Brandwave

How popular isBirchbox?

In September 2026, people searched for Birchbox by name about 1,300 times in the United Kingdom, an 18.8% decrease from the previous year. These searches made up 3.1% of all United Kingdom beauty box searches, placing Birchbox seventh out of ten brands. When we asked both ChatGPT and Google AI Overviews about beauty boxes, Birchbox did not appear in any of the answers.

Search and AI answers in September 2026

Birchbox is the seventh most searched of 10 competitors and not listed in any AI answer.

  1. GLOSSYBOXShare of searches 43.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. BootsShare of searches 19.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. NextShare of searches 10.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. Latest in BeautyShare of searches 7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  5. BirchboxShare of searches 3.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top beauty boxes in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Birchbox 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.

  1. Lookfantastic1st
  2. GLOSSYBOX2nd
  3. Boots3rd
  4. Next4th
  5. Cult Beauty5th
  6. Liberty London6th
  7. Latest in Beauty7th
  8. M&S–
  9. Birchbox–
  10. John Lewis–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Lookfantastic5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • GLOSSYBOX4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boots3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Next2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Latest in Beauty1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Liberty London1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cult Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • M&S0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Birchbox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • John Lewis0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about beauty boxes

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 28, 2026.

Which beauty boxes compete with Birchbox?

Birchbox against beauty boxes in the United Kingdom, by month

Share of searches by month for GLOSSYBOX, Boots, Next, Latest in Beauty, M&S, Lookfantastic, Birchbox, Liberty London. The figures are in the table below the chart.

View monthly share of searches table
MonthGLOSSYBOXBootsNextLatest in BeautyM&SLookfantasticBirchboxLiberty LondonCult BeautyJohn Lewis
Oct 202534.2%27.9%10.2%6.8%6.8%6.8%2.5%2%1.5%1.5%
Nov 202532.7%32.7%11.9%5.3%5.3%5.3%2.4%1.3%1.7%1.5%
Dec 202539.1%26.1%11.6%4.2%4.2%6.3%2.3%1.5%2.9%1.8%
Jan 202637%20.2%9%4.9%13.5%5.9%3.3%2.7%2%1.5%
Feb 202644%16%13.1%4.6%5.8%5.8%3.2%1.8%3.5%2.1%
Mar 202635.9%19.7%13.1%5.8%10.7%5.8%2.6%1.7%2.1%2.6%
Apr 202638.5%21.1%11.4%4.9%7.5%6.2%2.6%2.6%2.5%2.6%
May 202624.7%16.5%9%4.8%30.2%7.3%1.7%1.2%2.3%2.2%
Jun 202632.9%18%9.8%5.3%14.7%6.4%2.2%2%2.3%6.4%
Jul 202626.9%32.9%9.8%5.3%8%8%2%2.9%2.4%2%
Aug 202637%24.7%9%7.4%5.9%7.4%2.7%2%2.2%1.8%
Sep 202643.5%19.5%10.6%7%5.8%3.8%3.1%3.1%1.8%1.7%

  1. 1.GLOSSYBOX

    43.5%

    Held 1st. 18.1K estimated branded searches, 0% vs prior month. Share +6.6 points.

  2. 2.Boots

    19.5%

    Held 2nd. 8.1K estimated branded searches, -33.1% vs prior month. Share -5.2 points.

  3. 3.Next

    10.6%

    Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share +1.6 points.

  4. 4.Latest in Beauty

    7%

    Held 4th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.4 points.

  5. 5.M&S

    5.8%

    Moved from 6th to 5th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.1 points.

  6. 6.Lookfantastic

    3.8%

    Moved from 5th to 6th. 1.6K estimated branded searches, -55.6% vs prior month. Share -3.5 points.

  7. 7.Birchbox

    3.1%

    Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share +0.5 points.

  8. 8.Liberty London

    3.1%

    Moved from 9th to 8th. 1.3K estimated branded searches, +30% vs prior month. Share +1.1 points.

  9. 9.Cult Beauty

    1.8%

    Moved from 8th to 9th. 750 estimated branded searches, -31.2% vs prior month. Share -0.4 points.

  10. 10.John Lewis

    1.7%

    Held 10th. 720 estimated branded searches, -18.2% vs prior month. Share -0.1 points.

M&S, Lookfantastic and 3 other brands sell other things too, so only their searches that name this product count here, like “m&s beauty box”.

Compare popularity between Birchbox and its closest rivals

Every comparison with Birchbox

9 comparisons

How has branded search demand for Birchbox changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Birchbox in the United Kingdom fell from 1.6K to 1.3K.
  • Across the 12 months ending September 2026, Birchbox’s share of searches among beauty boxes in the United Kingdom increased from 2.5% to 3.1%.
  • Across the 12 months ending September 2026, Birchbox’s share of searches among beauty boxes in the United Kingdom peaked at 3.3% in January 2026 and was lowest at 1.7% in May 2026.

How did search popularity change for United Kingdom beauty boxes in September 2026?

6 changes

  1. In September 2026, Liberty London overtook Cult Beauty to rank 8th among beauty boxes in the United Kingdom, with 3.1% of the searches.

  2. In September 2026, GLOSSYBOX gained share of searches among beauty boxes in the United Kingdom, from 37% to 43.5%.

  3. In September 2026, Next gained share of searches among beauty boxes in the United Kingdom, from 9% to 10.6%.

  4. In September 2026, Boots lost share of searches among beauty boxes in the United Kingdom, from 24.7% to 19.5%.

  5. In September 2026, Lookfantastic lost share of searches among beauty boxes in the United Kingdom, from 7.4% to 3.8%.

  6. M&S’s share of searches among beauty boxes in the United Kingdom has lost ground for 3 months in a row, from 14.7% to 5.8% in September 2026.

How are Birchbox’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Birchbox’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • birchbox

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How the Brand Demand Index is measured

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