Beauty of Joseon vs Laneige:Which is more popular?
In September 2026, Beauty of Joseon had more branded searches than Laneige among face toner brands in New Zealand. Beauty of Joseon had about 8,260 branded searches, while Laneige had 4,580. Beauty of Joseon made up 31.7% of all face toner brand searches we track, and Laneige accounted for 17.6%. When we asked ChatGPT and Google AI Overviews about face toner brands, Laneige appeared in three of the four answers and Beauty of Joseon in none.
Who do people search for more?
Beauty of Joseon, about 80% more searches than Laneige
Who does AI mention more?
Laneige, mentioned in 3 of 4 answers, Beauty of Joseon in 0
Who does AI recommend more?
Laneige, the only one of the two named
Follow Beauty of Joseon vs Laneige and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top face toner brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Laneige was mentioned in three out of four: in two of the three ChatGPT answers and 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 Laneige more popular in search?
This chart shows how often people search Google for Beauty of Joseon and Laneige 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 Beauty of Joseon, Laneige. 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 Laneige comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Laneige took it in December 2025, Beauty of Joseon took it in January 2026.
- 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, Laneige’s share of searches among face toner brands in New Zealand moved from 25.2% to 17.6%, and its estimated monthly branded searches moved from 4.8K to 4.6K.
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, Laneige lost share of searches among face toner brands in New Zealand, from 20.3% to 17.6%.
How are branded searches counted?
19 search terms
Brandwave collects information about searches that people make online using Beauty of Joseon’s and Laneige’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
Laneige
11 branded 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
- laneige toner
Other head-to-heads among face toner brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.