Aesop vs Kiehl's:Which is more popular?
In September 2026, Aesop had more branded searches than Kiehl's among men's grooming brands worldwide. Aesop had about 823,000 branded searches, while Kiehl's had 550,000. Aesop made up 27.1% of all men's grooming brand searches we track, and Kiehl's accounted for 18.1%. When we asked ChatGPT and Google AI Overviews about men's grooming brands, Aesop and Kiehl's each appeared in two of the four answers. Kiehl's was mentioned before Aesop in two out of three answers.
Who do people search for more?
Aesop, about 50% more searches than Kiehl's
Who does AI mention more?
Both were mentioned in 2 of 4 answers.
Who does AI recommend more?
Kiehl's, named ahead of Aesop in 2 of 3 answers
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Top men's grooming brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Aesop was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Kiehl's was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. Kiehl's was listed before Aesop in two out of three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Jack Black1st- Kiehl's2nd
- Aesop3rd
Marlowe4th
La Roche-Posay5th
Manscaped–
Nivea Men–
Bulldog–
Wahl–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Jack Black3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Aesop2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Kiehl's2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- La Roche-Posay2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Marlowe2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Manscaped0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Nivea Men0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Bulldog0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Wahl0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about men's grooming brands
4 answers
Asked ChatGPT
“Which men's grooming brand should I buy?”
Asked ChatGPT
“What are the best men's grooming brands?”
Asked ChatGPT
“What's the best men's grooming brand for everyday shaving?”
Searched Google, AI Overview
“men's grooming brands”
Searched Google, AI Overview
“men's grooming products”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Aesop or Kiehl's more popular in search?
This chart shows how often people search Google for Aesop and Kiehl's by name. Each line represents a brand's share of searches for all nine men's grooming brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Aesop, Kiehl's. The figures are in the table below the chart.
View monthly share of searches table
| Month | Jack Black | Aesop | Kiehl's | Manscaped | Nivea Men | La Roche-Posay | Bulldog | Marlowe | Wahl |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.6% | 30% | 20.2% | 11% | 2.2% | 0.02% | 0.03% | 0.01% | <0.01% |
| Nov 2025 | 26.6% | 32.7% | 26.6% | 12% | 2% | 0.02% | 0.02% | <0.01% | <0.01% |
| Dec 2025 | 43% | 28.8% | 15.8% | 10.6% | 1.7% | 0.02% | 0.02% | <0.01% | <0.01% |
| Jan 2026 | 46.4% | 25.3% | 17.1% | 9.3% | 1.9% | 0.02% | 0.02% | <0.01% | <0.01% |
| Feb 2026 | 40.2% | 27.1% | 18.1% | 12.1% | 2.4% | 0.03% | 0.02% | 0.01% | <0.01% |
| Mar 2026 | 47.2% | 25.8% | 17.3% | 7.8% | 1.9% | 0.02% | 0.02% | <0.01% | <0.01% |
| Apr 2026 | 55.2% | 20.3% | 13.6% | 9.1% | 1.8% | 0.02% | 0.02% | <0.01% | <0.01% |
| May 2026 | 40.2% | 27.1% | 18.1% | 12.1% | 2.4% | 0.03% | 0.03% | 0.01% | <0.01% |
| Jun 2026 | 35.5% | 29.2% | 19.5% | 13.1% | 2.6% | 0.03% | 0.02% | 0.02% | <0.01% |
| Jul 2026 | 37.7% | 31.1% | 17% | 11.4% | 2.8% | 0.03% | 0.02% | 0.01% | <0.01% |
| Aug 2026 | 55.2% | 20.3% | 13.6% | 9.1% | 1.8% | 0.02% | 0.02% | <0.01% | <0.01% |
| Sep 2026 | 40.2% | 27.1% | 18.1% | 12.1% | 2.4% | 0.03% | 0.02% | <0.01% | <0.01% |
How has the Aesop and Kiehl's comparison changed over the last 12 months?
3 findings
- Aesop was ahead of Kiehl's in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Aesop’s share of searches among men's grooming brands worldwide moved from 30% to 27.1%, and its estimated monthly branded searches moved from 1M to 823K.
- Across the 12 months ending September 2026, Kiehl's’ share of searches among men's grooming brands worldwide moved from 20.2% to 18.1%, and its estimated monthly branded searches moved from 673K to 550K.
How did search popularity change for men's grooming brands worldwide in September 2026?
2 changes
In September 2026, Aesop gained share of searches among men's grooming brands worldwide, from 20.3% to 27.1%.
In September 2026, Kiehl's gained share of searches among men's grooming brands worldwide, from 13.6% to 18.1%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Aesop’s and Kiehl'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.
Other head-to-heads among men's grooming brands
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