Skincare brands in the United Kingdom:Which are most popular?

Name: Skincare brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, The Ordinary was the most searched skincare brand in the United Kingdom, accounting for 13.2% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, The Ordinary, La Roche-Posay and CeraVe were mentioned most often, in four of the five answers. CeraVe was recommended most often, coming first in three out of four responses that gave a list.

Follow skincare brands 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

Track your brand in this set →

Top skincare brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, The Ordinary, La Roche-Posay and CeraVe were mentioned most often, in four of the five answers. CeraVe was recommended most often, coming first in three out of four answers that gave a list. La Roche-Posay was second, and The Ordinary was third. Clinique, which ranked fourth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
The Ordinary	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
La Roche-Posay	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
CeraVe	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Medik8	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Byoma	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Paula's Choice	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Elemis	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
No7	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Clinique	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Aesop	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Liz Earle	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Clarins	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Kiehl's	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Glow Recipe	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Drunk Elephant	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Liz Earle0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Clarins0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Kiehl's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Glow Recipe0 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 skincare brands

5 answers

Asked ChatGPT
“Which skincare brand should I use in the UK?”
Asked ChatGPT
“What are the best skincare brands?”
1. 1CeraVe
2. 2La Roche-Posay
3. 3The Ordinary
4. 4Paula's Choice
5. 5Byoma
6. 6Medik8
7. 7No7
Asked ChatGPT
“What is a good skincare routine for dry skin?”
1. 1CeraVe
2. 2La Roche-Posay
Searched Google, AI Overview
“skincare”
1. 1The Ordinary
Searched Google, AI Overview
“skin care products”
1. 1The Ordinary
2. 2CeraVe
3. 3Byoma
4. 4La Roche-Posay
5. 5Elemis
6. 6Paula's Choice
7. 7Medik8

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 do people search for most?

This chart shows how often people search Google for each skincare brand by name. Each line represents a brand's share of searches for all 15 skincare brands we track, month by month, from searches in United Kingdom.

Share of searches among skincare brands in the United Kingdom, by month

Month	The Ordinary	La Roche-Posay	Medik8	Clinique	Aesop	CeraVe	Elemis	Liz Earle	Byoma	Clarins	Kiehl's	Paula's Choice	Glow Recipe	Drunk Elephant	No7
Oct 2025	10.7%	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 2025	11.8%	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 2025	11.3%	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 2026	12.3%	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 2026	11.7%	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 2026	10.7%	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 2026	15%	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 2026	10.7%	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 2026	10.4%	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 2026	10.7%	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 2026	12.9%	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 2026	13.2%	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%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, moved from 2nd to 1st	The Ordinary	13.2%	90.5K	0%	+0.3 pointsmoved from 2nd to 1st
2, moved from 1st to 2nd	La Roche-Posay	10.8%	74K	-18.2%	-2.1 pointsmoved from 1st to 2nd
3, held 3rd	Medik8	10.8%	74K	0%	+0.2 points
4, moved from 5th to 4th	Clinique	8.8%	60.5K	0%	+0.2 pointsmoved from 5th to 4th
5, moved from 4th to 5th	Aesop	7.2%	49.5K	-18.2%	-1.4 pointsmoved from 4th to 5th
6, held 6th	CeraVe	7.2%	49.5K	0%	+0.2 points
7, moved from 10th to 7th	Elemis	7.2%	49.5K	+22.2%	+1.4 pointsmoved from 10th to 7th
8, moved from 7th to 8th	Liz Earle	7.2%	49.5K	0%	+0.2 pointsmoved from 7th to 8th
9, moved from 8th to 9th	Byoma	5.9%	40.5K	0%	+0.1 pointsmoved from 8th to 9th
10, moved from 9th to 10th	Clarins	5.9%	40.5K	0%	+0.1 pointsmoved from 9th to 10th
11, held 11th	Kiehl's	4.8%	33.1K	0%	+0.1 points
12, held 12th	Paula's Choice	4.8%	33.1K	0%	+0.1 points
13, held 13th	Glow Recipe	2.6%	18.1K	+22.3%	+0.5 points
14, moved from 15th to 14th	Drunk Elephant	1.8%	12.1K	+22.2%	+0.4 pointsmoved from 15th to 14th
15, moved from 14th to 15th	No7	1.8%	12.1K	-18.2%	-0.3 pointsmoved from 14th to 15th

