Brandwave

How popular isThe Ordinary?

In September 2026, people searched for The Ordinary by name about 90,500 times in the United Kingdom, about the same as the previous year. These searches made up 13.2% of all United Kingdom skincare brand searches, placing The Ordinary first out of 15 brands. When we asked both ChatGPT and Google AI Overviews about skincare brands, The Ordinary appeared in four of the five answers and was the third most recommended of the 15.

Search and AI answers in September 2026

The Ordinary is the most searched of 15 competitors and the third most recommended in AI answers.

  1. The OrdinaryShare of searches 13.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. La Roche-PosayShare of searches 10.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. Medik8Share of searches 10.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. CliniqueShare of searches 8.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. AesopShare of searches 7.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+10 more

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Top skincare brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, The Ordinary was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. The Ordinary is the third most recommended of the 15.

Most recommended by AI

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

  1. CeraVe1st
  2. La Roche-Posay2nd
  3. The Ordinary3rd
  4. Byoma4th
  5. Paula's Choice5th
  6. Medik86th
  7. Elemis6th
  8. No78th
  9. Clinique–
  10. Aesop–
  11. +5 more

Mentioned by AI

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

  • The Ordinary4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • 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
  • Medik82 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Byoma2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Paula's Choice2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Elemis1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • No71 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clinique0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aesop0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about skincare brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.

Which skincare brands compete with The Ordinary?

The Ordinary against skincare brands in the United Kingdom, by month

Share of searches by month for The Ordinary, La Roche-Posay, Medik8, Clinique, Aesop, CeraVe, Elemis, Liz Earle, Byoma, Clarins, Kiehl's, Paula's Choice, Glow Recipe. The figures are in the table below the chart.

View monthly share of searches table
MonthThe OrdinaryLa Roche-PosayMedik8CliniqueAesopCeraVeElemisLiz EarleByomaClarinsKiehl'sPaula's ChoiceGlow RecipeDrunk ElephantNo7
Oct 202510.7%8.7%8.7%8.7%8.7%8.7%8.7%5.8%5.8%5.8%4.8%4.8%4.8%2.6%2.6%
Nov 202511.8%7.9%9.6%9.6%9.6%6.5%9.6%5.3%5.3%6.5%5.3%4.3%4.3%2.4%1.9%
Dec 202511.3%7.6%7.6%9.2%11.3%6.2%9.2%6.2%6.2%7.6%5.1%3.4%4.1%2.3%2.8%
Jan 202612.3%10.1%10.1%8.3%8.3%8.3%8.3%5.5%5.5%6.8%4.5%4.5%3%2%2.5%
Feb 202611.7%11.7%11.7%7.9%7.9%7.9%6.4%5.3%6.4%6.4%5.3%4.3%2.9%2.3%1.9%
Mar 202610.7%13%10.7%8.8%7.2%8.8%7.2%5.9%5.9%5.9%4.8%4.8%2.6%1.8%2.1%
Apr 202615%15%10%8.2%6.7%8.2%5.5%6.7%4.5%5.5%4.5%4.5%2%1.6%2%
May 202610.7%15.9%10.7%8.7%7.1%8.7%5.8%7.1%4.8%5.8%4.8%4.8%1.7%1.4%1.7%
Jun 202610.4%15.4%10.4%8.5%8.5%10.4%6.9%5.7%4.6%5.7%4.6%3.8%2.1%1.4%1.7%
Jul 202610.7%13.1%13.1%8.8%10.7%7.2%5.9%5.9%4.8%5.9%4.8%3.9%1.8%1.4%2.1%
Aug 202612.9%12.9%10.5%8.6%8.6%7%5.8%7%5.8%5.8%4.7%4.7%2.1%1.4%2.1%
Sep 202613.2%10.8%10.8%8.8%7.2%7.2%7.2%7.2%5.9%5.9%4.8%4.8%2.6%1.8%1.8%

  1. 1.The Ordinary

    13.2%

    Moved from 2nd to 1st. 90.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

  2. 2.La Roche-Posay

    10.8%

    Moved from 1st to 2nd. 74K estimated branded searches, -18.2% vs prior month. Share -2.1 points.

  3. 3.Medik8

    10.8%

    Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Clinique

    8.8%

    Moved from 5th to 4th. 60.5K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Aesop

    7.2%

    Moved from 4th to 5th. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.4 points.

  6. 6.CeraVe

    7.2%

    Held 6th. 49.5K estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.Elemis

    7.2%

    Moved from 10th to 7th. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.4 points.

  8. 8.Liz Earle

    7.2%

    Moved from 7th to 8th. 49.5K estimated branded searches, 0% vs prior month. Share +0.2 points.

  9. 9.Byoma

    5.9%

    Moved from 8th to 9th. 40.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.Clarins

    5.9%

    Moved from 9th to 10th. 40.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.Kiehl's

    4.8%

    Held 11th. 33.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  12. 12.Paula's Choice

    4.8%

    Held 12th. 33.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  13. 13.Glow Recipe

    2.6%

    Held 13th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.5 points.

  14. 14.Drunk Elephant

    1.8%

    Moved from 15th to 14th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  15. 15.No7

    1.8%

    Moved from 14th to 15th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

Compare popularity between The Ordinary and its closest rivals

Every comparison with The Ordinary

14 comparisons

How has branded search demand for The Ordinary changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for The Ordinary in the United Kingdom held steady at 90.5K.
  • Across the 12 months ending September 2026, The Ordinary’s share of searches among skincare brands in the United Kingdom increased from 10.7% to 13.2%.
  • Across the 12 months ending September 2026, The Ordinary’s share of searches among skincare brands in the United Kingdom peaked at 15% in April 2026 and was lowest at 10.4% in June 2026.

How did search popularity change for United Kingdom skincare brands in September 2026?

6 changes

  1. In September 2026, Elemis overtook Liz Earle and 2 others to rank 7th among skincare brands in the United Kingdom, with 7.2% of the searches.

  2. In September 2026, Glow Recipe gained share of searches among skincare brands in the United Kingdom, from 2.1% to 2.6%.

  3. In September 2026, La Roche-Posay lost share of searches among skincare brands in the United Kingdom, from 12.9% to 10.8%.

  4. In September 2026, Aesop lost share of searches among skincare brands in the United Kingdom, from 8.6% to 7.2%.

  5. The Ordinary’s share of searches among skincare brands in the United Kingdom has gained ground for 3 months in a row, from 10.4% to 13.2% in September 2026.

  6. Liz Earle’s share of searches among skincare brands in the United Kingdom has gained ground for 3 months in a row, from 5.7% to 7.2% in September 2026.

How are The Ordinary’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using The Ordinary’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • the ordinary

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How the Brand Demand Index is measured

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