Notino vs The Perfume Shop:Which is more popular?
In September 2026, The Perfume Shop had more branded searches than Notino among perfume retailers in the United Kingdom. The Perfume Shop had about 165,000 branded searches, while Notino had 60,500. The Perfume Shop made up 43.3% of all perfume retailer searches we track, and Notino accounted for 15.9%. When we asked ChatGPT and Google AI Overviews about perfume retailers, The Perfume Shop appeared in two of the five answers and Notino in one.
Who do people search for more?
The Perfume Shop, about 3 searches for every 1 for Notino
Who does AI mention more?
The Perfume Shop, mentioned in 2 of 5 answers, Notino in 1
Follow Notino vs The Perfume Shop and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top perfume retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, The Perfume Shop was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Notino was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- The Perfume Shop2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Notino1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Fragrance Direct1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
The Fragrance Shop0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Escentual0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about perfume retailers
5 answers
Asked ChatGPT
“Where's the cheapest place to buy designer perfume in the UK?”
Asked ChatGPT
“Is it safe to buy perfume from discount websites?”
Asked ChatGPT
“Which UK shops sell perfume samples?”
Searched Google, AI Overview
“cheap perfume”
Searched Google, AI Overview
“perfume online”
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 Notino or The Perfume Shop more popular in search?
This chart shows how often people search Google for Notino and The Perfume Shop by name. Each line represents a brand's share of searches for all five perfume retailers we track, month by month, from searches in United Kingdom.
Share of searches by month for The Perfume Shop, Notino. The figures are in the table below the chart.
View monthly share of searches table
| Month | The Perfume Shop | The Fragrance Shop | Notino | Fragrance Direct | Escentual |
|---|---|---|---|---|---|
| Oct 2025 | 47.4% | 31.8% | 14.2% | 4.3% | 2.3% |
| Nov 2025 | 53.9% | 29.5% | 10.8% | 4% | 1.8% |
| Dec 2025 | 50.6% | 33.9% | 10.1% | 3.7% | 1.7% |
| Jan 2026 | 46.3% | 31.1% | 17% | 2.8% | 2.8% |
| Feb 2026 | 49.7% | 27.2% | 18.3% | 2.4% | 2.4% |
| Mar 2026 | 49.1% | 26.9% | 18.1% | 3% | 3% |
| Apr 2026 | 48.8% | 26.8% | 17.9% | 2.9% | 3.6% |
| May 2026 | 46.2% | 30.8% | 16.9% | 3.4% | 2.8% |
| Jun 2026 | 46.2% | 30.8% | 16.9% | 3.4% | 2.8% |
| Jul 2026 | 46.2% | 30.8% | 16.9% | 3.4% | 2.8% |
| Aug 2026 | 42.9% | 35.1% | 15.7% | 3.1% | 3.1% |
| Sep 2026 | 43.3% | 35.5% | 15.9% | 3.2% | 2.1% |
How has the Notino and The Perfume Shop comparison changed over the last 12 months?
3 findings
- The Perfume Shop was ahead of Notino in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Notino’s share of searches among perfume retailers in the United Kingdom moved from 14.2% to 15.9%, and its estimated monthly branded searches moved from 74K to 60.5K.
- Across the 12 months ending September 2026, The Perfume Shop’s share of searches among perfume retailers in the United Kingdom moved from 47.4% to 43.3%, and its estimated monthly branded searches moved from 246K to 165K.
How did search popularity change for United Kingdom perfume retailers in September 2026?
2 changes
Estimated monthly branded searches for The Perfume Shop in the United Kingdom fell 32.9% over 12 measured months, from 246K to 165K in September 2026.
Estimated monthly branded searches for Notino in the United Kingdom fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Notino’s and The Perfume 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.
Notino
1 branded search term
- notino
The Perfume Shop
1 branded search term
- the perfume shop
Other head-to-heads among perfume retailers
- The Perfume Shop vs The Fragrance Shop: compare popularity
- The Perfume Shop vs Fragrance Direct: compare popularity
- The Perfume Shop vs Escentual: compare popularity
- The Fragrance Shop vs Notino: compare popularity
- The Fragrance Shop vs Fragrance Direct: compare popularity
- The Fragrance Shop vs Escentual: compare popularity
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.