What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 38% → 46% | +8pp |
| Consideration | 29% → 35% | +6pp |
| Investigation | 28% → 34% | +6pp |
| Claimed Usage | 20% → 26% | +6pp |
| Preference | 19% → 24% | +5pp |
What's behind the growth
Alo's brand-building in the UK is playing out across several fronts from retail presence to celebrity campaigns and an always-on influencer operation.
On retail, it's opened five stores in just over a year, from a Covent Garden flagship in January 2025 to Victoria Leeds in January 2026, taking in Manchester, Westfield London and Battersea Power Station along the way.
On campaigns, it's kept a steady run of famous faces: Kendall Jenner fronted "Luxury Is Wellness" in August 2025, and Kylie Jenner became its latest campaign star in August 2026 for its "Pink Marshmallow" launch, joining a roster that's also included BTS' Jin and BLACKPINK's Jisoo as past global ambassadors.
Underneath the celebrities, Alo runs a genuinely large-scale influencer operation: according to marketing analytics firm Modash, which tracked more than 30,000 Alo-sponsored influencer posts in the twelve months to August 2026, narrowly ahead of rivals like lululemon, with roughly half of that Instagram content coming from creators averaging under 10,000 views per post.
