Birchbox vs Latest in Beauty:Which is more popular?
In September 2026, Latest in Beauty had more branded searches than Birchbox among beauty boxes in the United Kingdom. Latest in Beauty had about 2,900 branded searches, while Birchbox had 1,300. Latest in Beauty made up 7% of all beauty box searches we track, and Birchbox accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about beauty boxes, Latest in Beauty appeared in one of the five answers and Birchbox in none.
Who do people search for more?
Latest in Beauty, about 2 searches for every 1 for Birchbox
Who does AI mention more?
Latest in Beauty, mentioned in 1 of 5 answers, Birchbox in 0
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Top beauty boxes in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Latest in Beauty was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two 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.
Lookfantastic1st
GLOSSYBOX2nd
Boots3rd
Next4th
Cult Beauty5th
Liberty London6th- Latest in Beauty7th
M&S–
Birchbox–
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
Asked ChatGPT
“What's the best beauty subscription box in the UK?”
Asked ChatGPT
“Which beauty box is worth the money?”
Asked ChatGPT
“What's a good beauty box to give as a gift?”
Searched Google, AI Overview
“beauty box”
Searched Google, AI Overview
“beauty boxes uk”
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 Latest in Beauty more popular in search?
This chart shows how often people search Google for Birchbox and Latest in Beauty 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.
Share of searches by month for Latest in Beauty, Birchbox. The figures are in the table below the chart.
View monthly share of searches table
| Month | GLOSSYBOX | Boots | Next | Latest in Beauty | M&S | Lookfantastic | Birchbox | Liberty London | Cult Beauty | John Lewis |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.2% | 27.9% | 10.2% | 6.8% | 6.8% | 6.8% | 2.5% | 2% | 1.5% | 1.5% |
| Nov 2025 | 32.7% | 32.7% | 11.9% | 5.3% | 5.3% | 5.3% | 2.4% | 1.3% | 1.7% | 1.5% |
| Dec 2025 | 39.1% | 26.1% | 11.6% | 4.2% | 4.2% | 6.3% | 2.3% | 1.5% | 2.9% | 1.8% |
| Jan 2026 | 37% | 20.2% | 9% | 4.9% | 13.5% | 5.9% | 3.3% | 2.7% | 2% | 1.5% |
| Feb 2026 | 44% | 16% | 13.1% | 4.6% | 5.8% | 5.8% | 3.2% | 1.8% | 3.5% | 2.1% |
| Mar 2026 | 35.9% | 19.7% | 13.1% | 5.8% | 10.7% | 5.8% | 2.6% | 1.7% | 2.1% | 2.6% |
| Apr 2026 | 38.5% | 21.1% | 11.4% | 4.9% | 7.5% | 6.2% | 2.6% | 2.6% | 2.5% | 2.6% |
| May 2026 | 24.7% | 16.5% | 9% | 4.8% | 30.2% | 7.3% | 1.7% | 1.2% | 2.3% | 2.2% |
| Jun 2026 | 32.9% | 18% | 9.8% | 5.3% | 14.7% | 6.4% | 2.2% | 2% | 2.3% | 6.4% |
| Jul 2026 | 26.9% | 32.9% | 9.8% | 5.3% | 8% | 8% | 2% | 2.9% | 2.4% | 2% |
| Aug 2026 | 37% | 24.7% | 9% | 7.4% | 5.9% | 7.4% | 2.7% | 2% | 2.2% | 1.8% |
| Sep 2026 | 43.5% | 19.5% | 10.6% | 7% | 5.8% | 3.8% | 3.1% | 3.1% | 1.8% | 1.7% |
How has the Birchbox and Latest in Beauty comparison changed over the last 12 months?
3 findings
- Latest in Beauty 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, Latest in Beauty’s share of searches among beauty boxes in the United Kingdom moved from 6.8% to 7%, and its estimated monthly branded searches moved from 4.4K to 2.9K.
How did search popularity change for United Kingdom beauty boxes in September 2026?
2 changes
Estimated monthly branded searches for Latest in Beauty in the United Kingdom fell 34.1% over 12 measured months, from 4.4K to 2.9K in September 2026.
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 Latest in Beauty’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.
Birchbox
1 branded search term
- birchbox
Latest in Beauty
1 branded search term
- latest in beauty
Other head-to-heads among beauty boxes
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