1.The Ordinary
13.2%
Moved from 2nd to 1st. 90.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
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.Medik8
10.8%
Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.Clinique
8.8%
Moved from 5th to 4th. 60.5K estimated branded searches, 0% vs prior month. Share +0.2 points.
5.Aesop
7.2%
Moved from 4th to 5th. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.4 points.
6.CeraVe
7.2%
Held 6th. 49.5K estimated branded searches, 0% vs prior month. Share +0.2 points.
7.Elemis
7.2%
Moved from 10th to 7th. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.4 points.
8.Liz Earle
7.2%
Moved from 7th to 8th. 49.5K estimated branded searches, 0% vs prior month. Share +0.2 points.
9.Byoma
5.9%
Moved from 8th to 9th. 40.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
10.Clarins
5.9%
Moved from 9th to 10th. 40.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
11.Kiehl's
4.8%
Held 11th. 33.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
12.Paula's Choice
4.8%
Held 12th. 33.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
13.Glow Recipe
2.6%
Held 13th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.5 points.
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.No7
1.8%
Moved from 14th to 15th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

Which brand is most popular in search among skincare brands in the United Kingdom?

15 brands

In September 2026, The Ordinary was the most searched among skincare brands in the United Kingdom, with an estimated 90.5K branded searches, 13.2% of all searches for the 15 we track. La Roche-Posay is in 2nd place, 2.4 percentage points behind at 10.8%.

United Kingdom skincare brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
The Ordinary	10.7% → 13.2%	15%Apr 2026	10.4%Jun 2026	1st
La Roche-Posay	8.7% → 10.8%	15.9%May 2026	7.6%Dec 2025	6th → 2nd
Medik8	8.7% → 10.8%	13.1%Jul 2026	7.6%Dec 2025	7th → 3rd
Clinique	8.7% → 8.8%	9.6%Nov 2025	7.9%Feb 2026	4th
Aesop	8.7% → 7.2%	11.3%Dec 2025	6.7%Apr 2026	2nd → 5th
CeraVe	8.7% → 7.2%	10.4%Jun 2026	6.2%Dec 2025	3rd → 6th
Elemis	8.7% → 7.2%	9.6%Nov 2025	5.5%Apr 2026	5th → 7th
Liz Earle	5.8% → 7.2%	7.2%Sep 2026	5.3%Feb 2026	10th → 8th
Byoma	5.8% → 5.9%	6.4%Feb 2026	4.5%Apr 2026	8th → 9th
Clarins	5.8% → 5.9%	7.6%Dec 2025	5.5%Apr 2026	9th → 10th
Kiehl's	4.8%	5.3%Nov 2025	4.5%Apr 2026	12th → 11th
Paula's Choice	4.8%	4.8%Sep 2026	3.4%Dec 2025	13th → 12th
Glow Recipe	4.8% → 2.6%	4.8%Oct 2025	1.7%May 2026	11th → 13th
Drunk Elephant	2.6% → 1.8%	2.6%Oct 2025	1.4%Jun 2026	14th
No7	2.6% → 1.8%	2.8%Dec 2025	1.7%Jun 2026	15th

