---
title: "Face toner brands in New Zealand: Which are searched most?"
description: "Compare the face toner brands people buy. Share of Search among COSRX, Beauty of Joseon, Laneige, Essano, Innisfree, Round Lab and Anua, the face toner 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-face-toner-brands"
publisher: "Brandwave"
---

# Face toner brands in New Zealand: Which are searched most?

Compare the face toner brands people buy. Share of Search among COSRX, Beauty of Joseon, Laneige, Essano, Innisfree, Round Lab and Anua, the face toner 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**: Face toner brands
- **Market**: New Zealand
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: COSRX, 35.8%

## Which brand is most popular in search among face toner brands in New Zealand?

- In September 2026, COSRX was the most searched among face toner brands in New Zealand, with an estimated 9.3K branded searches, 35.8% of all searches for the seven we track.
- Beauty of Joseon is in 2nd place, 4.1 percentage points behind at 31.7%.
- Across the 12 months ending September 2026, COSRX’s share of searches among face toner brands in New Zealand increased from 32.8% to 35.8%.
- Across the 12 months ending September 2026, Beauty of Joseon’s share of searches among face toner brands in New Zealand increased from 25.9% to 31.7%.
- 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, Essano’s share of searches among face toner brands in New Zealand decreased from 11.5% to 9.9%.
- Across the 12 months ending September 2026, Round Lab’s share of searches among face toner brands in New Zealand increased from 1.3% to 2.2%.
- Across the 12 months ending September 2026, COSRX’s share of searches among face toner brands in New Zealand peaked at 37.8% in April 2026 and was lowest at 27.7% in November 2025.
- Across the 12 months ending September 2026, Beauty of Joseon’s share of searches among face toner brands in New Zealand peaked at 31.7% in September 2026 and was lowest at 25.2% in February 2026.
- 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.
- Across the 12 months ending September 2026, Essano’s share of searches among face toner brands in New Zealand peaked at 15.3% in May 2026 and was lowest at 9% in March 2026.
- Across the 12 months ending September 2026, Innisfree’s share of searches among face toner brands in New Zealand peaked at 4.3% in August 2026 and was lowest at 2.6% in November 2025.
- Across the 12 months ending September 2026, Innisfree and Anua held steady: their share of searches among face toner brands in New Zealand each moved less than 0.5 percentage points.

## Top face toner brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, COSRX and Laneige were mentioned most often, in three of the four answers. Laneige was recommended most often, coming first in both answers that gave a list. COSRX was second, and Anua was third. Beauty of Joseon, which ranked second in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Laneige | 1st | 2 of 3 | 1 of 1 | 3 of 4 |
| COSRX | 2nd | 3 of 3 | 0 of 1 | 3 of 4 |
| Anua | 3rd | 1 of 3 | 0 of 1 | 1 of 4 |
| Beauty of Joseon | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Essano | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Innisfree | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Round Lab | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about face toner brands

- Asked ChatGPT "Which face toner brand should I buy in New Zealand?": 1. COSRX
- Asked ChatGPT "What are the best face toner brands in New Zealand?": 1. Laneige, 2. COSRX, 3. Anua
- Asked ChatGPT "What's the best face toner brand in New Zealand for daily skincare?": 1. Laneige, 2. COSRX
- Searched Google, AI Overview "best face toner": 1. Laneige

Not named in any answer: Beauty of Joseon, Essano, Innisfree and Round Lab.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [COSRX vs Beauty of Joseon: compare search popularity](/demand/nz/compare/beauty-of-joseon-vs-cosrx): 35.8% against 31.7% Share of Search.
- [COSRX vs Laneige: compare search popularity](/demand/nz/compare/cosrx-vs-laneige): 35.8% against 17.6% Share of Search.
- [COSRX vs Essano: compare search popularity](/demand/nz/compare/cosrx-vs-essano): 35.8% against 9.9% Share of Search.
- [COSRX vs Innisfree: compare search popularity](/demand/nz/compare/cosrx-vs-innisfree): 35.8% against 2.8% Share of Search.
- [Beauty of Joseon vs Laneige: compare search popularity](/demand/nz/compare/beauty-of-joseon-vs-laneige): 31.7% against 17.6% Share of Search.
- [Beauty of Joseon vs Essano: compare search popularity](/demand/nz/compare/beauty-of-joseon-vs-essano): 31.7% against 9.9% Share of Search.
- [Beauty of Joseon vs Innisfree: compare search popularity](/demand/nz/compare/beauty-of-joseon-vs-innisfree): 31.7% against 2.8% Share of Search.
- [Laneige vs Essano: compare search popularity](/demand/nz/compare/essano-vs-laneige): 17.6% against 9.9% Share of Search.
- [Laneige vs Innisfree: compare search popularity](/demand/nz/compare/innisfree-vs-laneige): 17.6% against 2.8% Share of Search.
- [Essano vs Innisfree: compare search popularity](/demand/nz/compare/essano-vs-innisfree): 9.9% against 2.8% Share of Search.

