Brandwave

How popular isBath & Body Works?

In September 2026, people searched for Bath & Body Works by name about 6.3 million times worldwide, about the same as the previous year. These searches made up 23% of all global bath, body and cosmetics store searches, placing Bath & Body Works second out of seven stores. When we asked both ChatGPT and Google AI Overviews about bath, body and cosmetics stores, Bath & Body Works appeared in all answers and was the most recommended of the seven.

Search and AI answers in September 2026

Bath & Body Works is the second most searched of 7 competitors and the most recommended in AI answers.

  1. SephoraShare of searches 61%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  2. Bath & Body WorksShare of searches 23%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. LushShare of searches 5.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  4. L'OccitaneShare of searches 4.5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
  5. AesopShare of searches 3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

+2 more

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Top bath, body and cosmetics stores in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Bath & Body Works appeared in all four answers. Bath & Body Works is the most recommended of the seven.

Most recommended by AI

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

  1. Bath & Body Works1st
  2. Lush2nd
  3. The Body Shop3rd
  4. Sephora4th
  5. Target5th
  6. L'Occitane6th
  7. Aesop–

Mentioned by AI

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

  • Bath & Body Works4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Lush4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • The Body Shop4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sephora3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Target2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • L'Occitane1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Aesop0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about bath, body and cosmetics stores

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which bath, body and cosmetics stores compete with Bath & Body Works?

Bath & Body Works against bath, body and cosmetics stores worldwide, by month

Share of searches by month for Sephora, Bath & Body Works, Lush, L'Occitane, Aesop, The Body Shop. The figures are in the table below the chart.

View monthly share of searches table
MonthSephoraBath & Body WorksLushL'OccitaneAesopThe Body ShopTarget
Oct 202559.2%22.3%6.5%4.3%3.6%2.9%1.1%
Nov 202561.3%22.9%5.5%4.5%3%2%0.79%
Dec 202552%29%7%5.7%3.1%2.1%1%
Jan 202661.4%18.9%6.8%5.6%3.7%2.5%1.1%
Feb 202659.7%22.4%5.4%5.4%3.6%2.4%1.1%
Mar 202662.8%19.3%5.7%4.6%3.8%2.5%1.2%
Apr 202664%19.7%4.7%4.7%3.2%2.6%1.2%
May 202659.2%22.3%5.3%5.3%3.6%2.9%1.3%
Jun 202656.7%26.1%5.1%5.1%3.4%2.3%1.3%
Jul 202659.5%22.5%5.3%5.3%3.6%2.4%1.3%
Aug 202661.2%23.1%4.5%4.5%3%2.5%1.2%
Sep 202661%23%5.5%4.5%3%2%1%

  1. 1.Sephora

    61%

    Held 1st. 16.6M estimated branded searches, 0% vs prior month. Share -0.3 points.

  2. 2.Bath & Body Works

    23%

    Held 2nd. 6.3M estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Lush

    5.5%

    Moved from 4th to 3rd. 1.5M estimated branded searches, +23% vs prior month. Share +1 points.

  4. 4.L'Occitane

    4.5%

    Moved from 3rd to 4th. 1.2M estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Aesop

    3%

    Held 5th. 823K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.The Body Shop

    2%

    Held 6th. 550K estimated branded searches, -18.3% vs prior month. Share -0.5 points.

  7. 7.Target

    1%

    Held 7th. 275K estimated branded searches, -14.1% vs prior month. Share -0.2 points.

Compare popularity between Bath & Body Works and its closest rivals

Every comparison with Bath & Body Works

25 comparisons

How has branded search demand for Bath & Body Works changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bath & Body Works worldwide held steady at 6.3M.
  • Across the 12 months ending September 2026, Bath & Body Works’ share of searches among bath, body and cosmetics stores worldwide increased from 22.3% to 23%.
  • Across the 12 months ending September 2026, Bath & Body Works’ share of searches among bath, body and cosmetics stores worldwide peaked at 29% in December 2025 and was lowest at 18.9% in January 2026.

How did search popularity change for bath, body and cosmetics stores worldwide in September 2026?

4 changes

  1. In September 2026, Lush overtook L'Occitane to rank 3rd among bath, body and cosmetics stores worldwide, with 5.5% of the searches.

  2. Estimated monthly branded searches for The Body Shop worldwide fell 33.2% over 12 measured months, from 823K to 550K 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.

  4. Estimated monthly branded searches for Target worldwide fell 14.1% over 12 measured months, from 320K to 275K in September 2026.

How are Bath & Body Works’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bath & Body Works’ 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.

  • bath and body works
  • bath body works

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How the Brand Demand Index is measured

Where does Bath & Body Works compete?

Bath & Body Works is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Bath, body and cosmetics stores2nd of 723%Shown above
Body spray brands1st of 666.8%Show ranking
Home fragrance brands1st of 1074.3%Show ranking
Candle brands1st of 874.5%Show ranking
Diffuser brands1st of 880.9%Show ranking
Creator with pink hair and a pink jacket

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