---
title: "Perfume retailers in the United Kingdom: Which are searched most?"
description: "Compare the shops people in the UK buy perfume and aftershave from. Share of Search among The Perfume Shop, The Fragrance Shop, Notino, Fragrance Direct and Escentual, the perfume retailers 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-perfume-retailers"
publisher: "Brandwave"
---

# Perfume retailers in the United Kingdom: Which are searched most?

Compare the shops people in the UK buy perfume and aftershave from. Share of Search among The Perfume Shop, The Fragrance Shop, Notino, Fragrance Direct and Escentual, the perfume retailers 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**: Perfume retailers
- **Market**: United Kingdom
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: The Perfume Shop, 43.3%

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

- 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%.
- 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.

## 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.

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.

## Compare search popularity between leading brands

- [The Perfume Shop vs The Fragrance Shop: compare search popularity](/demand/uk/compare/the-fragrance-shop-vs-the-perfume-shop): 43.3% against 35.5% Share of Search.
- [The Perfume Shop vs Notino: compare search popularity](/demand/uk/compare/notino-vs-the-perfume-shop): 43.3% against 15.9% Share of Search.
- [The Perfume Shop vs Fragrance Direct: compare search popularity](/demand/uk/compare/fragrance-direct-vs-the-perfume-shop): 43.3% against 3.2% Share of Search.
- [The Perfume Shop vs Escentual: compare search popularity](/demand/uk/compare/escentual-vs-the-perfume-shop): 43.3% against 2.1% Share of Search.
- [The Fragrance Shop vs Notino: compare search popularity](/demand/uk/compare/notino-vs-the-fragrance-shop): 35.5% against 15.9% Share of Search.
- [The Fragrance Shop vs Fragrance Direct: compare search popularity](/demand/uk/compare/fragrance-direct-vs-the-fragrance-shop): 35.5% against 3.2% Share of Search.
- [The Fragrance Shop vs Escentual: compare search popularity](/demand/uk/compare/escentual-vs-the-fragrance-shop): 35.5% against 2.1% Share of Search.
- [Notino vs Fragrance Direct: compare search popularity](/demand/uk/compare/fragrance-direct-vs-notino): 15.9% against 3.2% Share of Search.
- [Notino vs Escentual: compare search popularity](/demand/uk/compare/escentual-vs-notino): 15.9% against 2.1% Share of Search.
- [Fragrance Direct vs Escentual: compare search popularity](/demand/uk/compare/escentual-vs-fragrance-direct): 3.2% against 2.1% Share of Search.

