Beauty boxes in the United Kingdom:Which are most popular?

Name: Beauty boxes in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, GLOSSYBOX was the most searched beauty box brand in the United Kingdom, accounting for 43.5% of all searches among the ten brands we track. When we checked with ChatGPT and Google AI Overviews, Lookfantastic showed up in every answer. Lookfantastic was recommended most often, coming first in two out of five responses.

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Top beauty boxes in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Lookfantastic appeared every time. Lookfantastic was recommended most often, coming first in two out of five answers. GLOSSYBOX was second, and Boots was third. M&S, which ranked fifth in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Lookfantastic	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
GLOSSYBOX	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Boots	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Next	Named in 0 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	2 of 5
Latest in Beauty	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Liberty London	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Cult Beauty	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
M&S	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Birchbox	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
John Lewis	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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?”
1. 1GLOSSYBOX
2. 2Lookfantastic
Asked ChatGPT
“What's a good beauty box to give as a gift?”
1. 1Lookfantastic
2. 2Boots
Searched Google, AI Overview
“beauty box”
1. 1Boots
2. 2Next
3. 3Lookfantastic
4. 4GLOSSYBOX
Searched Google, AI Overview
“beauty boxes uk”
1. 1Lookfantastic
2. 2GLOSSYBOX
3. 3Boots
4. 4Next
5. 5Latest in Beauty

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 do people search for most?

This chart shows how often people search Google for each beauty box brand by name. Each line represents a brand's share of searches for all ten beauty box brands we track, month by month, from searches in United Kingdom.

Share of searches among beauty boxes in the United Kingdom, by month

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	GLOSSYBOX	43.5%	18.1K	0%	+6.6 points
2, held 2nd	Boots	19.5%	8.1K	-33.1%	-5.2 points
3, held 3rd	Next	10.6%	4.4K	0%	+1.6 points
4, held 4th	Latest in Beauty	7%	2.9K	-19.4%	-0.4 points
5, moved from 6th to 5th	M&S	5.8%	2.4K	-17.2%	-0.1 pointsmoved from 6th to 5th
6, moved from 5th to 6th	Lookfantastic	3.8%	1.6K	-55.6%	-3.5 pointsmoved from 5th to 6th
7, held 7th	Birchbox	3.1%	1.3K	0%	+0.5 points
8, moved from 9th to 8th	Liberty London	3.1%	1.3K	+30%	+1.1 pointsmoved from 9th to 8th
9, moved from 8th to 9th	Cult Beauty	1.8%	750	-31.2%	-0.4 pointsmoved from 8th to 9th
10, held 10th	John Lewis	1.7%	720	-18.2%	-0.1 points

1.GLOSSYBOX
43.5%
Held 1st. 18.1K estimated branded searches, 0% vs prior month. Share +6.6 points.
2.Boots
19.5%
Held 2nd. 8.1K estimated branded searches, -33.1% vs prior month. Share -5.2 points.
3.Next
10.6%
Held 3rd. 4.4K estimated branded searches, 0% vs prior month. Share +1.6 points.
4.Latest in Beauty
7%
Held 4th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.4 points.
5.M&S
5.8%
Moved from 6th to 5th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.1 points.
6.Lookfantastic
3.8%
Moved from 5th to 6th. 1.6K estimated branded searches, -55.6% vs prior month. Share -3.5 points.
7.Birchbox
3.1%
Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share +0.5 points.
8.Liberty London
3.1%
Moved from 9th to 8th. 1.3K estimated branded searches, +30% vs prior month. Share +1.1 points.
9.Cult Beauty
1.8%
Moved from 8th to 9th. 750 estimated branded searches, -31.2% vs prior month. Share -0.4 points.
10.John Lewis
1.7%
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”.

Which brand is most popular in search among beauty boxes in the United Kingdom?

10 brands

In September 2026, GLOSSYBOX was the most searched among beauty box brands in the United Kingdom, with an estimated 18.1K branded searches, 43.5% of all searches for the ten we track. Boots is in 2nd place, 24.1 percentage points behind at 19.5%.

