Fragrance brands in Australia:Which are most popular?

Name: Fragrance brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Le Labo was the most searched fragrance brand in Australia, accounting for 16.4% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, Yves Saint Laurent showed up in every answer. Yves Saint Laurent was recommended most often, coming first in one out of three responses that gave a list.

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Top fragrance brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Yves Saint Laurent appeared every time. Yves Saint Laurent was recommended most often, coming first in one out of three answers that gave a list. Chanel was second, and Dior Beauty was third. Burberry, which ranked fifth in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Yves Saint Laurent	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
Chanel	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Le Labo	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Versace	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Dior Beauty	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Jo Malone	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Prada	Named in 0 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	1 of 4
Tom Ford	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Maison Francis Kurkdjian	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Burberry	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
KAYALI	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Marc Jacobs	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Gucci	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Rabanne	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
Viktor&Rolf	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

Yves Saint Laurent4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Chanel3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Le Labo1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Versace1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Dior Beauty1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Jo Malone1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Prada1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Tom Ford1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Maison Francis Kurkdjian1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Burberry0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
KAYALI0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Marc Jacobs0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Gucci0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Rabanne0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Viktor&Rolf0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about fragrance brands

4 answers

Asked ChatGPT
“What are the best perfume brands in Australia?”
Asked ChatGPT
“Which women's perfume is most popular in Australia?”
1. 1Chanel
2. 2Yves Saint Laurent
Asked ChatGPT
“What's a good long-lasting perfume?”
1. 1Yves Saint Laurent
2. 2Tom Ford
Searched Google, AI Overview
“perfume”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best perfume”

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which fragrance brands do people search for most?

This chart shows how often people search Google for each fragrance brand by name. Each line represents a brand's share of searches for all 15 fragrance brands we track, month by month, from searches in Australia.

Share of searches among fragrance brands in Australia, by month

Month	Le Labo	Yves Saint Laurent	Versace	Chanel	Burberry	Dior Beauty	Jo Malone	Prada	Tom Ford	KAYALI	Marc Jacobs	Gucci	Maison Francis Kurkdjian	Rabanne	Viktor&Rolf
Oct 2025	15.5%	12.7%	8.5%	8.5%	6.9%	6.9%	8.5%	6.9%	6.9%	4.6%	4.6%	3.8%	3.1%	1.6%	1%
Nov 2025	10.7%	13.1%	8.8%	8.8%	7.2%	7.2%	10.7%	5.9%	5.9%	7.2%	5.9%	3.9%	2.1%	1.4%	1.3%
Dec 2025	9.9%	12.2%	9.9%	9.9%	8.1%	6.7%	9.9%	6.7%	5.4%	4.4%	6.7%	4.4%	2.4%	1.7%	1.5%
Jan 2026	12.6%	12.6%	8.4%	10.3%	6.9%	8.4%	8.4%	5.6%	6.9%	4.6%	5.6%	3.8%	3.1%	1.5%	1.2%
Feb 2026	13.7%	11.2%	9.1%	9.1%	7.5%	9.1%	7.5%	6.1%	6.1%	5%	6.1%	4.1%	2.7%	1.4%	1.1%
Mar 2026	15.6%	12.8%	8.5%	8.5%	7%	7%	8.5%	5.7%	7%	5.7%	4.7%	3.8%	2.5%	1.4%	1.1%
Apr 2026	14.8%	12.1%	8.1%	9.9%	6.6%	8.1%	9.9%	6.6%	5.4%	5.4%	4.4%	3.6%	2.9%	1.4%	1%
May 2026	13.2%	13.2%	8.8%	10.8%	7.2%	7.2%	8.8%	5.9%	5.9%	4.8%	4.8%	3.9%	2.6%	1.8%	1.1%
Jun 2026	15.5%	12.7%	8.5%	10.3%	6.9%	6.9%	8.5%	6.9%	5.7%	4.6%	4.6%	3.8%	2.5%	1.6%	1.1%
Jul 2026	13.9%	13.9%	9.3%	9.3%	7.6%	7.6%	7.6%	6.2%	6.2%	5.1%	5.1%	3.4%	2.2%	1.8%	1.2%
Aug 2026	14.2%	11.7%	9.5%	9.5%	7.8%	7.8%	7.8%	6.4%	7.8%	4.3%	4.3%	3.5%	2.3%	2.3%	0.93%
Sep 2026	16.4%	13.4%	11%	9%	7.3%	7.3%	7.3%	6%	6%	4%	4%	3.3%	2.2%	1.8%	0.93%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Le Labo	16.4%	40.5K	+22.4%	+2.2 points
2, held 2nd	Yves Saint Laurent Kering	13.4%	33.1K	+22.1%	+1.8 points
3, moved from 4th to 3rd	Versace	11%	27.1K	+22.1%	+1.4 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Chanel	9%	22.2K	0%	-0.5 pointsmoved from 3rd to 4th
5, held 5th	Burberry	7.3%	18.1K	0%	-0.4 points
6, held 6th	Dior Beauty	7.3%	18.1K	0%	-0.4 points
7, held 7th	Jo Malone	7.3%	18.1K	0%	-0.4 points
8, moved from 9th to 8th	Prada	6%	14.8K	0%	-0.4 pointsmoved from 9th to 8th
9, moved from 8th to 9th	Tom Ford	6%	14.8K	-18.2%	-1.8 pointsmoved from 8th to 9th
10, held 10th	KAYALI	4%	9.9K	0%	-0.2 points
11, held 11th	Marc Jacobs	4%	9.9K	0%	-0.2 points
12, held 12th	Gucci Kering	3.3%	8.1K	0%	-0.2 points
13, held 13th	Maison Francis Kurkdjian LVMH	2.2%	5.4K	0%	-0.1 points
14, held 14th	Rabanne	1.8%	4.3K	-18.2%	-0.5 points
15, held 15th	Viktor&Rolf	0.93%	2.3K	+6%	0 points

