Bath & Body Works vs Ulta Beauty:Which is more popular?
In September 2026, Ulta Beauty had more branded searches than Bath & Body Works among beauty retailers in the United States. Ulta Beauty had about 8.2 million branded searches, while Bath & Body Works had 3.4 million. Ulta Beauty made up 40.8% of all beauty retailer searches we track, and Bath & Body Works accounted for 16.7%. When we asked ChatGPT and Google AI Overviews about beauty retailers, Ulta Beauty appeared in all three answers and Bath & Body Works in two. Ulta Beauty was mentioned before Bath & Body Works in every answer.
Who do people search for more?
Ulta Beauty, about 2 searches for every 1 for Bath & Body Works
Who does AI mention more?
Ulta Beauty, mentioned in every answer we collected
Who does AI recommend more?
Ulta Beauty, named ahead of Bath & Body Works in every answer
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Top beauty retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, Ulta Beauty appeared in all three answers. Bath & Body Works was mentioned in two out of three: in two of the three ChatGPT answers. Ulta Beauty was listed before Bath & Body Works in every answer.
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 Ulta Beauty more popular in search?
This chart shows how often people search Google for Bath & Body Works and Ulta 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.
Share of searches by month for Ulta Beauty, Bath & Body Works. 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 Ulta Beauty comparison changed over the last 12 months?
3 findings
- Ulta Beauty was ahead of Bath & Body Works 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, Ulta Beauty’s share of searches among beauty retailers in the United States moved from 39.4% to 40.8%, and its estimated monthly branded searches held steady at 8.2M.
How did search popularity change for United States beauty retailers in September 2026?
2 changes
In September 2026, Ulta Beauty gained share of searches among beauty retailers in the United States, from 39.4% to 40.8%.
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?
3 search terms
Brandwave collects information about searches that people make online using Bath & Body Works’ and Ulta 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
Ulta Beauty
2 branded search terms
- ulta
- ulta beauty
Other head-to-heads among beauty retailers
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