--- title: "How popular is The Fragrance Shop? Searches and AI answers in the United Kingdom" description: "The Fragrance Shop sells perfume and aftershave in stores and 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/the-fragrance-shop" publisher: "Brandwave" --- # How popular is The Fragrance Shop? Searches and AI answers in the United Kingdom The Fragrance Shop sells perfume and aftershave in stores and 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**: The Fragrance Shop - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among perfume retailers**: 35.5% ## Where does The Fragrance Shop compete? | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Perfume retailers | 2 | 35.5% | 135K | - [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, The Fragrance Shop did not appear in any of the five answers. 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 The Fragrance Shop changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for The Fragrance Shop in the United Kingdom fell from 165K to 135K. - Across the 12 months ending September 2026, The Fragrance Shop’s share of searches among perfume retailers in the United Kingdom increased from 31.8% to 35.5%. - Across the 12 months ending September 2026, The Fragrance Shop’s share of searches among perfume retailers in the United Kingdom peaked at 35.5% in September 2026 and was lowest at 26.8% in April 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 | 165K | 31.8% | 2 | | Nov 2025 | Perfume retailers | 301K | 29.5% | 2 | | Dec 2025 | Perfume retailers | 368K | 33.9% | 2 | | Jan 2026 | Perfume retailers | 135K | 31.1% | 2 | | Feb 2026 | Perfume retailers | 110K | 27.2% | 2 | | Mar 2026 | Perfume retailers | 110K | 26.9% | 2 | | Apr 2026 | Perfume retailers | 90.5K | 26.8% | 2 | | May 2026 | Perfume retailers | 110K | 30.8% | 2 | | Jun 2026 | Perfume retailers | 110K | 30.8% | 2 | | Jul 2026 | Perfume retailers | 110K | 30.8% | 2 | | Aug 2026 | Perfume retailers | 135K | 35.1% | 2 | | Sep 2026 | Perfume retailers | 135K | 35.5% | 2 | ## How are The Fragrance Shop’s branded searches counted? Brandwave collects information about searches that people make online using The Fragrance Shop’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. - “the fragrance shop” ## Which perfume retailers compete with The Fragrance Shop? - [The Perfume Shop](/demand/uk/brands/the-perfume-shop): Head-to-head: /demand/uk/compare/the-fragrance-shop-vs-the-perfume-shop - [Notino](/demand/uk/brands/notino): Head-to-head: /demand/uk/compare/notino-vs-the-fragrance-shop - [Fragrance Direct](/demand/uk/brands/fragrance-direct): Head-to-head: /demand/uk/compare/fragrance-direct-vs-the-fragrance-shop - [Escentual](/demand/uk/brands/escentual): Head-to-head: /demand/uk/compare/escentual-vs-the-fragrance-shop ## 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. "How popular is The Fragrance Shop? Searches and AI answers in the United Kingdom". https://gobrandwave.com/demand/uk/brands/the-fragrance-shop This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/the-fragrance-shop. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.