Brandwave

How popular isFragrance Direct?

In September 2026, people searched for Fragrance Direct by name about 12,100 times in the United Kingdom, a 45.5% decrease from the previous year. These searches made up 3.2% of all United Kingdom perfume retailer searches, placing Fragrance Direct fourth out of five retailers. When we asked both ChatGPT and Google AI Overviews about perfume retailers, Fragrance Direct appeared in one of the five answers.

Search and AI answers in September 2026

Fragrance Direct is the fourth most searched of 5 competitors.

  1. The Perfume ShopShare of searches 43.3%Mentioned in 2 of 5 AI answers
  2. The Fragrance ShopShare of searches 35.5%Mentioned in 0 of 5 AI answers
  3. NotinoShare of searches 15.9%Mentioned in 1 of 5 AI answers
  4. Fragrance DirectShare of searches 3.2%Mentioned in 1 of 5 AI answers
  5. EscentualShare of searches 2.1%Mentioned in 0 of 5 AI answers
Fragrance Direct website (opens in a new tab)

Follow Fragrance Direct 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 perfume retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fragrance Direct was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews.

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?”

    1. 1Notino
    2. 2The Perfume Shop
    3. 3Fragrance Direct

  • Asked ChatGPT

    “Is it safe to buy perfume from discount websites?”

    1. Asked ChatGPT

      “Which UK shops sell perfume samples?”

      1. Searched Google, AI Overview

        “cheap perfume”

        1. Searched Google, AI Overview

          “perfume online”

          1. 1The Perfume Shop

        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 Fragrance Direct?

        Fragrance Direct against perfume retailers in the United Kingdom, by month

        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
        MonthThe Perfume ShopThe Fragrance ShopNotinoFragrance DirectEscentual
        Oct 202547.4%31.8%14.2%4.3%2.3%
        Nov 202553.9%29.5%10.8%4%1.8%
        Dec 202550.6%33.9%10.1%3.7%1.7%
        Jan 202646.3%31.1%17%2.8%2.8%
        Feb 202649.7%27.2%18.3%2.4%2.4%
        Mar 202649.1%26.9%18.1%3%3%
        Apr 202648.8%26.8%17.9%2.9%3.6%
        May 202646.2%30.8%16.9%3.4%2.8%
        Jun 202646.2%30.8%16.9%3.4%2.8%
        Jul 202646.2%30.8%16.9%3.4%2.8%
        Aug 202642.9%35.1%15.7%3.1%3.1%
        Sep 202643.3%35.5%15.9%3.2%2.1%

        1. 1.The Perfume Shop

          43.3%

          Held 1st. 165K estimated branded searches, 0% vs prior month. Share +0.5 points.

        2. 2.The Fragrance Shop

          35.5%

          Held 2nd. 135K estimated branded searches, 0% vs prior month. Share +0.4 points.

        3. 3.Notino

          15.9%

          Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +0.2 points.

        4. 4.Fragrance Direct

          3.2%

          Moved from 5th to 4th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.

        5. 5.Escentual

          2.1%

          Moved from 4th to 5th. 8.1K estimated branded searches, -33.1% vs prior month. Share -1 points.

        Compare popularity between Fragrance Direct and its closest rivals

        Every comparison with Fragrance Direct

        4 comparisons

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

        3 findings
        • Across the 12 months ending September 2026, estimated monthly branded searches for Fragrance Direct in the United Kingdom fell from 22.2K to 12.1K.
        • Across the 12 months ending September 2026, Fragrance Direct’s share of searches among perfume retailers in the United Kingdom decreased from 4.3% to 3.2%.
        • Across the 12 months ending September 2026, Fragrance Direct’s share of searches among perfume retailers in the United Kingdom peaked at 4.3% in October 2025 and was lowest at 2.4% in February 2026.

        How did search popularity change for United Kingdom perfume retailers in September 2026?

        5 changes

        1. In September 2026, Escentual lost share of searches among perfume retailers in the United Kingdom, from 3.1% to 2.1%.

        2. In September 2026, Fragrance Direct rose from 5th to 4th among perfume retailers in the United Kingdom.

        3. 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.

        4. 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.

        5. 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 Fragrance Direct’s branded searches counted?

        1 search term

        Brandwave collects information about searches that people make online using Fragrance Direct’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.

        • fragrance direct

        Do you work for Fragrance Direct? 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

        Creator with pink hair and a pink jacket

        Is Fragrance Direct 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.

        Start free