Aesop vs Marlowe:Which is more popular?
In September 2026, Aesop had more branded searches than Marlowe among men's grooming brands worldwide. Aesop had about 823,000 branded searches, while Marlowe had 300. Aesop made up 27.1% of all men's grooming brand searches we track, and Marlowe accounted for <0.01%. When we asked ChatGPT and Google AI Overviews about men's grooming brands, Aesop and Marlowe each appeared in two of the four answers. Aesop and Marlowe were each mentioned first in one of the two answers that named either.
Who do people search for more?
Aesop, about 2743 searches for every 1 for Marlowe
Who does AI mention more?
Both were mentioned in 2 of 4 answers.
Who does AI recommend more?
Each is named first in 1 of 2 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 and Marlowe were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Aesop and Marlowe were each listed first in one of the two answers that named either.
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 Marlowe more popular in search?
This chart shows how often people search Google for Aesop and Marlowe 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, Marlowe. 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 Marlowe comparison changed over the last 12 months?
3 findings
- Aesop was ahead of Marlowe 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, Marlowe’s share of searches among men's grooming brands worldwide moved from 0.01% to <0.01%, and its estimated monthly branded searches moved from 430 to 300.
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%.
Estimated monthly branded searches for Marlowe worldwide fell 30.2% over 12 measured months, from 430 to 300 in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Aesop’s and Marlowe’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.
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