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 1.5% of all Australia candle and home fragrance brand searches, placing Aesop tenth out of ten brands. When we asked both ChatGPT and Google AI Overviews about candle and home fragrance brands, Aesop appeared in two of the five answers and was the fifth most recommended of the ten.

Search and AI answers in September 2026

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

  1. Glasshouse FragrancesShare of searches 33.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. DuskShare of searches 22.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. DiptyqueShare of searches 12.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Maison BalzacShare of searches 12.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. AesopShare of searches 1.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+5 more

Aesop website (opens in a new tab)

Follow Aesop and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top candle and home fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Aesop was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Aesop is the fifth most recommended of the ten.

Most recommended by AI

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

  1. Glasshouse Fragrances1st
  2. Ecoya2nd
  3. Circa3rd
  4. Peppermint Grove4th
  5. Aesop5th
  6. Dusk–
  7. Diptyque–
  8. Maison Balzac–
  9. Jo Malone–
  10. Palm Beach Collection–

Mentioned by AI

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

  • Glasshouse Fragrances3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ecoya3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Circa2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Peppermint Grove2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aesop2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dusk0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Diptyque0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Maison Balzac0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jo Malone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Palm Beach Collection0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about candle and home fragrance 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 26, 2026.

Which candle and home fragrance brands compete with Aesop?

Aesop against candle and home fragrance brands in Australia, by month

Share of searches by month for Glasshouse Fragrances, Dusk, Diptyque, Maison Balzac, Ecoya, Jo Malone, Circa, Palm Beach Collection, Aesop. The figures are in the table below the chart.

View monthly share of searches table
MonthGlasshouse FragrancesDuskDiptyqueMaison BalzacEcoyaJo MaloneCircaPalm Beach CollectionPeppermint GroveAesop
Oct 202536.3%19.8%7.2%16.2%7.2%3.9%3.2%3.2%1.7%1.2%
Nov 202538.6%17.3%6.3%17.3%9.5%2.8%2.8%2.8%1.5%1%
Dec 202535.6%23.9%7.1%16%5.8%3.2%2.6%2.6%2.1%1.1%
Jan 202625.6%17.1%21%17.1%7.7%3.4%2.3%2.7%1.8%1.2%
Feb 202628.4%19%12.7%19%8.4%3.6%2.5%3.1%1.7%1.7%
Mar 202629.5%19.7%10.8%19.7%8.8%3.1%2.6%2.6%1.6%1.4%
Apr 202631.3%20.9%11.4%14%9.3%3.3%2.8%3.3%2.2%1.5%
May 202632.1%21.4%11.7%14.3%7.8%4.2%2.3%2.7%1.9%1.4%
Jun 202633%18%14.7%14.7%8%3.6%2.4%2.4%1.9%1.3%
Jul 202630.2%20.1%16.5%11%11%3.3%2.6%2.2%1.8%1.4%
Aug 202629.8%19.8%13.3%16.2%8.8%3.9%2.5%2.5%1.7%1.3%
Sep 202633.1%22.1%12.1%12.1%8.1%4.3%2.4%2.4%1.9%1.5%

  1. 1.Glasshouse Fragrances

    33.1%

    Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share +3.4 points.

  2. 2.Dusk

    22.1%

    Held 2nd. 14.8K estimated branded searches, 0% vs prior month. Share +2.3 points.

  3. 3.Diptyque

    12.1%

    Moved from 4th to 3rd. 8.1K estimated branded searches, -18.2% vs prior month. Share -1.2 points.

  4. 4.Maison Balzac

    12.1%

    Moved from 3rd to 4th. 8.1K estimated branded searches, -33.1% vs prior month. Share -4.1 points.

  5. 5.Ecoya

    8.1%

    Held 5th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.8 points.

  6. 6.Jo Malone

    4.3%

    Held 6th. 2.9K estimated branded searches, 0% vs prior month. Share +0.4 points.

  7. 7.Circa

    2.4%

    Held 7th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.2 points.

  8. 8.Palm Beach Collection

    2.4%

    Held 8th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.2 points.

  9. 9.Peppermint Grove

    1.9%

    Held 9th. 1.3K estimated branded searches, 0% vs prior month. Share +0.2 points.

  10. 10.Aesop

    1.5%

    Held 10th. 1K estimated branded searches, 0% vs prior month. Share +0.2 points.

Aesop and Jo Malone sell other things too, so only their searches that name this product count here, like “aesop candle”.

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 candle and home fragrance brands in Australia held steady, from 1.2% to 1.5%.

How did search popularity change for Australia candle and home fragrance brands in September 2026?

6 changes

  1. In September 2026, Glasshouse Fragrances gained share of searches among candle and home fragrance brands in Australia, from 29.8% to 33.1%.

  2. In September 2026, Dusk gained share of searches among candle and home fragrance brands in Australia, from 19.8% to 22.1%.

  3. In September 2026, Maison Balzac lost share of searches among candle and home fragrance brands in Australia, from 16.2% to 12.1%.

  4. In September 2026, Diptyque lost share of searches among candle and home fragrance brands in Australia, from 13.3% to 12.1%.

  5. In September 2026, Ecoya lost share of searches among candle and home fragrance brands in Australia, from 8.8% to 8.1%.

  6. Estimated monthly branded searches for Aesop in Australia rose 13.6% over 12 measured months, from 880 to 1K in September 2026.

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%Shown above
Body wash and soap brands3rd of 1010.3%Show ranking
Creator with pink hair and a pink jacket

Is Aesop your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free