How popular isM&S?
In September 2026, people searched for M&S by name about 6.1 million times in the United Kingdom, an 8.6% decrease from the previous year. These searches made up 5.8% of all United Kingdom beauty box searches, placing M&S fifth out of ten brands. When we asked both ChatGPT and Google AI Overviews about beauty boxes, M&S did not appear in any of the answers.
M&S is the fifth most searched of 10 competitors and not listed in any AI answer.
GLOSSYBOXShare of searches 43.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
BootsShare of searches 19.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
NextShare of searches 10.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
Latest in BeautyShare of searches 7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
M&SShare of searches 5.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top beauty boxes in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, M&S did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Lookfantastic1st- GLOSSYBOX2nd
- Boots3rd
- Next4th
Cult Beauty5th
Liberty London6th- Latest in Beauty7th
- M&S–
Birchbox–
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
Asked ChatGPT
“What's the best beauty subscription box in the UK?”
Asked ChatGPT
“Which beauty box is worth the money?”
Asked ChatGPT
“What's a good beauty box to give as a gift?”
Searched Google, AI Overview
“beauty box”
Searched Google, AI Overview
“beauty boxes uk”
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 M&S?
Share of searches by month for GLOSSYBOX, Boots, Next, Latest in Beauty, M&S, Lookfantastic, Birchbox, Liberty London. The figures are in the table below the chart.
View monthly share of searches table
| Month | GLOSSYBOX | Boots | Next | Latest in Beauty | M&S | Lookfantastic | Birchbox | Liberty London | Cult Beauty | John Lewis |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.2% | 27.9% | 10.2% | 6.8% | 6.8% | 6.8% | 2.5% | 2% | 1.5% | 1.5% |
| Nov 2025 | 32.7% | 32.7% | 11.9% | 5.3% | 5.3% | 5.3% | 2.4% | 1.3% | 1.7% | 1.5% |
| Dec 2025 | 39.1% | 26.1% | 11.6% | 4.2% | 4.2% | 6.3% | 2.3% | 1.5% | 2.9% | 1.8% |
| Jan 2026 | 37% | 20.2% | 9% | 4.9% | 13.5% | 5.9% | 3.3% | 2.7% | 2% | 1.5% |
| Feb 2026 | 44% | 16% | 13.1% | 4.6% | 5.8% | 5.8% | 3.2% | 1.8% | 3.5% | 2.1% |
| Mar 2026 | 35.9% | 19.7% | 13.1% | 5.8% | 10.7% | 5.8% | 2.6% | 1.7% | 2.1% | 2.6% |
| Apr 2026 | 38.5% | 21.1% | 11.4% | 4.9% | 7.5% | 6.2% | 2.6% | 2.6% | 2.5% | 2.6% |
| May 2026 | 24.7% | 16.5% | 9% | 4.8% | 30.2% | 7.3% | 1.7% | 1.2% | 2.3% | 2.2% |
| Jun 2026 | 32.9% | 18% | 9.8% | 5.3% | 14.7% | 6.4% | 2.2% | 2% | 2.3% | 6.4% |
| Jul 2026 | 26.9% | 32.9% | 9.8% | 5.3% | 8% | 8% | 2% | 2.9% | 2.4% | 2% |
| Aug 2026 | 37% | 24.7% | 9% | 7.4% | 5.9% | 7.4% | 2.7% | 2% | 2.2% | 1.8% |
| Sep 2026 | 43.5% | 19.5% | 10.6% | 7% | 5.8% | 3.8% | 3.1% | 3.1% | 1.8% | 1.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.5% | 18.1K | 0% | +6.6 points | |
| 2, held 2nd | 19.5% | 8.1K | -33.1% | -5.2 points | |
| 3, held 3rd | 10.6% | 4.4K | 0% | +1.6 points | |
| 4, held 4th | 7% | 2.9K | -19.4% | -0.4 points | |
| 5, moved from 6th to 5th | 5.8% | 2.4K | -17.2% | -0.1 pointsmoved from 6th to 5th | |
| 6, moved from 5th to 6th | 3.8% | 1.6K | -55.6% | -3.5 pointsmoved from 5th to 6th | |
| 7, held 7th | 3.1% | 1.3K | 0% | +0.5 points | |
| 8, moved from 9th to 8th | 3.1% | 1.3K | +30% | +1.1 pointsmoved from 9th to 8th | |
| 9, moved from 8th to 9th | 1.8% | 750 | -31.2% | -0.4 pointsmoved from 8th to 9th | |
| 10, held 10th | 1.7% | 720 | -18.2% | -0.1 points |
43.5%
Held 1st. 18.1K estimated branded searches, 0% vs prior month. Share +6.6 points.
2.
