Brandwave

ecostore vs Mustela:Which is more popular?

In September 2026, ecostore had more branded searches than Mustela among baby skincare brands in New Zealand. ecostore had about 2,150 branded searches, while Mustela had 1,990. ecostore made up 10.7% of all baby skincare brand searches we track, and Mustela accounted for 9.9%. When we asked ChatGPT and Google AI Overviews about baby skincare brands, ecostore appeared in two of the five answers and Mustela in one. ecostore and Mustela were each mentioned first in one of the two answers that named either.

Among baby skincare brands in New Zealand in September 2026

Who do people search for more?

ecostore, about 8% more searches than Mustela

ecostore 2.1K searchesMustela 2K searches

Who does AI mention more?

ecostore, mentioned in 2 of 5 answers, Mustela in 1

ecostore in 2 of 5Mustela in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

ecostore first in 1Mustela first in 1

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Top baby skincare brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ecostore was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Mustela was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. ecostore and Mustela were each listed first in one of the two answers that named either.

Most recommended by AI

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

  1. QV Skincare1st
  2. MooGoo2nd
  3. Cetaphil3rd
  4. Aveeno Baby4th
  5. ecostore5th
  6. Weleda6th
  7. Mustela7th
  8. Gaia Skin Naturals–
  9. Johnson's Baby–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • MooGoo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • QV Skincare4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Weleda3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cetaphil3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ecostore2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aveeno Baby2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mustela1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gaia Skin Naturals0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Johnson's Baby0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about baby skincare brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is ecostore or Mustela more popular in search?

This chart shows how often people search Google for ecostore and Mustela by name. Each line represents a brand's share of searches for all nine baby skincare brands we track, month by month, from searches in New Zealand.

ecostore and Mustela among baby skincare brands in New Zealand, by month

Share of searches by month for ecostore, Mustela. The figures are in the table below the chart.

View monthly share of searches table
MonthWeledaCetaphilMooGooecostoreMustelaAveeno BabyQV SkincareGaia Skin NaturalsJohnson's Baby
Oct 202530.5%32.4%9.7%13.8%9.9%3.3%0.3%0.06%0%
Nov 202528.8%31.3%11%16.4%9%3.2%0.29%0.12%0.06%
Dec 202530.8%32.7%9.7%13.8%9.4%3.3%0.3%0.06%0%
Jan 202630.2%32.7%9.7%14.4%9%3.3%0.55%0.06%0%
Feb 202629.7%30.7%9.1%16.1%10.1%3.7%0.63%0.07%0%
Mar 202628.1%30.6%10.3%14.6%12%3.6%0.58%0.13%0.06%
Apr 202630.7%30.6%10.2%14.5%10.7%2.8%0.45%0.13%0%
May 202631.6%32.5%9.3%13.4%9.8%2.7%0.64%0.06%0.06%
Jun 202632.6%27.9%10.8%12.9%12.1%3.1%0.4%0.11%0.06%
Jul 202634.1%30.3%9.7%10.6%11.5%3.4%0.36%0.1%0.05%
Aug 202631.7%29.3%11.6%11.5%11.6%3.9%0.24%0.1%0.05%
Sep 202631%30%14.5%10.7%9.9%3.5%0.25%0.15%0.05%

How has the ecostore and Mustela comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Mustela took it in July 2026, ecostore took it in September 2026.
  • Across the 12 months ending September 2026, ecostore’s share of searches among baby skincare brands in New Zealand moved from 13.8% to 10.7%, and its estimated monthly branded searches moved from 2.3K to 2.1K.
  • Across the 12 months ending September 2026, Mustela’s share of searches among baby skincare brands in New Zealand held steady at 9.9%, and its estimated monthly branded searches moved from 1.6K to 2K.

How did search popularity change for New Zealand baby skincare brands in September 2026?

2 changes

  1. In September 2026, Mustela lost share of searches among baby skincare brands in New Zealand, from 11.6% to 9.9%.

  2. In September 2026, ecostore lost share of searches among baby skincare brands in New Zealand, from 11.5% to 10.7%.

How are branded searches counted?

18 search terms

Brandwave collects information about searches that people make online using ecostore’s and Mustela’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.

ecostore

8 branded search terms

  • eco store
  • ecostore
  • ecostore nappy balm
  • ecostore refill
  • ecostore rinse aid
  • ecostore ultra power
  • ecostore ultra sensitive
  • the ecostore

Mustela

10 branded search terms

  • cleansing water mustela
  • facial cream mustela
  • mustela
  • mustela baby
  • mustela cicastela
  • mustela cleansing gel
  • mustela cradle cap
  • mustela nappy cream
  • mustela shampoo
  • mustela stelatopia

How the Brand Demand Index is measured

Other head-to-heads among baby skincare brands

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