Brandwave

How popular isLaneige?

In September 2026, people searched for Laneige by name about 4,600 times in New Zealand, about the same as the previous year. These searches made up 17.6% of all New Zealand face toner brand searches, placing Laneige third out of seven brands. When we asked both ChatGPT and Google AI Overviews about face toner brands, Laneige appeared in three of the four answers and was the most recommended of the seven.

Search and AI answers in September 2026

Laneige is the third most searched of 7 competitors and the most recommended in AI answers.

  1. COSRXShare of searches 35.8%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  2. Beauty of JoseonShare of searches 31.7%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. LaneigeShare of searches 17.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  4. EssanoShare of searches 9.9%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. InnisfreeShare of searches 2.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top face toner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Laneige was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Laneige 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. Laneige1st
  2. COSRX2nd
  3. Anua3rd
  4. Beauty of Joseon–
  5. Essano–
  6. Innisfree–
  7. Round Lab–

Mentioned by AI

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

  • COSRX3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Laneige3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Anua1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Beauty of Joseon0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Essano0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Innisfree0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Round Lab0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about face toner brands

4 answers

  • Asked ChatGPT

    “Which face toner brand should I buy in New Zealand?”

    1. 1COSRX

  • Asked ChatGPT

    “What are the best face toner brands in New Zealand?”

    1. 1Laneige
    2. 2COSRX
    3. 3Anua

  • Asked ChatGPT

    “What's the best face toner brand in New Zealand for daily skincare?”

    1. 1Laneige
    2. 2COSRX

  • Searched Google, AI Overview

    “best face toner”

    1. 1Laneige

  • Searched Google, AI Overview

    “hydrating toner”

    Google showed no AI Overview for this search.

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 face toner brands compete with Laneige?

Laneige against face toner brands in New Zealand, by month

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

View monthly share of searches table
MonthCOSRXBeauty of JoseonLaneigeEssanoInnisfreeRound LabAnua
Oct 202532.8%25.9%25.2%11.5%3.2%1.3%0.21%
Nov 202527.7%29.4%29.4%9.4%2.6%1.3%0.22%
Dec 202529.5%25.4%30.7%10.1%2.7%1.4%0.18%
Jan 202630.6%29.4%25%10.6%2.8%1.5%0.14%
Feb 202636%25.2%24.3%9.9%2.7%1.7%0.16%
Mar 202637.5%26.5%21.9%9%3%1.9%0.19%
Apr 202637.8%26.6%21.1%9.2%3.2%2%0.14%
May 202636.3%26.5%16.9%15.3%3.3%1.5%0.13%
Jun 202635.7%29%19.5%10.7%3.2%1.7%0.13%
Jul 202634%28.5%21.4%10.5%3.4%2.1%0.09%
Aug 202634%28.4%20.3%10.8%4.3%2.1%0.08%
Sep 202635.8%31.7%17.6%9.9%2.8%2.2%0.08%

  1. 1.COSRX

    35.8%

    Held 1st. 9.3K estimated branded searches, +13.5% vs prior month. Share +1.8 points.

  2. 2.Beauty of Joseon

    31.7%

    Held 2nd. 8.3K estimated branded searches, +20.4% vs prior month. Share +3.3 points.

  3. 3.Laneige

    17.6%

    Held 3rd. 4.6K estimated branded searches, -6.9% vs prior month. Share -2.8 points.

  4. 4.Essano

    9.9%

    Held 4th. 2.6K estimated branded searches, -1.5% vs prior month. Share -0.9 points.

  5. 5.Innisfree

    2.8%

    Held 5th. 720 estimated branded searches, -30.8% vs prior month. Share -1.5 points.

  6. 6.Round Lab

    2.2%

    Held 6th. 570 estimated branded searches, +14% vs prior month. Share +0.1 points.

  7. 7.Anua

    0.08%

    Held 7th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Laneige and its closest rivals

Every comparison with Laneige

15 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Laneige in New Zealand held steady, from 4.8K to 4.6K.
  • Across the 12 months ending September 2026, Laneige’s share of searches among face toner brands in New Zealand decreased from 25.2% to 17.6%.
  • Across the 12 months ending September 2026, Laneige’s share of searches among face toner brands in New Zealand peaked at 30.7% in December 2025 and was lowest at 16.9% in May 2026.

How did search popularity change for New Zealand face toner brands in September 2026?

6 changes

  1. In September 2026, Beauty of Joseon gained share of searches among face toner brands in New Zealand, from 28.4% to 31.7%.

  2. In September 2026, COSRX gained share of searches among face toner brands in New Zealand, from 34% to 35.8%.

  3. In September 2026, Laneige lost share of searches among face toner brands in New Zealand, from 20.3% to 17.6%.

  4. In September 2026, Innisfree lost share of searches among face toner brands in New Zealand, from 4.3% to 2.8%.

  5. In September 2026, Essano lost share of searches among face toner brands in New Zealand, from 10.8% to 9.9%.

  6. Estimated monthly branded searches for Round Lab in New Zealand rose 128% over 12 measured months, from 250 to 570 in September 2026.

How are Laneige’s branded searches counted?

12 search terms

Brandwave collects information about searches that people make online using Laneige’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.

  • laneige
  • laneige cream skin
  • laneige lip
  • laneige lip balm
  • laneige lip mask
  • laneige lip tint
  • laneige milk toner
  • laneige moisturiser
  • laneige serum
  • laneige skincare
  • laneige sleeping mask
  • laneige toner

Do you work for Laneige? 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 Laneige compete?

Laneige is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Skincare brands8th of 224.2%Show ranking
Korean skincare brands3rd of 717.5%Show ranking
Face toner brands3rd of 717.6%Shown above
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