## 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | The Perfume Shop | 43.3% | 165K | 0.0% | A.S. Watson |
| 2 | The Fragrance Shop | 35.5% | 135K | 0.0% | The Fragrance Shop |
| 3 | Notino | 15.9% | 60.5K | 0.0% | Notino |
| 4 | Fragrance Direct | 3.2% | 12.1K | 0.0% | Fragrance Direct |
| 5 | Escentual | 2.1% | 8.1K | -33.1% | Escentual |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | The Perfume Shop | 246K | 47.4% | 1 |
| Oct 2025 | The Fragrance Shop | 165K | 31.8% | 2 |
| Oct 2025 | Notino | 74K | 14.2% | 3 |
| Oct 2025 | Fragrance Direct | 22.2K | 4.3% | 4 |
| Oct 2025 | Escentual | 12.1K | 2.3% | 5 |
| Nov 2025 | The Perfume Shop | 550K | 53.9% | 1 |
| Nov 2025 | The Fragrance Shop | 301K | 29.5% | 2 |
| Nov 2025 | Notino | 110K | 10.8% | 3 |
| Nov 2025 | Fragrance Direct | 40.5K | 4% | 4 |
| Nov 2025 | Escentual | 18.1K | 1.8% | 5 |
| Dec 2025 | The Perfume Shop | 550K | 50.6% | 1 |
| Dec 2025 | The Fragrance Shop | 368K | 33.9% | 2 |
| Dec 2025 | Notino | 110K | 10.1% | 3 |
| Dec 2025 | Fragrance Direct | 40.5K | 3.7% | 4 |
| Dec 2025 | Escentual | 18.1K | 1.7% | 5 |
| Jan 2026 | The Perfume Shop | 201K | 46.3% | 1 |
| Jan 2026 | The Fragrance Shop | 135K | 31.1% | 2 |
| Jan 2026 | Notino | 74K | 17% | 3 |
| Jan 2026 | Escentual | 12.1K | 2.8% | 4 |
| Jan 2026 | Fragrance Direct | 12.1K | 2.8% | 5 |
| Feb 2026 | The Perfume Shop | 201K | 49.7% | 1 |
| Feb 2026 | The Fragrance Shop | 110K | 27.2% | 2 |
| Feb 2026 | Notino | 74K | 18.3% | 3 |
| Feb 2026 | Escentual | 9.9K | 2.4% | 4 |
| Feb 2026 | Fragrance Direct | 9.9K | 2.4% | 5 |
| Mar 2026 | The Perfume Shop | 201K | 49.1% | 1 |
| Mar 2026 | The Fragrance Shop | 110K | 26.9% | 2 |
| Mar 2026 | Notino | 74K | 18.1% | 3 |
| Mar 2026 | Escentual | 12.1K | 3% | 4 |
| Mar 2026 | Fragrance Direct | 12.1K | 3% | 5 |
| Apr 2026 | The Perfume Shop | 165K | 48.8% | 1 |
| Apr 2026 | The Fragrance Shop | 90.5K | 26.8% | 2 |
| Apr 2026 | Notino | 60.5K | 17.9% | 3 |
| Apr 2026 | Escentual | 12.1K | 3.6% | 4 |
| Apr 2026 | Fragrance Direct | 9.9K | 2.9% | 5 |
| May 2026 | The Perfume Shop | 165K | 46.2% | 1 |
| May 2026 | The Fragrance Shop | 110K | 30.8% | 2 |
| May 2026 | Notino | 60.5K | 16.9% | 3 |
| May 2026 | Fragrance Direct | 12.1K | 3.4% | 4 |
| May 2026 | Escentual | 9.9K | 2.8% | 5 |
| Jun 2026 | The Perfume Shop | 165K | 46.2% | 1 |
| Jun 2026 | The Fragrance Shop | 110K | 30.8% | 2 |
| Jun 2026 | Notino | 60.5K | 16.9% | 3 |
| Jun 2026 | Fragrance Direct | 12.1K | 3.4% | 4 |
| Jun 2026 | Escentual | 9.9K | 2.8% | 5 |
| Jul 2026 | The Perfume Shop | 165K | 46.2% | 1 |
| Jul 2026 | The Fragrance Shop | 110K | 30.8% | 2 |
| Jul 2026 | Notino | 60.5K | 16.9% | 3 |
| Jul 2026 | Fragrance Direct | 12.1K | 3.4% | 4 |
| Jul 2026 | Escentual | 9.9K | 2.8% | 5 |
| Aug 2026 | The Perfume Shop | 165K | 42.9% | 1 |
| Aug 2026 | The Fragrance Shop | 135K | 35.1% | 2 |
| Aug 2026 | Notino | 60.5K | 15.7% | 3 |
| Aug 2026 | Escentual | 12.1K | 3.1% | 4 |
| Aug 2026 | Fragrance Direct | 12.1K | 3.1% | 5 |
| Sep 2026 | The Perfume Shop | 165K | 43.3% | 1 |
| Sep 2026 | The Fragrance Shop | 135K | 35.5% | 2 |
| Sep 2026 | Notino | 60.5K | 15.9% | 3 |
| Sep 2026 | Fragrance Direct | 12.1K | 3.2% | 4 |
| Sep 2026 | Escentual | 8.1K | 2.1% | 5 |

## What is being compared

- **Escentual**: Measured on the search term “escentual”.
- **Fragrance Direct**: Measured on the search term “fragrance direct”.
- **Notino**: Measured on the search term “notino”.
- **The Fragrance Shop**: Measured on the search term “the fragrance shop”.
- **The Perfume Shop**: Measured on the search term “the perfume shop”.

- [Escentual](/demand/uk/brands/escentual)
- [Fragrance Direct](/demand/uk/brands/fragrance-direct)
- [Notino](/demand/uk/brands/notino)
- [The Fragrance Shop](/demand/uk/brands/the-fragrance-shop)
- [The Perfume Shop](/demand/uk/brands/the-perfume-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.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Perfume retailers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-perfume-retailers

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