---
title: "Beauty boxes in the United Kingdom: Which are searched most?"
description: "Compare the beauty boxes and beauty subscriptions people in the UK buy. Share of Search among GLOSSYBOX, Boots, Next, Latest in Beauty, M&S, Lookfantastic, Birchbox, Liberty London, Cult Beauty and John Lewis, the beauty boxes Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-beauty-boxes"
publisher: "Brandwave"
---

# Beauty boxes in the United Kingdom: Which are searched most?

Compare the beauty boxes and beauty subscriptions people in the UK buy. Share of Search among GLOSSYBOX, Boots, Next, Latest in Beauty, M&S, Lookfantastic, Birchbox, Liberty London, Cult Beauty and John Lewis, the beauty boxes Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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

- **Competitive set**: Beauty boxes
- **Market**: United Kingdom
- **Brands compared**: 10
- **Month measured**: Sep 2026
- **Highest Share of Search**: GLOSSYBOX, 43.5%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Lookfantastic | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| GLOSSYBOX | 2nd | 2 of 3 | 2 of 2 | 4 of 5 |
| Boots | 3rd | 1 of 3 | 2 of 2 | 3 of 5 |
| Next | 4th | 0 of 3 | 2 of 2 | 2 of 5 |
| Cult Beauty | 5th | 1 of 3 | 0 of 2 | 1 of 5 |
| Liberty London | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Latest in Beauty | 7th | 0 of 3 | 1 of 2 | 1 of 5 |
| M&S | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Birchbox | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| John Lewis | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about beauty boxes

- Asked ChatGPT "What's the best beauty subscription box in the UK?": 1. GLOSSYBOX, 2. Lookfantastic, 3. Cult Beauty, 4. Liberty London
- Asked ChatGPT "Which beauty box is worth the money?": 1. GLOSSYBOX, 2. Lookfantastic
- Asked ChatGPT "What's a good beauty box to give as a gift?": 1. Lookfantastic, 2. Boots
- Searched Google, AI Overview "beauty box": 1. Boots, 2. Next, 3. Lookfantastic, 4. GLOSSYBOX
- Searched Google, AI Overview "beauty boxes uk": 1. Lookfantastic, 2. GLOSSYBOX, 3. Boots, 4. Next, 5. Latest in Beauty

Not named in any answer: M&S, Birchbox and John Lewis.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 28, 2026.

## Compare search popularity between leading brands

- [GLOSSYBOX vs Boots: compare search popularity](/demand/uk/compare/boots-vs-glossybox): 43.5% against 19.5% Share of Search.
- [GLOSSYBOX vs Next: compare search popularity](/demand/uk/compare/glossybox-vs-next): 43.5% against 10.6% Share of Search.
- [GLOSSYBOX vs Latest in Beauty: compare search popularity](/demand/uk/compare/glossybox-vs-latest-in-beauty): 43.5% against 7% Share of Search.
- [GLOSSYBOX vs M&S: compare search popularity](/demand/uk/compare/glossybox-vs-marks-and-spencer): 43.5% against 5.8% Share of Search.
- [Boots vs Next: compare search popularity](/demand/uk/compare/boots-vs-next): 19.5% against 10.6% Share of Search.
- [Boots vs Latest in Beauty: compare search popularity](/demand/uk/compare/boots-vs-latest-in-beauty): 19.5% against 7% Share of Search.
- [Boots vs M&S: compare search popularity](/demand/uk/compare/boots-vs-marks-and-spencer): 19.5% against 5.8% Share of Search.
- [Next vs Latest in Beauty: compare search popularity](/demand/uk/compare/latest-in-beauty-vs-next): 10.6% against 7% Share of Search.
- [Next vs M&S: compare search popularity](/demand/uk/compare/marks-and-spencer-vs-next): 10.6% against 5.8% Share of Search.
- [Latest in Beauty vs M&S: compare search popularity](/demand/uk/compare/latest-in-beauty-vs-marks-and-spencer): 7% against 5.8% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | GLOSSYBOX | 43.5% | 18.1K | 0.0% | GLOSSYBOX |
| 2 | Boots | 19.5% | 8.1K | -33.1% | Boots |
| 3 | Next | 10.6% | 4.4K | 0.0% | Next |
| 4 | Latest in Beauty | 7% | 2.9K | -19.4% | Latest in Beauty |
| 5 | M&S | 5.8% | 2.4K | -17.2% | M&S |
| 6 | Lookfantastic | 3.8% | 1.6K | -55.6% | Lookfantastic |
| 7 | Birchbox | 3.1% | 1.3K | 0.0% | Birchbox |
| 8 | Liberty London | 3.1% | 1.3K | +30.0% | Liberty London |
| 9 | Cult Beauty | 1.8% | 750 | -31.2% | Cult Beauty |
| 10 | John Lewis | 1.7% | 720 | -18.2% | John Lewis |

