Brandwave

Beauty of Joseon vs Thayers:Which is more popular?

In October 2026, Thayers had more branded searches than Beauty of Joseon among face toner brands worldwide. Thayers had about 62,700 branded searches, while Beauty of Joseon had 22,200. Thayers made up 21.8% of all face toner brand searches we track, and Beauty of Joseon accounted for 7.7%. When we asked ChatGPT and Google AI Overviews about face toner brands, Thayers appeared in two of the five answers and Beauty of Joseon in none.

Among face toner brands worldwide in October 2026

Who do people search for more?

Thayers, about 3 searches for every 1 for Beauty of Joseon

Thayers 62.7K searchesBeauty of Joseon 22.2K searches

Who does AI mention more?

Thayers, mentioned in 2 of 5 answers, Beauty of Joseon in 0

Thayers in 2 of 5Beauty of Joseon in 0 of 5

Who does AI recommend more?

Thayers, the only one of the two named

Thayers first in 2Beauty of Joseon never named

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Top face toner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thayers was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Beauty of Joseon did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Paula's Choice1st
  2. La Roche-Posay2nd
  3. Anua3rd
  4. The Ordinary3rd
  5. Thayers5th
  6. Round Lab6th
  7. Laneige7th
  8. COSRX8th
  9. Simple9th
  10. Beauty of Joseon–
  11. +3 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Paula's Choice4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Thayers2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Anua2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Laneige2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Ordinary2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Round Lab2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • La Roche-Posay2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • COSRX1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Simple1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Beauty of Joseon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about face toner brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Is Beauty of Joseon or Thayers more popular in search?

This chart shows how often people search Google for Beauty of Joseon and Thayers by name. Each line represents a brand's share of searches for all 13 face toner brands we track, month by month, from English-language searches worldwide.

Beauty of Joseon and Thayers among face toner brands worldwide, by month

Share of searches by month for Thayers, Beauty of Joseon. The figures are in the table below the chart.

View monthly share of searches table
MonthThayersAnuaBeauty of JoseonLaneigeThe OrdinaryPixiCOSRXPaula's ChoiceRound LabLa Roche-PosaySimpleInnisfreeEssano
Nov 202523.4%15.1%5.5%10.1%6.7%11.3%5.5%8.3%4.5%4.5%3.7%1.3%0.03%
Dec 202524.1%15.6%5.7%8.5%7%11.7%4.7%8.5%4.7%4.7%3.8%1.1%0.04%
Jan 202621.9%14.1%6.3%9.4%7.7%12.3%5.2%7.7%5.2%5.2%3.5%1.5%0.06%
Feb 202624.9%16.1%5.9%8.8%7.2%9.8%4.8%7.2%4.8%4.8%3.9%1.7%0.06%
Mar 202624.3%15.7%7%7%7%10.2%5.7%7%5.7%4.7%3.8%1.7%0.05%
Apr 202624.3%15.7%7%8.6%7%9.6%4.7%7%5.7%4.7%3.8%1.7%0.04%
May 202624.4%15.8%5.8%7.1%8.7%11.2%4.7%7.1%5.8%3.9%3.9%1.7%0.07%
Jun 202625.6%16.6%6.1%6.1%9.1%8.3%4.9%7.4%6.1%4%4%1.8%0.06%
Jul 202626.1%16.8%6.2%6.2%7.5%8.4%5%6.2%6.2%4.1%5%2.2%0.07%
Aug 202625.7%16.6%7.4%6.1%7.4%8.3%5%6.1%6.1%4.1%5%2.2%0.11%
Sep 202625.4%16.4%7.3%7.3%7.3%8.2%4.9%6%6%4%4.9%2.2%0.09%
Oct 202621.8%21%7.7%7.7%7.7%7.4%5.1%5.1%5.1%4.2%4.2%2.8%0.07%

Beauty of Joseon sells other things too, so only its searches that name this product count here, like “beauty of joseon toner”.

How has branded search for Beauty of Joseon and Thayers changed worldwide over the last 12 months?

3 findings
  • Thayers was ahead of Beauty of Joseon in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Beauty of Joseon’s share of searches among face toner brands worldwide moved from 5.5% to 7.7%, and its estimated monthly branded searches moved from 14.8K to 22.2K.
  • Across the 12 months ending October 2026, Thayers’ share of searches among face toner brands worldwide moved from 23.4% to 21.8%, and its estimated monthly branded searches held steady at 62.7K.

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

2 changes

  1. In October 2026, Thayers lost share of searches among face toner brands worldwide, from 25.4% to 21.8%.

  2. In October 2026, Beauty of Joseon rose from 4th to 3rd among face toner brands worldwide.

How are Beauty of Joseon’s and Thayers’ branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Beauty of Joseon’s and Thayers’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Beauty of Joseon

1 branded search term

  • beauty of joseon toner

Thayers

2 branded search terms

  • thayers
  • thayers toner

How the Brand Demand Index is measured

Other head-to-heads among face toner brands

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