Brandwave

How popular isAesop?

In September 2026, people searched for Aesop by name about 8,690 times in New Zealand, about the same as the previous year. These searches made up 23.9% of all New Zealand candle and home fragrance brand searches, placing Aesop second out of nine brands. When we asked both ChatGPT and Google AI Overviews about candle and home fragrance brands, Aesop appeared in one of the four answers and was the ninth most recommended of the nine.

Search and AI answers in September 2026

Aesop is the second most searched of 9 competitors and the ninth most recommended in AI answers.

  1. EcoyaShare of searches 24.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 1st
  2. AesopShare of searches 23.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 9th
  3. Jo MaloneShare of searches 16.1%Mentioned in 2 of 4 AI answersPlace in AI recommendations 8th
  4. DiptyqueShare of searches 13.4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
  5. Glasshouse FragrancesShare of searches 9.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th

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Top candle and home fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Aesop was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Aesop is the ninth most recommended of the nine.

Most recommended by AI

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

  1. Ecoya1st
  2. Ashley & Co2nd
  3. The Aromatherapy Co.3rd
  4. LucyKing4th
  5. Glasshouse Fragrances5th
  6. Diptyque6th
  7. Living Light7th
  8. Jo Malone8th
  9. Aesop9th

Mentioned by AI

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

  • Ecoya2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Jo Malone2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Glasshouse Fragrances2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ashley & Co2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • The Aromatherapy Co.2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • LucyKing2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Living Light2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Aesop1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Diptyque1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers

See every answer about candle and home fragrance brands

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which candle and home fragrance brands compete with Aesop?

Aesop against candle and home fragrance brands in New Zealand, by month

Share of searches by month for Ecoya, Aesop, Jo Malone, Diptyque, Glasshouse Fragrances, Ashley & Co, The Aromatherapy Co.. The figures are in the table below the chart.

View monthly share of searches table
MonthEcoyaAesopJo MaloneDiptyqueGlasshouse FragrancesAshley & CoThe Aromatherapy Co.LucyKingLiving Light
Oct 202525%23.2%13.3%10.3%13.4%8%4.4%1.3%1.1%
Nov 202531.9%29.1%9%6.1%13.6%6.1%2.8%0.69%0.81%
Dec 202531.1%20%13%7.8%16.1%5.6%4.5%0.85%1.1%
Jan 202624.4%23.1%13%13.1%11.1%7.7%5.1%1.2%1.3%
Feb 202622.8%26%13.9%12.6%8.5%8.9%4.9%1.3%0.97%
Mar 202623.6%27.4%15.4%11.5%7.7%8%4.3%1.2%0.86%
Apr 202624.6%22.8%14.9%13.6%9.3%7.8%4.3%1.5%1.3%
May 202625.3%24.4%13.7%12.4%9.1%8.3%4.2%1.6%1.1%
Jun 202624.7%25.7%11.3%13.3%11.9%7.1%3.9%1%0.95%
Jul 202640.8%19.8%10.7%10.9%7.5%5.5%3%0.89%0.89%
Aug 202624.9%23.7%12.9%14%9.1%9.7%3.5%1.2%0.87%
Sep 202624.8%23.9%16.1%13.4%9.6%6.6%3.6%1.2%0.72%

  1. 1.Ecoya

    24.8%

    Held 1st. 9K estimated branded searches, -2.3% vs prior month. Share -0.1 points.

  2. 2.Aesop

    23.9%

    Held 2nd. 8.7K estimated branded searches, -1.1% vs prior month. Share +0.2 points.

  3. 3.Jo Malone

    16.1%

    Moved from 4th to 3rd. 5.8K estimated branded searches, +22.4% vs prior month. Share +3.2 points.

  4. 4.Diptyque

    13.4%

    Moved from 3rd to 4th. 4.9K estimated branded searches, -5.8% vs prior month. Share -0.6 points.

  5. 5.Glasshouse Fragrances

    9.6%

    Moved from 6th to 5th. 3.5K estimated branded searches, +3.3% vs prior month. Share +0.5 points.

  6. 6.Ashley & Co

    6.6%

    Moved from 5th to 6th. 2.4K estimated branded searches, -33.3% vs prior month. Share -3.1 points.

  7. 7.The Aromatherapy Co.

    3.6%

    Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.LucyKing

    1.2%

    Held 8th. 440 estimated branded searches, -4.3% vs prior month. Share 0 points.

  9. 9.Living Light

    0.72%

    Held 9th. 260 estimated branded searches, -18.8% vs prior month. Share -0.1 points.

Compare popularity between Aesop and its closest rivals

Every comparison with Aesop

22 comparisons

How has branded search demand for Aesop changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Aesop in New Zealand held steady, from 8.4K to 8.7K.
  • Across the 12 months ending September 2026, Aesop’s share of searches among candle and home fragrance brands in New Zealand increased from 23.2% to 23.9%.
  • Across the 12 months ending September 2026, Aesop’s share of searches among candle and home fragrance brands in New Zealand peaked at 29.1% in November 2025 and was lowest at 19.8% in July 2026.

How did search popularity change for New Zealand candle and home fragrance brands in September 2026?

6 changes

  1. In September 2026, Jo Malone overtook Diptyque to rank 3rd among candle and home fragrance brands in New Zealand, with 16.1% of the searches.

  2. In September 2026, Ashley & Co lost share of searches among candle and home fragrance brands in New Zealand, from 9.7% to 6.6%.

  3. In September 2026, Diptyque lost share of searches among candle and home fragrance brands in New Zealand, from 14% to 13.4%.

  4. In September 2026, Glasshouse Fragrances rose from 6th to 5th among candle and home fragrance brands in New Zealand.

  5. Estimated monthly branded searches for Living Light in New Zealand fell 33.3% over 12 measured months, from 390 to 260 in September 2026.

  6. Estimated monthly branded searches for The Aromatherapy Co. in New Zealand fell 18.1% over 12 measured months, from 1.6K to 1.3K in September 2026.

How are Aesop’s branded searches counted?

21 search terms

Brandwave collects information about searches that people make online using Aesop’s 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.

  • aesop
  • aesop animal
  • aesop aromatique
  • aesop body care
  • aesop body wash
  • aesop candle
  • aesop deo
  • aesop diffuser
  • aesop gift set
  • aesop hand wash
  • aesop handbalm
  • aesop high street
  • aesop hwyl
  • aesop incense
  • aesop lip balm
  • aesop marrakech
  • aesop parfum
  • aesop room spray
  • aesop sale
  • aesop skincare
  • aesop tacit

Do you work for Aesop? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Aesop compete?

Aesop 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 stores3rd of 77.1%Show ranking
Candle and home fragrance brands2nd of 923.9%Shown above
Room spray brands1st of 630.5%Show ranking
Hand soap brands1st of 831.4%Show ranking
Shampoo and conditioner brands1st of 639.1%Show ranking
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