Perfume retailers in the United Kingdom:Which are most popular?

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

In September 2026, The Perfume Shop was the most searched perfume retailer in the United Kingdom, accounting for 43.3% of all searches among the five retailers we track. When we checked with ChatGPT and Google AI Overviews, The Perfume Shop was mentioned most often, in two of the five answers.

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Top perfume retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, The Perfume Shop was mentioned most often, in two of the five answers. The Fragrance Shop, which ranked second in searches, was not mentioned at all.

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
The Perfume Shop	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Notino	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Fragrance Direct	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
The Fragrance Shop	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Escentual	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

The Perfume Shop2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Notino1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Fragrance Direct1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
The Fragrance Shop0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Escentual0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about perfume retailers

5 answers

Asked ChatGPT
“Where's the cheapest place to buy designer perfume in the UK?”
Asked ChatGPT
“Is it safe to buy perfume from discount websites?”
Asked ChatGPT
“Which UK shops sell perfume samples?”
Searched Google, AI Overview
“cheap perfume”
Searched Google, AI Overview
“perfume online”
1. 1The Perfume Shop

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 perfume retailers do people search for most?

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

Share of searches among perfume retailers in the United Kingdom, by month

Month	The Perfume Shop	The Fragrance Shop	Notino	Fragrance Direct	Escentual
Oct 2025	47.4%	31.8%	14.2%	4.3%	2.3%
Nov 2025	53.9%	29.5%	10.8%	4%	1.8%
Dec 2025	50.6%	33.9%	10.1%	3.7%	1.7%
Jan 2026	46.3%	31.1%	17%	2.8%	2.8%
Feb 2026	49.7%	27.2%	18.3%	2.4%	2.4%
Mar 2026	49.1%	26.9%	18.1%	3%	3%
Apr 2026	48.8%	26.8%	17.9%	2.9%	3.6%
May 2026	46.2%	30.8%	16.9%	3.4%	2.8%
Jun 2026	46.2%	30.8%	16.9%	3.4%	2.8%
Jul 2026	46.2%	30.8%	16.9%	3.4%	2.8%
Aug 2026	42.9%	35.1%	15.7%	3.1%	3.1%
Sep 2026	43.3%	35.5%	15.9%	3.2%	2.1%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	The Perfume Shop	43.3%	165K	0%	+0.5 points
2, held 2nd	The Fragrance Shop	35.5%	135K	0%	+0.4 points
3, held 3rd	Notino	15.9%	60.5K	0%	+0.2 points
4, moved from 5th to 4th	Fragrance Direct	3.2%	12.1K	0%	0 pointsmoved from 5th to 4th
5, moved from 4th to 5th	Escentual	2.1%	8.1K	-33.1%	-1 pointsmoved from 4th to 5th

1.The Perfume Shop
43.3%
Held 1st. 165K estimated branded searches, 0% vs prior month. Share +0.5 points.
2.The Fragrance Shop
35.5%
Held 2nd. 135K estimated branded searches, 0% vs prior month. Share +0.4 points.
3.Notino
15.9%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.Fragrance Direct
3.2%
Moved from 5th to 4th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.
5.Escentual
2.1%
Moved from 4th to 5th. 8.1K estimated branded searches, -33.1% vs prior month. Share -1 points.

Which brand is most popular in search among perfume retailers in the United Kingdom?

5 brands

In September 2026, The Perfume Shop was the most searched among perfume retailers in the United Kingdom, with an estimated 165K branded searches, 43.3% of all searches for the five we track. The Fragrance Shop is in 2nd place, 7.9 percentage points behind at 35.5%.

United Kingdom perfume retailers, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
The Perfume Shop	47.4% → 43.3%	53.9%Nov 2025	42.9%Aug 2026	1st
The Fragrance Shop	31.8% → 35.5%	35.5%Sep 2026	26.8%Apr 2026	2nd
Notino	14.2% → 15.9%	18.3%Feb 2026	10.1%Dec 2025	3rd
Fragrance Direct	4.3% → 3.2%	4.3%Oct 2025	2.4%Feb 2026	4th
Escentual	2.3% → 2.1%	3.6%Apr 2026	1.7%Dec 2025	5th

Each finding as a sentence

Across the 12 months ending September 2026, The Perfume Shop’s share of searches among perfume retailers in the United Kingdom decreased from 47.4% to 43.3%.
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, Notino’s share of searches among perfume retailers in the United Kingdom increased from 14.2% to 15.9%.
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, The Perfume Shop’s share of searches among perfume retailers in the United Kingdom peaked at 53.9% in November 2025 and was lowest at 42.9% in August 2026.
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.
Across the 12 months ending September 2026, Notino’s share of searches among perfume retailers in the United Kingdom peaked at 18.3% in February 2026 and was lowest at 10.1% in December 2025.
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.
Across the 12 months ending September 2026, Escentual’s share of searches among perfume retailers in the United Kingdom peaked at 3.6% in April 2026 and was lowest at 1.7% in December 2025.
Across the 12 months ending September 2026, Escentual held steady: its share of searches among perfume retailers in the United Kingdom moved less than 0.5 percentage points.

How did search popularity change for United Kingdom perfume retailers in September 2026?

5 changes

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.

How are branded searches counted for perfume retailers?

5 search terms

Each brand's share of searches among perfume retailers 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.