Aesop vs Lux:Which is more popular?
In September 2026, Aesop had more branded searches than Lux among body wash and soap brands in Australia. Aesop had about 5,400 branded searches, while Lux had 880. Aesop made up 10.3% of all body wash and soap brand searches we track, and Lux accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about body wash and soap brands, Aesop appeared in one of the three answers and Lux in none.
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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. Lux did not appear in any of the three 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?”
- 1Dove
- 1
Asked ChatGPT
“What are the best body wash brands in Australia?”
Asked ChatGPT
“What's the best body wash for sensitive skin?”
Searched Google, AI Overview
“body wash”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“hand wash”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Aesop or Lux more popular in search?
This chart shows how often people search Google for Aesop and Lux by name. Each line represents a brand's share of searches for all ten body wash and soap brands we track, month by month, from searches in Australia.
Share of searches by month for Aesop, Lux. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dove | Palmolive | Aesop | Dettol | QV Skincare | Sukin | Radox | Nivea | Protex | Lux |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 37% | 16.5% | 11% | 9% | 9% | 6% | 4% | 3.2% | 2.5% | 1.8% |
| Nov 2025 | 36.5% | 13.3% | 13.3% | 10.9% | 8.9% | 7.2% | 3.2% | 2.5% | 2.5% | 1.8% |
| Dec 2025 | 30.4% | 13.6% | 20.3% | 11% | 7.3% | 7.3% | 3.3% | 2.5% | 2.5% | 1.8% |
| Jan 2026 | 36.8% | 16.4% | 10.9% | 9% | 9% | 7.2% | 3.2% | 3.2% | 2.5% | 1.8% |
| Feb 2026 | 34.2% | 18.6% | 10.2% | 10.2% | 8.2% | 6.8% | 3.7% | 3.7% | 2.8% | 1.7% |
| Mar 2026 | 34.4% | 18.8% | 10.2% | 10.2% | 8.4% | 6.7% | 3.7% | 3% | 3% | 1.4% |
| Apr 2026 | 30.5% | 20.4% | 11.1% | 9.1% | 9.1% | 7.3% | 4.8% | 3.3% | 2.5% | 1.8% |
| May 2026 | 37.5% | 16.7% | 11.2% | 7.4% | 7.4% | 7.4% | 4.8% | 3.3% | 2.5% | 1.8% |
| Jun 2026 | 41.1% | 15% | 10% | 6.6% | 8.2% | 6.6% | 4.3% | 3.6% | 3% | 1.6% |
| Jul 2026 | 36.7% | 16.4% | 8.9% | 8.9% | 8.9% | 8.9% | 3.9% | 3.2% | 2.6% | 1.5% |
| Aug 2026 | 32% | 17.5% | 11.7% | 9.5% | 9.5% | 7.8% | 4.1% | 3.5% | 2.8% | 1.6% |
| Sep 2026 | 34.5% | 18.9% | 10.3% | 10.3% | 8.4% | 6.9% | 3.6% | 3% | 2.5% | 1.7% |
Aesop sells other things too, so only its searches that name this product count here, like “aesop hand wash”.
How has the Aesop and Lux comparison changed over the last 12 months?
3 findings
- Aesop was ahead of Lux in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Aesop’s share of searches among body wash and soap brands in Australia moved from 11% to 10.3%, and its estimated monthly branded searches moved from 4.4K to 5.4K.
- Across the 12 months ending September 2026, Lux’s share of searches among body wash and soap brands in Australia moved from 1.8% to 1.7%, and its estimated monthly branded searches moved from 720 to 880.
How did search popularity change for Australia body wash and soap brands in September 2026?
2 changes
In September 2026, Aesop lost share of searches among body wash and soap brands in Australia, from 11.7% to 10.3%.
Estimated monthly branded searches for Lux in Australia rose 22.2% over 12 measured months, from 720 to 880 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Aesop’s and Lux’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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