Beauty of Joseon vs COSRX:Which is more popular?
In September 2026, COSRX had more branded searches than Beauty of Joseon among face toner brands in New Zealand. COSRX had about 9,330 branded searches, while Beauty of Joseon had 8,260. COSRX made up 35.8% of all face toner brand searches we track, and Beauty of Joseon accounted for 31.7%. When we asked ChatGPT and Google AI Overviews about face toner brands, COSRX appeared in three of the four answers and Beauty of Joseon in none.
Who do people search for more?
COSRX, about 13% more searches than Beauty of Joseon
Who does AI mention more?
COSRX, mentioned in 3 of 4 answers, Beauty of Joseon in 0
Who does AI recommend more?
COSRX, the only one of the two named
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Top face toner brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, COSRX was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Beauty of Joseon did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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?”
Asked ChatGPT
“What are the best face toner brands in New Zealand?”
Asked ChatGPT
“What's the best face toner brand in New Zealand for daily skincare?”
Searched Google, AI Overview
“best face toner”
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.
Is Beauty of Joseon or COSRX more popular in search?
This chart shows how often people search Google for Beauty of Joseon and COSRX by name. Each line represents a brand's share of searches for all seven face toner brands we track, month by month, from searches in New Zealand.
Share of searches by month for COSRX, Beauty of Joseon. The figures are in the table below the chart.
View monthly share of searches table
| Month | COSRX | Beauty of Joseon | Laneige | Essano | Innisfree | Round Lab | Anua |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.8% | 25.9% | 25.2% | 11.5% | 3.2% | 1.3% | 0.21% |
| Nov 2025 | 27.7% | 29.4% | 29.4% | 9.4% | 2.6% | 1.3% | 0.22% |
| Dec 2025 | 29.5% | 25.4% | 30.7% | 10.1% | 2.7% | 1.4% | 0.18% |
| Jan 2026 | 30.6% | 29.4% | 25% | 10.6% | 2.8% | 1.5% | 0.14% |
| Feb 2026 | 36% | 25.2% | 24.3% | 9.9% | 2.7% | 1.7% | 0.16% |
| Mar 2026 | 37.5% | 26.5% | 21.9% | 9% | 3% | 1.9% | 0.19% |
| Apr 2026 | 37.8% | 26.6% | 21.1% | 9.2% | 3.2% | 2% | 0.14% |
| May 2026 | 36.3% | 26.5% | 16.9% | 15.3% | 3.3% | 1.5% | 0.13% |
| Jun 2026 | 35.7% | 29% | 19.5% | 10.7% | 3.2% | 1.7% | 0.13% |
| Jul 2026 | 34% | 28.5% | 21.4% | 10.5% | 3.4% | 2.1% | 0.09% |
| Aug 2026 | 34% | 28.4% | 20.3% | 10.8% | 4.3% | 2.1% | 0.08% |
| Sep 2026 | 35.8% | 31.7% | 17.6% | 9.9% | 2.8% | 2.2% | 0.08% |
How has the Beauty of Joseon and COSRX comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Beauty of Joseon took it in November 2025, COSRX took it in December 2025.
- Across the 12 months ending September 2026, Beauty of Joseon’s share of searches among face toner brands in New Zealand moved from 25.9% to 31.7%, and its estimated monthly branded searches moved from 4.9K to 8.3K.
- Across the 12 months ending September 2026, COSRX’s share of searches among face toner brands in New Zealand moved from 32.8% to 35.8%, and its estimated monthly branded searches moved from 6.2K to 9.3K.
How did search popularity change for New Zealand face toner brands in September 2026?
2 changes
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%.
How are branded searches counted?
18 search terms
Brandwave collects information about searches that people make online using Beauty of Joseon’s and COSRX’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
COSRX
10 branded search terms
- cosrx
- cosrx cleanser
- cosrx face cleanser
- cosrx korean skincare
- cosrx serum
- cosrx skincare
- cosrx snail mucin
- cosrx sunscreen
- cosrx toner
- master patch cosrx
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