Aesop vs Jo Malone:Which is more popular?
In September 2026, Aesop had more branded searches than Jo Malone among hand soap brands in New Zealand. Aesop had about 8,580 branded searches, while Jo Malone had 5,280. Aesop made up 31.4% of all hand soap brand searches we track, and Jo Malone accounted for 19.3%. When we asked ChatGPT and Google AI Overviews about hand soap brands, Aesop appeared in three of the five answers and Jo Malone in none.
Who do people search for more?
Aesop, about 63% more searches than Jo Malone
Who does AI mention more?
Aesop, mentioned in 3 of 5 answers, Jo Malone in 0
Who does AI recommend more?
Aesop, the only one of the two named
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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 two of the three ChatGPT answers and in one of the two Google AI Overviews. Jo Malone did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
ecostore4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Aesop3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Essano3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Only Good2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Jo Malone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Diptyque0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
L'Occitane0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dove0 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 in New Zealand?”
Asked ChatGPT
“What are the best hand soap brands in New Zealand?”
Asked ChatGPT
“What's the best hand soap brand in New Zealand for everyday washing?”
Searched Google, AI Overview
“hand soap nz”
Searched Google, AI Overview
“luxury hand soap”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Aesop or Jo Malone more popular in search?
This chart shows how often people search Google for Aesop and Jo Malone by name. Each line represents a brand's share of searches for all eight hand soap brands we track, month by month, from searches in New Zealand.
Share of searches by month for Aesop, Jo Malone. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aesop | Jo Malone | Diptyque | L'Occitane | Essano | ecostore | Dove | Only Good |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.1% | 17% | 12.7% | 17.5% | 8.2% | 9% | 2.8% | 0.66% |
| Nov 2025 | 46.8% | 13.3% | 8.6% | 18.3% | 4.7% | 6.4% | 1.5% | 0.38% |
| Dec 2025 | 32.2% | 18.9% | 10.6% | 25.3% | 5.4% | 5.8% | 1.5% | 0.28% |
| Jan 2026 | 29.9% | 15.5% | 13.3% | 18.9% | 9.2% | 10.3% | 2.2% | 0.59% |
| Feb 2026 | 33.2% | 16.3% | 13.5% | 14.3% | 8.6% | 11.3% | 2.2% | 0.67% |
| Mar 2026 | 34.4% | 18.1% | 12.2% | 15.5% | 7.5% | 9.8% | 2% | 0.46% |
| Apr 2026 | 29.8% | 17.9% | 15.4% | 16.1% | 8.1% | 10.2% | 2.2% | 0.48% |
| May 2026 | 30.9% | 15.7% | 12.6% | 16.4% | 13.2% | 8.7% | 1.9% | 0.51% |
| Jun 2026 | 33.5% | 13.2% | 13.4% | 17.8% | 9.2% | 9.3% | 2.9% | 0.55% |
| Jul 2026 | 33.6% | 16.4% | 14.5% | 14.7% | 9% | 8.6% | 2.7% | 0.55% |
| Aug 2026 | 32.3% | 16% | 15.4% | 13.9% | 9.4% | 9.3% | 3.1% | 0.52% |
| Sep 2026 | 31.4% | 19.3% | 14.8% | 13.6% | 9.1% | 8.2% | 3.1% | 0.51% |
How has the Aesop and Jo Malone comparison changed over the last 12 months?
3 findings
- Aesop was ahead of Jo Malone 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 in New Zealand moved from 32.1% to 31.4%, and its estimated monthly branded searches moved from 8.3K to 8.6K.
- Across the 12 months ending September 2026, Jo Malone’s share of searches among hand soap brands in New Zealand moved from 17% to 19.3%, and its estimated monthly branded searches moved from 4.4K to 5.3K.
How did search popularity change for New Zealand hand soap brands in September 2026?
2 changes
In September 2026, Jo Malone gained share of searches among hand soap brands in New Zealand, from 16% to 19.3%.
In September 2026, Aesop lost share of searches among hand soap brands in New Zealand, from 32.3% to 31.4%.
How are branded searches counted?
21 search terms
Brandwave collects information about searches that people make online using Aesop’s and Jo Malone’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.
Aesop
18 branded search terms
- aesop
- aesop animal
- aesop aromatique
- aesop body wash
- aesop deo
- 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
Jo Malone
3 branded search terms
- jo malone london
- jo malone scents
- jomalone
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