Brandwave

How popular isAesop in search?

In September 2026, there were an estimated 823K branded searches for Aesop worldwide which is down 17.7% over the last 12 months. Aesop holds 15.1% estimated Share of Search among hand soap brands worldwide and is ranked 3rd of 7 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Dove30.4%
  2. L'Occitane22.4%
  3. Aesop15.1%
  4. Diptyque15.1%
  5. Jo Malone12.4%
  6. Dial3.7%
  7. Blueland0.94%
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Where does Aesop compete?

Aesop is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Hand soap brands3rd of 715.1%Shown below
Bath, body and cosmetics stores3rd of 420.1%Show ranking
Shampoo and conditioner brands2nd of 724.1%Show ranking
Room spray brands1st of 633.2%Show ranking

Which hand soap brands compete with Aesop?

Aesop against hand soap brands worldwide, by month

Share of Search by month for Dove, L'Occitane, Aesop, Diptyque, Jo Malone, Dial. The figures are in the table below the chart.

View monthly share of search table
MonthDoveL'OccitaneAesopDiptyqueJo MaloneDialBlueland
Oct 202528.3%22.2%18.2%15%12.2%3%1.1%
Nov 202518.5%29.4%19.7%16%13.1%2.2%1%
Dec 202516.2%33.2%18.2%14.8%14.8%2%0.77%
Jan 202623.9%26.4%17.6%14.5%11.8%4.3%1.4%
Feb 202627.3%25.4%17.1%14%11.4%3.4%1.4%
Mar 202628.2%22.1%18.1%14.9%12.2%3%1.4%
Apr 202626.7%24.4%16.4%13.5%13.5%4%1.6%
May 202629%22.8%15.4%15.4%12.6%3.7%1.2%
Jun 202628.1%24.1%16.2%16.2%10.9%3.3%1.2%
Jul 202627.9%23.9%16.1%16.1%10.8%3.9%1.2%
Aug 202630.7%22.2%15%15%12.3%3.7%1.1%
Sep 202630.4%22.4%15.1%15.1%12.4%3.7%0.94%

  1. 1.Dove

    30.4%

    Held 1st. 1.7M estimated branded searches, -1.5% vs prior month. Share -0.3 points.

  2. 2.L'Occitane

    22.4%

    Held 2nd. 1.2M estimated branded searches, 0% vs prior month. Share +0.2 points.

  3. 3.Aesop

    15.1%

    Held 3rd. 823K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Diptyque

    15.1%

    Held 4th. 823K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Jo Malone

    12.4%

    Held 5th. 673K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Dial

    3.7%

    Held 6th. 201K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Blueland

    0.94%

    Held 7th. 51.1K estimated branded searches, -18.9% vs prior month. Share -0.2 points.

Compare search popularity between Aesop and its closest rivals

Every comparison with Aesop

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Aesop worldwide fell from 1M to 823K.
  • Across the 12 months ending September 2026, Aesop’s estimated Share of Search among hand soap brands worldwide decreased from 18.2% to 15.1%.
  • Across the 12 months ending September 2026, Aesop’s estimated Share of Search among hand soap brands worldwide peaked at 19.7% in November 2025 and was lowest at 15% in August 2026.

How did search popularity change for hand soap brands worldwide in September 2026?

  1. Estimated monthly branded searches for Dial worldwide rose 21.8% over 12 measured months, from 165K to 201K in September 2026.

  2. Estimated monthly branded searches for Blueland worldwide fell 19.1% over 12 measured months, from 63.1K to 51.1K in September 2026.

  3. Estimated monthly branded searches for Aesop worldwide fell 17.7% over 12 measured months, from 1M to 823K in September 2026.

How is Aesop measured?

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

1 branded search term

  • aesop

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How the Brand Demand Index is measured

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