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

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

In September 2026, La Roche-Posay was the most searched skincare brand in the United States, accounting for 16.3% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, The Ordinary was mentioned most often, in four of the five answers. CeraVe was recommended most often, coming first in all three responses that gave a list.

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Top skincare brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, The Ordinary was mentioned most often, in four of the five answers. CeraVe was recommended most often, coming first in all three answers that gave a list. La Roche-Posay was second, and The Ordinary was third. Aesop, which ranked second 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 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
CeraVe	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Cetaphil	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Paula's Choice	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Clinique	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
SkinCeuticals	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Tatcha	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Aesop	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
Summer Fridays	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Laneige	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Neutrogena	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Byoma	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

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
Summer Fridays0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Laneige0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Neutrogena0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Byoma0 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

See every answer about skincare brands

5 answers

Asked ChatGPT
“Which skincare brand should I use?”
Asked ChatGPT
“What are the best skincare brands?”
Asked ChatGPT
“What is a good skincare routine for dry skin?”
Searched Google, AI Overview
“skincare”
1. 1The Ordinary
Searched Google, AI Overview
“skin care products”
1. 1CeraVe
2. 2Cetaphil
3. 3La Roche-Posay
4. 4The Ordinary
5. 5Clinique
6. 6Tatcha

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 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 States.

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

Month	La Roche-Posay	Aesop	CeraVe	Clinique	The Ordinary	Kiehl's	Summer Fridays	SkinCeuticals	Cetaphil	Paula's Choice	Laneige	Neutrogena	Byoma	Glow Recipe	Tatcha
Oct 2025	12.2%	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 2025	9.2%	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 2025	12.4%	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 2026	15.4%	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 2026	14.9%	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 2026	13.7%	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 2026	15.4%	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 2026	16%	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 2026	17.2%	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 2026	17.9%	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 2026	16%	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 2026	16.3%	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%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	La Roche-Posay	16.3%	368K	0%	+0.3 points
2, moved from 3rd to 2nd	Aesop	10.9%	246K	+22.4%	+2.1 pointsmoved from 3rd to 2nd
3, moved from 4th to 3rd	CeraVe	8.9%	201K	0%	+0.1 pointsmoved from 4th to 3rd
4, moved from 5th to 4th	Clinique	8.9%	201K	0%	+0.1 pointsmoved from 5th to 4th
5, moved from 6th to 5th	The Ordinary	8.9%	201K	0%	+0.1 pointsmoved from 6th to 5th
6, moved from 7th to 6th	Kiehl's	7.3%	165K	+22.2%	+1.4 pointsmoved from 7th to 6th
7, moved from 9th to 7th	Summer Fridays	7.3%	165K	+22.2%	+1.4 pointsmoved from 9th to 7th
8, held 8th	SkinCeuticals	6%	135K	0%	+0.1 points
9, moved from 10th to 9th	Cetaphil	4.9%	110K	0%	+0.1 pointsmoved from 10th to 9th
10, moved from 11th to 10th	Paula's Choice	4.9%	110K	0%	+0.1 pointsmoved from 11th to 10th
11, moved from 13th to 11th	Laneige	4%	90.5K	+22.3%	+0.8 pointsmoved from 13th to 11th
12, moved from 2nd to 12th	Neutrogena	4%	90.5K	-63.2%	-6.7 pointsmoved from 2nd to 12th
13, moved from 12th to 13th	Byoma	2.7%	60.5K	-18.2%	-0.5 pointsmoved from 12th to 13th
14, moved from 15th to 14th	Glow Recipe	2.7%	60.5K	+22.2%	+0.5 pointsmoved from 15th to 14th
15, moved from 14th to 15th	Tatcha	2.7%	60.5K	0%	0 pointsmoved from 14th to 15th

