Innisfree vs Paula's Choice:Which is more popular?
In October 2026, Paula's Choice had more branded searches than Innisfree among face toner brands worldwide. Paula's Choice had about 14,800 branded searches, while Innisfree had 8,100. Paula's Choice made up 5.1% of all face toner brand searches we track, and Innisfree accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about face toner brands, Paula's Choice appeared in four of the five answers and Innisfree in none.
Who do people search for more?
Paula's Choice, about 83% more searches than Innisfree
Who does AI mention more?
Paula's Choice, mentioned in 4 of 5 answers, Innisfree in 0
Who does AI recommend more?
Paula's Choice, the only one of the two named
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Top face toner brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Paula's Choice was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Innisfree 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.
- Paula's Choice1st
La Roche-Posay2nd
Anua3rd
The Ordinary3rd
Thayers5th
Round Lab6th
Laneige7th
COSRX8th
Simple9th- +2 more
Innisfree–- +1 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
- Innisfree0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about face toner brands
5 answers
Asked ChatGPT
“Which face toner brand should I buy?”
Asked ChatGPT
“What are the best face toner brands?”
Asked ChatGPT
“What's the best face toner brand for daily skincare?”
Searched Google, AI Overview
“best face toner”
Searched Google, AI Overview
“toner for oily skin”
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 Innisfree or Paula's Choice more popular in search?
This chart shows how often people search Google for Innisfree and Paula's Choice 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.
Share of searches by month for Paula's Choice, Innisfree. The figures are in the table below the chart.
View monthly share of searches table
| Month | Thayers | Anua | Beauty of Joseon | Laneige | The Ordinary | Pixi | COSRX | Paula's Choice | Round Lab | La Roche-Posay | Simple | Innisfree | Essano |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 23.4% | 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 2025 | 24.1% | 15.6% | 5.7% | 8.5% | 7% | 11.7% | 4.7% | 8.5% | 4.7% | 4.7% | 3.8% | 1.1% | 0.04% |
| Jan 2026 | 21.9% | 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 2026 | 24.9% | 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 2026 | 24.3% | 15.7% | 7% | 7% | 7% | 10.2% | 5.7% | 7% | 5.7% | 4.7% | 3.8% | 1.7% | 0.05% |
| Apr 2026 | 24.3% | 15.7% | 7% | 8.6% | 7% | 9.6% | 4.7% | 7% | 5.7% | 4.7% | 3.8% | 1.7% | 0.04% |
| May 2026 | 24.4% | 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 2026 | 25.6% | 16.6% | 6.1% | 6.1% | 9.1% | 8.3% | 4.9% | 7.4% | 6.1% | 4% | 4% | 1.8% | 0.06% |
| Jul 2026 | 26.1% | 16.8% | 6.2% | 6.2% | 7.5% | 8.4% | 5% | 6.2% | 6.2% | 4.1% | 5% | 2.2% | 0.07% |
| Aug 2026 | 25.7% | 16.6% | 7.4% | 6.1% | 7.4% | 8.3% | 5% | 6.1% | 6.1% | 4.1% | 5% | 2.2% | 0.11% |
| Sep 2026 | 25.4% | 16.4% | 7.3% | 7.3% | 7.3% | 8.2% | 4.9% | 6% | 6% | 4% | 4.9% | 2.2% | 0.09% |
| Oct 2026 | 21.8% | 21% | 7.7% | 7.7% | 7.7% | 7.4% | 5.1% | 5.1% | 5.1% | 4.2% | 4.2% | 2.8% | 0.07% |
Paula's Choice and Innisfree sell other things too, so only their searches that name this product count here, like “paulas choice toner”.
How has branded search for Innisfree and Paula's Choice changed worldwide over the last 12 months?
3 findings
- Paula's Choice was ahead of Innisfree in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Innisfree’s share of searches among face toner brands worldwide moved from 1.3% to 2.8%, and its estimated monthly branded searches moved from 3.6K to 8.1K.
- Across the 12 months ending October 2026, Paula's Choice’s share of searches among face toner brands worldwide moved from 8.3% to 5.1%, and its estimated monthly branded searches moved from 22.2K to 14.8K.
How did search popularity change for face toner brands worldwide in October 2026?
2 changes
In October 2026, Innisfree gained share of searches among face toner brands worldwide, from 2.2% to 2.8%.
In October 2026, Paula's Choice lost share of searches among face toner brands worldwide, from 6% to 5.1%.
How are Innisfree’s and Paula's Choice’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Innisfree’s and Paula's Choice’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.
Innisfree
1 branded search term
- innisfree toner
Paula's Choice
1 branded search term
- paulas choice toner
Other head-to-heads among face toner brands
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