# 4-Year Toner Pad Searches: MEDIHEAL 17% to 53%, P.CALM 34% to 4%

Comparing 4 years of searches across 15 brands in related searches for 'toner pad', MEDIHEAL's share grew from 16.9% to 53.1%, while P.CALM's share fell from 34.1% to 3.7%. In September 2026, Blanc Diva, which grew for five consecutive months, was the second most searched brand after MEDIHEAL.

Kim San · Data report · 2026-10-24 09:00 KST · https://daas.listeningmind.ai/en/wiki/toner-pad-brand-search-share

## Quick Answer

Searches for toner pads with brand names more than doubled over 4 years (from 126,011 to 271,752 searches, +115.7%), with MEDIHEAL taking most of the growth. The fastest-rising brand today is Blanc Diva.

## 4 Years across 15 Brands

Fifteen 'brand + toner pad' keywords from the top 30 related searches for 'toner pad' were aggregated in 12-month periods. Share represents the percentage of the 15-brand total.

| Brand | Year 1 (Oct 2022 to Sep 2023) | Year 2 | Year 3 | Year 4 (Oct 2025 to Sep 2026) | Year 1 Share | Year 4 Share |
|---|---|---|---|---|---|---|
| MEDIHEAL | 21,310 | 52,390 | 143,650 | 144,420 | 16.9% | 53.1% |
| Dewytree | 2,821 | 11,420 | 24,230 | 19,230 | 2.2% | 7.1% |
| Abib | 4,970 | 5,360 | 10,450 | 16,630 | 3.9% | 6.1% |
| Medicube | 3,750 | 7,300 | 14,730 | 13,330 | 3.0% | 4.9% |
| numbuzin | 13,140 | 16,450 | 11,260 | 11,420 | 10.4% | 4.2% |
| Torriden | 4,710 | 8,670 | 11,510 | 10,110 | 3.7% | 3.7% |
| P.CALM | 42,950 | 97,950 | 39,090 | 10,100 | 34.1% | 3.7% |
| NEEDLY | 14,330 | 20,520 | 13,120 | 8,280 | 11.4% | 3.0% |
| BRING GREEN | 6,680 | 11,020 | 12,750 | 7,110 | 5.3% | 2.6% |
| Anua | 2,626 | 4,150 | 5,920 | 6,270 | 2.1% | 2.3% |
| Blanc Diva | 0 | 0 | 3,232 | 6,111 | 0.0% | 2.2% |
| Director Pi | 8,335 | 7,115 | 7,543 | 5,974 | 6.6% | 2.2% |
| BIODANCE | 0 | 1,280 | 6,350 | 5,300 | 0.0% | 2.0% |
| Hanyul | 365 | 902 | 2,827 | 4,730 | 0.3% | 1.7% |
| mixsoon | 24 | 510 | 858 | 2,737 | 0.0% | 1.0% |
| Total | 126,011 | 245,037 | 307,520 | 271,752 | 100% | 100% |

In Year 1, P.CALM (34.1%) ranked first, followed by MEDIHEAL (16.9%). By Year 4, MEDIHEAL alone accounted for over half, while second-place Dewytree held 7.1%. Total brand searches peaked in Year 3 and decreased by 11.6% in Year 4.

![Monthly search volume for toner pad brands](/wiki-fig/note-toner-pad-brands.svg)

## MEDIHEAL: Leveled Off After Rapid Growth

Searches for MEDIHEAL toner pads grew 6.7-fold, rising from 21,310 searches in Year 1 to 143,650 searches in Year 3. Year 4 totaled 144,420 searches, nearly unchanged from Year 3 (+0.5%). While growth has stalled, volume has not declined.

## P.CALM: From Peak to Bottom in Two Years

P.CALM peaked in Year 2 with 97,950 searches, then dropped to 39,090 searches in Year 3 (-60.1%) and 10,100 searches in Year 4. September 2026 recorded 470 searches. The decline did not happen all at once. From 1,940 searches in August 2025, it declined steadily each month, dropping to one-fourth within a year.

MEDIHEAL grew during the period P.CALM declined. However, search volume alone cannot confirm whether the same consumers switched brands. Tracking user journeys between searches for the two brands is needed to verify this.

