The White Company vs Wax Lyrical:Which is more popular?
In September 2026, Wax Lyrical had more branded searches than The White Company among candle brands in the United Kingdom. Wax Lyrical had about 6,600 branded searches, while The White Company had 2,400. Wax Lyrical made up 5% 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, The White Company appeared in one of the five answers and Wax Lyrical in none.
Who do people search for more?
Wax Lyrical, about 3 searches for every 1 for The White Company
Who does AI mention more?
The White Company, mentioned in 1 of 5 answers, Wax Lyrical in 0
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Top candle brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and 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. Wax Lyrical did not appear in any of the five answers.
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 The White Company or Wax Lyrical more popular in search?
This chart shows how often people search Google for The White Company and Wax Lyrical 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 Wax Lyrical, 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% |
The White Company sells other things too, so only its searches that name this product count here, like “the white company candle”.
How has the The White Company and Wax Lyrical comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: The White Company took it in November 2025, Wax Lyrical took it in January 2026.
- 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.
- Across the 12 months ending September 2026, Wax Lyrical’s share of searches among candle brands in the United Kingdom moved from 3.7% to 5%, and its estimated monthly branded searches held steady at 6.6K.
How did search popularity change for United Kingdom candle brands in September 2026?
2 changes
In September 2026, Wax Lyrical lost share of searches among candle brands in the United Kingdom, from 6.8% to 5%.
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 The White Company’s and Wax Lyrical’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.
The White Company
1 branded search term
- the white company candle
Wax Lyrical
1 branded search term
- wax lyrical
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