Brandwave

COSRX vs Innisfree:Which is more popular?

In September 2026, COSRX had more branded searches than Innisfree among face toner brands in New Zealand. COSRX had about 9,330 branded searches, while Innisfree had 720. COSRX made up 35.8% 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, COSRX appeared in three of the four answers and Innisfree in none.

Among face toner brands in New Zealand in September 2026

Who do people search for more?

COSRX, about 13 searches for every 1 for Innisfree

COSRX 9.3K searchesInnisfree 720 searches

Who does AI mention more?

COSRX, mentioned in 3 of 4 answers, Innisfree in 0

COSRX in 3 of 4Innisfree in 0 of 4

Who does AI recommend more?

COSRX, the only one of the two named

COSRX first in 2Innisfree never 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. Innisfree 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.

  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 COSRX or Innisfree more popular in search?

This chart shows how often people search Google for COSRX 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.

COSRX and Innisfree among face toner brands in New Zealand, by month

Share of searches by month for COSRX, 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 COSRX and Innisfree comparison changed over the last 12 months?

3 findings
  • COSRX was ahead of Innisfree in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Innisfree’s share of searches among face toner brands in New Zealand moved from 3.2% to 2.8%, and its estimated monthly branded searches moved from 600 to 720.

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

2 changes

  1. In September 2026, COSRX gained share of searches among face toner brands in New Zealand, from 34% to 35.8%.

  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?

16 search terms

Brandwave collects information about searches that people make online using COSRX’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.

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

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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