Jo Malone vs The White Company:Which is more popular?
In September 2026, Jo Malone had more branded searches than The White Company among candle brands in the United Kingdom. Jo Malone had about 27,100 branded searches, while The White Company had 2,400. Jo Malone made up 20.7% of all candle brand searches we track, and The White Company accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about candle brands, Jo Malone appeared in three of the five answers and The White Company in one. Jo Malone was mentioned before The White Company in every answer.
Who do people search for more?
Jo Malone, about 11 searches for every 1 for The White Company
Who does AI mention more?
Jo Malone, mentioned in 3 of 5 answers, The White Company in 1
Who does AI recommend more?
Jo Malone, named ahead of The White Company in every answer
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Top candle brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Jo Malone was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. The White Company was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Jo Malone was listed before The White Company in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Jo Malone1st
Diptyque2nd
Neom3rd
The White Company4th
Yankee Candle5th
Wax Lyrical–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Diptyque4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Jo Malone3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Neom2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Yankee Candle1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- The White Company1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Wax Lyrical0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about candle brands
5 answers
Asked ChatGPT
“What are the best candle brands in the UK?”
Asked ChatGPT
“Which scented candle makes the best gift?”
Asked ChatGPT
“What's a luxury candle that's worth the money?”
Searched Google, AI Overview
“candles”
Searched Google, AI Overview
“luxury candles”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Jo Malone or The White Company more popular in search?
This chart shows how often people search Google for Jo Malone and The White Company by name. Each line represents a brand's share of searches for all six candle brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Jo Malone, The White Company. The figures are in the table below the chart.
View monthly share of searches table
| Month | Yankee Candle | Jo Malone | Diptyque | Neom | Wax Lyrical | The White Company |
|---|---|---|---|---|---|---|
| Oct 2025 | 50.6% | 18.5% | 15.1% | 10.1% | 3.7% | 2% |
| Nov 2025 | 52.9% | 19.5% | 13% | 10.7% | 1.7% | 2.1% |
| Dec 2025 | 49.2% | 22.2% | 12.1% | 12.1% | 2% | 2.4% |
| Jan 2026 | 44% | 19.7% | 16.2% | 13.2% | 4.8% | 2.1% |
| Feb 2026 | 45.3% | 20.3% | 16.6% | 11.1% | 4.9% | 1.7% |
| Mar 2026 | 43.2% | 23.6% | 15.8% | 10.6% | 4.7% | 2.1% |
| Apr 2026 | 40.8% | 22.3% | 18.2% | 10% | 6.7% | 2% |
| May 2026 | 42.8% | 23.4% | 15.6% | 10.5% | 5.7% | 2.1% |
| Jun 2026 | 42.1% | 23% | 18.8% | 8.4% | 5.6% | 2% |
| Jul 2026 | 42.1% | 23% | 18.8% | 8.4% | 5.6% | 2% |
| Aug 2026 | 41.6% | 22.8% | 18.6% | 8.3% | 6.8% | 2% |
| Sep 2026 | 46.2% | 20.7% | 17% | 9.2% | 5% | 1.8% |
Jo Malone and The White Company sell other things too, so only their searches that name this product count here, like “jo malone candle”.
How has the Jo Malone and The White Company comparison changed over the last 12 months?
3 findings
- Jo Malone was ahead of The White Company in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Jo Malone’s share of searches among candle brands in the United Kingdom moved from 18.5% to 20.7%, and its estimated monthly branded searches moved from 33.1K to 27.1K.
- Across the 12 months ending September 2026, The White Company’s share of searches among candle brands in the United Kingdom moved from 2% to 1.8%, and its estimated monthly branded searches moved from 3.6K to 2.4K.
How did search popularity change for United Kingdom candle brands in September 2026?
2 changes
In September 2026, Jo Malone lost share of searches among candle brands in the United Kingdom, from 22.8% to 20.7%.
Estimated monthly branded searches for The White Company in the United Kingdom fell 33.3% over 12 measured months, from 3.6K to 2.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Jo Malone’s and The White Company’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.
Jo Malone
1 branded search term
- jo malone candle
The White Company
1 branded search term
- the white company candle
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