Brandwave

How popular isKiehl's?

In September 2026, people searched for Kiehl's by name about 165,000 times in the United States, a 22.2% increase from the previous year. These searches made up 7.3% of all United States skincare brand searches, placing Kiehl's sixth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about skincare brands, Kiehl's did not appear in any of the answers.

Search and AI answers in September 2026

Kiehl's is the sixth most searched of 15 competitors and not listed in any AI answer.

  1. La Roche-PosayShare of searches 16.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. AesopShare of searches 10.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. CeraVeShare of searches 8.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. CliniqueShare of searches 8.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  5. Kiehl'sShare of searches 7.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top skincare brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Kiehl's did not appear in any of the five answers.

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. Cetaphil4th
  5. Paula's Choice5th
  6. Clinique6th
  7. SkinCeuticals7th
  8. Tatcha8th
  9. Aesop–
  10. Kiehl's–
  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-Posay3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • CeraVe3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cetaphil2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Paula's Choice2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clinique1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SkinCeuticals1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tatcha1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aesop0 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

+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 States on October 26, 2026.

Which skincare brands compete with Kiehl's?

Kiehl's against skincare brands in the United States, by month

Share of searches by month for La Roche-Posay, Aesop, CeraVe, Clinique, The Ordinary, Kiehl's, Summer Fridays, SkinCeuticals, Cetaphil, Paula's Choice, Laneige, Neutrogena, Byoma, Glow Recipe, Tatcha. The figures are in the table below the chart.

View monthly share of searches table
MonthLa Roche-PosayAesopCeraVeCliniqueThe OrdinaryKiehl'sSummer FridaysSkinCeuticalsCetaphilPaula's ChoiceLaneigeNeutrogenaByomaGlow RecipeTatcha
Oct 202512.2%12.2%8.2%8.2%6.7%5.5%12.2%5.5%4.5%4.5%5.5%4.5%3%3.7%3.7%
Nov 20259.2%11.2%6.1%9.2%7.5%9.2%16.8%4.1%2.7%4.1%6.1%2.7%2.7%4.1%4.1%
Dec 202512.4%10.1%6.8%8.3%6.8%6.8%18.5%4.5%3%3.7%6.8%3%2.5%3.7%3%
Jan 202615.4%10.3%8.4%6.9%6.9%5.6%10.3%5.6%3.8%4.6%6.9%3.8%3.1%3.8%4.6%
Feb 202614.9%10%8.1%8.1%8.1%5.5%12.2%5.5%4.4%4.4%5.5%3.7%3.7%3%3%
Mar 202613.7%9.2%9.2%9.2%7.5%7.5%11.2%6.2%4.1%5%4.1%4.1%3.4%2.8%2.8%
Apr 202615.4%10.3%8.4%8.4%10.3%5.7%8.4%6.9%4.6%4.6%3.8%3.8%3.1%3.1%3.1%
May 202616%10.7%8.8%8.8%8.8%5.9%8.8%5.9%3.9%4.8%3.9%3.9%3.2%2.6%3.9%
Jun 202617.2%7.7%11.5%7.7%9.4%7.7%6.3%6.3%5.2%5.2%3.5%4.2%2.8%2.3%2.8%
Jul 202617.9%6.6%9.8%8%9.8%6.6%6.6%6.6%4.4%5.4%4.4%4.4%3.6%2.9%2.9%
Aug 202616%8.7%8.7%8.7%8.7%5.9%5.9%5.9%4.8%4.8%3.2%10.7%3.2%2.2%2.6%
Sep 202616.3%10.9%8.9%8.9%8.9%7.3%7.3%6%4.9%4.9%4%4%2.7%2.7%2.7%

  1. 1.La Roche-Posay

    16.3%

    Held 1st. 368K estimated branded searches, 0% vs prior month. Share +0.3 points.

  2. 2.Aesop

    10.9%

    Moved from 3rd to 2nd. 246K estimated branded searches, +22.4% vs prior month. Share +2.1 points.

  3. 3.CeraVe

    8.9%

    Moved from 4th to 3rd. 201K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Clinique

    8.9%

    Moved from 5th to 4th. 201K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.The Ordinary

    8.9%

    Moved from 6th to 5th. 201K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Kiehl's

    7.3%

    Moved from 7th to 6th. 165K estimated branded searches, +22.2% vs prior month. Share +1.4 points.

  7. 7.Summer Fridays

    7.3%

    Moved from 9th to 7th. 165K estimated branded searches, +22.2% vs prior month. Share +1.4 points.

  8. 8.SkinCeuticals

    6%

    Held 8th. 135K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Cetaphil

    4.9%

    Moved from 10th to 9th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.Paula's Choice

    4.9%

    Moved from 11th to 10th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.

  11. 11.Laneige

    4%

    Moved from 13th to 11th. 90.5K estimated branded searches, +22.3% vs prior month. Share +0.8 points.

  12. 12.Neutrogena

    4%

    Moved from 2nd to 12th. 90.5K estimated branded searches, -63.2% vs prior month. Share -6.7 points.

  13. 13.Byoma

    2.7%

    Moved from 12th to 13th. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  14. 14.Glow Recipe

    2.7%

    Moved from 15th to 14th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.5 points.

  15. 15.Tatcha

    2.7%

    Moved from 14th to 15th. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Kiehl's and its closest rivals

Every comparison with Kiehl's

14 comparisons

How has branded search demand for Kiehl's changed in the United States over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kiehl's in the United States rose from 135K to 165K.
  • Across the 12 months ending September 2026, Kiehl's’ share of searches among skincare brands in the United States increased from 5.5% to 7.3%.
  • Across the 12 months ending September 2026, Kiehl's’ share of searches among skincare brands in the United States peaked at 9.2% in November 2025 and was lowest at 5.5% in February 2026.
  • Across the 12 months ending September 2026, Kiehl's rose from 7th to 6th among skincare brands in the United States.

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

6 changes

  1. In September 2026, Aesop overtook Neutrogena to rank 2nd among skincare brands in the United States, with 10.9% of the searches.

  2. In September 2026, Kiehl's overtook Neutrogena to rank 6th among skincare brands in the United States, with 7.3% of the searches.

  3. In September 2026, Summer Fridays overtook Neutrogena and SkinCeuticals to rank 7th among skincare brands in the United States, with 7.3% of the searches.

  4. In September 2026, Glow Recipe overtook Tatcha to rank 14th among skincare brands in the United States, with 2.7% of the searches.

  5. In September 2026, Laneige overtook Neutrogena and Byoma to rank 11th among skincare brands in the United States, with 4% of the searches.

  6. In September 2026, Neutrogena lost share of searches among skincare brands in the United States, from 10.7% to 4%.

How are Kiehl's’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Kiehl'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.

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How the Brand Demand Index is measured

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