Brandwave

How popular isMustela?

In September 2026, people searched for Mustela by name about 1,990 times in New Zealand, a 22.1% increase from the previous year. These searches made up 9.9% of all New Zealand baby skincare brand searches, placing Mustela fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about baby skincare brands, Mustela appeared in one of the five answers and was the seventh most recommended of the nine.

Search and AI answers in September 2026

Mustela is the fifth most searched of 9 competitors and the seventh most recommended in AI answers.

  1. WeledaShare of searches 31%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  2. CetaphilShare of searches 30%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. MooGooShare of searches 14.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. ecostoreShare of searches 10.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. MustelaShare of searches 9.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

+4 more

Mustela website (opens in a new tab)

Follow Mustela and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top baby skincare brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mustela was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Mustela is the seventh most recommended of the nine.

Most recommended by AI

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

  1. QV Skincare1st
  2. MooGoo2nd
  3. Cetaphil3rd
  4. Aveeno Baby4th
  5. ecostore5th
  6. Weleda6th
  7. Mustela7th
  8. Gaia Skin Naturals–
  9. Johnson's Baby–

Mentioned by AI

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

  • MooGoo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • QV Skincare4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Weleda3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cetaphil3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ecostore2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aveeno Baby2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mustela1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gaia Skin Naturals0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Johnson's Baby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby 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 20, 2026.

Which baby skincare brands compete with Mustela?

Mustela against baby skincare brands in New Zealand, by month

Share of searches by month for Weleda, Cetaphil, MooGoo, ecostore, Mustela, Aveeno Baby. The figures are in the table below the chart.

View monthly share of searches table
MonthWeledaCetaphilMooGooecostoreMustelaAveeno BabyQV SkincareGaia Skin NaturalsJohnson's Baby
Oct 202530.5%32.4%9.7%13.8%9.9%3.3%0.3%0.06%0%
Nov 202528.8%31.3%11%16.4%9%3.2%0.29%0.12%0.06%
Dec 202530.8%32.7%9.7%13.8%9.4%3.3%0.3%0.06%0%
Jan 202630.2%32.7%9.7%14.4%9%3.3%0.55%0.06%0%
Feb 202629.7%30.7%9.1%16.1%10.1%3.7%0.63%0.07%0%
Mar 202628.1%30.6%10.3%14.6%12%3.6%0.58%0.13%0.06%
Apr 202630.7%30.6%10.2%14.5%10.7%2.8%0.45%0.13%0%
May 202631.6%32.5%9.3%13.4%9.8%2.7%0.64%0.06%0.06%
Jun 202632.6%27.9%10.8%12.9%12.1%3.1%0.4%0.11%0.06%
Jul 202634.1%30.3%9.7%10.6%11.5%3.4%0.36%0.1%0.05%
Aug 202631.7%29.3%11.6%11.5%11.6%3.9%0.24%0.1%0.05%
Sep 202631%30%14.5%10.7%9.9%3.5%0.25%0.15%0.05%

  1. 1.Weleda

    31%

    Held 1st. 6.2K estimated branded searches, -5.2% vs prior month. Share -0.7 points.

  2. 2.Cetaphil

    30%

    Held 2nd. 6K estimated branded searches, -0.83% vs prior month. Share +0.7 points.

  3. 3.MooGoo

    14.5%

    Held 3rd. 2.9K estimated branded searches, +20.8% vs prior month. Share +2.9 points.

  4. 4.ecostore

    10.7%

    Moved from 5th to 4th. 2.1K estimated branded searches, -9.7% vs prior month. Share -0.8 points.

  5. 5.Mustela

    9.9%

    Moved from 4th to 5th. 2K estimated branded searches, -16.7% vs prior month. Share -1.6 points.

  6. 6.Aveeno Baby

    3.5%

    Held 6th. 700 estimated branded searches, -13.6% vs prior month. Share -0.4 points.

  7. 7.QV Skincare

    0.25%

    Held 7th. 50 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Gaia Skin Naturals

    0.15%

    Held 8th. 30 estimated branded searches, +50% vs prior month. Share +0.1 points.

  9. 9.Johnson's Baby

    0.05%

    Held 9th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Mustela and its closest rivals

Every comparison with Mustela

6 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Mustela in New Zealand rose from 1.6K to 2K.
  • Across the 12 months ending September 2026, Mustela’s share of searches among baby skincare brands in New Zealand peaked at 12.1% in June 2026 and was lowest at 9% in November 2025.
  • Across the 12 months ending September 2026, Mustela fell from 4th to 5th among baby skincare brands in New Zealand.

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

6 changes

  1. In September 2026, MooGoo gained share of searches among baby skincare brands in New Zealand, from 11.6% to 14.5%.

  2. In September 2026, Cetaphil gained share of searches among baby skincare brands in New Zealand, from 29.3% to 30%.

  3. In September 2026, Mustela lost share of searches among baby skincare brands in New Zealand, from 11.6% to 9.9%.

  4. In September 2026, ecostore lost share of searches among baby skincare brands in New Zealand, from 11.5% to 10.7%.

  5. In September 2026, Weleda lost share of searches among baby skincare brands in New Zealand, from 31.7% to 31%.

  6. Estimated monthly branded searches for Gaia Skin Naturals in New Zealand rose 200% over 12 measured months, from 10 to 30 in September 2026.

How are Mustela’s branded searches counted?

10 search terms

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

  • cleansing water mustela
  • facial cream mustela
  • mustela
  • mustela baby
  • mustela cicastela
  • mustela cleansing gel
  • mustela cradle cap
  • mustela nappy cream
  • mustela shampoo
  • mustela stelatopia

Do you work for Mustela? 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

Creator with pink hair and a pink jacket

Is Mustela your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free