Brandwave

Cult Beauty vs GLOSSYBOX:Which is more popular?

In September 2026, GLOSSYBOX had more branded searches than Cult Beauty among beauty boxes in the United Kingdom. GLOSSYBOX had about 18,100 branded searches, while Cult Beauty had 750. GLOSSYBOX made up 43.5% of all beauty box searches we track, and Cult Beauty accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about beauty boxes, GLOSSYBOX appeared in four of the five answers and Cult Beauty in one. GLOSSYBOX was mentioned before Cult Beauty in every answer that named either.

Among beauty boxes in the United Kingdom in September 2026

Who do people search for more?

GLOSSYBOX, about 24 searches for every 1 for Cult Beauty

GLOSSYBOX 18.1K searchesCult Beauty 750 searches

Who does AI mention more?

GLOSSYBOX, mentioned in 4 of 5 answers, Cult Beauty in 1

GLOSSYBOX in 4 of 5Cult Beauty in 1 of 5

Who does AI recommend more?

GLOSSYBOX, named ahead of Cult Beauty in 4 of 4 answers

GLOSSYBOX first in 4Cult Beauty never first

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Top beauty boxes in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, GLOSSYBOX was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Cult Beauty was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. GLOSSYBOX was listed before Cult Beauty in every answer that named either.

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 Cult Beauty or GLOSSYBOX more popular in search?

This chart shows how often people search Google for Cult Beauty and GLOSSYBOX 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.

Cult Beauty and GLOSSYBOX among beauty boxes in the United Kingdom, by month

Share of searches by month for GLOSSYBOX, Cult Beauty. 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%

Cult Beauty sells other things too, so only its searches that name this product count here, like “cult beauty box”.

How has the Cult Beauty and GLOSSYBOX comparison changed over the last 12 months?

3 findings

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

3 changes

  1. In September 2026, Liberty London overtook Cult Beauty to rank 8th among beauty boxes in the United Kingdom, with 3.1% of the searches.

  2. In September 2026, GLOSSYBOX gained share of searches among beauty boxes in the United Kingdom, from 37% to 43.5%.

  3. Estimated monthly branded searches for Cult Beauty in the United Kingdom fell 22.7% over 12 measured months, from 970 to 750 in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Cult Beauty’s and GLOSSYBOX’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.

Cult Beauty

2 branded search terms

  • cult beauty box
  • cult beauty goody bag

GLOSSYBOX

1 branded search term

  • glossybox

How the Brand Demand Index is measured

Other head-to-heads among beauty boxes

Creator with pink hair and a pink jacket

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