United Kingdom beauty boxes, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
GLOSSYBOX	34.2% → 43.5%	44%Feb 2026	24.7%May 2026	1st
Boots	27.9% → 19.5%	32.9%Jul 2026	16%Feb 2026	2nd
Next	10.2% → 10.6%	13.1%Feb 2026	9%Aug 2026	3rd
Latest in Beauty	6.8% → 7%	7.4%Aug 2026	4.2%Dec 2025	4th
M&S	6.8% → 5.8%	30.2%May 2026	4.2%Dec 2025	6th → 5th
Lookfantastic	6.8% → 3.8%	8%Jul 2026	3.8%Sep 2026	5th → 6th
Birchbox	2.5% → 3.1%	3.3%Jan 2026	1.7%May 2026	7th
Liberty London	2% → 3.1%	3.1%Sep 2026	1.2%May 2026	8th
Cult Beauty	1.5% → 1.8%	3.5%Feb 2026	1.5%Oct 2025	10th → 9th
John Lewis	1.5% → 1.7%	6.4%Jun 2026	1.5%Nov 2025	9th → 10th

Each finding as a sentence

Across the 12 months ending September 2026, GLOSSYBOX’s share of searches among beauty boxes in the United Kingdom increased from 34.2% to 43.5%.
Across the 12 months ending September 2026, Boots’ share of searches among beauty boxes in the United Kingdom decreased from 27.9% to 19.5%.
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, Lookfantastic’s share of searches among beauty boxes in the United Kingdom decreased from 6.8% to 3.8%.
Across the 12 months ending September 2026, Birchbox’s share of searches among beauty boxes in the United Kingdom increased from 2.5% to 3.1%.
Across the 12 months ending September 2026, Liberty London’s share of searches among beauty boxes in the United Kingdom increased from 2% to 3.1%.
Across the 12 months ending September 2026, GLOSSYBOX’s share of searches among beauty boxes in the United Kingdom peaked at 44% in February 2026 and was lowest at 24.7% in May 2026.
Across the 12 months ending September 2026, Boots’ share of searches among beauty boxes in the United Kingdom peaked at 32.9% in July 2026 and was lowest at 16% in February 2026.
Across the 12 months ending September 2026, Next’s share of searches among beauty boxes in the United Kingdom peaked at 13.1% in February 2026 and was lowest at 9% in August 2026.
Across the 12 months ending September 2026, Latest in Beauty’s share of searches among beauty boxes in the United Kingdom peaked at 7.4% in August 2026 and was lowest at 4.2% in December 2025.
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, Lookfantastic’s share of searches among beauty boxes in the United Kingdom peaked at 8% in July 2026 and was lowest at 3.8% in September 2026.
Across the 12 months ending September 2026, Birchbox’s share of searches among beauty boxes in the United Kingdom peaked at 3.3% in January 2026 and was lowest at 1.7% in May 2026.
Across the 12 months ending September 2026, Liberty London’s share of searches among beauty boxes in the United Kingdom peaked at 3.1% in September 2026 and was lowest at 1.2% in May 2026.
Across the 12 months ending September 2026, Cult Beauty’s share of searches among beauty boxes in the United Kingdom peaked at 3.5% in February 2026 and was lowest at 1.5% in October 2025.
Across the 12 months ending September 2026, John Lewis’ share of searches among beauty boxes in the United Kingdom peaked at 6.4% in June 2026 and was lowest at 1.5% in November 2025.
Across the 12 months ending September 2026, M&S rose from 6th to 5th among beauty boxes in the United Kingdom.
Across the 12 months ending September 2026, Lookfantastic fell from 5th to 6th among beauty boxes in the United Kingdom.
Across the 12 months ending September 2026, Cult Beauty rose from 10th to 9th among beauty boxes in the United Kingdom.
Across the 12 months ending September 2026, John Lewis fell from 9th to 10th among beauty boxes in the United Kingdom.
Across the 12 months ending September 2026, Next and Latest in Beauty held steady: their share of searches among beauty boxes in the United Kingdom each moved less than 0.5 percentage points.

How did search popularity change for United Kingdom beauty boxes in September 2026?

8 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.
John Lewis’ share of searches among beauty boxes in the United Kingdom has lost ground for 3 months in a row, from 6.4% to 1.7% in September 2026.
Estimated monthly branded searches for Latest in Beauty in the United Kingdom fell 34.1% over 12 measured months, from 4.4K to 2.9K in September 2026.

How are branded searches counted for beauty boxes?

11 search terms

Each brand's share of searches among beauty boxes comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.