--- title: "Fragrance Direct: search popularity in the United Kingdom" description: "Fragrance Direct sells discounted perfume and beauty products online. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/fragrance-direct" publisher: "Brandwave" --- # Fragrance Direct: search popularity in the United Kingdom Fragrance Direct sells discounted perfume and beauty products online. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Fragrance Direct - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among perfume retailers**: 3.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Perfume retailers | 4 | 3.2% | 12.1K | - [Perfume retailers](/demand/uk/categories/uk-perfume-retailers) ## 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. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | The Perfume Shop | 1 of 3 | 1 of 2 | 2 of 5 | | The Fragrance Shop | 0 of 3 | 0 of 2 | 0 of 5 | | Notino | 1 of 3 | 0 of 2 | 1 of 5 | | Fragrance Direct | 1 of 3 | 0 of 2 | 1 of 5 | | Escentual | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about perfume retailers - Asked ChatGPT "Where's the cheapest place to buy designer perfume in the UK?": 1. Notino, 2. The Perfume Shop, 3. Fragrance Direct - Asked ChatGPT "Is it safe to buy perfume from discount websites?": named none of the brands we track - Asked ChatGPT "Which UK shops sell perfume samples?": named none of the brands we track - Searched Google, AI Overview "cheap perfume": named none of the brands we track - Searched Google, AI Overview "perfume online": 1. The Perfume Shop Not named in any answer: The Fragrance Shop and Escentual. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 28, 2026. ## How has branded search demand for Fragrance Direct changed in the United Kingdom over the last 12 months? - 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? - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Perfume retailers | 22.2K | 4.3% | 4 | | Nov 2025 | Perfume retailers | 40.5K | 4% | 4 | | Dec 2025 | Perfume retailers | 40.5K | 3.7% | 4 | | Jan 2026 | Perfume retailers | 12.1K | 2.8% | 5 | | Feb 2026 | Perfume retailers | 9.9K | 2.4% | 5 | | Mar 2026 | Perfume retailers | 12.1K | 3% | 5 | | Apr 2026 | Perfume retailers | 9.9K | 2.9% | 5 | | May 2026 | Perfume retailers | 12.1K | 3.4% | 4 | | Jun 2026 | Perfume retailers | 12.1K | 3.4% | 4 | | Jul 2026 | Perfume retailers | 12.1K | 3.4% | 4 | | Aug 2026 | Perfume retailers | 12.1K | 3.1% | 5 | | Sep 2026 | Perfume retailers | 12.1K | 3.2% | 4 | ## How are Fragrance Direct’s branded searches counted? 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” ## Which perfume retailers compete with Fragrance Direct? - [The Perfume Shop](/demand/uk/brands/the-perfume-shop): Head-to-head: /demand/uk/compare/fragrance-direct-vs-the-perfume-shop - [The Fragrance Shop](/demand/uk/brands/the-fragrance-shop): Head-to-head: /demand/uk/compare/fragrance-direct-vs-the-fragrance-shop - [Notino](/demand/uk/brands/notino): Head-to-head: /demand/uk/compare/fragrance-direct-vs-notino - [Escentual](/demand/uk/brands/escentual): Head-to-head: /demand/uk/compare/escentual-vs-fragrance-direct ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Fragrance Direct: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/fragrance-direct This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/fragrance-direct. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.