Medik8 vs The Ordinary:Which is more popular?
In September 2026, The Ordinary had more branded searches than Medik8 among skincare brands in the United Kingdom. The Ordinary had about 90,500 branded searches, while Medik8 had 74,000. The Ordinary made up 13.2% of all skincare brand searches we track, and Medik8 accounted for 10.8%. When we asked ChatGPT and Google AI Overviews about skincare brands, The Ordinary appeared in four of the five answers and Medik8 in two. The Ordinary was mentioned before Medik8 in every answer that named either.
Who do people search for more?
The Ordinary, about 22% more searches than Medik8
Who does AI mention more?
The Ordinary, mentioned in 4 of 5 answers, Medik8 in 2
Who does AI recommend more?
The Ordinary, named ahead of Medik8 in 3 of 3 answers
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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. Medik8 was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. The Ordinary was listed before Medik8 in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
CeraVe1st
La Roche-Posay2nd- The Ordinary3rd
Byoma4th
Paula's Choice5th
Medik86th
Elemis6th
No78th
Clinique–
Aesop–- +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
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?”
Asked ChatGPT
“What is a good skincare routine for dry skin?”
Searched Google, AI Overview
“skincare”
Searched Google, AI Overview
“skin care products”
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.
Is Medik8 or The Ordinary more popular in search?
This chart shows how often people search Google for Medik8 and The Ordinary 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 by month for The Ordinary, Medik8. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Medik8 and The Ordinary comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Medik8 took it in July 2026, The Ordinary took it in August 2026.
- Across the 12 months ending September 2026, Medik8’s share of searches among skincare brands in the United Kingdom moved from 8.7% to 10.8%, and its estimated monthly branded searches held steady at 74K.
- Across the 12 months ending September 2026, The Ordinary’s share of searches among skincare brands in the United Kingdom moved from 10.7% to 13.2%, and its estimated monthly branded searches held steady at 90.5K.
How did search popularity change for United Kingdom skincare brands in September 2026?
1 change
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Medik8’s and The Ordinary’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.
Medik8
1 branded search term
- medik8
The Ordinary
1 branded search term
- the ordinary
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