--- title: "Cult Beauty vs M&S: Which is searched more in the United Kingdom?" description: "Is Cult Beauty or M&S more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Beauty boxes set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/compare/cult-beauty-vs-marks-and-spencer" publisher: "Brandwave" --- # Cult Beauty vs M&S: Which is searched more in the United Kingdom? Is Cult Beauty or M&S more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Beauty boxes set in the United Kingdom. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Cult Beauty and M&S - **Competitive set**: Beauty boxes - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Cult Beauty Share of Search**: 1.8% - **M&S Share of Search**: 5.8% ## Is Cult Beauty or M&S more popular in search? - In September 2026, M&S had more branded searches than Cult Beauty among beauty boxes in the United Kingdom. M&S had about 2,400 branded searches, while Cult Beauty had 750. M&S made up 5.8% of all beauty box searches we track, and Cult Beauty accounted for 1.8%. - M&S 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, M&S’s share of searches among beauty boxes in the United Kingdom moved from 6.8% to 5.8%, and its estimated monthly branded searches moved from 4.4K to 2.4K. ## 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. M&S did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Lookfantastic | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | GLOSSYBOX | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Boots | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Next | 4th | 0 of 3 | 2 of 2 | 2 of 5 | | Cult Beauty | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Liberty London | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Latest in Beauty | 7th | 0 of 3 | 1 of 2 | 1 of 5 | | M&S | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Birchbox | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | John Lewis | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about beauty boxes - Asked ChatGPT "What's the best beauty subscription box in the UK?": 1. GLOSSYBOX, 2. Lookfantastic, 3. Cult Beauty, 4. Liberty London - Asked ChatGPT "Which beauty box is worth the money?": 1. GLOSSYBOX, 2. Lookfantastic - Asked ChatGPT "What's a good beauty box to give as a gift?": 1. Lookfantastic, 2. Boots - Searched Google, AI Overview "beauty box": 1. Boots, 2. Next, 3. Lookfantastic, 4. GLOSSYBOX - Searched Google, AI Overview "beauty boxes uk": 1. Lookfantastic, 2. GLOSSYBOX, 3. Boots, 4. Next, 5. Latest in Beauty Not named in any answer: M&S, Birchbox and John Lewis. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 28, 2026. ## How did search popularity change for United Kingdom beauty boxes in September 2026? - In September 2026, Liberty London overtook Cult Beauty to rank 8th among beauty boxes in the United Kingdom, with 3.1% of the searches. - M&S’s share of searches among beauty boxes in the United Kingdom has lost ground for 3 months in a row, from 14.7% to 5.8% 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. ## Month by month | Month | Cult Beauty estimated searches | Cult Beauty Share of Search | Cult Beauty rank | M&S estimated searches | M&S Share of Search | M&S rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 970 | 1.5% | 10 | 4.4K | 6.8% | 6 | | Nov 2025 | 1.2K | 1.7% | 8 | 3.6K | 5.3% | 6 | | Dec 2025 | 1.6K | 2.9% | 7 | 2.4K | 4.2% | 6 | | Jan 2026 | 970 | 2% | 9 | 6.6K | 13.5% | 3 | | Feb 2026 | 1.4K | 3.5% | 7 | 2.4K | 5.8% | 5 | | Mar 2026 | 1.1K | 2.1% | 9 | 5.4K | 10.7% | 4 | | Apr 2026 | 950 | 2.5% | 10 | 2.9K | 7.5% | 4 | | May 2026 | 1.4K | 2.3% | 7 | 18.1K | 30.2% | 1 | | Jun 2026 | 1K | 2.3% | 8 | 6.6K | 14.7% | 3 | | Jul 2026 | 1.1K | 2.4% | 8 | 3.6K | 8% | 5 | | Aug 2026 | 1.1K | 2.2% | 8 | 2.9K | 5.9% | 6 | | Sep 2026 | 750 | 1.8% | 9 | 2.4K | 5.8% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Cult Beauty’s and M&S’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**: Measured on the search terms “cult beauty box” and “cult beauty goody bag”, summed into one figure. - **M&S**: Measured on the search term “m&s beauty box”. - [Cult Beauty profile](/demand/uk/brands/cult-beauty) - [M&S profile](/demand/uk/brands/marks-and-spencer) - [All beauty boxes in the United Kingdom](/demand/uk/categories/uk-beauty-boxes): The set both shares are measured inside, 10 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Cult Beauty or M&S more popular in search? In September 2026, M&S had more branded searches than Cult Beauty among beauty boxes in the United Kingdom. M&S had about 2,400 branded searches, while Cult Beauty had 750. M&S made up 5.8% of all beauty box searches we track, and Cult Beauty accounted for 1.8%. ## Cite this page Brandwave. "Cult Beauty vs M&S: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/cult-beauty-vs-marks-and-spencer This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/cult-beauty-vs-marks-and-spencer. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.