Brandwave

How popular isCult Beauty?

In September 2026, people searched for Cult Beauty by name about 111,000 times in the United Kingdom, an 18.5% decrease from the previous year. These searches made up 1.8% of all United Kingdom beauty box searches, placing Cult Beauty ninth out of ten brands. When we asked both ChatGPT and Google AI Overviews about beauty boxes, Cult Beauty appeared in one of the five answers and was the fifth most recommended of the ten.

Search and AI answers in September 2026

Cult Beauty is the ninth most searched of 10 competitors and the fifth most recommended in AI answers.

  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. Cult BeautyShare of searches 1.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top beauty boxes in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Cult Beauty was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Cult Beauty is the fifth most recommended of the ten.

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 Cult Beauty?

Cult Beauty 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, Cult Beauty. 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.

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

Compare popularity between Cult Beauty and its closest rivals

Every comparison with Cult Beauty

12 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Cult Beauty in the United Kingdom fell from 136K to 111K.
  • Across the 12 months ending September 2026, Cult Beauty’s share of searches among beauty boxes in the United Kingdom peaked at 3.5% in February 2026 and was lowest at 1.5% in October 2025.
  • Across the 12 months ending September 2026, Cult Beauty rose from 10th to 9th among beauty boxes in the United Kingdom.

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 Cult Beauty’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Cult Beauty’s 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.

  • cult beauty
  • cult beauty box
  • cult beauty goody bag

Do you work for Cult Beauty? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Cult Beauty compete?

Cult Beauty is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Beauty retailers5th of 63.7%Show ranking
Beauty boxes9th of 101.8%Shown above
Creator with pink hair and a pink jacket

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.

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