1.La Roche-Posay
16.3%
Held 1st. 368K estimated branded searches, 0% vs prior month. Share +0.3 points.
2.Aesop
10.9%
Moved from 3rd to 2nd. 246K estimated branded searches, +22.4% vs prior month. Share +2.1 points.
3.CeraVe
8.9%
Moved from 4th to 3rd. 201K estimated branded searches, 0% vs prior month. Share +0.1 points.
4.Clinique
8.9%
Moved from 5th to 4th. 201K estimated branded searches, 0% vs prior month. Share +0.1 points.
5.The Ordinary
8.9%
Moved from 6th to 5th. 201K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.Kiehl's
7.3%
Moved from 7th to 6th. 165K estimated branded searches, +22.2% vs prior month. Share +1.4 points.
7.Summer Fridays
7.3%
Moved from 9th to 7th. 165K estimated branded searches, +22.2% vs prior month. Share +1.4 points.
8.SkinCeuticals
6%
Held 8th. 135K estimated branded searches, 0% vs prior month. Share +0.1 points.
9.Cetaphil
4.9%
Moved from 10th to 9th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.
10.Paula's Choice
4.9%
Moved from 11th to 10th. 110K estimated branded searches, 0% vs prior month. Share +0.1 points.
11.Laneige
4%
Moved from 13th to 11th. 90.5K estimated branded searches, +22.3% vs prior month. Share +0.8 points.
12.Neutrogena
4%
Moved from 2nd to 12th. 90.5K estimated branded searches, -63.2% vs prior month. Share -6.7 points.
13.Byoma
2.7%
Moved from 12th to 13th. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
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.Tatcha
2.7%
Moved from 14th to 15th. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.

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

15 brands

In September 2026, La Roche-Posay was the most searched among skincare brands in the United States, with an estimated 368K branded searches, 16.3% of all searches for the 15 we track. Aesop is in 2nd place, 5.4 percentage points behind at 10.9%.

United States skincare brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
La Roche-Posay	12.2% → 16.3%	17.9%Jul 2026	9.2%Nov 2025	2nd → 1st
Aesop	12.2% → 10.9%	12.2%Oct 2025	6.6%Jul 2026	1st → 2nd
CeraVe	8.2% → 8.9%	11.5%Jun 2026	6.1%Nov 2025	4th → 3rd
Clinique	8.2% → 8.9%	9.2%Mar 2026	6.9%Jan 2026	5th → 4th
The Ordinary	6.7% → 8.9%	10.3%Apr 2026	6.7%Oct 2025	6th → 5th
Kiehl's	5.5% → 7.3%	9.2%Nov 2025	5.5%Feb 2026	7th → 6th
Summer Fridays	12.2% → 7.3%	18.5%Dec 2025	5.9%Aug 2026	3rd → 7th
SkinCeuticals	5.5% → 6%	6.9%Apr 2026	4.1%Nov 2025	9th → 8th
Cetaphil	4.5% → 4.9%	5.2%Jun 2026	2.7%Nov 2025	10th → 9th
Paula's Choice	4.5% → 4.9%	5.4%Jul 2026	3.7%Dec 2025	12th → 10th
Laneige	5.5% → 4%	6.9%Jan 2026	3.2%Aug 2026	8th → 11th
Neutrogena	4.5% → 4%	10.7%Aug 2026	2.7%Nov 2025	11th → 12th
Byoma	3% → 2.7%	3.7%Feb 2026	2.5%Dec 2025	15th → 13th
Glow Recipe	3.7% → 2.7%	4.1%Nov 2025	2.2%Aug 2026	13th → 14th
Tatcha	3.7% → 2.7%	4.6%Jan 2026	2.6%Aug 2026	14th → 15th

