Brandwave

How popular isAesop?

In September 2026, people searched for Aesop by name about 80,400 times in Australia, a 16.1% decrease from the previous year. These searches made up 47.2% of all Australia skincare brand searches, placing Aesop first out of ten brands. When we asked both ChatGPT and Google AI Overviews about skincare brands, Aesop appeared in three of the five answers and was the second most recommended of the ten.

Search and AI answers in September 2026

Aesop is the most searched of 10 competitors and the second most recommended in AI answers.

  1. AesopShare of searches 47.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. Bondi SandsShare of searches 11.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Go-ToShare of searches 9.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. JurliqueShare of searches 7.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. SukinShare of searches 5.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

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Top skincare brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Aesop was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Aesop is the second most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Go-To1st
  2. Aesop2nd
  3. Alpha-H3rd
  4. Ultra Violette4th
  5. QV Skincare5th
  6. Jurlique6th
  7. Sukin7th
  8. Bondi Sands–
  9. Naked Sundays–
  10. Frank Body–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Go-To4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Alpha-H4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Aesop3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • QV Skincare3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jurlique2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ultra Violette2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sukin1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bondi Sands0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Naked Sundays0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Frank Body0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about skincare brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which skincare brands compete with Aesop?

Aesop against skincare brands in Australia, by month

Share of searches by month for Aesop, Bondi Sands, Go-To, Jurlique, Sukin, Ultra Violette, Naked Sundays, QV Skincare, Frank Body, Alpha-H. The figures are in the table below the chart.

View monthly share of searches table
MonthAesopBondi SandsGo-ToJurliqueSukinUltra VioletteNaked SundaysQV SkincareFrank BodyAlpha-H
Oct 202547.2%11.6%7.7%7.7%4.2%6.3%5.2%3.1%4.2%2.8%
Nov 202555%7.4%9%9%3.3%2.2%6%1.7%4%2.2%
Dec 202555.9%7.5%9.2%9.2%3.4%1.8%5%2.1%4.1%1.8%
Jan 202648.8%9.8%9.8%8%5.3%2.9%4.3%3.3%4.3%3.6%
Feb 202653.4%8.7%8.7%8.7%4.8%2.1%3.9%3.1%3.9%2.6%
Mar 202650.5%8.3%10.1%8.3%5.5%2.5%3.7%3%4.5%3.7%
Apr 202651.2%8.4%10.2%8.4%5.6%2%3.7%3.7%3.7%3%
May 202651.5%8.4%10.3%8.4%4.6%2.5%3.1%3.6%4.6%3.1%
Jun 202648.5%7.9%11.9%7.9%5.3%1.9%5.3%3.4%4.3%3.5%
Jul 202651%10.2%10.2%6.8%5.6%2%3%4.2%4.5%2.5%
Aug 202653.4%8.7%8.7%7.1%5.8%2.1%3.9%3.6%3.9%2.6%
Sep 202647.2%11.5%9.4%7.7%5.2%5.2%4.2%3.8%3.4%2.3%

  1. 1.Aesop

    47.2%

    Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share -6.2 points.

  2. 2.Bondi Sands

    11.5%

    Held 2nd. 18.1K estimated branded searches, +22.3% vs prior month. Share +2.8 points.

  3. 3.Go-To

    9.4%

    Held 3rd. 14.8K estimated branded searches, 0% vs prior month. Share +0.7 points.

  4. 4.Jurlique

    7.7%

    Held 4th. 12.1K estimated branded searches, 0% vs prior month. Share +0.6 points.

  5. 5.Sukin

    5.2%

    Held 5th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.7 points.

  6. 6.Ultra Violette

    5.2%

    Moved from 10th to 6th. 8.1K estimated branded searches, +125% vs prior month. Share +3 points.

  7. 7.Naked Sundays

    4.2%

    Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.3 points.

  8. 8.QV Skincare

    3.8%

    Held 8th. 6K estimated branded searches, -2.1% vs prior month. Share +0.2 points.

  9. 9.Frank Body

    3.4%

    Moved from 6th to 9th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  10. 10.Alpha-H

    2.3%

    Moved from 9th to 10th. 3.6K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

Compare popularity between Aesop and its closest rivals

Every comparison with Aesop

25 comparisons

How has branded search demand for Aesop changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Aesop in Australia fell from 95.8K to 80.4K.
  • Across the 12 months ending September 2026, Aesop’s share of searches among skincare brands in Australia peaked at 55.9% in December 2025 and was lowest at 47.2% in October 2025.

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

6 changes

  1. In September 2026, Ultra Violette overtook Frank Body and 3 others to rank 6th among skincare brands in Australia, with 5.2% of the searches.

  2. In September 2026, Bondi Sands gained share of searches among skincare brands in Australia, from 8.7% to 11.5%.

  3. In September 2026, Go-To gained share of searches among skincare brands in Australia, from 8.7% to 9.4%.

  4. In September 2026, Jurlique gained share of searches among skincare brands in Australia, from 7.1% to 7.7%.

  5. In September 2026, Aesop lost share of searches among skincare brands in Australia, from 53.4% to 47.2%.

  6. In September 2026, Sukin lost share of searches among skincare brands in Australia, from 5.8% to 5.2%.

How are Aesop’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Aesop’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • aesop
  • aesop candle
  • aesop hand wash

Do you work for Aesop? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Aesop compete?

Aesop is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Skincare brands1st of 1047.2%Shown above
Candle and home fragrance brands10th of 101.5%Show ranking
Body wash and soap brands3rd of 1010.3%Show ranking
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