Brandwave

Ashley & Co vs The Aromatherapy Co.:Which is more popular?

In September 2026, Ashley & Co had more branded searches than The Aromatherapy Co. among candle and home fragrance brands in New Zealand. Ashley & Co had about 2,400 branded searches, while The Aromatherapy Co. had 1,310. Ashley & Co made up 6.6% of all candle and home fragrance brand searches we track, and The Aromatherapy Co. accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about candle and home fragrance brands, Ashley & Co and The Aromatherapy Co. each appeared in two of the four answers. Ashley & Co was mentioned before The Aromatherapy Co. in two out of three answers that named either.

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

Who do people search for more?

Ashley & Co, about 83% more searches than The Aromatherapy Co.

Ashley & Co 2.4K searchesThe Aromatherapy Co. 1.3K searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

Ashley & Co in 2 of 4The Aromatherapy Co. in 2 of 4

Who does AI recommend more?

Ashley & Co, named ahead of The Aromatherapy Co. in 2 of 3 answers

Ashley & Co first in 2The Aromatherapy Co. 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, Ashley & Co and The Aromatherapy Co. were each mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Ashley & Co was listed before The Aromatherapy Co. in two out of three 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 Ashley & Co or The Aromatherapy Co. more popular in search?

This chart shows how often people search Google for Ashley & Co and The Aromatherapy 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.

Ashley & Co and The Aromatherapy Co. among candle and home fragrance brands in New Zealand, by month

Share of searches by month for 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%

How has the Ashley & Co and The Aromatherapy 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?

2 changes

  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%.

  2. 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 branded searches counted?

3 search terms

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

Ashley & Co

1 branded search term

  • ashley and co

The Aromatherapy Co.

2 branded search terms

  • aromatherapy co
  • the aromatherapy co

How the Brand Demand Index is measured

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