Brandwave

Aesop vs Ashley & Co:Which is more popular?

In September 2026, Aesop had more branded searches than Ashley & Co among candle and home fragrance brands in New Zealand. Aesop had about 8,680 branded searches, while Ashley & Co had 2,400. Aesop made up 23.9% of all candle and home fragrance brand searches we track, and Ashley & Co accounted for 6.6%. When we asked ChatGPT and Google AI Overviews about candle and home fragrance brands, Ashley & Co appeared in two of the four answers and Aesop in one. Ashley & Co was mentioned before Aesop in every answer that named either.

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

Who do people search for more?

Aesop, about 4 searches for every 1 for Ashley & Co

Aesop 8.7K searchesAshley & Co 2.4K searches

Who does AI mention more?

Ashley & Co, mentioned in 2 of 4 answers, Aesop in 1

Ashley & Co in 2 of 4Aesop in 1 of 4

Who does AI recommend more?

Ashley & Co, named ahead of Aesop in 2 of 2 answers

Ashley & Co first in 2Aesop never first

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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, Ashley & Co was mentioned in two out of four: in two of the three ChatGPT answers, but not 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. Ashley & Co was listed before Aesop in every answer 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 Ashley & Co more popular in search?

This chart shows how often people search Google for Aesop and Ashley & Co 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 Ashley & Co among candle and home fragrance brands in New Zealand, by month

Share of searches by month for Aesop, Ashley & 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%

How has the Aesop and Ashley & Co 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, Ashley & Co lost share of searches among candle and home fragrance brands in New Zealand, from 9.7% to 6.6%.

How are branded searches counted?

21 search terms

Brandwave collects information about searches that people make online using Aesop’s and Ashley & Co’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

Ashley & Co

1 branded search term

  • ashley and co

How the Brand Demand Index is measured

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

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