Brandwave

Sally Beauty vs Sephora:Which is more popular?

In September 2026, Sephora had more branded searches than Sally Beauty among beauty retailers in the United States. Sephora had about 6.1 million branded searches, while Sally Beauty had 2.2 million. Sephora made up 30.5% 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, Sephora appeared in all three answers and Sally Beauty in one. Sephora was mentioned before Sally Beauty in every answer.

Among beauty retailers in the United States in September 2026

Who do people search for more?

Sephora, about 3 searches for every 1 for Sally Beauty

Sephora 6.1M searchesSally Beauty 2.2M searches

Who does AI mention more?

Sephora, mentioned in every answer we collected

Sephora in 3 of 3Sally Beauty in 1 of 3

Who does AI recommend more?

Sephora, named ahead of Sally Beauty in every answer

Sephora first in 3Sally Beauty never first

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Top beauty retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Sephora appeared in all three answers. Sally Beauty was mentioned in one out of three: in one of the three ChatGPT answers. Sephora was listed before Sally Beauty in every answer.

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 Sally Beauty or Sephora more popular in search?

This chart shows how often people search Google for Sally Beauty and Sephora 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.

Sally Beauty and Sephora among beauty retailers in the United States, by month

Share of searches by month for Sephora, 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 Sally Beauty and Sephora 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, Sephora gained share of searches among beauty retailers in the United States, from 29.5% to 30.5%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Sally Beauty’s and Sephora’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.

Sally Beauty

1 branded search term

  • sally beauty

Sephora

1 branded search term

  • sephora

How the Brand Demand Index is measured

Other head-to-heads among beauty retailers

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