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

- In September 2026, Beauty of Joseon gained share of searches among face toner brands in New Zealand, from 28.4% to 31.7%.
- In September 2026, COSRX gained share of searches among face toner brands in New Zealand, from 34% to 35.8%.
- In September 2026, Laneige lost share of searches among face toner brands in New Zealand, from 20.3% to 17.6%.
- In September 2026, Innisfree lost share of searches among face toner brands in New Zealand, from 4.3% to 2.8%.
- In September 2026, Essano lost share of searches among face toner brands in New Zealand, from 10.8% to 9.9%.
- Estimated monthly branded searches for Round Lab in New Zealand rose 128% over 12 measured months, from 250 to 570 in September 2026.
- Estimated monthly branded searches for Anua in New Zealand fell 50% over 12 measured months, from 40 to 20 in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | COSRX | 35.8% | 9.3K | +13.5% | COSRX |
| 2 | Beauty of Joseon | 31.7% | 8.3K | +20.4% | Beauty of Joseon |
| 3 | Laneige | 17.6% | 4.6K | -6.9% | Laneige |
| 4 | Essano | 9.9% | 2.6K | -1.5% | Essano |
| 5 | Innisfree | 2.8% | 720 | -30.8% | Innisfree |
| 6 | Round Lab | 2.2% | 570 | +14.0% | Round Lab |
| 7 | Anua | 0.08% | 20 | 0.0% | Anua |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | COSRX | 6.2K | 32.8% | 1 |
| Oct 2025 | Beauty of Joseon | 4.9K | 25.9% | 2 |
| Oct 2025 | Laneige | 4.8K | 25.2% | 3 |
| Oct 2025 | Essano | 2.2K | 11.5% | 4 |
| Oct 2025 | Innisfree | 600 | 3.2% | 5 |
| Oct 2025 | Round Lab | 250 | 1.3% | 6 |
| Oct 2025 | Anua | 40 | 0.21% | 7 |
| Nov 2025 | Beauty of Joseon | 6.8K | 29.4% | 1 |
| Nov 2025 | Laneige | 6.8K | 29.4% | 2 |
| Nov 2025 | COSRX | 6.4K | 27.7% | 3 |
| Nov 2025 | Essano | 2.1K | 9.4% | 4 |
| Nov 2025 | Innisfree | 600 | 2.6% | 5 |
| Nov 2025 | Round Lab | 310 | 1.3% | 6 |
| Nov 2025 | Anua | 50 | 0.22% | 7 |
| Dec 2025 | Laneige | 6.7K | 30.7% | 1 |
| Dec 2025 | COSRX | 6.4K | 29.5% | 2 |
| Dec 2025 | Beauty of Joseon | 5.5K | 25.4% | 3 |
| Dec 2025 | Essano | 2.2K | 10.1% | 4 |
| Dec 2025 | Innisfree | 590 | 2.7% | 5 |
| Dec 2025 | Round Lab | 310 | 1.4% | 6 |
| Dec 2025 | Anua | 40 | 0.18% | 7 |
| Jan 2026 | COSRX | 6.5K | 30.6% | 1 |
| Jan 2026 | Beauty of Joseon | 6.3K | 29.4% | 2 |
| Jan 2026 | Laneige | 5.3K | 25% | 3 |
| Jan 2026 | Essano | 2.3K | 10.6% | 4 |
| Jan 2026 | Innisfree | 590 | 2.8% | 5 |
| Jan 2026 | Round Lab | 310 | 1.5% | 6 |
| Jan 2026 | Anua | 30 | 0.14% | 7 |
| Feb 2026 | COSRX | 6.6K | 36% | 1 |
| Feb 2026 | Beauty of Joseon | 4.6K | 25.2% | 2 |
| Feb 2026 | Laneige | 4.5K | 24.3% | 3 |
| Feb 2026 | Essano | 1.8K | 9.9% | 4 |
| Feb 2026 | Innisfree | 500 | 2.7% | 5 |
| Feb 2026 | Round Lab | 310 | 1.7% | 6 |
| Feb 2026 | Anua | 30 | 0.16% | 7 |
| Mar 2026 | COSRX | 7.7K | 37.5% | 1 |
| Mar 2026 | Beauty of Joseon | 5.5K | 26.5% | 2 |
| Mar 2026 | Laneige | 4.5K | 21.9% | 3 |
| Mar 2026 | Essano | 1.9K | 9% | 4 |
| Mar 2026 | Innisfree | 610 | 3% | 5 |
| Mar 2026 | Round Lab | 390 | 1.9% | 6 |
| Mar 2026 | Anua | 40 | 0.19% | 7 |
| Apr 2026 | COSRX | 7.8K | 37.8% | 1 |
| Apr 2026 | Beauty of Joseon | 5.5K | 26.6% | 2 |
| Apr 2026 | Laneige | 4.4K | 21.1% | 3 |
| Apr 2026 | Essano | 1.9K | 9.2% | 4 |
| Apr 2026 | Innisfree | 670 | 3.2% | 5 |
| Apr 2026 | Round Lab | 410 | 2% | 6 |
| Apr 2026 | Anua | 30 | 0.14% | 7 |
| May 2026 | COSRX | 8.7K | 36.3% | 1 |
| May 2026 | Beauty of Joseon | 6.4K | 26.5% | 2 |
| May 2026 | Laneige | 4K | 16.9% | 3 |
| May 2026 | Essano | 3.7K | 15.3% | 4 |
| May 2026 | Innisfree | 790 | 3.3% | 5 |
| May 2026 | Round Lab | 370 | 1.5% | 6 |
| May 2026 | Anua | 30 | 0.13% | 7 |
| Jun 2026 | COSRX | 8K | 35.7% | 1 |
| Jun 2026 | Beauty of Joseon | 6.5K | 29% | 2 |
| Jun 2026 | Laneige | 4.4K | 19.5% | 3 |
| Jun 2026 | Essano | 2.4K | 10.7% | 4 |
| Jun 2026 | Innisfree | 710 | 3.2% | 5 |
| Jun 2026 | Round Lab | 390 | 1.7% | 6 |
| Jun 2026 | Anua | 30 | 0.13% | 7 |
| Jul 2026 | COSRX | 7.7K | 34% | 1 |
| Jul 2026 | Beauty of Joseon | 6.5K | 28.5% | 2 |
| Jul 2026 | Laneige | 4.9K | 21.4% | 3 |
| Jul 2026 | Essano | 2.4K | 10.5% | 4 |
| Jul 2026 | Innisfree | 780 | 3.4% | 5 |
| Jul 2026 | Round Lab | 480 | 2.1% | 6 |
| Jul 2026 | Anua | 20 | 0.09% | 7 |
| Aug 2026 | COSRX | 8.2K | 34% | 1 |
| Aug 2026 | Beauty of Joseon | 6.9K | 28.4% | 2 |
| Aug 2026 | Laneige | 4.9K | 20.3% | 3 |
| Aug 2026 | Essano | 2.6K | 10.8% | 4 |
| Aug 2026 | Innisfree | 1K | 4.3% | 5 |
| Aug 2026 | Round Lab | 500 | 2.1% | 6 |
| Aug 2026 | Anua | 20 | 0.08% | 7 |
| Sep 2026 | COSRX | 9.3K | 35.8% | 1 |
| Sep 2026 | Beauty of Joseon | 8.3K | 31.7% | 2 |
| Sep 2026 | Laneige | 4.6K | 17.6% | 3 |
| Sep 2026 | Essano | 2.6K | 9.9% | 4 |
| Sep 2026 | Innisfree | 720 | 2.8% | 5 |
| Sep 2026 | Round Lab | 570 | 2.2% | 6 |
| Sep 2026 | Anua | 20 | 0.08% | 7 |

