---
title: "Face toner brands: Which are searched most?"
description: "Compare the face toner brands people buy. Share of Search among Beauty of Joseon, Laneige, COSRX, Innisfree, Round Lab, Thayers, Anua and Essano, the face toner 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/face-toner-brands"
publisher: "Brandwave"
---

# Face toner brands: Which are searched most?

Compare the face toner brands people buy. Share of Search among Beauty of Joseon, Laneige, COSRX, Innisfree, Round Lab, Thayers, Anua and Essano, the face toner 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**: Face toner brands
- **Market**: Global
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Beauty of Joseon, 37.4%

## Which brand is most popular in search among face toner brands worldwide?

- In September 2026, Beauty of Joseon was the most searched among face toner brands worldwide, with an estimated 673K branded searches and 37.4% estimated Share of Search within this set.
- Laneige is in 2nd place, 12.4 percentage points behind at 25% Share of Search.
- Across the 12 months ending September 2026, Beauty of Joseon’s estimated Share of Search among face toner brands worldwide increased from 30.5% to 37.4%.
- Across the 12 months ending September 2026, Laneige’s estimated Share of Search among face toner brands worldwide decreased from 30.5% to 25%.
- Across the 12 months ending September 2026, Innisfree’s estimated Share of Search among face toner brands worldwide decreased from 13.6% to 11.2%.
- Across the 12 months ending September 2026, Round Lab’s estimated Share of Search among face toner brands worldwide increased from 4.1% to 5%.
- Across the 12 months ending September 2026, Beauty of Joseon’s estimated Share of Search among face toner brands worldwide peaked at 43.6% in June 2026 and was lowest at 29.4% in December 2025.
- Across the 12 months ending September 2026, Laneige’s estimated Share of Search among face toner brands worldwide peaked at 35.9% in December 2025 and was lowest at 19.5% in June 2026.
- Across the 12 months ending September 2026, COSRX’s estimated Share of Search among face toner brands worldwide peaked at 17.6% in April 2026 and was lowest at 14.7% in November 2025.
- Across the 12 months ending September 2026, Innisfree’s estimated Share of Search among face toner brands worldwide peaked at 13.6% in October 2025 and was lowest at 10.6% in June 2026.
- Across the 12 months ending September 2026, Round Lab’s estimated Share of Search among face toner brands worldwide peaked at 6% in July 2026 and was lowest at 3.6% in November 2025.
- Across the 12 months ending September 2026, COSRX, Thayers, Anua and Essano held steady: their estimated Share of Search among face toner brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Beauty of Joseon vs Laneige: compare search popularity](/demand/global-en/compare/beauty-of-joseon-vs-laneige): 37.4% against 25% Share of Search.
- [Beauty of Joseon vs COSRX: compare search popularity](/demand/global-en/compare/beauty-of-joseon-vs-cosrx): 37.4% against 16.7% Share of Search.
- [Beauty of Joseon vs Innisfree: compare search popularity](/demand/global-en/compare/beauty-of-joseon-vs-innisfree): 37.4% against 11.2% Share of Search.
- [Beauty of Joseon vs Round Lab: compare search popularity](/demand/global-en/compare/beauty-of-joseon-vs-round-lab): 37.4% against 5% Share of Search.
- [Laneige vs COSRX: compare search popularity](/demand/global-en/compare/cosrx-vs-laneige): 25% against 16.7% Share of Search.
- [Laneige vs Innisfree: compare search popularity](/demand/global-en/compare/innisfree-vs-laneige): 25% against 11.2% Share of Search.
- [Laneige vs Round Lab: compare search popularity](/demand/global-en/compare/laneige-vs-round-lab): 25% against 5% Share of Search.
- [COSRX vs Innisfree: compare search popularity](/demand/global-en/compare/cosrx-vs-innisfree): 16.7% against 11.2% Share of Search.
- [COSRX vs Round Lab: compare search popularity](/demand/global-en/compare/cosrx-vs-round-lab): 16.7% against 5% Share of Search.
- [Innisfree vs Round Lab: compare search popularity](/demand/global-en/compare/innisfree-vs-round-lab): 11.2% against 5% Share of Search.

