Brandwave

Jo Malone vs Living Light:Which is more popular?

In September 2026, Jo Malone had more branded searches than Living Light among candle and home fragrance brands in New Zealand. Jo Malone had about 5,840 branded searches, while Living Light had 260. Jo Malone made up 16.1% of all candle and home fragrance brand searches we track, and Living Light accounted for 0.72%. When we asked ChatGPT and Google AI Overviews about candle and home fragrance brands, Jo Malone and Living Light each appeared in two of the four answers. Living Light was mentioned before Jo Malone 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?

Jo Malone, about 22 searches for every 1 for Living Light

Jo Malone 5.8K searchesLiving Light 260 searches

Who does AI mention more?

Both were mentioned in 2 of 4 answers.

Jo Malone in 2 of 4Living Light in 2 of 4

Who does AI recommend more?

Living Light, named ahead of Jo Malone in 2 of 3 answers

Living Light first in 2Jo 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. Living Light was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Living Light was listed before Jo Malone 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 Jo Malone or Living Light more popular in search?

This chart shows how often people search Google for Jo Malone and Living Light 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.

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

Share of searches by month for Jo Malone, Living Light. 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 Jo Malone and Living Light 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, Jo Malone overtook Diptyque to rank 3rd among candle and home fragrance brands in New Zealand, with 16.1% of the searches.

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

How are branded searches counted?

7 search terms

Brandwave collects information about searches that people make online using Jo Malone’s and Living Light’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.

Jo Malone

6 branded search terms

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

Living Light

1 branded search term

  • living light candles

How the Brand Demand Index is measured

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

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