--- title: "Latest in Beauty vs Liberty London: Which is searched more in the United Kingdom?" description: "Is Latest in Beauty or Liberty London 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/latest-in-beauty-vs-liberty-london" publisher: "Brandwave" --- # Latest in Beauty vs Liberty London: Which is searched more in the United Kingdom? Is Latest in Beauty or Liberty London 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**: Latest in Beauty and Liberty London - **Competitive set**: Beauty boxes - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Latest in Beauty Share of Search**: 7% - **Liberty London Share of Search**: 3.1% ## Is Latest in Beauty or Liberty London more popular in search? - In September 2026, Latest in Beauty had more branded searches than Liberty London among beauty boxes in the United Kingdom. Latest in Beauty had about 2,900 branded searches, while Liberty London had 1,300. Latest in Beauty made up 7% of all beauty box searches we track, and Liberty London accounted for 3.1%. - Latest in Beauty was ahead of Liberty London in every measured month of the 12 months ending September 2026. - 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. - Across the 12 months ending September 2026, Liberty London’s share of searches among beauty boxes in the United Kingdom moved from 2% to 3.1%, and its estimated monthly branded searches held steady at 1.3K. ## Top beauty boxes in ChatGPT and Google AI Overviews In three ChatGPT questions and 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. Liberty London 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 and Liberty London were each listed first in one of the two answers that named either. 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. - 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. ## Month by month | Month | Latest in Beauty estimated searches | Latest in Beauty Share of Search | Latest in Beauty rank | Liberty London estimated searches | Liberty London Share of Search | Liberty London rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 4.4K | 6.8% | 4 | 1.3K | 2% | 8 | | Nov 2025 | 3.6K | 5.3% | 4 | 880 | 1.3% | 10 | | Dec 2025 | 2.4K | 4.2% | 5 | 880 | 1.5% | 10 | | Jan 2026 | 2.4K | 4.9% | 6 | 1.3K | 2.7% | 8 | | Feb 2026 | 1.9K | 4.6% | 6 | 720 | 1.8% | 10 | | Mar 2026 | 2.9K | 5.8% | 5 | 880 | 1.7% | 10 | | Apr 2026 | 1.9K | 4.9% | 6 | 1K | 2.6% | 9 | | May 2026 | 2.9K | 4.8% | 6 | 720 | 1.2% | 10 | | Jun 2026 | 2.4K | 5.3% | 7 | 880 | 2% | 10 | | Jul 2026 | 2.4K | 5.3% | 6 | 1.3K | 2.9% | 7 | | Aug 2026 | 3.6K | 7.4% | 4 | 1K | 2% | 9 | | Sep 2026 | 2.9K | 7% | 4 | 1.3K | 3.1% | 8 | ## How each brand is measured Brandwave collects information about searches that people make online using Latest in Beauty’s and Liberty London’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. - **Latest in Beauty**: Measured on the search term “latest in beauty”. - **Liberty London**: Measured on the search term “liberty beauty box”. - [Latest in Beauty profile](/demand/uk/brands/latest-in-beauty) - [Liberty London profile](/demand/uk/brands/liberty-london) - [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 Latest in Beauty or Liberty London more popular in search? In September 2026, Latest in Beauty had more branded searches than Liberty London among beauty boxes in the United Kingdom. Latest in Beauty had about 2,900 branded searches, while Liberty London had 1,300. Latest in Beauty made up 7% of all beauty box searches we track, and Liberty London accounted for 3.1%. ## Cite this page Brandwave. "Latest in Beauty vs Liberty London: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/latest-in-beauty-vs-liberty-london This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/latest-in-beauty-vs-liberty-london. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.