## How did search popularity change for face toner brands worldwide in September 2026?

- In September 2026, Round Lab lost estimated Share of Search among face toner brands worldwide, from 6% to 5%.
- Estimated monthly branded searches for Beauty of Joseon worldwide rose 22.4% over 12 measured months, from 550K to 673K in September 2026.
- Estimated monthly branded searches for Essano worldwide fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.
- Estimated monthly branded searches for Innisfree worldwide fell 18.3% over 12 measured months, from 246K to 201K in September 2026.
- Estimated monthly branded searches for Laneige worldwide fell 18.2% over 12 measured months, from 550K to 450K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Beauty of Joseon | 37.4% | 673K | 0.0% | Beauty of Joseon |
| 2 | Laneige | 25% | 450K | 0.0% | Laneige |
| 3 | COSRX | 16.7% | 301K | 0.0% | COSRX |
| 4 | Innisfree | 11.2% | 201K | 0.0% | Innisfree |
| 5 | Round Lab | 5% | 90.5K | -17.7% | Round Lab |
| 6 | Thayers | 3.5% | 62.7K | 0.0% | Thayers |
| 7 | Anua | 1% | 18.1K | 0.0% | Anua |
| 8 | Essano | 0.24% | 4.4K | 0.0% | Essano |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Beauty of Joseon | 550K | 30.5% | 1 |
| Oct 2025 | Laneige | 550K | 30.5% | 2 |
| Oct 2025 | COSRX | 301K | 16.7% | 3 |
| Oct 2025 | Innisfree | 246K | 13.6% | 4 |
| Oct 2025 | Round Lab | 74K | 4.1% | 5 |
| Oct 2025 | Thayers | 58.6K | 3.2% | 6 |
| Oct 2025 | Anua | 18.1K | 1% | 7 |
| Oct 2025 | Essano | 5.4K | 0.3% | 8 |
| Nov 2025 | Beauty of Joseon | 823K | 33% | 1 |
| Nov 2025 | Laneige | 823K | 33% | 2 |
| Nov 2025 | COSRX | 368K | 14.7% | 3 |
| Nov 2025 | Innisfree | 301K | 12.1% | 4 |
| Nov 2025 | Round Lab | 90.5K | 3.6% | 5 |
| Nov 2025 | Thayers | 62.7K | 2.5% | 6 |
| Nov 2025 | Anua | 22.2K | 0.89% | 7 |
| Nov 2025 | Essano | 5.4K | 0.22% | 8 |
| Dec 2025 | Laneige | 823K | 35.9% | 1 |
| Dec 2025 | Beauty of Joseon | 673K | 29.4% | 2 |
| Dec 2025 | COSRX | 368K | 16.1% | 3 |
| Dec 2025 | Innisfree | 246K | 10.7% | 4 |
| Dec 2025 | Round Lab | 90.5K | 4% | 5 |
| Dec 2025 | Thayers | 62.7K | 2.7% | 6 |
| Dec 2025 | Anua | 22.2K | 0.97% | 7 |
| Dec 2025 | Essano | 5.4K | 0.24% | 8 |
| Jan 2026 | Beauty of Joseon | 823K | 35.9% | 1 |
| Jan 2026 | Laneige | 673K | 29.3% | 2 |
| Jan 2026 | COSRX | 368K | 16% | 3 |
| Jan 2026 | Innisfree | 246K | 10.7% | 4 |
| Jan 2026 | Round Lab | 90.5K | 3.9% | 5 |
| Jan 2026 | Thayers | 62.7K | 2.7% | 6 |
| Jan 2026 | Anua | 27.1K | 1.2% | 7 |
| Jan 2026 | Essano | 4.4K | 0.19% | 8 |
| Feb 2026 | Beauty of Joseon | 673K | 34.5% | 1 |
| Feb 2026 | Laneige | 550K | 28.2% | 2 |
| Feb 2026 | COSRX | 301K | 15.4% | 3 |
| Feb 2026 | Innisfree | 246K | 12.6% | 4 |
| Feb 2026 | Round Lab | 90.5K | 4.6% | 5 |
| Feb 2026 | Thayers | 62.7K | 3.2% | 6 |
| Feb 2026 | Anua | 22.2K | 1.1% | 7 |
| Feb 2026 | Essano | 3.6K | 0.18% | 8 |
| Mar 2026 | Beauty of Joseon | 823K | 37.6% | 1 |
| Mar 2026 | Laneige | 550K | 25.2% | 2 |
| Mar 2026 | COSRX | 368K | 16.8% | 3 |
| Mar 2026 | Innisfree | 246K | 11.3% | 4 |
| Mar 2026 | Round Lab | 110K | 5% | 5 |
| Mar 2026 | Thayers | 62.7K | 2.9% | 6 |
| Mar 2026 | Anua | 22.2K | 1% | 7 |
| Mar 2026 | Essano | 4.4K | 0.2% | 8 |
| Apr 2026 | Beauty of Joseon | 823K | 39.4% | 1 |
| Apr 2026 | Laneige | 450K | 21.6% | 2 |
