---
title: "The Ordinary: search popularity in the United States"
description: "The Ordinary is a skincare brand. 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/us/brands/the-ordinary-skincare"
publisher: "Brandwave"
---

# The Ordinary: search popularity in the United States

The Ordinary is a skincare brand. 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

- **Brand**: The Ordinary
- **Market**: United States
- **Measured month**: Sep 2026
- **Share of Search among skincare brands**: 8.9%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Skincare brands | 5 | 8.9% | 201K |

- [Skincare brands](/demand/us/categories/us-skincare-brands)

## 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.

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 | 2 of 3 | 1 of 2 | 3 of 5 |
| La Roche-Posay | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| The Ordinary | 3rd | 2 of 3 | 2 of 2 | 4 of 5 |
| Cetaphil | 4th | 1 of 3 | 1 of 2 | 2 of 5 |
| Paula's Choice | 5th | 2 of 3 | 0 of 2 | 2 of 5 |
| Clinique | 6th | 0 of 3 | 1 of 2 | 1 of 5 |
| SkinCeuticals | 7th | 1 of 3 | 0 of 2 | 1 of 5 |
| Tatcha | 8th | 0 of 3 | 1 of 2 | 1 of 5 |
| Aesop | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Kiehl's | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Summer Fridays | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Laneige | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Neutrogena | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Byoma | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Glow Recipe | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about skincare brands

- Asked ChatGPT "Which skincare brand should I use?": 1. CeraVe, 2. La Roche-Posay, 3. The Ordinary, 4. Cetaphil, 5. Paula's Choice
- Asked ChatGPT "What are the best skincare brands?": 1. CeraVe, 2. La Roche-Posay, 3. Paula's Choice, 4. The Ordinary, 5. SkinCeuticals
- Asked ChatGPT "What is a good skincare routine for dry skin?": named none of the brands we track
- Searched Google, AI Overview "skincare": 1. The Ordinary
- Searched Google, AI Overview "skin care products": 1. CeraVe, 2. Cetaphil, 3. La Roche-Posay, 4. The Ordinary, 5. Clinique, 6. Tatcha

Not named in any answer: Aesop, Kiehl's, Summer Fridays, Laneige, Neutrogena, Byoma and Glow Recipe.

Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026.

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

- Across the 12 months ending September 2026, estimated monthly branded searches for The Ordinary in the United States rose from 165K to 201K.
- Across the 12 months ending September 2026, The Ordinary’s share of searches among skincare brands in the United States increased from 6.7% to 8.9%.
- Across the 12 months ending September 2026, The Ordinary’s share of searches among skincare brands in the United States peaked at 10.3% in April 2026 and was lowest at 6.7% in October 2025.
- Across the 12 months ending September 2026, The Ordinary rose from 6th to 5th among skincare brands in the United States.

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

- In September 2026, Aesop overtook Neutrogena to rank 2nd among skincare brands in the United States, with 10.9% of the searches.
- In September 2026, Kiehl's overtook Neutrogena to rank 6th among skincare brands in the United States, with 7.3% of the searches.
- 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.
- In September 2026, Glow Recipe overtook Tatcha to rank 14th among skincare brands in the United States, with 2.7% of the searches.
- In September 2026, Laneige overtook Neutrogena and Byoma to rank 11th among skincare brands in the United States, with 4% of the searches.
- In September 2026, Neutrogena lost share of searches among skincare brands in the United States, from 10.7% to 4%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Skincare brands | 165K | 6.7% | 6 |
| Nov 2025 | Skincare brands | 301K | 7.5% | 6 |
| Dec 2025 | Skincare brands | 246K | 6.8% | 8 |
| Jan 2026 | Skincare brands | 201K | 6.9% | 7 |
| Feb 2026 | Skincare brands | 201K | 8.1% | 6 |
| Mar 2026 | Skincare brands | 201K | 7.5% | 7 |
| Apr 2026 | Skincare brands | 246K | 10.3% | 3 |
| May 2026 | Skincare brands | 201K | 8.8% | 6 |
| Jun 2026 | Skincare brands | 201K | 9.4% | 3 |
| Jul 2026 | Skincare brands | 201K | 9.8% | 3 |
| Aug 2026 | Skincare brands | 201K | 8.7% | 6 |
| Sep 2026 | Skincare brands | 201K | 8.9% | 5 |

## How are The Ordinary’s branded searches counted?

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”

## Which skincare brands compete with The Ordinary?

- [La Roche-Posay](/demand/us/brands/la-roche-posay)
- [Aesop](/demand/us/brands/aesop): Head-to-head: /demand/us/compare/aesop-vs-the-ordinary-skincare
- [CeraVe](/demand/us/brands/cerave): Head-to-head: /demand/us/compare/cerave-vs-the-ordinary-skincare
- [Clinique](/demand/us/brands/clinique): Head-to-head: /demand/us/compare/clinique-vs-the-ordinary-skincare
- [Kiehl's](/demand/us/brands/kiehl-s): Head-to-head: /demand/us/compare/kiehl-s-vs-the-ordinary-skincare
- [Summer Fridays](/demand/us/brands/summer-fridays): Head-to-head: /demand/us/compare/summer-fridays-vs-the-ordinary-skincare
- [SkinCeuticals](/demand/us/brands/skinceuticals)
- [Cetaphil](/demand/us/brands/cetaphil)
- [Paula's Choice](/demand/us/brands/paula-s-choice)
- [Laneige](/demand/us/brands/laneige)
- [Neutrogena](/demand/us/brands/neutrogena)
- [Byoma](/demand/us/brands/byoma)
- [Glow Recipe](/demand/us/brands/glow-recipe)
- [Tatcha](/demand/us/brands/tatcha)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "The Ordinary: search popularity in the United States". https://gobrandwave.com/demand/us/brands/the-ordinary-skincare

This page is also available as HTML at https://gobrandwave.com/demand/us/brands/the-ordinary-skincare. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.