A recent study by beauty and wellness marketplace Fresha reveals that CeraVe is the most searched skincare brand in the UK, highlighting the nation’s growing interest in skin health. The study utilised Google Keyword Planner data, analysing average monthly searches for over 50 popular skincare brands. This data was further cross-referenced with keywords related to specific products such as “cream” and “serum” to identify the most sought-after brands by Britons.
Dominance of CeraVe
CeraVe emerged as the clear leader with an impressive 136,992 average monthly searches. This figure is more than double that of the second most searched brand, Byoma. The most popular search term for CeraVe was ‘CeraVe cleanser,’ which attracted 43,633 searches. Additionally, ‘CeraVe moisturising cream’ was the second most searched term, with 39,217 average monthly searches. These results underscore the brand’s dominance in the UK skincare market.
Byoma and Drunk Elephant
Byoma, the only British brand in the top 10, secured the second spot with 60,151 average monthly searches. The term “Byoma skincare” was the third most searched term in the UK, garnering 36,800 searches, while “Byoma moisturiser” ranked tenth with 9,125 average monthly searches. This indicates a strong domestic presence and growing popularity for Byoma’s products.
Drunk Elephant came in third, with 37,354 average monthly searches. The brand’s moisturiser is particularly popular among Britons, with “Drunk Elephant moisturiser” receiving 14,450 searches, making it the fifth most searched skincare product in the country. Drunk Elephant’s position in the top three highlights its significant impact on the UK skincare market.
Other Leading Brands
Aveeno ranked fourth with 32,963 average monthly searches, driven by the popularity of “Aveeno cream,” which was the fourth most searched keyword at 17,617 monthly searches. Cetaphil followed in fifth place with 30,732 searches, indicating steady consumer interest in its range of skincare products.
The Complete Top Ten
La Roche-Posay, The Ordinary, L’Oreal, Estée Lauder, and Olay round out the top ten most searched skincare brands in the UK. La Roche-Posay came sixth with 28,691 searches, while The Ordinary was seventh with 23,809 searches. L’Oreal, a long-standing favourite, ranked eighth with 22,190 searches. Estee Lauder and Olay secured the ninth and tenth spots with 18,758 and 16,504 searches, respectively.
Top 10 most popular skincare brands in the UK |
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| Rank | Brand | Average monthly searches |
| 1 | CeraVe | 136,992 |
| 2 | Byoma | 60,151 |
| 3 | Drunk Elephant | 37,354 |
| 4 | Aveeno | 32,963 |
| 5 | Cetaphil | 30,732 |
| 6 | La Roche-Posay | 28,691 |
| 7 | The Ordinary | 23,809 |
| 8 | L’Oreal | 22,190 |
| 9 | Estée Lauder | 18,758 |
| 10 | Olay | 16,504 |
The Skincare Trend
A spokesperson for Fresha commented on the findings, highlighting the influence of social media and increased awareness of skin health on the skincare market. “In recent years, thanks to social media influence and increased awareness of skin health, skincare has evolved from a niche interest to a mainstream obsession, transcending age, gender, and cultural boundaries.”
The spokesperson added, “This data reveals how much of a trend this has become in the UK, with historical brands such as Aveeno, Cetaphil, and Estée Lauder, as well as newer brands like Byoma and The Ordinary, appearing in the top 10.”
Implications for the Industry
The results of the Fresha study reflect the diverse preferences of British consumers and their growing investment in skincare. The prominence of both established and emerging brands in the top ten list suggests a dynamic market where consumers are keen to explore and invest in a variety of skincare solutions.
As the trend towards skincare continues to grow, brands are likely to increase their focus on innovation and engagement to capture and maintain consumer interest. The strong showing of brands like CeraVe and Byoma indicates that effectiveness, accessibility, and brand transparency will continue to be key factors driving consumer choice in the UK skincare market.
For more information, visit https://www.fresha.com/.