Boots vs Liberty London:Which is more popular?
In September 2026, Boots had more branded searches than Liberty London among beauty boxes in the United Kingdom. Boots had about 8,100 branded searches, while Liberty London had 1,300. Boots made up 19.5% of all beauty box searches we track, and Liberty London accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about beauty boxes, Boots appeared in three of the five answers and Liberty London in one. Boots was mentioned before Liberty London in three out of four answers that named either.
Who do people search for more?
Boots, about 6 searches for every 1 for Liberty London
Who does AI mention more?
Boots, mentioned in 3 of 5 answers, Liberty London in 1
Who does AI recommend more?
Boots, named ahead of Liberty London in 3 of 4 answers
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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. Liberty London was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Boots was listed before Liberty London in three out of four answers that named either.
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 Boots or Liberty London more popular in search?
This chart shows how often people search Google for Boots and Liberty London 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 Boots, Liberty London. 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% |
Liberty London sells other things too, so only its searches that name this product count here, like “liberty beauty box”.
How has the Boots and Liberty London comparison changed over the last 12 months?
3 findings
- Boots was ahead of Liberty London in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Liberty London’s share of searches among beauty boxes in the United Kingdom moved from 2% to 3.1%, and its estimated monthly branded searches held steady at 1.3K.
How did search popularity change for United Kingdom beauty boxes in September 2026?
2 changes
In September 2026, Liberty London overtook Cult Beauty to rank 8th among beauty boxes in the United Kingdom, with 3.1% of the searches.
In September 2026, Boots lost share of searches among beauty boxes in the United Kingdom, from 24.7% to 19.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Boots’ and Liberty London’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.
Boots
1 branded search term
- boots beauty box
Liberty London
1 branded search term
- liberty beauty box
Other head-to-heads among beauty boxes
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