--- title: "Sally Beauty vs Sephora: Which is searched more in the United States?" description: "Is Sally Beauty or Sephora more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Beauty retailers set in the United States. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/us/compare/sally-beauty-vs-sephora" publisher: "Brandwave" --- # Sally Beauty vs Sephora: Which is searched more in the United States? Is Sally Beauty or Sephora more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Beauty retailers set in the United States. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Sally Beauty and Sephora - **Competitive set**: Beauty retailers - **Market**: United States - **Month measured**: Sep 2026 - **Sally Beauty Share of Search**: 11.2% - **Sephora Share of Search**: 30.5% ## Is Sally Beauty or Sephora more popular in search? - 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%. - Sephora was ahead of Sally Beauty in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Sally Beauty’s share of searches among beauty retailers in the United States moved from 10.8% to 11.2%, and its estimated monthly branded searches held steady at 2.2M. - Across the 12 months ending September 2026, Sephora’s share of searches among beauty retailers in the United States moved from 29.5% to 30.5%, and its estimated monthly branded searches held steady at 6.1M. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Sephora | 1st | 3 of 3 | 3 of 3 | | Ulta Beauty | 2nd | 3 of 3 | 3 of 3 | | Bluemercury | 3rd | 1 of 3 | 1 of 3 | | Bath & Body Works | 4th | 2 of 3 | 2 of 3 | | Sally Beauty | 5th | 1 of 3 | 1 of 3 | ## Every AI answer about beauty retailers - Asked ChatGPT "Where should I buy makeup and skincare in the US?": 1. Sephora, 2. Ulta Beauty - Asked ChatGPT "What are the best beauty stores in the US?": 1. Sephora, 2. Ulta Beauty, 3. Bluemercury, 4. Sally Beauty, 5. Bath & Body Works - Asked ChatGPT "Which beauty store in the US has the best rewards program?": 1. Ulta Beauty, 2. Sephora, 3. Bath & Body Works Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026. ## How did search popularity change for United States beauty retailers in September 2026? - In September 2026, Sephora gained share of searches among beauty retailers in the United States, from 29.5% to 30.5%. ## Month by month | Month | Sally Beauty estimated searches | Sally Beauty Share of Search | Sally Beauty rank | Sephora estimated searches | Sephora Share of Search | Sephora rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.2M | 10.8% | 4 | 6.1M | 29.5% | 2 | | Nov 2025 | 2.2M | 7.7% | 4 | 9.1M | 31.2% | 2 | | Dec 2025 | 2.2M | 5.9% | 4 | 11.1M | 29% | 3 | | Jan 2026 | 1.8M | 9.3% | 4 | 6.1M | 31.2% | 2 | | Feb 2026 | 1.8M | 10.8% | 4 | 5M | 29.4% | 2 | | Mar 2026 | 2.2M | 11.2% | 4 | 6.1M | 30.5% | 2 | | Apr 2026 | 1.8M | 9.3% | 4 | 7.5M | 38.1% | 1 | | May 2026 | 2.2M | 11.2% | 4 | 6.1M | 30.5% | 2 | | Jun 2026 | 2.2M | 12.3% | 4 | 5M | 27.5% | 2 | | Jul 2026 | 2.2M | 11.6% | 4 | 6.1M | 31.7% | 2 | | Aug 2026 | 2.2M | 10.8% | 4 | 6.1M | 29.5% | 2 | | Sep 2026 | 2.2M | 11.2% | 4 | 6.1M | 30.5% | 2 | ## How each brand is measured 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**: Measured on the search term “sally beauty”. - **Sephora**: Measured on the search term “sephora”. - [Sally Beauty profile](/demand/us/brands/sally-beauty) - [Sephora profile](/demand/us/brands/sephora) - [All beauty retailers in the United States](/demand/us/categories/us-beauty-retailers): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Sally Beauty or Sephora more popular in search? 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%. ## Cite this page Brandwave. "Sally Beauty vs Sephora: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/sally-beauty-vs-sephora This page is also available as HTML at https://gobrandwave.com/demand/us/compare/sally-beauty-vs-sephora. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.