How popular isBoots?
In September 2026, people searched for Boots by name about 1.3 million times in the United Kingdom, about the same as the previous year. These searches made up 19.5% of all United Kingdom beauty box searches, placing Boots second out of ten brands. When we asked both ChatGPT and Google AI Overviews about beauty boxes, Boots appeared in three of the five answers and was the third most recommended of the ten.
Boots is the second most searched of 10 competitors and the third most recommended in AI answers.
GLOSSYBOXShare of searches 43.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
BootsShare of searches 19.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
NextShare of searches 10.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
Latest in BeautyShare of searches 7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
M&SShare of searches 5.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Follow Boots and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top beauty boxes in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Boots was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Boots is the third most recommended of the ten.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Lookfantastic1st- GLOSSYBOX2nd
- Boots3rd
- Next4th
Cult Beauty5th
Liberty London6th- Latest in Beauty7th
- M&S–
Birchbox–
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
Asked ChatGPT
“What's the best beauty subscription box in the UK?”
Asked ChatGPT
“Which beauty box is worth the money?”
Asked ChatGPT
“What's a good beauty box to give as a gift?”
Searched Google, AI Overview
“beauty box”
Searched Google, AI Overview
“beauty boxes uk”
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 Boots?
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
| Month | GLOSSYBOX | Boots | Next | Latest in Beauty | M&S | Lookfantastic | Birchbox | Liberty London | Cult Beauty | John Lewis |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.2% | 27.9% | 10.2% | 6.8% | 6.8% | 6.8% | 2.5% | 2% | 1.5% | 1.5% |
| Nov 2025 | 32.7% | 32.7% | 11.9% | 5.3% | 5.3% | 5.3% | 2.4% | 1.3% | 1.7% | 1.5% |
| Dec 2025 | 39.1% | 26.1% | 11.6% | 4.2% | 4.2% | 6.3% | 2.3% | 1.5% | 2.9% | 1.8% |
| Jan 2026 | 37% | 20.2% | 9% | 4.9% | 13.5% | 5.9% | 3.3% | 2.7% | 2% | 1.5% |
| Feb 2026 | 44% | 16% | 13.1% | 4.6% | 5.8% | 5.8% | 3.2% | 1.8% | 3.5% | 2.1% |
| Mar 2026 | 35.9% | 19.7% | 13.1% | 5.8% | 10.7% | 5.8% | 2.6% | 1.7% | 2.1% | 2.6% |
| Apr 2026 | 38.5% | 21.1% | 11.4% | 4.9% | 7.5% | 6.2% | 2.6% | 2.6% | 2.5% | 2.6% |
| May 2026 | 24.7% | 16.5% | 9% | 4.8% | 30.2% | 7.3% | 1.7% | 1.2% | 2.3% | 2.2% |
| Jun 2026 | 32.9% | 18% | 9.8% | 5.3% | 14.7% | 6.4% | 2.2% | 2% | 2.3% | 6.4% |
| Jul 2026 | 26.9% | 32.9% | 9.8% | 5.3% | 8% | 8% | 2% | 2.9% | 2.4% | 2% |
| Aug 2026 | 37% | 24.7% | 9% | 7.4% | 5.9% | 7.4% | 2.7% | 2% | 2.2% | 1.8% |
| Sep 2026 | 43.5% | 19.5% | 10.6% | 7% | 5.8% | 3.8% | 3.1% | 3.1% | 1.8% | 1.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.5% | 18.1K | 0% | +6.6 points | |
| 2, held 2nd | 19.5% | 8.1K | -33.1% | -5.2 points | |
| 3, held 3rd | 10.6% | 4.4K | 0% | +1.6 points | |
| 4, held 4th | 7% | 2.9K | -19.4% | -0.4 points | |
| 5, moved from 6th to 5th | 5.8% | 2.4K | -17.2% | -0.1 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 3.8% | 1.6K | -55.6% | -3.5 pointsmoved from 5th to 6th | |
| 7, held 7th | 3.1% | 1.3K | 0% | +0.5 points | |
| 8, moved from 9th to 8th | 3.1% | 1.3K | +30% | +1.1 pointsmoved from 9th to 8th | |
| 9, moved from 8th to 9th | 1.8% | 750 | -31.2% | -0.4 pointsmoved from 8th to 9th | |
| 10, held 10th | 1.7% | 720 | -18.2% | -0.1 points |
43.5%
Held 1st. 18.1K estimated branded searches, 0% vs prior month. Share +6.6 points.