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”.

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | GLOSSYBOX | 22.2K | 34.2% | 1 |
| Oct 2025 | Boots | 18.1K | 27.9% | 2 |
| Oct 2025 | Next | 6.6K | 10.2% | 3 |
| Oct 2025 | Latest in Beauty | 4.4K | 6.8% | 4 |
| Oct 2025 | Lookfantastic | 4.4K | 6.8% | 5 |
| Oct 2025 | M&S | 4.4K | 6.8% | 6 |
| Oct 2025 | Birchbox | 1.6K | 2.5% | 7 |
| Oct 2025 | Liberty London | 1.3K | 2% | 8 |
| Oct 2025 | John Lewis | 1K | 1.5% | 9 |
| Oct 2025 | Cult Beauty | 970 | 1.5% | 10 |
| Nov 2025 | Boots | 22.2K | 32.7% | 1 |
| Nov 2025 | GLOSSYBOX | 22.2K | 32.7% | 2 |
| Nov 2025 | Next | 8.1K | 11.9% | 3 |
| Nov 2025 | Latest in Beauty | 3.6K | 5.3% | 4 |
| Nov 2025 | Lookfantastic | 3.6K | 5.3% | 5 |
| Nov 2025 | M&S | 3.6K | 5.3% | 6 |
| Nov 2025 | Birchbox | 1.6K | 2.4% | 7 |
| Nov 2025 | Cult Beauty | 1.2K | 1.7% | 8 |
| Nov 2025 | John Lewis | 1K | 1.5% | 9 |
| Nov 2025 | Liberty London | 880 | 1.3% | 10 |
| Dec 2025 | GLOSSYBOX | 22.2K | 39.1% | 1 |
| Dec 2025 | Boots | 14.8K | 26.1% | 2 |
| Dec 2025 | Next | 6.6K | 11.6% | 3 |
| Dec 2025 | Lookfantastic | 3.6K | 6.3% | 4 |
| Dec 2025 | Latest in Beauty | 2.4K | 4.2% | 5 |
| Dec 2025 | M&S | 2.4K | 4.2% | 6 |
| Dec 2025 | Cult Beauty | 1.6K | 2.9% | 7 |
| Dec 2025 | Birchbox | 1.3K | 2.3% | 8 |
| Dec 2025 | John Lewis | 1K | 1.8% | 9 |
| Dec 2025 | Liberty London | 880 | 1.5% | 10 |
| Jan 2026 | GLOSSYBOX | 18.1K | 37% | 1 |
| Jan 2026 | Boots | 9.9K | 20.2% | 2 |
| Jan 2026 | M&S | 6.6K | 13.5% | 3 |
| Jan 2026 | Next | 4.4K | 9% | 4 |
| Jan 2026 | Lookfantastic | 2.9K | 5.9% | 5 |
| Jan 2026 | Latest in Beauty | 2.4K | 4.9% | 6 |
| Jan 2026 | Birchbox | 1.6K | 3.3% | 7 |
| Jan 2026 | Liberty London | 1.3K | 2.7% | 8 |
| Jan 2026 | Cult Beauty | 970 | 2% | 9 |
| Jan 2026 | John Lewis | 720 | 1.5% | 10 |
| Feb 2026 | GLOSSYBOX | 18.1K | 44% | 1 |
| Feb 2026 | Boots | 6.6K | 16% | 2 |
| Feb 2026 | Next | 5.4K | 13.1% | 3 |
| Feb 2026 | Lookfantastic | 2.4K | 5.8% | 4 |
| Feb 2026 | M&S | 2.4K | 5.8% | 5 |
| Feb 2026 | Latest in Beauty | 1.9K | 4.6% | 6 |
| Feb 2026 | Cult Beauty | 1.4K | 3.5% | 7 |
| Feb 2026 | Birchbox | 1.3K | 3.2% | 8 |
| Feb 2026 | John Lewis | 880 | 2.1% | 9 |
| Feb 2026 | Liberty London | 720 | 1.8% | 10 |
| Mar 2026 | GLOSSYBOX | 18.1K | 35.9% | 1 |
| Mar 2026 | Boots | 9.9K | 19.7% | 2 |
| Mar 2026 | Next | 6.6K | 13.1% | 3 |
| Mar 2026 | M&S | 5.4K | 10.7% | 4 |
| Mar 2026 | Latest in Beauty | 2.9K | 5.8% | 5 |
| Mar 2026 | Lookfantastic | 2.9K | 5.8% | 6 |
| Mar 2026 | Birchbox | 1.3K | 2.6% | 7 |
| Mar 2026 | John Lewis | 1.3K | 2.6% | 8 |
| Mar 2026 | Cult Beauty | 1.1K | 2.1% | 9 |
