Brandwave

Laneige vs Thayers:Which is more popular?

In October 2026, Thayers had more branded searches than Laneige among face toner brands worldwide. Thayers had about 62,700 branded searches, while Laneige had 22,200. Thayers made up 21.8% of all face toner brand searches we track, and Laneige accounted for 7.7%. When we asked ChatGPT and Google AI Overviews about face toner brands, Laneige and Thayers each appeared in two of the five answers. Thayers was mentioned before Laneige in two out of three answers that named either.

Among face toner brands worldwide in October 2026

Who do people search for more?

Thayers, about 3 searches for every 1 for Laneige

Thayers 62.7K searchesLaneige 22.2K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Laneige in 2 of 5Thayers in 2 of 5

Who does AI recommend more?

Thayers, named ahead of Laneige in 2 of 3 answers

Thayers first in 2Laneige first in 1

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Top face toner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Laneige was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the 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. Thayers was listed before Laneige in two out of three answers that named either.

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 Laneige or Thayers more popular in search?

This chart shows how often people search Google for Laneige 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.

Laneige and Thayers among face toner brands worldwide, by month

Share of searches by month for Thayers, Laneige. 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%

Laneige sells other things too, so only its searches that name this product count here, like “laneige toner”.

How has branded search for Laneige and Thayers changed worldwide over the last 12 months?

3 findings
  • Thayers was ahead of Laneige in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Laneige’s share of searches among face toner brands worldwide moved from 10.1% to 7.7%, and its estimated monthly branded searches moved from 27.1K 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, Laneige rose from 5th to 4th among face toner brands worldwide.

How are Laneige’s and Thayers’ branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Laneige’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.

Laneige

1 branded search term

  • laneige 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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