| Apr 2026 | COSRX | 368K | 17.6% | 3 |
| Apr 2026 | Innisfree | 246K | 11.8% | 4 |
| Apr 2026 | Round Lab | 110K | 5.3% | 5 |
| Apr 2026 | Thayers | 62.7K | 3% | 6 |
| Apr 2026 | Anua | 22.2K | 1.1% | 7 |
| Apr 2026 | Essano | 4.4K | 0.21% | 8 |
| May 2026 | Beauty of Joseon | 823K | 39.4% | 1 |
| May 2026 | Laneige | 450K | 21.5% | 2 |
| May 2026 | COSRX | 368K | 17.6% | 3 |
| May 2026 | Innisfree | 246K | 11.8% | 4 |
| May 2026 | Round Lab | 110K | 5.3% | 5 |
| May 2026 | Thayers | 62.7K | 3% | 6 |
| May 2026 | Anua | 22.2K | 1.1% | 7 |
| May 2026 | Essano | 6.6K | 0.32% | 8 |
| Jun 2026 | Beauty of Joseon | 823K | 43.6% | 1 |
| Jun 2026 | Laneige | 368K | 19.5% | 2 |
| Jun 2026 | COSRX | 301K | 15.9% | 3 |
| Jun 2026 | Innisfree | 201K | 10.6% | 4 |
| Jun 2026 | Round Lab | 110K | 5.8% | 5 |
| Jun 2026 | Thayers | 62.7K | 3.3% | 6 |
| Jun 2026 | Anua | 18.1K | 0.96% | 7 |
| Jun 2026 | Essano | 4.4K | 0.23% | 8 |
| Jul 2026 | Beauty of Joseon | 673K | 37% | 1 |
| Jul 2026 | Laneige | 450K | 24.7% | 2 |
| Jul 2026 | COSRX | 301K | 16.5% | 3 |
| Jul 2026 | Innisfree | 201K | 11% | 4 |
| Jul 2026 | Round Lab | 110K | 6% | 5 |
| Jul 2026 | Thayers | 62.7K | 3.4% | 6 |
| Jul 2026 | Anua | 18.1K | 0.99% | 7 |
| Jul 2026 | Essano | 4.4K | 0.24% | 8 |
| Aug 2026 | Beauty of Joseon | 673K | 37% | 1 |
| Aug 2026 | Laneige | 450K | 24.7% | 2 |
| Aug 2026 | COSRX | 301K | 16.5% | 3 |
| Aug 2026 | Innisfree | 201K | 11% | 4 |
| Aug 2026 | Round Lab | 110K | 6% | 5 |
| Aug 2026 | Thayers | 62.7K | 3.4% | 6 |
| Aug 2026 | Anua | 18.1K | 0.99% | 7 |
| Aug 2026 | Essano | 4.4K | 0.24% | 8 |
| Sep 2026 | Beauty of Joseon | 673K | 37.4% | 1 |
| Sep 2026 | Laneige | 450K | 25% | 2 |
| Sep 2026 | COSRX | 301K | 16.7% | 3 |
| Sep 2026 | Innisfree | 201K | 11.2% | 4 |
| Sep 2026 | Round Lab | 90.5K | 5% | 5 |
| Sep 2026 | Thayers | 62.7K | 3.5% | 6 |
| Sep 2026 | Anua | 18.1K | 1% | 7 |
| Sep 2026 | Essano | 4.4K | 0.24% | 8 |

## What is being compared

- **Anua**: Measured on the search term “anua heartleaf”.
- **Beauty of Joseon**: Measured on the search term “beauty of joseon”.
- **COSRX**: Measured on the search term “cosrx”.
- **Essano**: Measured on the search term “essano”.
- **Innisfree**: Measured on the search term “innisfree”.
- **Laneige**: Measured on the search term “laneige”.
- **Round Lab**: Measured on the search term “round lab”.
- **Thayers**: Measured on the search terms “thayers” and “thayers toner”, summed into one figure.

- [Anua](/demand/global-en/brands/anua)
- [Beauty of Joseon](/demand/global-en/brands/beauty-of-joseon)
- [COSRX](/demand/global-en/brands/cosrx)
- [Essano](/demand/global-en/brands/essano)
- [Innisfree](/demand/global-en/brands/innisfree)
- [Laneige](/demand/global-en/brands/laneige)
- [Round Lab](/demand/global-en/brands/round-lab)
- [Thayers](/demand/global-en/brands/thayers)

## 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 face toner brands worldwide?

In September 2026, Beauty of Joseon was the most searched among face toner brands worldwide, with an estimated 673K branded searches and 37.4% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Face toner brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/face-toner-brands

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