---
title: "Baby skincare brands in New Zealand: Which brands are most popular in search?"
description: "Compare the baby wash, lotion and nappy cream brands New Zealand parents buy. Share of Search among Weleda, Mustela, Aveeno Baby, Gaia Skin Naturals and Johnson's Baby, the baby skincare brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/nz/categories/nz-baby-skincare-brands"
publisher: "Brandwave"
---

# Baby skincare brands in New Zealand: Which brands are most popular in search?

Compare the baby wash, lotion and nappy cream brands New Zealand parents buy. Share of Search among Weleda, Mustela, Aveeno Baby, Gaia Skin Naturals and Johnson's Baby, the baby skincare brands Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: Baby skincare brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Weleda, 71.7%

## Which brand is most popular in search among baby skincare brands in New Zealand?

- In August 2026, Weleda was the most searched among baby skincare brands in New Zealand, with an estimated 7.7K branded searches and 71.7% estimated Share of Search within this set.
- Mustela is in 2nd place, 45.3 percentage points behind at 26.5% Share of Search.
- Across the 11 months ending August 2026, Weleda’s estimated Share of Search among baby skincare brands in New Zealand decreased from 74.7% to 71.7%.
- Across the 11 months ending August 2026, Mustela’s estimated Share of Search among baby skincare brands in New Zealand increased from 23.7% to 26.5%.
- Across the 11 months ending August 2026, Weleda’s estimated Share of Search among baby skincare brands in New Zealand peaked at 76% in November 2025 and was lowest at 70.2% in March 2026.
- Across the 11 months ending August 2026, Mustela’s estimated Share of Search among baby skincare brands in New Zealand peaked at 27.6% in March 2026 and was lowest at 22.2% in November 2025.
- Across the 11 months ending August 2026, Aveeno Baby’s estimated Share of Search among baby skincare brands in New Zealand peaked at 3% in May 2026 and was lowest at 1.4% in April 2026.
- Across the 11 months ending August 2026, Aveeno Baby, Gaia Skin Naturals and Johnson's Baby held steady: their estimated Share of Search among baby skincare brands in New Zealand each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Weleda vs Mustela: compare search popularity](/demand/nz/compare/mustela-vs-weleda): 71.7% against 26.5% Share of Search.

