Latest in Beauty vs Next:Which is more popular?
In September 2026, Next had more branded searches than Latest in Beauty among beauty boxes in the United Kingdom. Next had about 4,400 branded searches, while Latest in Beauty had 2,900. Next made up 10.6% of all beauty box searches we track, and Latest in Beauty accounted for 7%. When we asked ChatGPT and Google AI Overviews about beauty boxes, Next appeared in two of the five answers and Latest in Beauty in one. Next was mentioned before Latest in Beauty in every answer that named either.
Who do people search for more?
Next, about 52% more searches than Latest in Beauty
Who does AI mention more?
Next, mentioned in 2 of 5 answers, Latest in Beauty in 1
Who does AI recommend more?
Next, named ahead of Latest in Beauty in 2 of 2 answers
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Top beauty boxes in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Next was mentioned in two out of five: not in any of the three ChatGPT answers, but in both 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. Next was listed before Latest in Beauty in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Lookfantastic1st
GLOSSYBOX2nd
Boots3rd- Next4th
Cult Beauty5th
Liberty London6th
Latest in Beauty7th
M&S–
Birchbox–
John Lewis–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Lookfantastic5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- GLOSSYBOX4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Boots3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Next2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Latest in Beauty1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Liberty London1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Cult Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- M&S0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Birchbox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- John Lewis0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about beauty boxes
5 answers
Asked ChatGPT
“What's the best beauty subscription box in the UK?”
Asked ChatGPT
“Which beauty box is worth the money?”
Asked ChatGPT
“What's a good beauty box to give as a gift?”
Searched Google, AI Overview
“beauty box”
Searched Google, AI Overview
“beauty boxes uk”
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 Latest in Beauty or Next more popular in search?
This chart shows how often people search Google for Latest in Beauty and Next by name. Each line represents a brand's share of searches for all ten beauty box brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Next, Latest in Beauty. The figures are in the table below the chart.
View monthly share of searches table
| Month | GLOSSYBOX | Boots | Next | Latest in Beauty | M&S | Lookfantastic | Birchbox | Liberty London | Cult Beauty | John Lewis |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.2% | 27.9% | 10.2% | 6.8% | 6.8% | 6.8% | 2.5% | 2% | 1.5% | 1.5% |
| Nov 2025 | 32.7% | 32.7% | 11.9% | 5.3% | 5.3% | 5.3% | 2.4% | 1.3% | 1.7% | 1.5% |
| Dec 2025 | 39.1% | 26.1% | 11.6% | 4.2% | 4.2% | 6.3% | 2.3% | 1.5% | 2.9% | 1.8% |
| Jan 2026 | 37% | 20.2% | 9% | 4.9% | 13.5% | 5.9% | 3.3% | 2.7% | 2% | 1.5% |
| Feb 2026 | 44% | 16% | 13.1% | 4.6% | 5.8% | 5.8% | 3.2% | 1.8% | 3.5% | 2.1% |
| Mar 2026 | 35.9% | 19.7% | 13.1% | 5.8% | 10.7% | 5.8% | 2.6% | 1.7% | 2.1% | 2.6% |
| Apr 2026 | 38.5% | 21.1% | 11.4% | 4.9% | 7.5% | 6.2% | 2.6% | 2.6% | 2.5% | 2.6% |
| May 2026 | 24.7% | 16.5% | 9% | 4.8% | 30.2% | 7.3% | 1.7% | 1.2% | 2.3% | 2.2% |
| Jun 2026 | 32.9% | 18% | 9.8% | 5.3% | 14.7% | 6.4% | 2.2% | 2% | 2.3% | 6.4% |
| Jul 2026 | 26.9% | 32.9% | 9.8% | 5.3% | 8% | 8% | 2% | 2.9% | 2.4% | 2% |
| Aug 2026 | 37% | 24.7% | 9% | 7.4% | 5.9% | 7.4% | 2.7% | 2% | 2.2% | 1.8% |
| Sep 2026 | 43.5% | 19.5% | 10.6% | 7% | 5.8% | 3.8% | 3.1% | 3.1% | 1.8% | 1.7% |
How has the Latest in Beauty and Next comparison changed over the last 12 months?
3 findings
- Next was ahead of Latest in Beauty 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, Next’s share of searches among beauty boxes in the United Kingdom moved from 10.2% to 10.6%, and its estimated monthly branded searches moved from 6.6K to 4.4K.
How did search popularity change for United Kingdom beauty boxes in September 2026?
2 changes
In September 2026, Next gained share of searches among beauty boxes in the United Kingdom, from 9% to 10.6%.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Latest in Beauty’s and Next’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
1 branded search term
- latest in beauty
Next
1 branded search term
- next beauty box
Other head-to-heads among beauty boxes
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