Aesop vs Softsoap:Which is more popular?
In September 2026, Aesop had more branded searches than Softsoap among hand soap brands worldwide. Aesop had about 823,000 branded searches, while Softsoap had 9,900. Aesop made up 14.9% of all hand soap brand searches we track, and Softsoap accounted for 0.18%. When we asked ChatGPT and Google AI Overviews about hand soap brands, Aesop and Softsoap each appeared in three of the five answers. Aesop and Softsoap were each mentioned first in two of the four answers that named either.
Who do people search for more?
Aesop, about 83 searches for every 1 for Softsoap
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top hand soap brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Aesop was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Softsoap was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Aesop and Softsoap were each listed first in two of the four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Softsoap1st
- Aesop2nd
Dove3rd
Mrs. Meyer’s Clean Day4th
Dial5th
Diptyque6th
Blueland7th
L'Occitane–
Jo Malone–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Mrs. Meyer’s Clean Day4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Dove3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Aesop3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Softsoap3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Diptyque2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Dial2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Blueland1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- L'Occitane0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Jo Malone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about hand soap brands
5 answers
Asked ChatGPT
“Which hand soap brand should I buy?”
Asked ChatGPT
“What are the best hand soap brands?”
Asked ChatGPT
“What's the best hand soap brand for daily hand washing?”
Searched Google, AI Overview
“hand soap brands”
Searched Google, AI Overview
“best hand soap”
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 19, 2026.
Is Aesop or Softsoap more popular in search?
This chart shows how often people search Google for Aesop and Softsoap by name. Each line represents a brand's share of searches for all nine hand soap brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Aesop, Softsoap. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dove | L'Occitane | Aesop | Diptyque | Jo Malone | Dial | Blueland | Mrs. Meyer’s Clean Day | Softsoap |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28% | 22% | 18% | 14.8% | 12.1% | 3% | 1.1% | 0.89% | 0.18% |
| Nov 2025 | 18.3% | 29.2% | 19.6% | 15.9% | 13% | 2.2% | 0.97% | 0.65% | 0.13% |
| Dec 2025 | 16.1% | 33.1% | 18.1% | 14.7% | 14.7% | 2% | 0.73% | 0.49% | 0.1% |
| Jan 2026 | 23.7% | 26.2% | 17.4% | 14.3% | 11.7% | 4.3% | 1.3% | 0.86% | 0.17% |
| Feb 2026 | 27.1% | 25.1% | 16.9% | 13.9% | 11.3% | 3.4% | 1.2% | 0.83% | 0.17% |
| Mar 2026 | 27.9% | 21.9% | 17.9% | 14.8% | 12.1% | 3% | 1.3% | 0.89% | 0.18% |
| Apr 2026 | 26.4% | 24.1% | 16.3% | 13.3% | 13.3% | 4% | 1.5% | 0.98% | 0.16% |
| May 2026 | 28.7% | 22.5% | 15.2% | 15.2% | 12.4% | 3.7% | 1.1% | 0.91% | 0.18% |
| Jun 2026 | 27.9% | 23.9% | 16.1% | 16.1% | 10.8% | 3.2% | 1.2% | 0.79% | 0.16% |
| Jul 2026 | 27.6% | 23.6% | 15.9% | 15.9% | 10.7% | 3.9% | 1.2% | 0.96% | 0.16% |
| Aug 2026 | 30.3% | 22% | 14.8% | 14.8% | 12.1% | 3.6% | 1.1% | 1.1% | 0.18% |
| Sep 2026 | 30.1% | 22.2% | 14.9% | 14.9% | 12.2% | 3.7% | 0.9% | 0.9% | 0.18% |
How has the Aesop and Softsoap comparison changed over the last 12 months?
3 findings
- Aesop was ahead of Softsoap in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Aesop’s share of searches among hand soap brands worldwide moved from 18% to 14.9%, and its estimated monthly branded searches moved from 1M to 823K.
- Across the 12 months ending September 2026, Softsoap’s share of searches among hand soap brands worldwide held steady at 0.18%, and its estimated monthly branded searches held steady at 9.9K.
How did search popularity change for hand soap brands worldwide in September 2026?
1 change
Estimated monthly branded searches for Aesop worldwide fell 17.7% over 12 measured months, from 1M to 823K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Aesop’s and Softsoap’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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