Liberty London vs Lookfantastic:Which is more popular?
In September 2026, Lookfantastic had more branded searches than Liberty London among beauty boxes in the United Kingdom. Lookfantastic had about 1,600 branded searches, while Liberty London had 1,300. Lookfantastic made up 3.8% of all beauty box searches we track, and Liberty London accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about beauty boxes, Lookfantastic appeared in all five answers and Liberty London in one. Lookfantastic was mentioned before Liberty London in every answer.
Who do people search for more?
Lookfantastic, about 23% more searches than Liberty London
Who does AI mention more?
Lookfantastic, mentioned in every answer we collected
Who does AI recommend more?
Lookfantastic, named ahead of Liberty London in every answer
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Top beauty boxes in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Lookfantastic appeared in all five answers. 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. Lookfantastic was listed before Liberty London in every answer.
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 Liberty London or Lookfantastic more popular in search?
This chart shows how often people search Google for Liberty London and Lookfantastic 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 Lookfantastic, Liberty London. 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% |
Lookfantastic and Liberty London sell other things too, so only their searches that name this product count here, like “lookfantastic beauty box”.
How has the Liberty London and Lookfantastic comparison changed over the last 12 months?
3 findings
- Lookfantastic was ahead of Liberty London in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Lookfantastic’s share of searches among beauty boxes in the United Kingdom moved from 6.8% to 3.8%, and its estimated monthly branded searches moved from 4.4K to 1.6K.
How did search popularity change for United Kingdom beauty boxes in September 2026?
2 changes
In September 2026, Liberty London overtook Cult Beauty to rank 8th among beauty boxes in the United Kingdom, with 3.1% of the searches.
In September 2026, Lookfantastic lost share of searches among beauty boxes in the United Kingdom, from 7.4% to 3.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Liberty London’s and Lookfantastic’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.
Liberty London
1 branded search term
- liberty beauty box
Lookfantastic
1 branded search term
- lookfantastic beauty box
Other head-to-heads among beauty boxes
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