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 10.3% of all Australia body wash and soap brand searches, placing Aesop third out of ten brands. When we asked both ChatGPT and Google AI Overviews about body wash and soap brands, Aesop appeared in one of the three answers.

Search and AI answers in September 2026

Aesop is the third most searched of 10 competitors.

  1. DoveShare of searches 34.5%Mentioned in 2 of 3 AI answers
  2. PalmoliveShare of searches 18.9%Mentioned in 1 of 3 AI answers
  3. AesopShare of searches 10.3%Mentioned in 1 of 3 AI answers
  4. DettolShare of searches 10.3%Mentioned in 0 of 3 AI answers
  5. QV SkincareShare of searches 8.4%Mentioned in 1 of 3 AI answers

+5 more

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Top body wash and soap brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Aesop was mentioned in one out of three: in one of the three ChatGPT answers.

Mentioned by AI

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

  • Dove2 of 3Named in 2 of 3 ChatGPT answers
  • Palmolive1 of 3Named in 1 of 3 ChatGPT answers
  • Aesop1 of 3Named in 1 of 3 ChatGPT answers
  • QV Skincare1 of 3Named in 1 of 3 ChatGPT answers
  • Sukin1 of 3Named in 1 of 3 ChatGPT answers
  • Dettol0 of 3Named in 0 of 3 ChatGPT answers
  • Radox0 of 3Named in 0 of 3 ChatGPT answers
  • Nivea0 of 3Named in 0 of 3 ChatGPT answers
  • Protex0 of 3Named in 0 of 3 ChatGPT answers
  • Lux0 of 3Named in 0 of 3 ChatGPT answers

See every answer about body wash and soap brands

3 answers

  • Asked ChatGPT

    “Which body wash should I buy in Australia?”

    1. 1Dove

  • Asked ChatGPT

    “What are the best body wash brands in Australia?”

    1. 1QV Skincare
    2. 2Dove
    3. 3Palmolive
    4. 4Aesop
    5. 5Sukin

  • Asked ChatGPT

    “What's the best body wash for sensitive skin?”

    1. Searched Google, AI Overview

      “body wash”

      Google showed no AI Overview for this search.

    2. Searched Google, AI Overview

      “hand wash”

      Google showed no AI Overview for this search.

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

    Which body wash and soap brands compete with Aesop?

    Aesop against body wash and soap brands in Australia, by month

    Share of searches by month for Dove, Palmolive, Aesop, Dettol, QV Skincare, Sukin, Radox, Nivea, Protex. The figures are in the table below the chart.

    View monthly share of searches table
    MonthDovePalmoliveAesopDettolQV SkincareSukinRadoxNiveaProtexLux
    Oct 202537%16.5%11%9%9%6%4%3.2%2.5%1.8%
    Nov 202536.5%13.3%13.3%10.9%8.9%7.2%3.2%2.5%2.5%1.8%
    Dec 202530.4%13.6%20.3%11%7.3%7.3%3.3%2.5%2.5%1.8%
    Jan 202636.8%16.4%10.9%9%9%7.2%3.2%3.2%2.5%1.8%
    Feb 202634.2%18.6%10.2%10.2%8.2%6.8%3.7%3.7%2.8%1.7%
    Mar 202634.4%18.8%10.2%10.2%8.4%6.7%3.7%3%3%1.4%
    Apr 202630.5%20.4%11.1%9.1%9.1%7.3%4.8%3.3%2.5%1.8%
    May 202637.5%16.7%11.2%7.4%7.4%7.4%4.8%3.3%2.5%1.8%
    Jun 202641.1%15%10%6.6%8.2%6.6%4.3%3.6%3%1.6%
    Jul 202636.7%16.4%8.9%8.9%8.9%8.9%3.9%3.2%2.6%1.5%
    Aug 202632%17.5%11.7%9.5%9.5%7.8%4.1%3.5%2.8%1.6%
    Sep 202634.5%18.9%10.3%10.3%8.4%6.9%3.6%3%2.5%1.7%

    1. 1.Dove

      34.5%

      Held 1st. 18.1K estimated branded searches, +22.3% vs prior month. Share +2.5 points.

    2. 2.Palmolive

      18.9%

      Held 2nd. 9.9K estimated branded searches, +22.2% vs prior month. Share +1.3 points.

    3. 3.Aesop

      10.3%

      Held 3rd. 5.4K estimated branded searches, 0% vs prior month. Share -1.4 points.

    4. 4.Dettol

      10.3%

      Held 4th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.8 points.

    5. 5.QV Skincare

      8.4%

      Held 5th. 4.4K estimated branded searches, 0% vs prior month. Share -1.1 points.

    6. 6.Sukin

      6.9%

      Held 6th. 3.6K estimated branded searches, 0% vs prior month. Share -0.9 points.

    7. 7.Radox

      3.6%

      Held 7th. 1.9K estimated branded searches, 0% vs prior month. Share -0.5 points.

    8. 8.Nivea

      3%

      Held 8th. 1.6K estimated branded searches, 0% vs prior month. Share -0.4 points.

    9. 9.Protex

      2.5%

      Held 9th. 1.3K estimated branded searches, 0% vs prior month. Share -0.3 points.

    10. 10.Lux

      1.7%

      Held 10th. 880 estimated branded searches, +22.2% vs prior month. Share +0.1 points.

    Aesop, QV Skincare and Sukin sell other things too, so only their searches that name this product count here, like “aesop hand wash”.

    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?

    3 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 body wash and soap brands in Australia decreased from 11% to 10.3%.
    • Across the 12 months ending September 2026, Aesop’s share of searches among body wash and soap brands in Australia peaked at 20.3% in December 2025 and was lowest at 8.9% in July 2026.

    How did search popularity change for Australia body wash and soap brands in September 2026?

    6 changes

    1. In September 2026, Dove gained share of searches among body wash and soap brands in Australia, from 32% to 34.5%.

    2. In September 2026, Palmolive gained share of searches among body wash and soap brands in Australia, from 17.5% to 18.9%.

    3. In September 2026, Dettol gained share of searches among body wash and soap brands in Australia, from 9.5% to 10.3%.

    4. In September 2026, Aesop lost share of searches among body wash and soap brands in Australia, from 11.7% to 10.3%.

    5. In September 2026, QV Skincare lost share of searches among body wash and soap brands in Australia, from 9.5% to 8.4%.

    6. In September 2026, Sukin lost share of searches among body wash and soap brands in Australia, from 7.8% to 6.9%.

    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%Show ranking
    Candle and home fragrance brands10th of 101.5%Show ranking
    Body wash and soap brands3rd of 1010.3%Shown above
    Creator with pink hair and a pink jacket

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