Boots19.5%
Held 2nd. 8.1K estimated branded searches, -33.1% vs prior month. Share -5.2 points.
3.
Next10.6%
Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share +1.6 points.
7%
Held 4th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.4 points.
5.
M&S5.8%
Moved from 6th to 5th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.1 points.
3.8%
Moved from 5th to 6th. 1.6K estimated branded searches, -55.6% vs prior month. Share -3.5 points.
7.
Birchbox3.1%
Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share +0.5 points.
3.1%
Moved from 9th to 8th. 1.3K estimated branded searches, +30% vs prior month. Share +1.1 points.
1.8%
Moved from 8th to 9th. 750 estimated branded searches, -31.2% vs prior month. Share -0.4 points.
10.
John Lewis1.7%
Held 10th. 720 estimated branded searches, -18.2% vs prior month. Share -0.1 points.
M&S, Lookfantastic and 3 other brands sell other things too, so only their searches that name this product count here, like “m&s beauty box”.
Compare popularity between M&S and its closest rivals
Every comparison with M&S
52 comparisons
- John Lewis vs M&S
- Harrods vs M&S
- M&S vs Selfridges
- Debenhams vs M&S
- Aldi vs M&S
- Asda vs M&S
- Lidl vs M&S
- M&S vs Morrisons
- M&S vs Ocado
- M&S vs Sainsbury's
- M&S vs Tesco
- M&S vs Waitrose
- Liberty London vs M&S
- Co-op vs M&S
- Iceland vs M&S
- F&F vs M&S
- H&M vs M&S
- M&S vs Matalan
- M&S vs New Look
- M&S vs Next
- M&S vs Peacocks
- M&S vs Primark
- M&S vs River Island
- M&S vs TK Maxx
- M&S vs Tu
- M&S vs Uniqlo
- M&S vs Zara
- House of Fraser vs M&S
- George vs M&S
- Harvey Nichols vs M&S
- Ann Summers vs M&S
- Boux Avenue vs M&S
- Bravissimo vs M&S
- Fortnum & Mason vs M&S
- Levi's vs M&S
- Mango vs M&S
- M&S vs Wrangler
- Diesel vs M&S
- Curvy Kate vs M&S
- Lee vs M&S
- G-Star RAW vs M&S
- Boots vs M&S
- GLOSSYBOX vs M&S
- Latest in Beauty vs M&S
- Figleaves vs M&S
- Lookfantastic vs M&S
- M&S vs Virginia Hayward
- Birchbox vs M&S
- M&S vs Prestige Hampers
- M&S vs Panache
- Hampers.com vs M&S
- Cult Beauty vs M&S
How has branded search demand for M&S changed in the United Kingdom over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for M&S in the United Kingdom fell from 6.7M to 6.1M.
- Across the 12 months ending September 2026, M&S’s share of searches among beauty boxes in the United Kingdom decreased from 6.8% to 5.8%.
- Across the 12 months ending September 2026, M&S’s share of searches among beauty boxes in the United Kingdom peaked at 30.2% in May 2026 and was lowest at 4.2% in December 2025.
- Across the 12 months ending September 2026, M&S rose from 6th to 5th among beauty boxes in the United Kingdom.
How did search popularity change for United Kingdom beauty boxes in September 2026?
6 changes
In September 2026, Liberty London overtook Cult Beauty to rank 8th among beauty boxes in the United Kingdom, with 3.1% of the searches.
In September 2026, GLOSSYBOX gained share of searches among beauty boxes in the United Kingdom, from 37% to 43.5%.
In September 2026, Next gained share of searches among beauty boxes in the United Kingdom, from 9% to 10.6%.
In September 2026, Boots lost share of searches among beauty boxes in the United Kingdom, from 24.7% to 19.5%.
In September 2026, Lookfantastic lost share of searches among beauty boxes in the United Kingdom, from 7.4% to 3.8%.
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 M&S’s branded searches counted?
10 search terms
Brandwave collects information about searches that people make online using M&S’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.
- m&s
- m&s beauty box
- m&s bras
- m&s food
- m&s hampers
- m&s jeans
- m&s lingerie
- marks and spencer
- marks and spencer clothing
- marks and spencer hampers
Do you work for M&S? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does M&S compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Supermarkets | 9th of 11 | 1% | Show ranking |
| Clothing shops | 13th of 15 | 0.72% | Show ranking |
| Department stores | 1st of 8 | 47.3% | Show ranking |
| Lingerie brands | 4th of 8 | 5.7% | Show ranking |
| Hamper companies | 1st of 9 | 56.2% | Show ranking |
| Jeans brands | 2nd of 7 | 23.2% | Show ranking |
| Beauty boxes | 5th of 10 | 5.8% | Shown above |
Is M&S 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.