2.
Boots19.5%
Held 2nd. 8.1K estimated branded searches, -33.1% vs prior month. Share -5.2 points.
3.
Next10.6%
Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share +1.6 points.
7%
Held 4th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.4 points.
5.
M&S5.8%
Moved from 6th to 5th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.1 points.
3.8%
Moved from 5th to 6th. 1.6K estimated branded searches, -55.6% vs prior month. Share -3.5 points.
7.
Birchbox3.1%
Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share +0.5 points.
3.1%
Moved from 9th to 8th. 1.3K estimated branded searches, +30% vs prior month. Share +1.1 points.
1.8%
Moved from 8th to 9th. 750 estimated branded searches, -31.2% vs prior month. Share -0.4 points.
10.
John Lewis1.7%
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 Boots and its closest rivals
Every comparison with Boots
35 comparisons
- Boots vs Superdrug
- Boots vs Specsavers
- Boots vs Vision Express
- Boots vs Well Pharmacy
- Boots vs Glasses Direct
- Boots vs Pharmacy2U
- Boots vs Rowlands Pharmacy
- Boots vs SelectSpecs
- Boots vs Day Lewis
- Boots vs Chemist4U
- Ace & Tate vs Boots
- Boots vs Cubitts
- Boots vs Optical Express
- Boots vs Photobox
- Boots vs Snapfish
- Boots vs Cult Beauty
- Boots vs Lookfantastic
- Boots vs Sephora
- Boots vs Space NK
- Bloobloom vs Boots
- Boots vs CEWE
- Boots vs Printerpix
- Boots vs GLOSSYBOX
- Boots vs Next
- Boots vs Feel Good Contacts
- Boots vs Lenstore
- Boots vs Vision Direct
- Boots vs Spex4Less
- Boots vs Latest in Beauty
- Boots vs SmartBuyGlasses
- Boots vs M&S
- Birchbox vs Boots
- Boots vs Liberty London
- Boots vs John Lewis
- Boots vs LloydsDirect
How has branded search demand for Boots changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Boots in the United Kingdom held steady, from 1.4M to 1.3M.
- Across the 12 months ending September 2026, Boots’ share of searches among beauty boxes in the United Kingdom decreased from 27.9% to 19.5%.
- Across the 12 months ending September 2026, Boots’ share of searches among beauty boxes in the United Kingdom peaked at 32.9% in July 2026 and was lowest at 16% in February 2026.
How did search popularity change for United Kingdom beauty boxes in September 2026?
6 changes
In September 2026, Liberty London overtook Cult Beauty to rank 8th among beauty boxes in the United Kingdom, with 3.1% of the searches.
In September 2026, GLOSSYBOX gained share of searches among beauty boxes in the United Kingdom, from 37% to 43.5%.
In September 2026, Next gained share of searches among beauty boxes in the United Kingdom, from 9% to 10.6%.
In September 2026, Boots lost share of searches among beauty boxes in the United Kingdom, from 24.7% to 19.5%.
In September 2026, Lookfantastic lost share of searches among beauty boxes in the United Kingdom, from 7.4% to 3.8%.
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 Boots’ branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Boots’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- boots beauty
- boots beauty box
- boots contact lenses
- boots online
- boots online pharmacy
- boots opticians
- boots pharmacy
- boots photo
- boots prescription
Do you work for Boots? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Boots compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Pharmacy chains | 2nd of 6 | 34.6% | Show ranking |
| Beauty retailers | 6th of 6 | 0.5% | Show ranking |
| Opticians | 3rd of 11 | 15.3% | Show ranking |
| Photo printing services | 3rd of 5 | 7% | Show ranking |
| Prescription delivery services | 3rd of 4 | 10.3% | Show ranking |
| Contact lens retailers | 5th of 5 | 2% | Show ranking |
| Beauty boxes | 2nd of 10 | 19.5% | Shown above |
Is Boots your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.