Brandwave

Birchbox vs Boots:Which is more popular?

In September 2026, Boots had more branded searches than Birchbox among beauty boxes in the United Kingdom. Boots had about 8,100 branded searches, while Birchbox had 1,300. Boots made up 19.5% of all beauty box searches we track, and Birchbox accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about beauty boxes, Boots appeared in three of the five answers and Birchbox in none.

Among beauty boxes in the United Kingdom in September 2026

Who do people search for more?

Boots, about 6 searches for every 1 for Birchbox

Boots 8.1K searchesBirchbox 1.3K searches

Who does AI mention more?

Boots, mentioned in 3 of 5 answers, Birchbox in 0

Boots in 3 of 5Birchbox in 0 of 5

Who does AI recommend more?

Boots, the only one of the two named

Boots first in 3Birchbox never named

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Top beauty boxes in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Boots was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Birchbox did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Lookfantastic1st
  2. GLOSSYBOX2nd
  3. Boots3rd
  4. Next4th
  5. Cult Beauty5th
  6. Liberty London6th
  7. Latest in Beauty7th
  8. M&S–
  9. Birchbox–
  10. John Lewis–

Mentioned by AI

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

  • Lookfantastic5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • GLOSSYBOX4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boots3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Next2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Latest in Beauty1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Liberty London1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cult Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • M&S0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Birchbox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • John Lewis0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about beauty boxes

5 answers

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 Birchbox or Boots more popular in search?

This chart shows how often people search Google for Birchbox and Boots by name. Each line represents a brand's share of searches for all ten beauty box brands we track, month by month, from searches in United Kingdom.

Birchbox and Boots among beauty boxes in the United Kingdom, by month

Share of searches by month for Boots, Birchbox. The figures are in the table below the chart.

View monthly share of searches table
MonthGLOSSYBOXBootsNextLatest in BeautyM&SLookfantasticBirchboxLiberty LondonCult BeautyJohn Lewis
Oct 202534.2%27.9%10.2%6.8%6.8%6.8%2.5%2%1.5%1.5%
Nov 202532.7%32.7%11.9%5.3%5.3%5.3%2.4%1.3%1.7%1.5%
Dec 202539.1%26.1%11.6%4.2%4.2%6.3%2.3%1.5%2.9%1.8%
Jan 202637%20.2%9%4.9%13.5%5.9%3.3%2.7%2%1.5%
Feb 202644%16%13.1%4.6%5.8%5.8%3.2%1.8%3.5%2.1%
Mar 202635.9%19.7%13.1%5.8%10.7%5.8%2.6%1.7%2.1%2.6%
Apr 202638.5%21.1%11.4%4.9%7.5%6.2%2.6%2.6%2.5%2.6%
May 202624.7%16.5%9%4.8%30.2%7.3%1.7%1.2%2.3%2.2%
Jun 202632.9%18%9.8%5.3%14.7%6.4%2.2%2%2.3%6.4%
Jul 202626.9%32.9%9.8%5.3%8%8%2%2.9%2.4%2%
Aug 202637%24.7%9%7.4%5.9%7.4%2.7%2%2.2%1.8%
Sep 202643.5%19.5%10.6%7%5.8%3.8%3.1%3.1%1.8%1.7%

How has the Birchbox and Boots comparison changed over the last 12 months?

3 findings
  • Boots was ahead of Birchbox in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Birchbox’s share of searches among beauty boxes in the United Kingdom moved from 2.5% to 3.1%, and its estimated monthly branded searches moved from 1.6K to 1.3K.
  • Across the 12 months ending September 2026, Boots’ share of searches among beauty boxes in the United Kingdom moved from 27.9% to 19.5%, and its estimated monthly branded searches moved from 18.1K to 8.1K.

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

2 changes

  1. In September 2026, Boots lost share of searches among beauty boxes in the United Kingdom, from 24.7% to 19.5%.

  2. Estimated monthly branded searches for Birchbox in the United Kingdom fell 18.8% over 12 measured months, from 1.6K to 1.3K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Birchbox’s and Boots’ 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.

Birchbox

1 branded search term

  • birchbox

Boots

1 branded search term

  • boots beauty box

How the Brand Demand Index is measured

Other head-to-heads among beauty boxes

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