Cetaphil vs Estée Lauder:Which is more popular?
In September 2026, Cetaphil had more branded searches than Estée Lauder among moisturizer brands in New Zealand. Cetaphil had about 13,200 branded searches, while Estée Lauder had 5,090. Cetaphil made up 21.3% of all moisturizer brand searches we track, and Estée Lauder accounted for 8.2%. When we asked ChatGPT and Google AI Overviews about moisturizer brands, Cetaphil appeared in three of the five answers and Estée Lauder in none.
Who do people search for more?
Cetaphil, about 3 searches for every 1 for Estée Lauder
Who does AI mention more?
Cetaphil, mentioned in 3 of 5 answers, Estée Lauder in 0
Who does AI recommend more?
Cetaphil, the only one of the two named
Follow Cetaphil vs Estée Lauder 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 moisturizer brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Cetaphil was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Estée Lauder did not appear in any of the five 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.
La Roche-Posay4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
CeraVe4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Cetaphil3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kiehl's1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Clinique1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Estée Lauder0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dermalogica0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Drunk Elephant0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about moisturizer brands
5 answers
Asked ChatGPT
“Which moisturizer brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best moisturizer brands in New Zealand?”
Asked ChatGPT
“What's the best moisturizer brand in New Zealand for daily skincare?”
Searched Google, AI Overview
“best moisturizer”
Searched Google, AI Overview
“face moisturizer for dry skin”
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 Cetaphil or Estée Lauder more popular in search?
This chart shows how often people search Google for Cetaphil and Estée Lauder by name. Each line represents a brand's share of searches for all eight moisturizer brands we track, month by month, from searches in New Zealand.
Share of searches by month for Cetaphil, Estée Lauder. The figures are in the table below the chart.
View monthly share of searches table
| Month | La Roche-Posay | CeraVe | Cetaphil | Estée Lauder | Kiehl's | Dermalogica | Clinique | Drunk Elephant |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32% | 22.6% | 20.2% | 7.9% | 7.4% | 4.8% | 3.2% | 1.9% |
| Nov 2025 | 34.2% | 19.5% | 17.6% | 8.9% | 8.9% | 5.4% | 3.9% | 1.7% |
| Dec 2025 | 32.5% | 23.1% | 18.7% | 9% | 7% | 4.3% | 3.6% | 1.8% |
| Jan 2026 | 31.5% | 27.5% | 19.4% | 7.3% | 4.8% | 3.8% | 3.7% | 1.9% |
| Feb 2026 | 30.6% | 28% | 18.8% | 7.5% | 4.5% | 5% | 3.7% | 1.8% |
| Mar 2026 | 27.7% | 29.1% | 19% | 8.8% | 5.4% | 4.9% | 3.5% | 1.7% |
| Apr 2026 | 30% | 30.4% | 18.5% | 8.1% | 4.2% | 4.6% | 2.7% | 1.6% |
| May 2026 | 26.6% | 32% | 19.4% | 7.3% | 5.5% | 4.2% | 3.5% | 1.4% |
| Jun 2026 | 26.2% | 36.7% | 18.7% | 6.5% | 3.8% | 3.8% | 3.1% | 1.2% |
| Jul 2026 | 26.1% | 34.5% | 20.6% | 6.3% | 4.5% | 3.5% | 3.4% | 1.1% |
| Aug 2026 | 27.4% | 30.5% | 20.5% | 7% | 6.3% | 3.9% | 3.2% | 1.3% |
| Sep 2026 | 32.4% | 25% | 21.3% | 8.2% | 4.1% | 3.7% | 3.1% | 2.2% |
How has the Cetaphil and Estée Lauder comparison changed over the last 12 months?
3 findings
- Cetaphil was ahead of Estée Lauder in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cetaphil’s share of searches among moisturizer brands in New Zealand moved from 20.2% to 21.3%, and its estimated monthly branded searches moved from 10.2K to 13.2K.
- Across the 12 months ending September 2026, Estée Lauder’s share of searches among moisturizer brands in New Zealand moved from 7.9% to 8.2%, and its estimated monthly branded searches moved from 4K to 5.1K.
How did search popularity change for New Zealand moisturizer brands in September 2026?
2 changes
In September 2026, Estée Lauder gained share of searches among moisturizer brands in New Zealand, from 7% to 8.2%.
In September 2026, Cetaphil gained share of searches among moisturizer brands in New Zealand, from 20.5% to 21.3%.
How are branded searches counted?
17 search terms
Brandwave collects information about searches that people make online using Cetaphil’s and Estée Lauder’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.
Cetaphil
10 branded search terms
- cetaphil
- cetaphil cream
- cetaphil face moisturizer
- cetaphil face wash
- cetaphil lotion
- cetaphil moisturizer
- cetaphil serum
- cetaphil skincare
- cetaphil sunscreen
- cetaphil wash
Estée Lauder
7 branded search terms
- estee lauder
- estee lauder concealer
- estee lauder foundation
- estee lauder lipstick
- estee lauder makeup
- estee lauder mascara
- estee lauder primer
Other head-to-heads among moisturizer 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.