The INKEY List vs The Ordinary:Which is more popular by branded search?
In August 2026, The Ordinary had more branded searches than The INKEY List among everyday skincare brands worldwide. The Ordinary was estimated to have 199K branded searches compared to The INKEY List’s 83.3K, and held a 3.8% Share of Search versus The INKEY List’s 1.6%. Worldwide · English terms: these are worldwide searches for English-language branded terms.
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Which is more popular in search, The INKEY List or The Ordinary?
Compare brands that offer everyday facial skincare products. 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 The Ordinary, The INKEY List. The figures are in the table below the chart.
View monthly share of search table
| Month | CeraVe | Cetaphil | Paula's Choice | The Ordinary | The INKEY List |
|---|---|---|---|---|---|
| Oct 2025 | 43.6% | 39.7% | 10.5% | 4.3% | 1.9% |
| Nov 2025 | 40.3% | 40.8% | 11.1% | 4.9% | 2.9% |
| Dec 2025 | 43.4% | 39.6% | 10.1% | 4.7% | 2.3% |
| Jan 2026 | 41.7% | 41.9% | 9.7% | 4.5% | 2.2% |
| Feb 2026 | 43.7% | 39.8% | 10.2% | 4.4% | 1.9% |
| Mar 2026 | 42.7% | 39.9% | 10% | 5.1% | 2.3% |
| Apr 2026 | 42.9% | 39.9% | 10.1% | 4.9% | 2.3% |
| May 2026 | 44.9% | 38.3% | 10.4% | 4.5% | 2% |
| Jun 2026 | 45.5% | 39.7% | 8.9% | 4.2% | 1.7% |
| Jul 2026 | 44.4% | 41.2% | 8.7% | 4% | 1.6% |
| Aug 2026 | 44.1% | 40.2% | 10.2% | 3.8% | 1.6% |
| Sep 2026 | — | — | — | — | — |
How has the The INKEY List and The Ordinary comparison changed over the last 12 months?
3 findings
- The Ordinary was ahead of The INKEY List in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, The INKEY List’s estimated Share of Search among everyday skincare brands worldwide moved from 1.9% to 1.6%, and its estimated monthly branded searches moved from 102K to 83.3K.
- Across the 11 months ending August 2026, The Ordinary’s estimated Share of Search among everyday skincare brands worldwide moved from 4.3% to 3.8%, and its estimated monthly branded searches moved from 225K to 199K.
How did search popularity change for everyday skincare brands worldwide in August 2026?
2 changes
The Ordinary’s estimated Share of Search among everyday skincare brands worldwide has lost ground for 3 months in a row, from 4.5% to 3.8% in August 2026.
Estimated monthly branded searches for The INKEY List worldwide fell 17.9% over 11 measured months, from 102K to 83.3K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using The INKEY List’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.
The INKEY List
9 branded search terms
- inkey list
- serum the inkey list
- skincare the inkey list
- the inkey list
- the inkey list cleanser
- the inkey list serum
- the inkey list skincare
- theinkeylist
- theinkeylist com
The Ordinary
5 branded search terms
- serum the ordinary
- skincare the ordinary
- the ordinary niacinamide
- the ordinary retinol
- theordinary com
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