Brandwave

How popular isBeauty of Joseon?

In September 2026, people searched for Beauty of Joseon by name about 8,260 times in New Zealand, a 68.2% increase from the previous year. These searches made up 31.2% of all New Zealand korean skincare brand searches, placing Beauty of Joseon second out of seven brands. When we asked both ChatGPT and Google AI Overviews about korean skincare brands, Beauty of Joseon appeared in three of the five answers and was the most recommended of the seven.

Search and AI answers in September 2026

Beauty of Joseon is the second most searched of 7 competitors and the most recommended in AI answers.

  1. COSRXShare of searches 35%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. Beauty of JoseonShare of searches 31.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. LaneigeShare of searches 17.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. AnuaShare of searches 5.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. Round LabShare of searches 4.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top korean skincare brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Beauty of Joseon was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Beauty of Joseon is the most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Beauty of Joseon1st
  2. COSRX2nd
  3. Anua3rd
  4. SKIN10044th
  5. Round Lab5th
  6. Innisfree6th
  7. Laneige–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • COSRX3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Beauty of Joseon3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Anua3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SKIN10043 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Round Lab2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Innisfree1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Laneige0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about korean skincare brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which korean skincare brands compete with Beauty of Joseon?

Beauty of Joseon against korean skincare brands in New Zealand, by month

Share of searches by month for COSRX, Beauty of Joseon, Laneige, Anua, Round Lab, SKIN1004, Innisfree. The figures are in the table below the chart.

View monthly share of searches table
MonthCOSRXBeauty of JoseonLaneigeAnuaRound LabSKIN1004Innisfree
Oct 202533.4%26.4%26%4.6%2.9%3.3%3.5%
Nov 202526.9%28.7%29%5.2%3%4.5%2.7%
Dec 202528.8%25.1%30.8%4.7%3.5%4.2%2.8%
Jan 202629.5%28.8%24.7%6.3%3.3%4.3%3%
Feb 202635.6%25%24.5%5.1%3.4%3.4%2.9%
Mar 202636.2%25.7%21.6%5.9%3.9%3.6%3.1%
Apr 202636.3%25.8%20.7%6.2%3.9%3.7%3.4%
May 202638.2%27.8%18%5.2%3.5%3.5%3.7%
Jun 202635.3%28.8%19.6%5.4%4.1%3.5%3.4%
Jul 202633%27.8%21.2%5.8%4.3%4.2%3.6%
Aug 202633%27.7%20.2%6.1%4.5%4%4.4%
Sep 202635%31.2%17.5%5.7%4.5%3.2%2.9%

  1. 1.COSRX

    35%

    Held 1st. 9.2K estimated branded searches, +14.2% vs prior month. Share +2 points.

  2. 2.Beauty of Joseon

    31.2%

    Held 2nd. 8.2K estimated branded searches, +21% vs prior month. Share +3.5 points.

  3. 3.Laneige

    17.5%

    Held 3rd. 4.6K estimated branded searches, -6.9% vs prior month. Share -2.7 points.

  4. 4.Anua

    5.7%

    Held 4th. 1.5K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Round Lab

    4.5%

    Held 5th. 1.2K estimated branded searches, +6.4% vs prior month. Share 0 points.

  6. 6.SKIN1004

    3.2%

    Moved from 7th to 6th. 830 estimated branded searches, -14.4% vs prior month. Share -0.8 points.

  7. 7.Innisfree

    2.9%

    Moved from 6th to 7th. 770 estimated branded searches, -28.7% vs prior month. Share -1.5 points.

Compare popularity between Beauty of Joseon and its closest rivals

Every comparison with Beauty of Joseon

19 comparisons

How has branded search demand for Beauty of Joseon changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Beauty of Joseon in New Zealand rose from 4.9K to 8.3K.
  • Across the 12 months ending September 2026, Beauty of Joseon’s share of searches among korean skincare brands in New Zealand increased from 26.4% to 31.2%.
  • Across the 12 months ending September 2026, Beauty of Joseon’s share of searches among korean skincare brands in New Zealand peaked at 31.2% in September 2026 and was lowest at 25% in February 2026.

How did search popularity change for New Zealand korean skincare brands in September 2026?

6 changes

  1. In September 2026, Beauty of Joseon gained share of searches among korean skincare brands in New Zealand, from 27.7% to 31.2%.

  2. In September 2026, COSRX gained share of searches among korean skincare brands in New Zealand, from 33% to 35%.

  3. In September 2026, Laneige lost share of searches among korean skincare brands in New Zealand, from 20.2% to 17.5%.

  4. In September 2026, Innisfree lost share of searches among korean skincare brands in New Zealand, from 4.4% to 2.9%.

  5. In September 2026, SKIN1004 lost share of searches among korean skincare brands in New Zealand, from 4% to 3.2%.

  6. Estimated monthly branded searches for Round Lab in New Zealand rose 120.8% over 12 measured months, from 530 to 1.2K in September 2026.

How are Beauty of Joseon’s branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Beauty of Joseon’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • beauty of joseon
  • beauty of joseon cleanser
  • beauty of joseon cream
  • beauty of joseon moisturizer
  • beauty of joseon serum
  • beauty of joseon skincare
  • beauty of joseon sunscreen
  • beauty of joseon toner

Do you work for Beauty of Joseon? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Beauty of Joseon compete?

Beauty of Joseon is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Skincare brands6th of 227.7%Show ranking
Face cleanser brands6th of 148.8%Show ranking
SPF brands5th of 79.5%Show ranking
Korean skincare brands2nd of 731.2%Shown above
Face toner brands2nd of 731.7%Show ranking
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