How popular isCult Beauty?
In September 2026, people searched for Cult Beauty by name about 110,000 times in the United Kingdom, an 18.5% decrease from the previous year. These searches made up 3.7% of all United Kingdom beauty retailer searches, placing Cult Beauty fifth out of six retailers. When we asked both ChatGPT and Google AI Overviews about beauty retailers, Cult Beauty appeared in all answers and was the fifth most recommended of the six.
Cult Beauty is the fifth most searched of 6 competitors and the fifth most recommended in AI answers.
SuperdrugShare of searches 50.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
SephoraShare of searches 18.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
Space NKShare of searches 15.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 3rd
LookfantasticShare of searches 12.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
Cult BeautyShare of searches 3.7%Mentioned in 4 of 4 AI answersPlace in AI recommendations 5th
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Top beauty retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Cult Beauty appeared in all four answers. Cult Beauty is the fifth most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Boots1st- Sephora2nd
- Space NK3rd
- Lookfantastic4th
- Cult Beauty5th
- Superdrug6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Space NK4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Cult Beauty4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Boots4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Sephora3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Superdrug2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Lookfantastic2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about beauty retailers
4 answers
Asked ChatGPT
“Where should I buy skincare and makeup in the UK?”
Asked ChatGPT
“What are the best beauty shops in the UK?”
Asked ChatGPT
“What's the best online beauty retailer in the UK?”
Searched Google, AI Overview
“makeup shops”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“beauty retailers”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which beauty retailers compete with Cult Beauty?
Share of searches by month for Superdrug, Sephora, Space NK, Lookfantastic, Cult Beauty. The figures are in the table below the chart.
View monthly share of searches table
| Month | Superdrug | Sephora | Space NK | Lookfantastic | Cult Beauty | Boots |
|---|---|---|---|---|---|---|
| Oct 2025 | 52.9% | 16.9% | 13% | 13% | 3.9% | 0.23% |
| Nov 2025 | 42.5% | 20.3% | 15.6% | 15.6% | 5.7% | 0.19% |
| Dec 2025 | 46.5% | 18.1% | 17.1% | 14% | 4.2% | 0.17% |
| Jan 2026 | 48.4% | 18.1% | 14.5% | 14.5% | 4.4% | 0.21% |
| Feb 2026 | 51.8% | 18.7% | 12.7% | 12.7% | 3.8% | 0.23% |
| Mar 2026 | 48.6% | 17.5% | 14.6% | 14.6% | 4.4% | 0.26% |
| Apr 2026 | 51.4% | 18.5% | 12.6% | 12.6% | 4.6% | 0.28% |
| May 2026 | 57% | 13.8% | 11.5% | 14% | 3.4% | 0.38% |
| Jun 2026 | 54.9% | 16.2% | 11% | 13.5% | 4% | 0.44% |
| Jul 2026 | 56.9% | 16.3% | 11.4% | 11.4% | 3.4% | 0.46% |
| Aug 2026 | 56.6% | 16.7% | 11.4% | 11.4% | 3.4% | 0.46% |
| Sep 2026 | 50.3% | 18.1% | 15.1% | 12.3% | 3.7% | 0.5% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50.3% | 1.5M | -18% | -6.4 points | |
| 2, held 2nd | 18.1% | 541K | 0% | +1.4 points | |
| 3, moved from 4th to 3rd | 15.1% | 450K | +22.3% | +3.7 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 12.3% | 368K | 0% | +0.9 pointsmoved from 3rd to 4th | |
| 5, held 5th | 3.7% | 110K | 0% | +0.3 points | |
| 6, held 6th | 0.5% | 14.8K | 0% | 0 points |
50.3%
Held 1st. 1.5M estimated branded searches, -18% vs prior month. Share -6.4 points.
2.
Sephora18.1%
Held 2nd. 541K estimated branded searches, 0% vs prior month. Share +1.4 points.
3.
Space NK15.1%
Moved from 4th to 3rd. 450K estimated branded searches, +22.3% vs prior month. Share +3.7 points.
12.3%
Moved from 3rd to 4th. 368K estimated branded searches, 0% vs prior month. Share +0.9 points.
3.7%
Held 5th. 110K estimated branded searches, 0% vs prior month. Share +0.3 points.
6.
Boots0.5%
Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Cult Beauty and its closest rivals
Every comparison with Cult Beauty
5 comparisons
How has branded search demand for Cult Beauty changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Cult Beauty in the United Kingdom fell from 135K to 110K.
- Across the 12 months ending September 2026, Cult Beauty’s share of searches among beauty retailers in the United Kingdom peaked at 5.7% in November 2025 and was lowest at 3.4% in August 2026.
How did search popularity change for United Kingdom beauty retailers in September 2026?
6 changes
In September 2026, Space NK overtook Lookfantastic to rank 3rd among beauty retailers in the United Kingdom, with 15.1% of the searches.
In September 2026, Sephora gained share of searches among beauty retailers in the United Kingdom, from 16.7% to 18.1%.
In September 2026, Lookfantastic gained share of searches among beauty retailers in the United Kingdom, from 11.4% to 12.3%.
In September 2026, Superdrug lost share of searches among beauty retailers in the United Kingdom, from 56.6% to 50.3%.
Estimated monthly branded searches for Boots in the United Kingdom rose 82.7% over 12 measured months, from 8.1K to 14.8K in September 2026.
Estimated monthly branded searches for Cult Beauty in the United Kingdom fell 18.5% over 12 measured months, from 135K to 110K in September 2026.
How are Cult Beauty’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Cult Beauty’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.
- cult beauty
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Is Cult Beauty 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.