1.Le Labo
16.4%
Held 1st. 40.5K estimated branded searches, +22.4% vs prior month. Share +2.2 points.
2.Yves Saint Laurent
13.4%
Held 2nd. 33.1K estimated branded searches, +22.1% vs prior month. Share +1.8 points.
3.Versace
11%
Moved from 4th to 3rd. 27.1K estimated branded searches, +22.1% vs prior month. Share +1.4 points.
4.Chanel
9%
Moved from 3rd to 4th. 22.2K estimated branded searches, 0% vs prior month. Share -0.5 points.
5.Burberry
7.3%
Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share -0.4 points.
6.Dior Beauty
7.3%
Held 6th. 18.1K estimated branded searches, 0% vs prior month. Share -0.4 points.
7.Jo Malone
7.3%
Held 7th. 18.1K estimated branded searches, 0% vs prior month. Share -0.4 points.
8.Prada
6%
Moved from 9th to 8th. 14.8K estimated branded searches, 0% vs prior month. Share -0.4 points.
9.Tom Ford
6%
Moved from 8th to 9th. 14.8K estimated branded searches, -18.2% vs prior month. Share -1.8 points.
10.KAYALI
4%
Held 10th. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.
11.Marc Jacobs
4%
Held 11th. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.
12.Gucci
3.3%
Held 12th. 8.1K estimated branded searches, 0% vs prior month. Share -0.2 points.
13.Maison Francis Kurkdjian
2.2%
Held 13th. 5.4K estimated branded searches, 0% vs prior month. Share -0.1 points.
14.Rabanne
1.8%
Held 14th. 4.3K estimated branded searches, -18.2% vs prior month. Share -0.5 points.
15.Viktor&Rolf
0.93%
Held 15th. 2.3K estimated branded searches, +6% vs prior month. Share 0 points.

Which brand is most popular in search among fragrance brands in Australia?

15 brands

In September 2026, Le Labo was the most searched among fragrance brands in Australia, with an estimated 40.5K branded searches, 16.4% of all searches for the 15 we track. Yves Saint Laurent is in 2nd place, 3 percentage points behind at 13.4%.

Australia fragrance brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Le Labo	15.5% → 16.4%	16.4%Sep 2026	9.9%Dec 2025	1st
Yves Saint Laurent	12.7% → 13.4%	13.9%Jul 2026	11.2%Feb 2026	2nd
Versace	8.5% → 11%	11%Sep 2026	8.1%Apr 2026	5th → 3rd
Chanel	8.5% → 9%	10.8%May 2026	8.5%Oct 2025	3rd → 4th
Burberry	6.9% → 7.3%	8.1%Dec 2025	6.6%Apr 2026	6th → 5th
Dior Beauty	6.9% → 7.3%	9.1%Feb 2026	6.7%Dec 2025	7th → 6th
Jo Malone	8.5% → 7.3%	10.7%Nov 2025	7.3%Sep 2026	4th → 7th
Prada	6.9% → 6%	6.9%Oct 2025	5.6%Jan 2026	8th
Tom Ford	6.9% → 6%	7.8%Aug 2026	5.4%Apr 2026	9th
KAYALI	4.6% → 4%	7.2%Nov 2025	4%Sep 2026	10th
Marc Jacobs	4.6% → 4%	6.7%Dec 2025	4%Sep 2026	11th
Gucci	3.8% → 3.3%	4.4%Dec 2025	3.3%Sep 2026	12th
Maison Francis Kurkdjian	3.1% → 2.2%	3.1%Oct 2025	2.1%Nov 2025	13th
Rabanne	1.6% → 1.8%	2.3%Aug 2026	1.4%Apr 2026	14th
Viktor&Rolf	1% → 0.93%	1.5%Dec 2025	0.93%Sep 2026	15th