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

- In August 2026, Weleda gained estimated Share of Search among baby skincare brands in New Zealand, from 71.1% to 71.7%.
- In August 2026, Aveeno Baby lost estimated Share of Search among baby skincare brands in New Zealand, from 2.3% to 1.5%.
- Mustela’s estimated Share of Search among baby skincare brands in New Zealand has gained ground for 3 months in a row, from 23.3% to 26.5% in August 2026.
- Estimated monthly branded searches for Gaia Skin Naturals in New Zealand rose 100% over 11 measured months, from 10 to 20 in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Weleda | 71.7% | 7.7K | -3.9% | Weleda |
| 2 | Mustela | 26.5% | 2.9K | -4.0% | Mustela |
| 3 | Aveeno Baby | 1.5% | 160 | -38.5% | Aveeno |
| 4 | Gaia Skin Naturals | 0.19% | 20 | 0.0% | Gaia Skin Naturals |
| 5 | Johnson's Baby | 0.09% | 10 | 0.0% | Johnson's Baby |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Weleda | 6K | 74.7% | 1 |
| Oct 2025 | Mustela | 1.9K | 23.7% | 2 |
| Oct 2025 | Aveeno Baby | 120 | 1.5% | 3 |
| Oct 2025 | Gaia Skin Naturals | 10 | 0.12% | 4 |
| Oct 2025 | Johnson's Baby | 0 | 0% | 5 |
| Nov 2025 | Weleda | 6K | 76% | 1 |
| Nov 2025 | Mustela | 1.8K | 22.2% | 2 |
| Nov 2025 | Aveeno Baby | 110 | 1.4% | 3 |
| Nov 2025 | Gaia Skin Naturals | 20 | 0.25% | 4 |
| Nov 2025 | Johnson's Baby | 10 | 0.13% | 5 |
| Dec 2025 | Weleda | 5.9K | 75.8% | 1 |
| Dec 2025 | Mustela | 1.8K | 22.4% | 2 |
| Dec 2025 | Aveeno Baby | 130 | 1.7% | 3 |
| Dec 2025 | Gaia Skin Naturals | 10 | 0.13% | 4 |
| Dec 2025 | Johnson's Baby | 0 | 0% | 5 |
| Jan 2026 | Weleda | 5.8K | 76% | 1 |
| Jan 2026 | Mustela | 1.7K | 22.5% | 2 |
| Jan 2026 | Aveeno Baby | 110 | 1.4% | 3 |
| Jan 2026 | Gaia Skin Naturals | 10 | 0.13% | 4 |
| Jan 2026 | Johnson's Baby | 0 | 0% | 5 |
| Feb 2026 | Weleda | 5.1K | 73.6% | 1 |
| Feb 2026 | Mustela | 1.7K | 24.6% | 2 |
| Feb 2026 | Aveeno Baby | 110 | 1.6% | 3 |
| Feb 2026 | Gaia Skin Naturals | 10 | 0.14% | 4 |
| Feb 2026 | Johnson's Baby | 0 | 0% | 5 |
| Mar 2026 | Weleda | 5.4K | 70.2% | 1 |
| Mar 2026 | Mustela | 2.1K | 27.6% | 2 |
| Mar 2026 | Aveeno Baby | 140 | 1.8% | 3 |
| Mar 2026 | Gaia Skin Naturals | 20 | 0.26% | 4 |
| Mar 2026 | Johnson's Baby | 10 | 0.13% | 5 |
| Apr 2026 | Weleda | 5.8K | 72.4% | 1 |
| Apr 2026 | Mustela | 2.1K | 26% | 2 |
| Apr 2026 | Aveeno Baby | 110 | 1.4% | 3 |
| Apr 2026 | Gaia Skin Naturals | 20 | 0.25% | 4 |
| Apr 2026 | Johnson's Baby | 0 | 0% | 5 |
| May 2026 | Weleda | 6.8K | 73.5% | 1 |
| May 2026 | Mustela | 2.2K | 23.3% | 2 |
| May 2026 | Aveeno Baby | 280 | 3% | 3 |
| May 2026 | Gaia Skin Naturals | 10 | 0.11% | 4 |
| May 2026 | Johnson's Baby | 10 | 0.11% | 5 |
| Jun 2026 | Weleda | 7.8K | 72.2% | 1 |
| Jun 2026 | Mustela | 2.7K | 25.4% | 2 |
| Jun 2026 | Aveeno Baby | 230 | 2.1% | 3 |
| Jun 2026 | Gaia Skin Naturals | 20 | 0.19% | 4 |
| Jun 2026 | Johnson's Baby | 10 | 0.09% | 5 |
| Jul 2026 | Weleda | 8K | 71.1% | 1 |
| Jul 2026 | Mustela | 3K | 26.3% | 2 |
| Jul 2026 | Aveeno Baby | 260 | 2.3% | 3 |
| Jul 2026 | Gaia Skin Naturals | 20 | 0.18% | 4 |
| Jul 2026 | Johnson's Baby | 10 | 0.09% | 5 |
| Aug 2026 | Weleda | 7.7K | 71.7% | 1 |
| Aug 2026 | Mustela | 2.9K | 26.5% | 2 |
| Aug 2026 | Aveeno Baby | 160 | 1.5% | 3 |
| Aug 2026 | Gaia Skin Naturals | 20 | 0.19% | 4 |
| Aug 2026 | Johnson's Baby | 10 | 0.09% | 5 |
| Sep 2026 | Aveeno Baby | — | — | — |
| Sep 2026 | Gaia Skin Naturals | — | — | — |
| Sep 2026 | Johnson's Baby | — | — | — |
| Sep 2026 | Mustela | — | — | — |
| Sep 2026 | Weleda | — | — | — |

## What is being compared

- **Aveeno Baby**: Measured on the search terms “aveeno baby eczema” and “aveeno baby eczema therapy”, summed into one figure.
- **Gaia Skin Naturals**: Measured on the search term “gaia skin naturals”.
- **Johnson's Baby**: Measured on the search term “johnsonsbaby”.
- **Mustela**: Measured on the search terms “cleansing water mustela”, “cradle cap cream mustela”, “facial cream mustela”, “mustela”, “mustela baby”, “mustela cicastela”, “mustela cleansing gel”, “mustela cradle cap”, “mustela cradle cap shampoo”, “mustela gentle cleansing gel”, “mustela nappy cream”, “mustela near me”, “mustela nz”, “mustela online”, “mustela shampoo” and “mustela stelatopia”, summed into one figure.
- **Weleda**: Measured on the search terms “skinfood weleda”, “weleda”, “weleda arnica cream”, “weleda baby”, “weleda balm”, “weleda co nz”, “weleda deodorant”, “weleda frost cream”, “weleda hair tonic”, “weleda nappy cream”, “weleda nursing tea”, “weleda nz”, “weleda online”, “weleda powder teething”, “weleda skin food light” and “weleda skin food original ultra rich cream”, summed into one figure.

- [Aveeno Baby](/demand/nz/brands/aveeno-baby)
- [Gaia Skin Naturals](/demand/nz/brands/gaia-skin-naturals)
- [Johnson's Baby](/demand/nz/brands/johnsons-baby)
- [Mustela](/demand/nz/brands/mustela)
- [Weleda](/demand/nz/brands/weleda)

## 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 brand is most popular in search among baby skincare brands in New Zealand?

In August 2026, Weleda was the most searched among baby skincare brands in New Zealand, with an estimated 7.7K branded searches and 71.7% estimated Share of Search within this set.

## Cite this page

Brandwave. "Baby skincare brands in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-baby-skincare-brands

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-baby-skincare-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.