How popular isEscentual?
In September 2026, people searched for Escentual by name about 8,100 times in the United Kingdom, a 33.1% decrease from the previous year. These searches made up 2.1% of all United Kingdom perfume retailer searches, placing Escentual fifth out of five retailers. When we asked both ChatGPT and Google AI Overviews about perfume retailers, Escentual did not appear in any of the answers.
Escentual is the fifth most searched of 5 competitors.
The Perfume ShopShare of searches 43.3%Mentioned in 2 of 5 AI answers
The Fragrance ShopShare of searches 35.5%Mentioned in 0 of 5 AI answers
NotinoShare of searches 15.9%Mentioned in 1 of 5 AI answers- Fragrance DirectShare of searches 3.2%Mentioned in 1 of 5 AI answers
EscentualShare of searches 2.1%Mentioned in 0 of 5 AI answers
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Top perfume retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Escentual did not appear in any of the five answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- The Perfume Shop2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Notino1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Fragrance Direct1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- The Fragrance Shop0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Escentual0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about perfume retailers
5 answers
Asked ChatGPT
“Where's the cheapest place to buy designer perfume in the UK?”
Asked ChatGPT
“Is it safe to buy perfume from discount websites?”
Asked ChatGPT
“Which UK shops sell perfume samples?”
Searched Google, AI Overview
“cheap perfume”
Searched Google, AI Overview
“perfume online”
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 perfume retailers compete with Escentual?
Share of searches by month for The Perfume Shop, The Fragrance Shop, Notino, Fragrance Direct, Escentual. The figures are in the table below the chart.
View monthly share of searches table
| Month | The Perfume Shop | The Fragrance Shop | Notino | Fragrance Direct | Escentual |
|---|---|---|---|---|---|
| Oct 2025 | 47.4% | 31.8% | 14.2% | 4.3% | 2.3% |
| Nov 2025 | 53.9% | 29.5% | 10.8% | 4% | 1.8% |
| Dec 2025 | 50.6% | 33.9% | 10.1% | 3.7% | 1.7% |
| Jan 2026 | 46.3% | 31.1% | 17% | 2.8% | 2.8% |
| Feb 2026 | 49.7% | 27.2% | 18.3% | 2.4% | 2.4% |
| Mar 2026 | 49.1% | 26.9% | 18.1% | 3% | 3% |
| Apr 2026 | 48.8% | 26.8% | 17.9% | 2.9% | 3.6% |
| May 2026 | 46.2% | 30.8% | 16.9% | 3.4% | 2.8% |
| Jun 2026 | 46.2% | 30.8% | 16.9% | 3.4% | 2.8% |
| Jul 2026 | 46.2% | 30.8% | 16.9% | 3.4% | 2.8% |
| Aug 2026 | 42.9% | 35.1% | 15.7% | 3.1% | 3.1% |
| Sep 2026 | 43.3% | 35.5% | 15.9% | 3.2% | 2.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.3% | 165K | 0% | +0.5 points | |
| 2, held 2nd | 35.5% | 135K | 0% | +0.4 points | |
| 3, held 3rd | 15.9% | 60.5K | 0% | +0.2 points | |
| 4, moved from 5th to 4th | 3.2% | 12.1K | 0% | 0 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 2.1% | 8.1K | -33.1% | -1 pointsmoved from 4th to 5th |
43.3%
Held 1st. 165K estimated branded searches, 0% vs prior month. Share +0.5 points.
35.5%
Held 2nd. 135K estimated branded searches, 0% vs prior month. Share +0.4 points.
3.
Notino15.9%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +0.2 points.
3.2%
Moved from 5th to 4th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.
2.1%
Moved from 4th to 5th. 8.1K estimated branded searches, -33.1% vs prior month. Share -1 points.
Compare popularity between Escentual and its closest rivals
Every comparison with Escentual
4 comparisons
How has branded search demand for Escentual changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Escentual in the United Kingdom fell from 12.1K to 8.1K.
- Across the 12 months ending September 2026, Escentual’s share of searches among perfume retailers in the United Kingdom peaked at 3.6% in April 2026 and was lowest at 1.7% in December 2025.
How did search popularity change for United Kingdom perfume retailers in September 2026?
5 changes
In September 2026, Escentual lost share of searches among perfume retailers in the United Kingdom, from 3.1% to 2.1%.
In September 2026, Fragrance Direct rose from 5th to 4th among perfume retailers in the United Kingdom.
Estimated monthly branded searches for The Perfume Shop in the United Kingdom fell 32.9% over 12 measured months, from 246K to 165K in September 2026.
Estimated monthly branded searches for Notino in the United Kingdom fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.
Estimated monthly branded searches for The Fragrance Shop in the United Kingdom fell 18.2% over 12 measured months, from 165K to 135K in September 2026.
How are Escentual’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Escentual’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.
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