---
title: "The INKEY List vs The Ordinary: Which is more popular by branded search?"
description: "Which is more popular in search, The INKEY List or The Ordinary? Compare estimated monthly branded-search demand and Share of Search inside the Everyday skincare brands set worldwide. 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."
canonical: "https://gobrandwave.com/demand/global-en/compare/the-inkey-list-vs-the-ordinary-skincare"
publisher: "Brandwave"
---

# The INKEY List vs The Ordinary: Which is more popular by branded search?

Which is more popular in search, The INKEY List or The Ordinary? Compare estimated monthly branded-search demand and Share of Search inside the Everyday skincare brands set worldwide. 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.

## Key facts

- **Compared**: The INKEY List and The Ordinary
- **Competitive set**: Everyday skincare brands
- **Market**: Global
- **Month measured**: Aug 2026
- **The INKEY List Share of Search**: 1.6%
- **The Ordinary Share of Search**: 3.8%

## Which is more popular in search, The INKEY List or The Ordinary?

- 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%.
- 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?

- 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.

## Month by month

| Month | The INKEY List estimated searches | The INKEY List Share of Search | The INKEY List rank | The Ordinary estimated searches | The Ordinary Share of Search | The Ordinary rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 102K | 1.9% | 5 | 225K | 4.3% | 4 |
| Nov 2025 | 168K | 2.9% | 5 | 286K | 4.9% | 4 |
| Dec 2025 | 124K | 2.3% | 5 | 257K | 4.7% | 4 |
| Jan 2026 | 124K | 2.2% | 5 | 259K | 4.5% | 4 |
| Feb 2026 | 101K | 1.9% | 5 | 232K | 4.4% | 4 |
| Mar 2026 | 124K | 2.3% | 5 | 279K | 5.1% | 4 |
| Apr 2026 | 124K | 2.3% | 5 | 271K | 4.9% | 4 |
| May 2026 | 102K | 2% | 5 | 232K | 4.5% | 4 |
| Jun 2026 | 83.4K | 1.7% | 5 | 209K | 4.2% | 4 |
| Jul 2026 | 83.3K | 1.6% | 5 | 205K | 4% | 4 |
| Aug 2026 | 83.3K | 1.6% | 5 | 199K | 3.8% | 4 |
| Sep 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**: Measured on the 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” and “theinkeylist com”, summed into one figure.
- **The Ordinary**: Measured on the search terms “serum the ordinary”, “skincare the ordinary”, “the ordinary niacinamide”, “the ordinary retinol” and “theordinary com”, summed into one figure.

- [The INKEY List profile](/demand/global-en/brands/the-inkey-list)
- [The Ordinary profile](/demand/global-en/brands/the-ordinary-skincare)
- [All everyday skincare brands worldwide](/demand/global-en/categories/everyday-skincare-brands): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, The INKEY List or The Ordinary?

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%.

## Cite this page

Brandwave. "The INKEY List vs The Ordinary: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/the-inkey-list-vs-the-ordinary-skincare

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/the-inkey-list-vs-the-ordinary-skincare. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.