--- title: "Estée Lauder vs Kiehl's: Which is searched more in New Zealand?" description: "Is Estée Lauder or Kiehl's more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Moisturizer brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/estee-lauder-vs-kiehl-s" publisher: "Brandwave" --- # Estée Lauder vs Kiehl's: Which is searched more in New Zealand? Is Estée Lauder or Kiehl's more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Moisturizer brands set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Estée Lauder and Kiehl's - **Competitive set**: Moisturizer brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Estée Lauder Share of Search**: 8.2% - **Kiehl's Share of Search**: 4.1% ## Is Estée Lauder or Kiehl's more popular in search? - In September 2026, Estée Lauder had more branded searches than Kiehl's among moisturizer brands in New Zealand. Estée Lauder had about 5,090 branded searches, while Kiehl's had 2,540. Estée Lauder made up 8.2% of all moisturizer brand searches we track, and Kiehl's accounted for 4.1%. - The lead changed hands 2 times in the 12 months ending September 2026: Kiehl's took it in November 2025, Estée Lauder took it in December 2025. - 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. - Across the 12 months ending September 2026, Kiehl's’ share of searches among moisturizer brands in New Zealand moved from 7.4% to 4.1%, and its estimated monthly branded searches moved from 3.8K to 2.5K. ## Top moisturizer brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Kiehl's was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Estée Lauder did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | CeraVe | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | La Roche-Posay | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Cetaphil | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Kiehl's | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Clinique | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Estée Lauder | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Dermalogica | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Drunk Elephant | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about moisturizer brands - Asked ChatGPT "Which moisturizer brand should I buy in New Zealand?": 1. CeraVe, 2. Cetaphil, 3. La Roche-Posay - Asked ChatGPT "What are the best moisturizer brands in New Zealand?": 1. CeraVe, 2. La Roche-Posay, 3. Cetaphil, 4. Clinique - Asked ChatGPT "What's the best moisturizer brand in New Zealand for daily skincare?": 1. CeraVe, 2. Cetaphil, 3. La Roche-Posay - Searched Google, AI Overview "best moisturizer": 1. Kiehl's, 2. La Roche-Posay - Searched Google, AI Overview "face moisturizer for dry skin": 1. CeraVe Not named in any answer: Estée Lauder, Dermalogica and Drunk Elephant. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand moisturizer brands in September 2026? - In September 2026, Estée Lauder gained share of searches among moisturizer brands in New Zealand, from 7% to 8.2%. - In September 2026, Kiehl's lost share of searches among moisturizer brands in New Zealand, from 6.3% to 4.1%. ## Month by month | Month | Estée Lauder estimated searches | Estée Lauder Share of Search | Estée Lauder rank | Kiehl's estimated searches | Kiehl's Share of Search | Kiehl's rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 4K | 7.9% | 4 | 3.8K | 7.4% | 5 | | Nov 2025 | 5.5K | 8.9% | 5 | 5.5K | 8.9% | 4 | | Dec 2025 | 4.8K | 9% | 4 | 3.7K | 7% | 5 | | Jan 2026 | 3.8K | 7.3% | 4 | 2.5K | 4.8% | 5 | | Feb 2026 | 3.3K | 7.5% | 4 | 2K | 4.5% | 6 | | Mar 2026 | 4K | 8.8% | 4 | 2.5K | 5.4% | 5 | | Apr 2026 | 3.9K | 8.1% | 4 | 2K | 4.2% | 6 | | May 2026 | 3.9K | 7.3% | 4 | 3K | 5.5% | 5 | | Jun 2026 | 3.4K | 6.5% | 4 | 2K | 3.8% | 5 | | Jul 2026 | 3.5K | 6.3% | 4 | 2.5K | 4.5% | 5 | | Aug 2026 | 4.2K | 7% | 4 | 3.7K | 6.3% | 5 | | Sep 2026 | 5.1K | 8.2% | 4 | 2.5K | 4.1% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Estée Lauder’s and Kiehl'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. - **Estée Lauder**: Measured on the search terms “estee lauder”, “estee lauder concealer”, “estee lauder foundation”, “estee lauder lipstick”, “estee lauder makeup”, “estee lauder mascara” and “estee lauder primer”, summed into one figure. - **Kiehl's**: Measured on the search terms “kiehls”, “kiehls serum” and “kiehls skincare”, summed into one figure. - [Estée Lauder profile](/demand/nz/brands/estee-lauder) - [Kiehl's profile](/demand/nz/brands/kiehl-s) - [All moisturizer brands in New Zealand](/demand/nz/categories/nz-moisturizer-brands): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Estée Lauder or Kiehl's more popular in search? In September 2026, Estée Lauder had more branded searches than Kiehl's among moisturizer brands in New Zealand. Estée Lauder had about 5,090 branded searches, while Kiehl's had 2,540. Estée Lauder made up 8.2% of all moisturizer brand searches we track, and Kiehl's accounted for 4.1%. ## Cite this page Brandwave. "Estée Lauder vs Kiehl's: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/estee-lauder-vs-kiehl-s This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/estee-lauder-vs-kiehl-s. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.