Brandwave

Beauty of Joseon vs Innisfree:Which is more popular?

In September 2026, Beauty of Joseon had more branded searches than Innisfree among face toner brands in New Zealand. Beauty of Joseon had about 8,260 branded searches, while Innisfree had 720. Beauty of Joseon made up 31.7% of all face toner brand searches we track, and Innisfree accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about face toner brands, neither Beauty of Joseon nor Innisfree appeared in any of the four answers.

Among face toner brands in New Zealand in September 2026

Who do people search for more?

Beauty of Joseon, about 11 searches for every 1 for Innisfree

Beauty of Joseon 8.3K searchesInnisfree 720 searches

Who does AI mention more?

Both were mentioned in 0 of 4 answers.

Beauty of Joseon in 0 of 4Innisfree in 0 of 4

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Top face toner brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, neither Beauty of Joseon nor Innisfree showed up in any of the four answers.

Most recommended by AI

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

  1. Laneige1st
  2. COSRX2nd
  3. Anua3rd
  4. Beauty of Joseon–
  5. Essano–
  6. Innisfree–
  7. Round Lab–

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?”

    1. 1COSRX

  • Asked ChatGPT

    “What are the best face toner brands in New Zealand?”

    1. 1Laneige
    2. 2COSRX
    3. 3Anua

  • Asked ChatGPT

    “What's the best face toner brand in New Zealand for daily skincare?”

    1. 1Laneige
    2. 2COSRX

  • Searched Google, AI Overview

    “best face toner”

    1. 1Laneige

  • 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 Innisfree more popular in search?

This chart shows how often people search Google for Beauty of Joseon and Innisfree 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.

Beauty of Joseon and Innisfree among face toner brands in New Zealand, by month

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

View monthly share of searches table
MonthCOSRXBeauty of JoseonLaneigeEssanoInnisfreeRound LabAnua
Oct 202532.8%25.9%25.2%11.5%3.2%1.3%0.21%
Nov 202527.7%29.4%29.4%9.4%2.6%1.3%0.22%
Dec 202529.5%25.4%30.7%10.1%2.7%1.4%0.18%
Jan 202630.6%29.4%25%10.6%2.8%1.5%0.14%
Feb 202636%25.2%24.3%9.9%2.7%1.7%0.16%
Mar 202637.5%26.5%21.9%9%3%1.9%0.19%
Apr 202637.8%26.6%21.1%9.2%3.2%2%0.14%
May 202636.3%26.5%16.9%15.3%3.3%1.5%0.13%
Jun 202635.7%29%19.5%10.7%3.2%1.7%0.13%
Jul 202634%28.5%21.4%10.5%3.4%2.1%0.09%
Aug 202634%28.4%20.3%10.8%4.3%2.1%0.08%
Sep 202635.8%31.7%17.6%9.9%2.8%2.2%0.08%

How has the Beauty of Joseon and Innisfree comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Beauty of Joseon gained share of searches among face toner brands in New Zealand, from 28.4% to 31.7%.

  2. In September 2026, Innisfree lost share of searches among face toner brands in New Zealand, from 4.3% to 2.8%.

How are branded searches counted?

14 search terms

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

Innisfree

6 branded search terms

  • innisfree
  • innisfree lip balm
  • innisfree powder
  • innisfree retinol
  • innisfree spf
  • innisfree super volcanic

How the Brand Demand Index is measured

Other head-to-heads among face toner brands

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