Innisfree vs Simple:Which is more popular?
In October 2026, Simple had more branded searches than Innisfree among face toner brands worldwide. Simple had about 12,100 branded searches, while Innisfree had 8,100. Simple made up 4.2% 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, Simple appeared in one of the five answers and Innisfree in none.
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Top face toner brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Simple was mentioned in one out of five: in one of the three ChatGPT answers, but not in either 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 Simple more popular in search?
This chart shows how often people search Google for Innisfree and Simple 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 Simple, 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% |
Innisfree sells other things too, so only its searches that name this product count here, like “innisfree toner”.
How has branded search for Innisfree and Simple changed worldwide over the last 12 months?
3 findings
- Simple 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, Simple’s share of searches among face toner brands worldwide moved from 3.7% to 4.2%, and its estimated monthly branded searches moved from 9.9K to 12.1K.
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, Simple lost share of searches among face toner brands worldwide, from 4.9% to 4.2%.
How are Innisfree’s and Simple’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Innisfree’s and Simple’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.
Other head-to-heads among face toner brands
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