## What is being compared

- **Anua**: Measured on the search term “anua korean skincare”.
- **Beauty of Joseon**: Measured on the 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” and “beauty of joseon toner”, summed into one figure.
- **COSRX**: Measured on the search terms “cosrx”, “cosrx cleanser”, “cosrx face cleanser”, “cosrx korean skincare”, “cosrx serum”, “cosrx skincare”, “cosrx snail mucin”, “cosrx sunscreen”, “cosrx toner” and “master patch cosrx”, summed into one figure.
- **Essano**: Measured on the search terms “essano”, “essano cleanser”, “essano eye cream”, “essano night cream”, “essano rosehip oil”, “essano serum” and “essano toner”, summed into one figure.
- **Innisfree**: Measured on the search terms “innisfree”, “innisfree lip balm”, “innisfree powder”, “innisfree retinol”, “innisfree spf” and “innisfree super volcanic”, summed into one figure.
- **Laneige**: Measured on the search terms “laneige”, “laneige cream skin”, “laneige lip”, “laneige lip balm”, “laneige lip mask”, “laneige lip tint”, “laneige milk toner”, “laneige moisturiser”, “laneige skincare”, “laneige sleeping mask” and “laneige toner”, summed into one figure.
- **Round Lab**: Measured on the search terms “round lab”, “round lab moisturizer” and “roundlab”, summed into one figure.

- [Anua](/demand/nz/brands/anua)
- [Beauty of Joseon](/demand/nz/brands/beauty-of-joseon)
- [COSRX](/demand/nz/brands/cosrx)
- [Essano](/demand/nz/brands/essano)
- [Innisfree](/demand/nz/brands/innisfree)
- [Laneige](/demand/nz/brands/laneige)
- [Round Lab](/demand/nz/brands/round-lab)

## Methodology

- [How is the Brand Demand Index 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 face toner brands in New Zealand?

In September 2026, COSRX was the most searched among face toner brands in New Zealand, with an estimated 9.3K branded searches, 35.8% of all searches for the seven we track.

## Cite this page

Brandwave. "Face toner brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-face-toner-brands

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