Each finding as a sentence

Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands in Australia increased from 15.5% to 16.4%.
Across the 12 months ending September 2026, Yves Saint Laurent’s share of searches among fragrance brands in Australia increased from 12.7% to 13.4%.
Across the 12 months ending September 2026, Versace’s share of searches among fragrance brands in Australia increased from 8.5% to 11%.
Across the 12 months ending September 2026, Chanel’s share of searches among fragrance brands in Australia increased from 8.5% to 9%.
Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in Australia decreased from 8.5% to 7.3%.
Across the 12 months ending September 2026, Prada’s share of searches among fragrance brands in Australia decreased from 6.9% to 6%.
Across the 12 months ending September 2026, Tom Ford’s share of searches among fragrance brands in Australia decreased from 6.9% to 6%.
Across the 12 months ending September 2026, KAYALI’s share of searches among fragrance brands in Australia decreased from 4.6% to 4%.
Across the 12 months ending September 2026, Marc Jacobs’ share of searches among fragrance brands in Australia decreased from 4.6% to 4%.
Across the 12 months ending September 2026, Gucci’s share of searches among fragrance brands in Australia decreased from 3.8% to 3.3%.
Across the 12 months ending September 2026, Maison Francis Kurkdjian’s share of searches among fragrance brands in Australia decreased from 3.1% to 2.2%.
Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands in Australia peaked at 16.4% in September 2026 and was lowest at 9.9% in December 2025.
Across the 12 months ending September 2026, Yves Saint Laurent’s share of searches among fragrance brands in Australia peaked at 13.9% in July 2026 and was lowest at 11.2% in February 2026.
Across the 12 months ending September 2026, Versace’s share of searches among fragrance brands in Australia peaked at 11% in September 2026 and was lowest at 8.1% in April 2026.
Across the 12 months ending September 2026, Chanel’s share of searches among fragrance brands in Australia peaked at 10.8% in May 2026 and was lowest at 8.5% in October 2025.
Across the 12 months ending September 2026, Burberry’s share of searches among fragrance brands in Australia peaked at 8.1% in December 2025 and was lowest at 6.6% in April 2026.
Across the 12 months ending September 2026, Dior Beauty’s share of searches among fragrance brands in Australia peaked at 9.1% in February 2026 and was lowest at 6.7% in December 2025.
Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in Australia peaked at 10.7% in November 2025 and was lowest at 7.3% in September 2026.
Across the 12 months ending September 2026, Prada’s share of searches among fragrance brands in Australia peaked at 6.9% in October 2025 and was lowest at 5.6% in January 2026.
Across the 12 months ending September 2026, Tom Ford’s share of searches among fragrance brands in Australia peaked at 7.8% in August 2026 and was lowest at 5.4% in April 2026.
Across the 12 months ending September 2026, KAYALI’s share of searches among fragrance brands in Australia peaked at 7.2% in November 2025 and was lowest at 4% in September 2026.
Across the 12 months ending September 2026, Marc Jacobs’ share of searches among fragrance brands in Australia peaked at 6.7% in December 2025 and was lowest at 4% in September 2026.
Across the 12 months ending September 2026, Gucci’s share of searches among fragrance brands in Australia peaked at 4.4% in December 2025 and was lowest at 3.3% in September 2026.
Across the 12 months ending September 2026, Versace rose from 5th to 3rd among fragrance brands in Australia.
Across the 12 months ending September 2026, Chanel fell from 3rd to 4th among fragrance brands in Australia.
Across the 12 months ending September 2026, Burberry rose from 6th to 5th among fragrance brands in Australia.
Across the 12 months ending September 2026, Dior Beauty rose from 7th to 6th among fragrance brands in Australia.
Across the 12 months ending September 2026, Jo Malone fell from 4th to 7th among fragrance brands in Australia.
Across the 12 months ending September 2026, Rabanne and Viktor&Rolf held steady: their share of searches among fragrance brands in Australia each moved less than 0.5 percentage points.

How did search popularity change for Australia fragrance brands in September 2026?

8 changes

In September 2026, Versace overtook Chanel to rank 3rd among fragrance brands in Australia, with 11% of the searches.
In September 2026, Le Labo gained share of searches among fragrance brands in Australia, from 14.2% to 16.4%.
In September 2026, Yves Saint Laurent gained share of searches among fragrance brands in Australia, from 11.7% to 13.4%.
In September 2026, Tom Ford lost share of searches among fragrance brands in Australia, from 7.8% to 6%.
In September 2026, Chanel lost share of searches among fragrance brands in Australia, from 9.5% to 9%.
In September 2026, Rabanne lost share of searches among fragrance brands in Australia, from 2.3% to 1.8%.
In September 2026, Prada rose from 9th to 8th among fragrance brands in Australia.
Estimated monthly branded searches for Burberry in Australia rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026.

How are branded searches counted for fragrance brands?

17 search terms

Each brand's share of searches among fragrance brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.