Brandwave

Essano vs The Ordinary:Which is more popular?

In October 2026, The Ordinary had more branded searches than Essano among face toner brands worldwide. The Ordinary had about 22,200 branded searches, while Essano had 210. The Ordinary made up 7.7% of all face toner brand searches we track, and Essano accounted for 0.07%. When we asked ChatGPT and Google AI Overviews about face toner brands, The Ordinary appeared in two of the five answers and Essano in none.

Among face toner brands worldwide in October 2026

Who do people search for more?

The Ordinary, about 106 searches for every 1 for Essano

The Ordinary 22.2K searchesEssano 210 searches

Who does AI mention more?

The Ordinary, mentioned in 2 of 5 answers, Essano in 0

The Ordinary in 2 of 5Essano in 0 of 5

Who does AI recommend more?

The Ordinary, the only one of the two named

The Ordinary first in 2Essano 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, The Ordinary was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Essano 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. +3 more
  11. Essano–

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
  • Essano0 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 Essano or The Ordinary more popular in search?

This chart shows how often people search Google for Essano and The Ordinary 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.

Essano and The Ordinary among face toner brands worldwide, by month

Share of searches by month for The Ordinary, Essano. 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%

The Ordinary and Essano sell other things too, so only their searches that name this product count here, like “the ordinary toner”.

How has branded search for Essano and The Ordinary changed worldwide over the last 12 months?

3 findings
  • The Ordinary was ahead of Essano in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Essano’s share of searches among face toner brands worldwide moved from 0.03% to 0.07%, and its estimated monthly branded searches moved from 90 to 210.
  • Across the 12 months ending October 2026, The Ordinary’s share of searches among face toner brands worldwide moved from 6.7% to 7.7%, and its estimated monthly branded searches moved from 18.1K to 22.2K.

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

2 changes

  1. In October 2026, The Ordinary rose from 6th to 5th among face toner brands worldwide.

  2. Estimated monthly branded searches for Essano worldwide rose 133.3% over 12 measured months, from 90 to 210 in October 2026.

How are Essano’s and The Ordinary’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Essano’s and The Ordinary’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.

Essano

1 branded search term

  • essano toner

The Ordinary

1 branded search term

  • the ordinary toner

How the Brand Demand Index is measured

Other head-to-heads among face toner brands

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