Brandwave

Beauty of Joseon vs Kiehl's:Which is more popular?

In September 2026, Beauty of Joseon had more branded searches than Kiehl's among face cleanser brands in New Zealand. Beauty of Joseon had about 8,260 branded searches, while Kiehl's had 2,740. Beauty of Joseon made up 8.8% of all face cleanser brand searches we track, and Kiehl's accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about face cleanser brands, Kiehl's appeared in one of the five answers and Beauty of Joseon in none.

Among face cleanser brands in New Zealand in September 2026

Who do people search for more?

Beauty of Joseon, about 3 searches for every 1 for Kiehl's

Beauty of Joseon 8.3K searchesKiehl's 2.7K searches

Who does AI mention more?

Kiehl's, mentioned in 1 of 5 answers, Beauty of Joseon in 0

Kiehl's in 1 of 5Beauty of Joseon in 0 of 5

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Top face cleanser brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kiehl's was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Beauty of Joseon did not appear in any of the five answers.

Most recommended by AI

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

  1. CeraVe1st
  2. Cetaphil2nd
  3. La Roche-Posay3rd
  4. COSRX4th
  5. The Ordinary5th
  6. Kiehl's6th
  7. Beauty of Joseon–
  8. Neutrogena–
  9. Aveeno–
  10. Bioderma–
  11. +4 more

Mentioned by AI

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

  • La Roche-Posay4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CeraVe4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cetaphil3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Ordinary2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • COSRX1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kiehl's1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Beauty of Joseon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Neutrogena0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aveeno0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bioderma0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+4 more

See every answer about face cleanser 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 19, 2026.

Is Beauty of Joseon or Kiehl's more popular in search?

This chart shows how often people search Google for Beauty of Joseon and Kiehl's by name. Each line represents a brand's share of searches for all 14 face cleanser brands we track, month by month, from searches in New Zealand.

Beauty of Joseon and Kiehl's among face cleanser brands in New Zealand, by month

Share of searches by month for Beauty of Joseon, Kiehl's. The figures are in the table below the chart.

View monthly share of searches table
MonthLa Roche-PosayCeraVeCOSRXThe OrdinaryCetaphilBeauty of JoseonNeutrogenaAveenoKiehl'sBiodermaMedik8GarnierEucerinSKIN1004
Oct 202518.5%17.1%8.3%12%9.7%6.5%9%5.2%5.4%2.3%1.9%2%1.3%0.84%
Nov 202519.7%16%7.6%12.7%8.9%8.1%7.4%4.6%7%2%1.7%2.1%0.98%1.3%
Dec 202518.8%18.6%8.4%11.7%9.5%7.3%8.1%4.6%5.2%1.8%1.5%2.2%0.96%1.2%
Jan 202618.3%20.5%8.2%11.7%9.4%7.9%8%4.2%3.4%2.3%1.8%1.9%1.1%1.2%
Feb 202617.6%20.4%10%11.3%9.2%7%8.3%4.5%3.3%2.3%1.7%2.2%1.2%0.97%
Mar 202616.6%20%10.6%10.9%8.8%7.5%8.7%5%3.7%2.2%2%2.1%1.1%1.1%
Apr 202618.8%20%10%11.9%8.5%7%7.8%4.4%2.8%2.4%2.3%1.9%1%1.1%
May 202617%20%10.5%11.6%9.4%7.7%7.9%4.3%3.8%1.9%2.1%1.8%0.94%1%
Jun 202617.6%21.5%9.8%10.2%8.6%7.9%8.5%4.7%2.6%2.2%2.1%2%1.1%1%
Jul 202616.4%20.8%8.8%11%9.4%7.3%8.3%5.7%3.1%2.2%2.4%2.3%1.1%1.2%
Aug 202615.7%20.9%8.6%10.2%9.3%7.2%9.4%5.5%4.2%2.4%2.3%2.2%1.1%1.1%
Sep 202619%18.6%9.9%9.8%9.4%8.8%7.4%5.2%2.9%2.5%2.3%2.1%1.1%0.93%

How has the Beauty of Joseon and Kiehl's comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Beauty of Joseon overtook Neutrogena to rank 6th among face cleanser brands in New Zealand, with 8.8% of the searches.

  2. In September 2026, Kiehl's lost share of searches among face cleanser brands in New Zealand, from 4.2% to 2.9%.

How are branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using Beauty of Joseon’s and Kiehl'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.

Beauty of Joseon

8 branded search terms

  • 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

Kiehl's

5 branded search terms

  • kiehls
  • kiehls cleanser
  • kiehls facial cleanser
  • kiehls serum
  • kiehls skincare

How the Brand Demand Index is measured

Other head-to-heads among face cleanser brands

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