Cetaphil vs Kiehl's:Which is searched more?
In September 2026, Cetaphil had more branded searches than Kiehl's among moisturizer brands worldwide. Cetaphil was estimated to have 2M branded searches compared to Kiehl's’ 550K, and held a 32.1% Share of Search versus Kiehl's’ 8.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Cetaphil or Kiehl's?
Compare the moisturizer 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 by month for Cetaphil, Kiehl's. The figures are in the table below the chart.
View monthly share of search table
| Month | Cetaphil | CeraVe | Estée Lauder | Clinique | Kiehl's | Dermalogica | Drunk Elephant | Bubble |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 27.4% | 30.1% | 16.1% | 10.9% | 8.9% | 3.2% | 2.7% | 0.69% |
| Nov 2025 | 24.6% | 24.3% | 18.8% | 12.5% | 12.5% | 3.8% | 3.1% | 0.52% |
| Dec 2025 | 25.8% | 28.3% | 17.8% | 11.9% | 9.8% | 2.9% | 2.9% | 0.52% |
| Jan 2026 | 30.6% | 30.4% | 12.8% | 10.5% | 8.6% | 3.9% | 2.6% | 0.65% |
| Feb 2026 | 29.5% | 32.4% | 14.2% | 9.6% | 7.8% | 3.5% | 2.3% | 0.64% |
| Mar 2026 | 28.2% | 30.2% | 15.7% | 10.6% | 8.7% | 3.9% | 2.1% | 0.59% |
| Apr 2026 | 29.7% | 31.9% | 13.6% | 11.2% | 7.5% | 3.3% | 2.2% | 0.61% |
| May 2026 | 27.8% | 32.6% | 14.2% | 11.7% | 7.8% | 3.5% | 1.9% | 0.52% |
| Jun 2026 | 29.4% | 33.7% | 12.4% | 10.1% | 8.3% | 3.7% | 2% | 0.44% |
| Jul 2026 | 31.5% | 33.9% | 12.4% | 10.2% | 6.8% | 3% | 1.7% | 0.45% |
| Aug 2026 | 30.5% | 33.6% | 12% | 9.9% | 8.1% | 3.6% | 2% | 0.36% |
| Sep 2026 | 32.1% | 29.9% | 12.9% | 10.5% | 8.6% | 3.9% | 1.7% | 0.37% |
How has the Cetaphil and Kiehl's comparison changed over the last 12 months?
3 findings
- Cetaphil was ahead of Kiehl's in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cetaphil’s estimated Share of Search among moisturizer brands worldwide moved from 27.4% to 32.1%, and its estimated monthly branded searches moved from 2.1M to 2M.
- Across the 12 months ending September 2026, Kiehl's’ estimated Share of Search among moisturizer brands worldwide moved from 8.9% to 8.6%, and its estimated monthly branded searches moved from 673K to 550K.
How did search popularity change for moisturizer brands worldwide in September 2026?
2 changes
In September 2026, Cetaphil overtook CeraVe to become the leader among moisturizer brands worldwide, with 32.1% estimated Share of Search.
In September 2026, Kiehl's gained estimated Share of Search among moisturizer brands worldwide, from 8.1% to 8.6%.
Other head-to-heads among moisturizer brands
How each brand is measured
Brandwave collects information about searches that people make online using Cetaphil’s and Kiehl's’ 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.
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