Fragrance Direct vs The Fragrance Shop:Which is more popular?
In September 2026, The Fragrance Shop had more branded searches than Fragrance Direct among perfume retailers in the United Kingdom. The Fragrance Shop had about 135,000 branded searches, while Fragrance Direct had 12,100. The Fragrance Shop made up 35.5% of all perfume retailer searches we track, and Fragrance Direct accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about perfume retailers, Fragrance Direct appeared in one of the five answers and The Fragrance Shop in none.
Who do people search for more?
The Fragrance Shop, about 11 searches for every 1 for Fragrance Direct
Who does AI mention more?
Fragrance Direct, mentioned in 1 of 5 answers, The Fragrance Shop in 0
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Top perfume retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fragrance Direct was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. The Fragrance Shop did not appear 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?”
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”
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 Fragrance Direct or The Fragrance Shop more popular in search?
This chart shows how often people search Google for Fragrance Direct 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.
Share of searches by month for The Fragrance Shop, Fragrance Direct. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Fragrance Direct and The Fragrance Shop comparison changed over the last 12 months?
3 findings
- The Fragrance Shop was ahead of Fragrance Direct in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fragrance Direct’s share of searches among perfume retailers in the United Kingdom moved from 4.3% to 3.2%, and its estimated monthly branded searches moved from 22.2K to 12.1K.
- Across the 12 months ending September 2026, The Fragrance Shop’s share of searches among perfume retailers in the United Kingdom moved from 31.8% to 35.5%, and its estimated monthly branded searches moved from 165K to 135K.
How did search popularity change for United Kingdom perfume retailers in September 2026?
2 changes
In September 2026, Fragrance Direct rose from 5th to 4th among perfume retailers in the United Kingdom.
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 Fragrance Direct’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.
Fragrance Direct
1 branded search term
- fragrance direct
The Fragrance Shop
1 branded search term
- the fragrance shop
Other head-to-heads among perfume retailers
- The Perfume Shop vs The Fragrance Shop: compare popularity
- The Perfume Shop vs Notino: compare popularity
- The Perfume Shop vs Fragrance Direct: compare popularity
- The Perfume Shop vs Escentual: compare popularity
- The Fragrance Shop vs Notino: compare popularity
- The Fragrance Shop vs Escentual: compare popularity
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