Each finding as a sentence

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, La Roche-Posay’s share of searches among skincare brands in the United Kingdom increased from 8.7% to 10.8%.
Across the 12 months ending September 2026, Medik8’s share of searches among skincare brands in the United Kingdom increased from 8.7% to 10.8%.
Across the 12 months ending September 2026, Aesop’s share of searches among skincare brands in the United Kingdom decreased from 8.7% to 7.2%.
Across the 12 months ending September 2026, CeraVe’s share of searches among skincare brands in the United Kingdom decreased from 8.7% to 7.2%.
Across the 12 months ending September 2026, Elemis’ share of searches among skincare brands in the United Kingdom decreased from 8.7% to 7.2%.
Across the 12 months ending September 2026, Liz Earle’s share of searches among skincare brands in the United Kingdom increased from 5.8% to 7.2%.
Across the 12 months ending September 2026, Glow Recipe’s share of searches among skincare brands in the United Kingdom decreased from 4.8% to 2.6%.
Across the 12 months ending September 2026, Drunk Elephant’s share of searches among skincare brands in the United Kingdom decreased from 2.6% to 1.8%.
Across the 12 months ending September 2026, No7’s share of searches among skincare brands in the United Kingdom decreased from 2.6% to 1.8%.
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.
Across the 12 months ending September 2026, La Roche-Posay’s share of searches among skincare brands in the United Kingdom peaked at 15.9% in May 2026 and was lowest at 7.6% in December 2025.
Across the 12 months ending September 2026, Medik8’s share of searches among skincare brands in the United Kingdom peaked at 13.1% in July 2026 and was lowest at 7.6% in December 2025.
Across the 12 months ending September 2026, Clinique’s share of searches among skincare brands in the United Kingdom peaked at 9.6% in November 2025 and was lowest at 7.9% in February 2026.
Across the 12 months ending September 2026, Aesop’s share of searches among skincare brands in the United Kingdom peaked at 11.3% in December 2025 and was lowest at 6.7% in April 2026.
Across the 12 months ending September 2026, CeraVe’s share of searches among skincare brands in the United Kingdom peaked at 10.4% in June 2026 and was lowest at 6.2% in December 2025.
Across the 12 months ending September 2026, Elemis’ share of searches among skincare brands in the United Kingdom peaked at 9.6% in November 2025 and was lowest at 5.5% in April 2026.
Across the 12 months ending September 2026, Liz Earle’s share of searches among skincare brands in the United Kingdom peaked at 7.2% in September 2026 and was lowest at 5.3% in February 2026.
Across the 12 months ending September 2026, Byoma’s share of searches among skincare brands in the United Kingdom peaked at 6.4% in February 2026 and was lowest at 4.5% in April 2026.
Across the 12 months ending September 2026, Clarins’ share of searches among skincare brands in the United Kingdom peaked at 7.6% in December 2025 and was lowest at 5.5% in April 2026.
Across the 12 months ending September 2026, Paula's Choice’s share of searches among skincare brands in the United Kingdom peaked at 4.8% in September 2026 and was lowest at 3.4% in December 2025.
Across the 12 months ending September 2026, Glow Recipe’s share of searches among skincare brands in the United Kingdom peaked at 4.8% in October 2025 and was lowest at 1.7% in May 2026.
Across the 12 months ending September 2026, Drunk Elephant’s share of searches among skincare brands in the United Kingdom peaked at 2.6% in October 2025 and was lowest at 1.4% in June 2026.
Across the 12 months ending September 2026, No7’s share of searches among skincare brands in the United Kingdom peaked at 2.8% in December 2025 and was lowest at 1.7% in June 2026.
Across the 12 months ending September 2026, La Roche-Posay rose from 6th to 2nd among skincare brands in the United Kingdom.
Across the 12 months ending September 2026, Medik8 rose from 7th to 3rd among skincare brands in the United Kingdom.
Across the 12 months ending September 2026, Aesop fell from 2nd to 5th among skincare brands in the United Kingdom.
Across the 12 months ending September 2026, CeraVe fell from 3rd to 6th among skincare brands in the United Kingdom.
Across the 12 months ending September 2026, Elemis fell from 5th to 7th among skincare brands in the United Kingdom.
Across the 12 months ending September 2026, Liz Earle rose from 10th to 8th among skincare brands in the United Kingdom.
Across the 12 months ending September 2026, Byoma fell from 8th to 9th among skincare brands in the United Kingdom.
Across the 12 months ending September 2026, Clarins fell from 9th to 10th among skincare brands in the United Kingdom.
Across the 12 months ending September 2026, Kiehl's rose from 12th to 11th among skincare brands in the United Kingdom.
Across the 12 months ending September 2026, Paula's Choice rose from 13th to 12th among skincare brands in the United Kingdom.
Across the 12 months ending September 2026, Glow Recipe fell from 11th to 13th among skincare brands in the United Kingdom.
Across the 12 months ending September 2026, Clinique held steady: its share of searches among skincare brands in the United Kingdom moved less than 0.5 percentage points.

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

8 changes

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.
In September 2026, Glow Recipe gained share of searches among skincare brands in the United Kingdom, from 2.1% to 2.6%.
In September 2026, La Roche-Posay lost share of searches among skincare brands in the United Kingdom, from 12.9% to 10.8%.
In September 2026, Aesop lost share of searches among skincare brands in the United Kingdom, from 8.6% to 7.2%.
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.
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.
Byoma’s share of searches among skincare brands in the United Kingdom has gained ground for 3 months in a row, from 4.6% to 5.9% in September 2026.
Paula's Choice’s share of searches among skincare brands in the United Kingdom has gained ground for 3 months in a row, from 3.8% to 4.8% in September 2026.

How are branded searches counted for skincare brands?

15 search terms

Each brand's share of searches among skincare brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.