| Mar 2026 | Liberty London | 880 | 1.7% | 10 |
| Apr 2026 | GLOSSYBOX | 14.8K | 38.5% | 1 |
| Apr 2026 | Boots | 8.1K | 21.1% | 2 |
| Apr 2026 | Next | 4.4K | 11.4% | 3 |
| Apr 2026 | M&S | 2.9K | 7.5% | 4 |
| Apr 2026 | Lookfantastic | 2.4K | 6.2% | 5 |
| Apr 2026 | Latest in Beauty | 1.9K | 4.9% | 6 |
| Apr 2026 | Birchbox | 1K | 2.6% | 7 |
| Apr 2026 | John Lewis | 1K | 2.6% | 8 |
| Apr 2026 | Liberty London | 1K | 2.6% | 9 |
| Apr 2026 | Cult Beauty | 950 | 2.5% | 10 |
| May 2026 | M&S | 18.1K | 30.2% | 1 |
| May 2026 | GLOSSYBOX | 14.8K | 24.7% | 2 |
| May 2026 | Boots | 9.9K | 16.5% | 3 |
| May 2026 | Next | 5.4K | 9% | 4 |
| May 2026 | Lookfantastic | 4.4K | 7.3% | 5 |
| May 2026 | Latest in Beauty | 2.9K | 4.8% | 6 |
| May 2026 | Cult Beauty | 1.4K | 2.3% | 7 |
| May 2026 | John Lewis | 1.3K | 2.2% | 8 |
| May 2026 | Birchbox | 1K | 1.7% | 9 |
| May 2026 | Liberty London | 720 | 1.2% | 10 |
| Jun 2026 | GLOSSYBOX | 14.8K | 32.9% | 1 |
| Jun 2026 | Boots | 8.1K | 18% | 2 |
| Jun 2026 | M&S | 6.6K | 14.7% | 3 |
| Jun 2026 | Next | 4.4K | 9.8% | 4 |
| Jun 2026 | John Lewis | 2.9K | 6.4% | 5 |
| Jun 2026 | Lookfantastic | 2.9K | 6.4% | 6 |
| Jun 2026 | Latest in Beauty | 2.4K | 5.3% | 7 |
| Jun 2026 | Cult Beauty | 1K | 2.3% | 8 |
| Jun 2026 | Birchbox | 1K | 2.2% | 9 |
| Jun 2026 | Liberty London | 880 | 2% | 10 |
| Jul 2026 | Boots | 14.8K | 32.9% | 1 |
| Jul 2026 | GLOSSYBOX | 12.1K | 26.9% | 2 |
| Jul 2026 | Next | 4.4K | 9.8% | 3 |
| Jul 2026 | Lookfantastic | 3.6K | 8% | 4 |
| Jul 2026 | M&S | 3.6K | 8% | 5 |
| Jul 2026 | Latest in Beauty | 2.4K | 5.3% | 6 |
| Jul 2026 | Liberty London | 1.3K | 2.9% | 7 |
| Jul 2026 | Cult Beauty | 1.1K | 2.4% | 8 |
| Jul 2026 | Birchbox | 880 | 2% | 9 |
| Jul 2026 | John Lewis | 880 | 2% | 10 |
| Aug 2026 | GLOSSYBOX | 18.1K | 37% | 1 |
| Aug 2026 | Boots | 12.1K | 24.7% | 2 |
| Aug 2026 | Next | 4.4K | 9% | 3 |
| Aug 2026 | Latest in Beauty | 3.6K | 7.4% | 4 |
| Aug 2026 | Lookfantastic | 3.6K | 7.4% | 5 |
| Aug 2026 | M&S | 2.9K | 5.9% | 6 |
| Aug 2026 | Birchbox | 1.3K | 2.7% | 7 |
| Aug 2026 | Cult Beauty | 1.1K | 2.2% | 8 |
| Aug 2026 | Liberty London | 1K | 2% | 9 |
| Aug 2026 | John Lewis | 880 | 1.8% | 10 |
| Sep 2026 | GLOSSYBOX | 18.1K | 43.5% | 1 |
| Sep 2026 | Boots | 8.1K | 19.5% | 2 |
| Sep 2026 | Next | 4.4K | 10.6% | 3 |
| Sep 2026 | Latest in Beauty | 2.9K | 7% | 4 |
| Sep 2026 | M&S | 2.4K | 5.8% | 5 |
| Sep 2026 | Lookfantastic | 1.6K | 3.8% | 6 |
| Sep 2026 | Birchbox | 1.3K | 3.1% | 7 |
| Sep 2026 | Liberty London | 1.3K | 3.1% | 8 |
| Sep 2026 | Cult Beauty | 750 | 1.8% | 9 |
| Sep 2026 | John Lewis | 720 | 1.7% | 10 |

