Bath & Body Works vs Bluemercury:Which is more popular?
In September 2026, Bath & Body Works had more branded searches than Bluemercury among beauty retailers in the United States. Bath & Body Works had about 3.4 million branded searches, while Bluemercury had 165,000. Bath & Body Works made up 16.7% of all beauty retailer searches we track, and Bluemercury accounted for 0.82%. When we asked ChatGPT and Google AI Overviews about beauty retailers, Bath & Body Works appeared in two of the three answers and Bluemercury in one. Bath & Body Works and Bluemercury were each mentioned first in one of the two answers that named either.
Who do people search for more?
Bath & Body Works, about 20 searches for every 1 for Bluemercury
Who does AI mention more?
Bath & Body Works, mentioned in 2 of 3 answers, Bluemercury in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top beauty retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Bath & Body Works was mentioned in two out of three: in two of the three ChatGPT answers. Bluemercury was mentioned in one out of three: in one of the three ChatGPT answers. Bath & Body Works and Bluemercury were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Sephora1st
Ulta Beauty2nd
Bluemercury3rd- Bath & Body Works4th
Sally Beauty5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Ulta Beauty3 of 3Named in 3 of 3 ChatGPT answers
- Sephora3 of 3Named in 3 of 3 ChatGPT answers
- Bath & Body Works2 of 3Named in 2 of 3 ChatGPT answers
- Sally Beauty1 of 3Named in 1 of 3 ChatGPT answers
- Bluemercury1 of 3Named in 1 of 3 ChatGPT answers
See every answer about beauty retailers
3 answers
Asked ChatGPT
“Where should I buy makeup and skincare in the US?”
Asked ChatGPT
“What are the best beauty stores in the US?”
Asked ChatGPT
“Which beauty store in the US has the best rewards program?”
Searched Google, AI Overview
“beauty stores”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“makeup stores”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.
Is Bath & Body Works or Bluemercury more popular in search?
This chart shows how often people search Google for Bath & Body Works and Bluemercury by name. Each line represents a brand's share of searches for all five beauty retailers we track, month by month, from searches in United States.
Share of searches by month for Bath & Body Works, Bluemercury. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ulta Beauty | Sephora | Bath & Body Works | Sally Beauty | Bluemercury |
|---|---|---|---|---|---|
| Oct 2025 | 39.4% | 29.5% | 19.7% | 10.8% | 0.65% |
| Nov 2025 | 34.9% | 31.2% | 25.6% | 7.7% | 0.69% |
| Dec 2025 | 35.6% | 29% | 29% | 5.9% | 0.53% |
| Jan 2026 | 41.6% | 31.2% | 17.1% | 9.3% | 0.84% |
| Feb 2026 | 39.4% | 29.4% | 19.7% | 10.8% | 0.79% |
| Mar 2026 | 40.8% | 30.5% | 16.7% | 11.2% | 0.82% |
| Apr 2026 | 37.9% | 38.1% | 14% | 9.3% | 0.69% |
| May 2026 | 40.8% | 30.5% | 16.7% | 11.2% | 0.82% |
| Jun 2026 | 36.8% | 27.5% | 22.5% | 12.3% | 0.91% |
| Jul 2026 | 38.6% | 31.7% | 17.4% | 11.6% | 0.7% |
| Aug 2026 | 39.4% | 29.5% | 19.7% | 10.8% | 0.65% |
| Sep 2026 | 40.8% | 30.5% | 16.7% | 11.2% | 0.82% |
How has the Bath & Body Works and Bluemercury comparison changed over the last 12 months?
3 findings
- Bath & Body Works was ahead of Bluemercury in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bath & Body Works’ share of searches among beauty retailers in the United States moved from 19.7% to 16.7%, and its estimated monthly branded searches moved from 4.1M to 3.4M.
- Across the 12 months ending September 2026, Bluemercury’s share of searches among beauty retailers in the United States moved from 0.65% to 0.82%, and its estimated monthly branded searches moved from 135K to 165K.
How did search popularity change for United States beauty retailers in September 2026?
2 changes
In September 2026, Bath & Body Works lost share of searches among beauty retailers in the United States, from 19.7% to 16.7%.
Estimated monthly branded searches for Bluemercury in the United States rose 22.2% over 12 measured months, from 135K to 165K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bath & Body Works’ and Bluemercury’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.
Bath & Body Works
1 branded search term
- bath and body works
Bluemercury
1 branded search term
- bluemercury
Other head-to-heads among beauty retailers
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