Brandwave

Essano vs Laneige:Which is more popular?

In September 2026, Laneige had more branded searches than Essano among face toner brands in New Zealand. Laneige had about 4,580 branded searches, while Essano had 2,580. Laneige made up 17.6% of all face toner brand searches we track, and Essano accounted for 9.9%. When we asked ChatGPT and Google AI Overviews about face toner brands, Laneige appeared in three of the four answers and Essano in none.

Among face toner brands in New Zealand in September 2026

Who do people search for more?

Laneige, about 78% more searches than Essano

Laneige 4.6K searchesEssano 2.6K searches

Who does AI mention more?

Laneige, mentioned in 3 of 4 answers, Essano in 0

Laneige in 3 of 4Essano in 0 of 4

Who does AI recommend more?

Laneige, the only one of the two named

Laneige first in 2Essano 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, Laneige was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Essano 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 Essano or Laneige more popular in search?

This chart shows how often people search Google for Essano 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.

Essano and Laneige among face toner brands in New Zealand, by month

Share of searches by month for Laneige, Essano. 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 Essano and Laneige comparison changed over the last 12 months?

3 findings
  • Laneige was ahead of Essano in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Essano’s share of searches among face toner brands in New Zealand moved from 11.5% to 9.9%, and its estimated monthly branded searches moved from 2.2K to 2.6K.
  • 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

  1. In September 2026, Laneige lost share of searches among face toner brands in New Zealand, from 20.3% to 17.6%.

  2. In September 2026, Essano lost share of searches among face toner brands in New Zealand, from 10.8% to 9.9%.

How are branded searches counted?

18 search terms

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

Essano

7 branded search terms

  • essano
  • essano cleanser
  • essano eye cream
  • essano night cream
  • essano rosehip oil
  • essano serum
  • essano 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

How the Brand Demand Index is measured

Other head-to-heads among face toner brands

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