Brandwave

Aesop vs Jo Malone:Which is more popular?

In September 2026, Aesop had more branded searches than Jo Malone among candle and home fragrance brands in New Zealand. Aesop had about 8,680 branded searches, while Jo Malone had 5,840. Aesop made up 23.9% of all candle and home fragrance brand searches we track, and Jo Malone accounted for 16.1%. When we asked ChatGPT and Google AI Overviews about candle and home fragrance brands, Jo Malone appeared in two of the four answers and Aesop in one. Aesop and Jo Malone were each mentioned first in one of the two answers that named either.

Among candle and home fragrance brands in New Zealand in September 2026

Who do people search for more?

Aesop, about 49% more searches than Jo Malone

Aesop 8.7K searchesJo Malone 5.8K searches

Who does AI mention more?

Jo Malone, mentioned in 2 of 4 answers, Aesop in 1

Jo Malone in 2 of 4Aesop in 1 of 4

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Aesop first in 1Jo Malone first in 1

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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, Jo Malone was mentioned in two out of four: in one of the three ChatGPT answers and in the 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 and Jo Malone 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.

  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.

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 nine candle and home fragrance brands we track, month by month, from searches in New Zealand.

Aesop and Jo Malone among candle and home fragrance brands in New Zealand, by month

Share of searches by month for Aesop, Jo Malone. 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%

How has the Aesop and Jo Malone comparison changed over the last 12 months?

3 findings

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

1 change

  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.

How are branded searches counted?

26 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

20 branded search terms

  • aesop
  • aesop animal
  • aesop aromatique
  • 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

Jo Malone

6 branded search terms

  • jo malone candle
  • jo malone diffuser
  • jo malone london
  • jo malone scents
  • jomalone
  • jomalone diffuser

How the Brand Demand Index is measured

Other head-to-heads among candle and home fragrance brands

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