Anua Dethrones SVR: The Brand You Loved Has Just Lost Its No. 1 Spot
More 30,000 searches in seven days on the Beauty Decoded app. But the real focus this week isn't volume. It's movement.
Compared to the previous week, the top 10 most-searched marques terms underwent a major shakeup: Half of the field has been replaced. Five marques models make their debut, and five are discontinued. And the top spot changes hands. Here’s a closer look.
This Week's New Rankings
| Rank | This week | Last week |
|---|---|---|
| 1 | Anua ↑ | SVR |
| 2 | SVR ↓ | Avene |
| 3 | Caudalie 🆕 | Anua |
| 4 | Skin1004 ↑ | Cosrx |
| 5 | Yepoda 🆕 | CeraVe |
| 6 | CeraVe ↓ | Beauty of Joseon |
| 7 | Medicube 🆕 | Skin1004 |
| 8 | The Ordinary ↑ | Byoma |
| 9 | Vichy 🆕 | The Ordinary |
| 10 | Aromazone 🆕 | Nooance |
The Big Winner: Anua Takes the Lead
It's the highlight of the week. Anua climbs from 3rd to 1st place and dethrones SVR, which had been in the lead the previous week.
The brand owes its rise to its Heartleaf 77% Soothing Toner, one of the highest-rated products in the app’s entire ranking (4.9/5). Its promise: to soothe without stripping the skin. The face of gentle yet truly effective K-beauty.
Right behind it, SVR relinquishes its crown but remains strong (from 1st to 2nd), still guided by its scale Sebiaclear designed for skin prone to breakouts.
Skin1004's Impressive Growth
Another clear sign of the Korean wave: Skin1004 jumped from 7th to 4th place. Its product line Madagascar Centella, which relies on a single star ingredient to soothe reactive skin, continues to win over consumers. With an average rating of 4.43 out of 5, it is one of the highest-rated marques products in the ranking.
The 5 new entries
That is where true renewal takes place. Half of the rankings are new this week:
- Caudalie (3rd) is making a sensational debut in a more premium segment, driven by its Vinoclean cleansing oil.
- Yepoda (5th), a young Korean brand, is gaining visibility, even though its actual customer satisfaction remains to be seen (we'll come back to that).
- Medicube (7th) continues to make inroads with innovative products such as its Rose Peptide Serum.
- Vichy (9th) It stands out thanks to its sun protection and vitamin B3.
- Aromazone (10th) Tops the rankings: the DIY cosmetics and pure active ingredients brand is winning over a community seeking transparency.
The 5 Releases: The «First Wave» of K-Beauty Is on the Decline
The other side of the coin. Five marques players drop out of the top 10: Avène, Cosrx, Beauty of Joseon, Byoma, and Nooance.
The interesting thing? Several of them are highly rated mainstays of K-beauty (Beauty of Joseon scores 4.53/5, Cosrx 4.45). Their disappearance doesn’t reflect a drop in quality, but rather the rapid turnover of attention: the community is constantly exploring new must-haves. What was a must-have seven days ago is already giving way to something new.
What This Movement Tells Us
A ranking that’s half new every week is no small matter. It shows a community curious, fickle, and demanding, who doesn't stick with one brand but tests, compares, and moves on to the next one.
Dr. Sylvain David’s opinion
«What I find clinically interesting about this ranking is its volatility. A brand that enters and exits the list in a matter of days suggests that consumption is driven more by trends than by the skin's actual needs.".
But the skin doesn't follow Google's cycles. It takes several weeks for an active ingredient to produce visible results. Switching brands every seven days is the best way to ensure that a skincare routine never has a chance to prove itself—and often weakens your skin barrier by constantly trying out new products.
My advice: Use these rankings as a way to discover new opportunities, not as a shopping list. Identify an asset, understand it, and then give it time to perform before moving on to something else.»
The Beauty Decoded Community's Opinion
The data from the app provides insights that a simple search result does not.
In terms of satisfaction, the rising stars are living up to their promise: Skin1004 (4.43/5) and Anua (4.29/5) confirm their status as fan favorites, praised for their gentleness even on sensitive skin. Caudalie (4.32) and CeraVe (4.18) They inspire confidence with their reliability, with nearly 300 reviews in total.
But be wary of entries that look good in a search but don't deliver when you actually use them: Yepoda brings up the rear in terms of satisfaction (3.00/5), its products such as The Bubble Double because they were considered too «conceptual.» And among those leaving, Beauty of Joseon (4.53) and Byoma (4.58) have the highest ratings in the entire panel — proof that a brand can drop out of the top search results while still remaining one of the community’s favorites.
Things to remember
The rankings change quickly, but satisfaction can’t be forced. The most sought-after brand isn’t always the highest-rated one, and it’s precisely the gap between the two that deserves your attention.