Each finding as a sentence

Across the 12 months ending September 2026, La Roche-Posay’s share of searches among skincare brands in the United States increased from 12.2% to 16.3%.
Across the 12 months ending September 2026, Aesop’s share of searches among skincare brands in the United States decreased from 12.2% to 10.9%.
Across the 12 months ending September 2026, CeraVe’s share of searches among skincare brands in the United States increased from 8.2% to 8.9%.
Across the 12 months ending September 2026, Clinique’s share of searches among skincare brands in the United States increased from 8.2% to 8.9%.
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, 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, Summer Fridays’ share of searches among skincare brands in the United States decreased from 12.2% to 7.3%.
Across the 12 months ending September 2026, Laneige’s share of searches among skincare brands in the United States decreased from 5.5% to 4%.
Across the 12 months ending September 2026, Glow Recipe’s share of searches among skincare brands in the United States decreased from 3.7% to 2.7%.
Across the 12 months ending September 2026, Tatcha’s share of searches among skincare brands in the United States decreased from 3.7% to 2.7%.
Across the 12 months ending September 2026, La Roche-Posay’s share of searches among skincare brands in the United States peaked at 17.9% in July 2026 and was lowest at 9.2% in November 2025.
Across the 12 months ending September 2026, Aesop’s share of searches among skincare brands in the United States peaked at 12.2% in October 2025 and was lowest at 6.6% in July 2026.
Across the 12 months ending September 2026, CeraVe’s share of searches among skincare brands in the United States peaked at 11.5% in June 2026 and was lowest at 6.1% in November 2025.
Across the 12 months ending September 2026, Clinique’s share of searches among skincare brands in the United States peaked at 9.2% in March 2026 and was lowest at 6.9% in January 2026.
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, 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, Summer Fridays’ share of searches among skincare brands in the United States peaked at 18.5% in December 2025 and was lowest at 5.9% in August 2026.
Across the 12 months ending September 2026, SkinCeuticals’ share of searches among skincare brands in the United States peaked at 6.9% in April 2026 and was lowest at 4.1% in November 2025.
Across the 12 months ending September 2026, Cetaphil’s share of searches among skincare brands in the United States peaked at 5.2% in June 2026 and was lowest at 2.7% in November 2025.
Across the 12 months ending September 2026, Paula's Choice’s share of searches among skincare brands in the United States peaked at 5.4% in July 2026 and was lowest at 3.7% in December 2025.
Across the 12 months ending September 2026, Laneige’s share of searches among skincare brands in the United States peaked at 6.9% in January 2026 and was lowest at 3.2% in August 2026.
Across the 12 months ending September 2026, Neutrogena’s share of searches among skincare brands in the United States peaked at 10.7% in August 2026 and was lowest at 2.7% in November 2025.
Across the 12 months ending September 2026, Byoma’s share of searches among skincare brands in the United States peaked at 3.7% in February 2026 and was lowest at 2.5% in December 2025.
Across the 12 months ending September 2026, Glow Recipe’s share of searches among skincare brands in the United States peaked at 4.1% in November 2025 and was lowest at 2.2% in August 2026.
Across the 12 months ending September 2026, Tatcha’s share of searches among skincare brands in the United States peaked at 4.6% in January 2026 and was lowest at 2.6% in August 2026.
Across the 12 months ending September 2026, La Roche-Posay rose from 2nd to 1st among skincare brands in the United States.
Across the 12 months ending September 2026, Aesop fell from 1st to 2nd among skincare brands in the United States.
Across the 12 months ending September 2026, CeraVe rose from 4th to 3rd among skincare brands in the United States.
Across the 12 months ending September 2026, Clinique rose from 5th to 4th among skincare brands in the United States.
Across the 12 months ending September 2026, The Ordinary rose from 6th to 5th among skincare brands in the United States.
Across the 12 months ending September 2026, Kiehl's rose from 7th to 6th among skincare brands in the United States.
Across the 12 months ending September 2026, Summer Fridays fell from 3rd to 7th among skincare brands in the United States.
Across the 12 months ending September 2026, SkinCeuticals rose from 9th to 8th among skincare brands in the United States.
Across the 12 months ending September 2026, Cetaphil rose from 10th to 9th among skincare brands in the United States.
Across the 12 months ending September 2026, Paula's Choice rose from 12th to 10th among skincare brands in the United States.
Across the 12 months ending September 2026, Laneige fell from 8th to 11th among skincare brands in the United States.
Across the 12 months ending September 2026, Neutrogena fell from 11th to 12th among skincare brands in the United States.
Across the 12 months ending September 2026, Byoma rose from 15th to 13th among skincare brands in the United States.
Across the 12 months ending September 2026, Glow Recipe fell from 13th to 14th among skincare brands in the United States.
Across the 12 months ending September 2026, Tatcha fell from 14th to 15th among skincare brands in the United States.

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

8 changes

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%.
In September 2026, Byoma lost share of searches among skincare brands in the United States, from 3.2% to 2.7%.
Clinique’s share of searches among skincare brands in the United States has gained ground for 3 months in a row, from 7.7% to 8.9% 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.