K | 0.29% | 4 |
| Dec 2025 | Johnson's Baby | 260 | 0.04% | 5 |
| Jan 2026 | Mustela | 429K | 53% | 1 |
| Jan 2026 | Weleda | 328K | 40.6% | 2 |
| Jan 2026 | Aveeno Baby | 49.5K | 6.1% | 3 |
| Jan 2026 | Gaia Skin Naturals | 1.9K | 0.23% | 4 |
| Jan 2026 | Johnson's Baby | 390 | 0.05% | 5 |
| Feb 2026 | Mustela | 415K | 56.8% | 1 |
| Feb 2026 | Weleda | 273K | 37.4% | 2 |
| Feb 2026 | Aveeno Baby | 40.5K | 5.5% | 3 |
| Feb 2026 | Gaia Skin Naturals | 1.9K | 0.26% | 4 |
| Feb 2026 | Johnson's Baby | 390 | 0.05% | 5 |
| Mar 2026 | Mustela | 429K | 56.9% | 1 |
| Mar 2026 | Weleda | 273K | 36.2% | 2 |
| Mar 2026 | Aveeno Baby | 49.5K | 6.6% | 3 |
| Mar 2026 | Gaia Skin Naturals | 1.9K | 0.25% | 4 |
| Mar 2026 | Johnson's Baby | 480 | 0.06% | 5 |
| Apr 2026 | Mustela | 429K | 56.9% | 1 |
| Apr 2026 | Weleda | 273K | 36.2% | 2 |
| Apr 2026 | Aveeno Baby | 49.5K | 6.6% | 3 |
| Apr 2026 | Gaia Skin Naturals | 1.9K | 0.25% | 4 |
| Apr 2026 | Johnson's Baby | 480 | 0.06% | 5 |
| May 2026 | Mustela | 429K | 56.9% | 1 |
| May 2026 | Weleda | 273K | 36.2% | 2 |
| May 2026 | Aveeno Baby | 49.5K | 6.6% | 3 |
| May 2026 | Gaia Skin Naturals | 1.9K | 0.25% | 4 |
| May 2026 | Johnson's Baby | 390 | 0.05% | 5 |
| Jun 2026 | Mustela | 429K | 56.9% | 1 |
| Jun 2026 | Weleda | 273K | 36.2% | 2 |
| Jun 2026 | Aveeno Baby | 49.5K | 6.6% | 3 |
| Jun 2026 | Gaia Skin Naturals | 1.6K | 0.21% | 4 |
| Jun 2026 | Johnson's Baby | 390 | 0.05% | 5 |
| Jul 2026 | Mustela | 433K | 60.7% | 1 |
| Jul 2026 | Weleda | 228K | 32% | 2 |
| Jul 2026 | Aveeno Baby | 49.5K | 6.9% | 3 |
| Jul 2026 | Gaia Skin Naturals | 1.9K | 0.27% | 4 |
| Jul 2026 | Johnson's Baby | 390 | 0.05% | 5 |
| Aug 2026 | Mustela | 433K | 60.7% | 1 |
| Aug 2026 | Weleda | 228K | 32% | 2 |
| Aug 2026 | Aveeno Baby | 49.5K | 6.9% | 3 |
| Aug 2026 | Gaia Skin Naturals | 1.9K | 0.27% | 4 |
| Aug 2026 | Johnson's Baby | 480 | 0.07% | 5 |
| Sep 2026 | Mustela | 424K | 60.2% | 1 |
| Sep 2026 | Weleda | 228K | 32.4% | 2 |
| Sep 2026 | Aveeno Baby | 49.5K | 7% | 3 |
| Sep 2026 | Gaia Skin Naturals | 1.9K | 0.27% | 4 |
| Sep 2026 | Johnson's Baby | 390 | 0.06% | 5 |

## What is being compared

- **Aveeno Baby**: Measured on the search term “aveeno baby”.
- **Gaia Skin Naturals**: Measured on the search term “gaia skin naturals”.
- **Johnson's Baby**: Measured on the search term “johnsonsbaby”.
- **Mustela**: Measured on the search terms “mustela”, “mustela baby”, “mustela shampoo” and “mustela stelatopia”, summed into one figure.
- **Weleda**: Measured on the search terms “weleda” and “weleda baby”, summed into one figure.

- [Aveeno Baby](/demand/global-en/brands/aveeno-baby)
- [Gaia Skin Naturals](/demand/global-en/brands/gaia-skin-naturals)
- [Johnson's Baby](/demand/global-en/brands/johnsons-baby)
- [Mustela](/demand/global-en/brands/mustela)
- [Weleda](/demand/global-en/brands/weleda)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Baby skincare brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/baby-skincare-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/baby-skincare-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.