Brandwave

Bath & Body Works vs Sally Beauty:Which is more popular?

In September 2026, Bath & Body Works had more branded searches than Sally Beauty among beauty retailers in the United States. Bath & Body Works had about 3.4 million branded searches, while Sally Beauty had 2.2 million. Bath & Body Works made up 16.7% of all beauty retailer searches we track, and Sally Beauty accounted for 11.2%. When we asked ChatGPT and Google AI Overviews about beauty retailers, Bath & Body Works appeared in two of the three answers and Sally Beauty in one. Bath & Body Works and Sally Beauty were each mentioned first in one of the two answers that named either.

Among beauty retailers in the United States in September 2026

Who do people search for more?

Bath & Body Works, about 50% more searches than Sally Beauty

Bath & Body Works 3.4M searchesSally Beauty 2.2M searches

Who does AI mention more?

Bath & Body Works, mentioned in 2 of 3 answers, Sally Beauty in 1

Bath & Body Works in 2 of 3Sally Beauty in 1 of 3

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Bath & Body Works first in 1Sally Beauty first in 1

Follow Bath & Body Works vs Sally Beauty 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

Track your brand against a rival →

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. Sally Beauty was mentioned in one out of three: in one of the three ChatGPT answers. Bath & Body Works and Sally Beauty 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.

  1. Sephora1st
  2. Ulta Beauty2nd
  3. Bluemercury3rd
  4. Bath & Body Works4th
  5. Sally Beauty5th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

See every answer about beauty retailers

3 answers

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 Sally Beauty more popular in search?

This chart shows how often people search Google for Bath & Body Works and Sally Beauty 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.

Bath & Body Works and Sally Beauty among beauty retailers in the United States, by month

Share of searches by month for Bath & Body Works, Sally Beauty. The figures are in the table below the chart.

View monthly share of searches table
MonthUlta BeautySephoraBath & Body WorksSally BeautyBluemercury
Oct 202539.4%29.5%19.7%10.8%0.65%
Nov 202534.9%31.2%25.6%7.7%0.69%
Dec 202535.6%29%29%5.9%0.53%
Jan 202641.6%31.2%17.1%9.3%0.84%
Feb 202639.4%29.4%19.7%10.8%0.79%
Mar 202640.8%30.5%16.7%11.2%0.82%
Apr 202637.9%38.1%14%9.3%0.69%
May 202640.8%30.5%16.7%11.2%0.82%
Jun 202636.8%27.5%22.5%12.3%0.91%
Jul 202638.6%31.7%17.4%11.6%0.7%
Aug 202639.4%29.5%19.7%10.8%0.65%
Sep 202640.8%30.5%16.7%11.2%0.82%

How has the Bath & Body Works and Sally Beauty comparison changed over the last 12 months?

3 findings

How did search popularity change for United States beauty retailers in September 2026?

1 change

  1. In September 2026, Bath & Body Works lost share of searches among beauty retailers in the United States, from 19.7% to 16.7%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bath & Body Works’ and Sally Beauty’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

Sally Beauty

1 branded search term

  • sally beauty

How the Brand Demand Index is measured

Other head-to-heads among beauty retailers

Creator with pink hair and a pink jacket

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.

Start free