How popular isSephora?
In September 2026, people searched for Sephora by name about 16.6 million times worldwide, about the same as the previous year. These searches made up 61% of all global bath, body and cosmetics store searches, placing Sephora first out of seven stores. When we asked both ChatGPT and Google AI Overviews about bath, body and cosmetics stores, Sephora appeared in three of the four answers and was the fourth most recommended of the seven.
Sephora is the most searched of 7 competitors and the fourth most recommended in AI answers.
SephoraShare of searches 61%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
Bath & Body WorksShare of searches 23%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
LushShare of searches 5.5%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
L'OccitaneShare of searches 4.5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
AesopShare of searches 3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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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, Sephora was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Sephora is the fourth most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Bath & Body Works1st
- Lush2nd
The Body Shop3rd- Sephora4th
Target5th- L'Occitane6th
- 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
Asked ChatGPT
“Which bath and body cosmetics store should I shop at?”
Asked ChatGPT
“What are the best bath and body cosmetics stores?”
Asked ChatGPT
“What's the best bath and body cosmetics store for gifts and treats?”
Searched Google, AI Overview
“bath and body stores”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best bath body store”
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 Sephora?
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
| Month | Sephora | Bath & Body Works | Lush | L'Occitane | Aesop | The Body Shop | Target |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 59.2% | 22.3% | 6.5% | 4.3% | 3.6% | 2.9% | 1.1% |
| Nov 2025 | 61.3% | 22.9% | 5.5% | 4.5% | 3% | 2% | 0.79% |
| Dec 2025 | 52% | 29% | 7% | 5.7% | 3.1% | 2.1% | 1% |
| Jan 2026 | 61.4% | 18.9% | 6.8% | 5.6% | 3.7% | 2.5% | 1.1% |
| Feb 2026 | 59.7% | 22.4% | 5.4% | 5.4% | 3.6% | 2.4% | 1.1% |
| Mar 2026 | 62.8% | 19.3% | 5.7% | 4.6% | 3.8% | 2.5% | 1.2% |
| Apr 2026 | 64% | 19.7% | 4.7% | 4.7% | 3.2% | 2.6% | 1.2% |
| May 2026 | 59.2% | 22.3% | 5.3% | 5.3% | 3.6% | 2.9% | 1.3% |
| Jun 2026 | 56.7% | 26.1% | 5.1% | 5.1% | 3.4% | 2.3% | 1.3% |
| Jul 2026 | 59.5% | 22.5% | 5.3% | 5.3% | 3.6% | 2.4% | 1.3% |
| Aug 2026 | 61.2% | 23.1% | 4.5% | 4.5% | 3% | 2.5% | 1.2% |
| Sep 2026 | 61% | 23% | 5.5% | 4.5% | 3% | 2% | 1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61% | 16.6M | 0% | -0.3 points | |
| 2, held 2nd | 23% | 6.3M | 0% | -0.1 points | |
| 3, moved from 4th to 3rd | 5.5% | 1.5M | +23% | +1 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 4.5% | 1.2M | 0% | 0 pointsmoved from 3rd to 4th | |
| 5, held 5th | 3% | 823K | 0% | 0 points | |
| 6, held 6th | 2% | 550K | -18.3% | -0.5 points | |
| 7, held 7th | 1% | 275K | -14.1% | -0.2 points |
1.
Sephora61%
Held 1st. 16.6M estimated branded searches, 0% vs prior month. Share -0.3 points.
23%
Held 2nd. 6.3M estimated branded searches, 0% vs prior month. Share -0.1 points.
3.
Lush5.5%
Moved from 4th to 3rd. 1.5M estimated branded searches, +23% vs prior month. Share +1 points.
4.5%
Moved from 3rd to 4th. 1.2M estimated branded searches, 0% vs prior month. Share 0 points.
5.
Aesop3%
Held 5th. 823K estimated branded searches, 0% vs prior month. Share 0 points.
2%
Held 6th. 550K estimated branded searches, -18.3% vs prior month. Share -0.5 points.
7.
Target1%
Held 7th. 275K estimated branded searches, -14.1% vs prior month. Share -0.2 points.
Compare popularity between Sephora and its closest rivals
Every comparison with Sephora
15 comparisons
How has branded search demand for Sephora changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Sephora worldwide held steady at 16.6M.
- Across the 12 months ending September 2026, Sephora’s share of searches among bath, body and cosmetics stores worldwide increased from 59.2% to 61%.
- Across the 12 months ending September 2026, Sephora’s share of searches among bath, body and cosmetics stores worldwide peaked at 64% in April 2026 and was lowest at 52% in December 2025.
How did search popularity change for bath, body and cosmetics stores worldwide in September 2026?
4 changes
In September 2026, Lush overtook L'Occitane to rank 3rd among bath, body and cosmetics stores worldwide, with 5.5% of the searches.
Estimated monthly branded searches for The Body Shop worldwide fell 33.2% over 12 measured months, from 823K to 550K in September 2026.
Estimated monthly branded searches for Aesop worldwide fell 17.7% over 12 measured months, from 1M to 823K in September 2026.
Estimated monthly branded searches for Target worldwide fell 14.1% over 12 measured months, from 320K to 275K in September 2026.
How are Sephora’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Sephora’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.
- sephora
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Where does Sephora compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Beauty retailers | 1st of 5 | 56% | Show ranking |
| Bath, body and cosmetics stores | 1st of 7 | 61% | Shown above |
| Sheet masks | 1st of 6 | 92% | Show ranking |
Is Sephora 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.