## Rising Brand: Blanc Diva

| Brand | Apr 2026 | May 2026 | Jun 2026 | Jul 2026 | Aug 2026 | Sep 2026 |
|---|---|---|---|---|---|---|
| Blanc Diva | 165 | 185 | 330 | 820 | 1,190 | 1,850 |
| mixsoon | 56 | 45 | 80 | 47 | 1,970 | 200 |
| P.CALM | 630 | 680 | 480 | 530 | 470 | 470 |

Blanc Diva increased for five consecutive months, reaching 1,850 searches in September 2026. While mixsoon's total over the recent 6 months was 7 times the previous 6 months, this was concentrated in the single month of August 2026 (1,970 searches) before returning to 200 searches in September. A single-month spike should be distinguished from steady growth.

## Purchase Channels: OLIVEYOUNG Declined While Daiso and Military PX Increased

Five keywords pairing purchase channels with toner pads were also present in the top 30 related searches.

| Search Keyword | Year 1 | Year 4 | Change |
|---|---|---|---|
| Daiso toner pad | 37,500 | 69,250 | +84.7% |
| OLIVEYOUNG toner pad | 45,560 | 13,300 | -70.8% |
| Daiso cica toner pad | 21,320 | 12,230 | -42.6% |
| PX toner pad | 2,039 | 12,400 | 6.1x |
| Military store toner pad | 218 | 4,050 | 18.6x |

In Year 4, searches for 'PX toner pad' and 'military store toner pad' totaled 16,450, exceeding 'OLIVEYOUNG toner pad' at 13,300. Over the recent 6 months, PX searches rose 60% and military store searches rose 76%. Whether these searches come from military personnel and their families or general consumers looking for 'PX cosmetics' cannot be determined by search volume alone.

The trend for Daiso is covered separately in [4-Year Toner Pad Search Volume Trends](https://daas.listeningmind.ai/en/wiki/toner-pad-search-trend-daiso).

## Takeaways from This Data

- **Brand Marketers**: The share of 'our brand + category' searches out of total brand searches in the category serves as a search share metric measured each month. While not identical to sales share, tracking it consistently reveals direction.
- **Strategy and Product Planning**: P.CALM had already declined 60% by Year 3. When the decline in the year following a peak is large, teams should watch for ongoing contraction rather than recovery. Because this observation comes from a single case, confirmation in other categories is required.
- **Merchandisers (MDs)**: OLIVEYOUNG searches declined while Daiso and PX searches grew. When selecting sales channels, reviewing search volume associated with channel names is useful.

How to understand brand positioning through search is explained in [Intent Intelligence](https://daas.listeningmind.ai/en/wiki/intent-intelligence).

## Methodology

- Brand list: Extracted the top 30 related keywords for 'toner pad' using ListeningMind intent_finder, then selected 15 'brand + toner pad' terms and 5 channel-related terms. Brands outside the top 30 were excluded.
- Search volume: ListeningMind keyword_info, South Korean market, combined Naver and Google searches, October 2022 to September 2026, queried on October 21, 2026.
- Standalone brand searches or searches combined with other product types were excluded.
- Search volume represents the level of interest, not sales volume.

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## FAQ

**Is toner pad search share the same as sales share?**

No. Search volume represents the level of interest, not sales volume. Tracking search share consistently reveals the direction of brand interest.

**Which toner pad brand leads the tracked searches?**

MEDIHEAL accounted for 53.1% of the tracked toner pad brand searches in South Korea from October 2025 to September 2026, according to ListeningMind data.

**How does Blanc Diva's search growth differ from mixsoon's?**

Blanc Diva's monthly searches increased throughout April to September 2026 in South Korea, according to ListeningMind data. Over the same period, mixsoon's growth was concentrated in August before search volume fell in September.

**How do PX toner pad searches compare with OLIVEYOUNG searches?**

ListeningMind recorded a combined 16,450 searches for 'PX toner pad' and 'military store toner pad' in South Korea from October 2025 to September 2026, compared with 13,300 searches for 'OLIVEYOUNG toner pad' over the same period.


## Sources

- ListeningMind keyword_info · kr · 2026-10-21 조회 https://daas.listeningmind.ai/r/r-d836d19f3ec5 2026-10-21
- ListeningMind intent_finder · kr · 2026-10-21 조회 https://daas.listeningmind.ai/r/r-386cb9f7d3e9 2026-10-21