Brandwave

Escentual vs The Fragrance Shop:Which is more popular?

In September 2026, The Fragrance Shop had more branded searches than Escentual among perfume retailers in the United Kingdom. The Fragrance Shop had about 135,000 branded searches, while Escentual had 8,100. The Fragrance Shop made up 35.5% of all perfume retailer searches we track, and Escentual accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about perfume retailers, neither Escentual nor The Fragrance Shop appeared in any of the five answers.

Among perfume retailers in the United Kingdom in September 2026

Who do people search for more?

The Fragrance Shop, about 17 searches for every 1 for Escentual

The Fragrance Shop 135K searchesEscentual 8.1K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Escentual in 0 of 5The Fragrance Shop in 0 of 5

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Top perfume retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Escentual nor The Fragrance Shop showed up in any of the five answers.

Mentioned by AI

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

  • 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?”

    1. 1Notino
    2. 2The Perfume Shop
    3. 3Fragrance Direct

  • Asked ChatGPT

    “Is it safe to buy perfume from discount websites?”

    1. Asked ChatGPT

      “Which UK shops sell perfume samples?”

      1. Searched Google, AI Overview

        “cheap perfume”

        1. 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.

        Is Escentual or The Fragrance Shop more popular in search?

        This chart shows how often people search Google for Escentual and The Fragrance Shop 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.

        Escentual and The Fragrance Shop among perfume retailers in the United Kingdom, by month

        Share of searches by month for The Fragrance Shop, Escentual. The figures are in the table below the chart.

        View monthly share of searches table
        MonthThe Perfume ShopThe Fragrance ShopNotinoFragrance DirectEscentual
        Oct 202547.4%31.8%14.2%4.3%2.3%
        Nov 202553.9%29.5%10.8%4%1.8%
        Dec 202550.6%33.9%10.1%3.7%1.7%
        Jan 202646.3%31.1%17%2.8%2.8%
        Feb 202649.7%27.2%18.3%2.4%2.4%
        Mar 202649.1%26.9%18.1%3%3%
        Apr 202648.8%26.8%17.9%2.9%3.6%
        May 202646.2%30.8%16.9%3.4%2.8%
        Jun 202646.2%30.8%16.9%3.4%2.8%
        Jul 202646.2%30.8%16.9%3.4%2.8%
        Aug 202642.9%35.1%15.7%3.1%3.1%
        Sep 202643.3%35.5%15.9%3.2%2.1%

        How has the Escentual and The Fragrance Shop comparison changed over the last 12 months?

        3 findings

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

        2 changes

        1. In September 2026, Escentual lost share of searches among perfume retailers in the United Kingdom, from 3.1% to 2.1%.

        2. 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?

        2 search terms

        Brandwave collects information about searches that people make online using Escentual’s and The Fragrance Shop’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

        Escentual

        1 branded search term

        • escentual

        The Fragrance Shop

        1 branded search term

        • the fragrance shop

        How the Brand Demand Index is measured

        Other head-to-heads among perfume retailers

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