## What is being compared

- **Birchbox**: Measured on the search term “birchbox”.
- **Boots**: Measured on the search term “boots beauty box”.
- **Cult Beauty**: Measured on the search terms “cult beauty box” and “cult beauty goody bag”, summed into one figure.
- **GLOSSYBOX**: Measured on the search term “glossybox”.
- **John Lewis**: Measured on the search term “john lewis beauty box”.
- **Latest in Beauty**: Measured on the search term “latest in beauty”.
- **Liberty London**: Measured on the search term “liberty beauty box”.
- **Lookfantastic**: Measured on the search term “lookfantastic beauty box”.
- **M&S**: Measured on the search term “m&s beauty box”.
- **Next**: Measured on the search term “next beauty box”.

- [Birchbox](/demand/uk/brands/birchbox)
- [Boots](/demand/uk/brands/boots)
- [Cult Beauty](/demand/uk/brands/cult-beauty)
- [GLOSSYBOX](/demand/uk/brands/glossybox)
- [John Lewis](/demand/uk/brands/john-lewis)
- [Latest in Beauty](/demand/uk/brands/latest-in-beauty)
- [Liberty London](/demand/uk/brands/liberty-london)
- [Lookfantastic](/demand/uk/brands/lookfantastic)
- [M&S](/demand/uk/brands/marks-and-spencer)
- [Next](/demand/uk/brands/next)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Beauty boxes in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-beauty-boxes

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-beauty-boxes. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.