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.
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
Which hand soap brands compete with Aesop?
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
| Month | Dove | L'Occitane | Aesop | Diptyque | Jo Malone | Dial | Blueland |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.3% | 22.2% | 18.2% | 15% | 12.2% | 3% | 1.1% |
| Nov 2025 | 18.5% | 29.4% | 19.7% | 16% | 13.1% | 2.2% | 1% |
| Dec 2025 | 16.2% | 33.2% | 18.2% | 14.8% | 14.8% | 2% | 0.77% |
| Jan 2026 | 23.9% | 26.4% | 17.6% | 14.5% | 11.8% | 4.3% | 1.4% |
| Feb 2026 | 27.3% | 25.4% | 17.1% | 14% | 11.4% | 3.4% | 1.4% |
| Mar 2026 | 28.2% | 22.1% | 18.1% | 14.9% | 12.2% | 3% | 1.4% |
| Apr 2026 | 26.7% | 24.4% | 16.4% | 13.5% | 13.5% | 4% | 1.6% |
| May 2026 | 29% | 22.8% | 15.4% | 15.4% | 12.6% | 3.7% | 1.2% |
| Jun 2026 | 28.1% | 24.1% | 16.2% | 16.2% | 10.9% | 3.3% | 1.2% |
| Jul 2026 | 27.9% | 23.9% | 16.1% | 16.1% | 10.8% | 3.9% | 1.2% |
| Aug 2026 | 30.7% | 22.2% | 15% | 15% | 12.3% | 3.7% | 1.1% |
| Sep 2026 | 30.4% | 22.4% | 15.1% | 15.1% | 12.4% | 3.7% | 0.94% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 30.4% | 1.7M | -1.5% | -0.3 points | |
| 2, held 2nd | 22.4% | 1.2M | 0% | +0.2 points | |
| 3, held 3rd | 15.1% | 823K | 0% | +0.1 points | |
| 4, held 4th | 15.1% | 823K | 0% | +0.1 points | |
| 5, held 5th | 12.4% | 673K | 0% | +0.1 points | |
| 6, held 6th | 3.7% | 201K | 0% | 0 points | |
| 7, held 7th | 0.94% | 51.1K | -18.9% | -0.2 points |
1.
Dove30.4%
Held 1st. 1.7M estimated branded searches, -1.5% vs prior month. Share -0.3 points.
22.4%
Held 2nd. 1.2M estimated branded searches, 0% vs prior month. Share +0.2 points.
3.
Aesop
15.1%
Held 3rd. 823K estimated branded searches, 0% vs prior month. Share +0.1 points.
4.
Diptyque15.1%
Held 4th. 823K estimated branded searches, 0% vs prior month. Share +0.1 points.
12.4%
Held 5th. 673K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.
Dial3.7%
Held 6th. 201K estimated branded searches, 0% vs prior month. Share 0 points.
7.
Blueland0.94%
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
How has branded search demand for Aesop changed worldwide over the last 12 months?
3 findings
- 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?
3 changes
Estimated monthly branded searches for Dial worldwide rose 21.8% over 12 measured months, from 165K to 201K in September 2026.
Estimated monthly branded searches for Blueland worldwide fell 19.1% over 12 measured months, from 63.1K to 51.1K in September 2026.
Estimated monthly branded searches for Aesop worldwide fell 17.7% over 12 measured months, from 1M to 823K in September 2026.
Where does Aesop compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Hand soap brands | 3rd of 7 | 15.1% | Shown above |
| Bath, body and cosmetics stores | 3rd of 4 | 20.1% | Show ranking |
| Shampoo and conditioner brands | 2nd of 7 | 24.1% | Show ranking |
| Room spray brands | 1st of 6 | 33.2% | Show ranking |
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
Do you work for Aesop? To request corrections or removal please contact us via our support page and we will be happy to assist.
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.