--- title: "Fragrance Direct vs The Fragrance Shop: Which is searched more in the United Kingdom?" description: "Is Fragrance Direct or The Fragrance Shop more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Perfume retailers 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/fragrance-direct-vs-the-fragrance-shop" publisher: "Brandwave" --- # Fragrance Direct vs The Fragrance Shop: Which is searched more in the United Kingdom? Is Fragrance Direct or The Fragrance Shop more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Perfume retailers 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**: Fragrance Direct and The Fragrance Shop - **Competitive set**: Perfume retailers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Fragrance Direct Share of Search**: 3.2% - **The Fragrance Shop Share of Search**: 35.5% ## Is Fragrance Direct or The Fragrance Shop more popular in search? - In September 2026, The Fragrance Shop had more branded searches than Fragrance Direct among perfume retailers in the United Kingdom. The Fragrance Shop had about 135,000 branded searches, while Fragrance Direct had 12,100. The Fragrance Shop made up 35.5% of all perfume retailer searches we track, and Fragrance Direct accounted for 3.2%. - The Fragrance Shop was ahead of Fragrance Direct in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Fragrance Direct’s share of searches among perfume retailers in the United Kingdom moved from 4.3% to 3.2%, and its estimated monthly branded searches moved from 22.2K to 12.1K. - Across the 12 months ending September 2026, The Fragrance Shop’s share of searches among perfume retailers in the United Kingdom moved from 31.8% to 35.5%, and its estimated monthly branded searches moved from 165K to 135K. ## Top perfume retailers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Fragrance Direct was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. The Fragrance Shop did not appear in any of the five answers. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | The Perfume Shop | 1 of 3 | 1 of 2 | 2 of 5 | | The Fragrance Shop | 0 of 3 | 0 of 2 | 0 of 5 | | Notino | 1 of 3 | 0 of 2 | 1 of 5 | | Fragrance Direct | 1 of 3 | 0 of 2 | 1 of 5 | | Escentual | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about perfume retailers - Asked ChatGPT "Where's the cheapest place to buy designer perfume in the UK?": 1. Notino, 2. The Perfume Shop, 3. Fragrance Direct - Asked ChatGPT "Is it safe to buy perfume from discount websites?": named none of the brands we track - Asked ChatGPT "Which UK shops sell perfume samples?": named none of the brands we track - Searched Google, AI Overview "cheap perfume": named none of the brands we track - Searched Google, AI Overview "perfume online": 1. The Perfume Shop Not named in any answer: The Fragrance Shop and Escentual. 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 perfume retailers in September 2026? - In September 2026, Fragrance Direct rose from 5th to 4th among perfume retailers in the United Kingdom. - Estimated monthly branded searches for The Fragrance Shop in the United Kingdom fell 18.2% over 12 measured months, from 165K to 135K in September 2026. ## Month by month | Month | Fragrance Direct estimated searches | Fragrance Direct Share of Search | Fragrance Direct rank | The Fragrance Shop estimated searches | The Fragrance Shop Share of Search | The Fragrance Shop rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 22.2K | 4.3% | 4 | 165K | 31.8% | 2 | | Nov 2025 | 40.5K | 4% | 4 | 301K | 29.5% | 2 | | Dec 2025 | 40.5K | 3.7% | 4 | 368K | 33.9% | 2 | | Jan 2026 | 12.1K | 2.8% | 5 | 135K | 31.1% | 2 | | Feb 2026 | 9.9K | 2.4% | 5 | 110K | 27.2% | 2 | | Mar 2026 | 12.1K | 3% | 5 | 110K | 26.9% | 2 | | Apr 2026 | 9.9K | 2.9% | 5 | 90.5K | 26.8% | 2 | | May 2026 | 12.1K | 3.4% | 4 | 110K | 30.8% | 2 | | Jun 2026 | 12.1K | 3.4% | 4 | 110K | 30.8% | 2 | | Jul 2026 | 12.1K | 3.4% | 4 | 110K | 30.8% | 2 | | Aug 2026 | 12.1K | 3.1% | 5 | 135K | 35.1% | 2 | | Sep 2026 | 12.1K | 3.2% | 4 | 135K | 35.5% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Fragrance Direct’s and The Fragrance Shop’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**: Measured on the search term “fragrance direct”. - **The Fragrance Shop**: Measured on the search term “the fragrance shop”. - [Fragrance Direct profile](/demand/uk/brands/fragrance-direct) - [The Fragrance Shop profile](/demand/uk/brands/the-fragrance-shop) - [All perfume retailers in the United Kingdom](/demand/uk/categories/uk-perfume-retailers): The set both shares are measured inside, 5 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 Fragrance Direct or The Fragrance Shop more popular in search? In September 2026, The Fragrance Shop had more branded searches than Fragrance Direct among perfume retailers in the United Kingdom. The Fragrance Shop had about 135,000 branded searches, while Fragrance Direct had 12,100. The Fragrance Shop made up 35.5% of all perfume retailer searches we track, and Fragrance Direct accounted for 3.2%. ## Cite this page Brandwave. "Fragrance Direct vs The Fragrance Shop: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/fragrance-direct-vs-the-fragrance-shop This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/fragrance-direct-vs-the-fragrance-shop. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.