Brandwave

Fragrance Direct vs Notino:Which is more popular?

In September 2026, Notino had more branded searches than Fragrance Direct among perfume retailers in the United Kingdom. Notino had about 60,500 branded searches, while Fragrance Direct had 12,100. Notino made up 15.9% of all perfume retailer searches we track, and Fragrance Direct accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about perfume retailers, Fragrance Direct and Notino each appeared in one of the five answers.

Among perfume retailers in the United Kingdom in September 2026

Who do people search for more?

Notino, about 5 searches for every 1 for Fragrance Direct

Notino 60.5K searchesFragrance Direct 12.1K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Fragrance Direct in 1 of 5Notino in 1 of 5

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Top perfume retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fragrance Direct and Notino were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • The Perfume Shop2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Notino1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fragrance Direct1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Fragrance Shop0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Escentual0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about perfume retailers

5 answers

  • Asked ChatGPT

    “Where's the cheapest place to buy designer perfume in the UK?”

    1. 1Notino
    2. 2The Perfume Shop
    3. 3Fragrance Direct

  • Asked ChatGPT

    “Is it safe to buy perfume from discount websites?”

    1. Asked ChatGPT

      “Which UK shops sell perfume samples?”

      1. Searched Google, AI Overview

        “cheap perfume”

        1. Searched Google, AI Overview

          “perfume online”

          1. 1The Perfume Shop

        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 Fragrance Direct or Notino more popular in search?

        This chart shows how often people search Google for Fragrance Direct and Notino by name. Each line represents a brand's share of searches for all five perfume retailers we track, month by month, from searches in United Kingdom.

        Fragrance Direct and Notino among perfume retailers in the United Kingdom, by month

        Share of searches by month for Notino, Fragrance Direct. The figures are in the table below the chart.

        View monthly share of searches table
        MonthThe Perfume ShopThe Fragrance ShopNotinoFragrance DirectEscentual
        Oct 202547.4%31.8%14.2%4.3%2.3%
        Nov 202553.9%29.5%10.8%4%1.8%
        Dec 202550.6%33.9%10.1%3.7%1.7%
        Jan 202646.3%31.1%17%2.8%2.8%
        Feb 202649.7%27.2%18.3%2.4%2.4%
        Mar 202649.1%26.9%18.1%3%3%
        Apr 202648.8%26.8%17.9%2.9%3.6%
        May 202646.2%30.8%16.9%3.4%2.8%
        Jun 202646.2%30.8%16.9%3.4%2.8%
        Jul 202646.2%30.8%16.9%3.4%2.8%
        Aug 202642.9%35.1%15.7%3.1%3.1%
        Sep 202643.3%35.5%15.9%3.2%2.1%

        How has the Fragrance Direct and Notino comparison changed over the last 12 months?

        3 findings

        How did search popularity change for United Kingdom perfume retailers in September 2026?

        2 changes

        1. In September 2026, Fragrance Direct rose from 5th to 4th among perfume retailers in the United Kingdom.

        2. Estimated monthly branded searches for Notino in the United Kingdom fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

        How are branded searches counted?

        2 search terms

        Brandwave collects information about searches that people make online using Fragrance Direct’s and Notino’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.

        Fragrance Direct

        1 branded search term

        • fragrance direct

        Notino

        1 branded search term

        • notino

        How the Brand Demand Index is measured

        Other head-to-heads among perfume retailers

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