Cult Beauty vs Latest in Beauty:Which is more popular?
In September 2026, Latest in Beauty had more branded searches than Cult Beauty among beauty boxes in the United Kingdom. Latest in Beauty had about 2,900 branded searches, while Cult Beauty had 750. Latest in Beauty made up 7% 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, Cult Beauty and Latest in Beauty each appeared in one of the five answers. Cult Beauty and Latest in Beauty were each mentioned first in one of the two answers that named either.
Who do people search for more?
Latest in Beauty, about 4 searches for every 1 for Cult Beauty
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top beauty boxes in ChatGPT and Google AI Overviews
In three ChatGPT questions and two 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. 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. Cult Beauty and Latest in Beauty were each listed first in one of the two 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 Cult Beauty or Latest in Beauty more popular in search?
This chart shows how often people search Google for Cult Beauty 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, Cult Beauty. 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% |
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 Latest in Beauty comparison changed over the last 12 months?
3 findings
- Latest in Beauty was ahead of Cult Beauty in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cult Beauty’s share of searches among beauty boxes in the United Kingdom moved from 1.5% to 1.8%, and its estimated monthly branded searches moved from 970 to 750.
- 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?
3 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.
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 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 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.
Cult Beauty
2 branded search terms
- cult beauty box
- cult beauty goody bag
Latest in Beauty
1 branded search term
- latest in beauty
Other head-to-heads among beauty boxes
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