---
title: "Fragrance brands in Australia: Which are searched most?"
description: "Compare the perfume and fragrance brands Australians buy. Share of Search among Le Labo, Yves Saint Laurent, Versace, Chanel, Burberry, Dior Beauty, Jo Malone, Prada, Tom Ford, KAYALI, Marc Jacobs, Gucci, Maison Francis Kurkdjian, Rabanne and Viktor&Rolf, the fragrance brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/au/categories/au-fragrance-brands"
publisher: "Brandwave"
---

# Fragrance brands in Australia: Which are searched most?

Compare the perfume and fragrance brands Australians buy. Share of Search among Le Labo, Yves Saint Laurent, Versace, Chanel, Burberry, Dior Beauty, Jo Malone, Prada, Tom Ford, KAYALI, Marc Jacobs, Gucci, Maison Francis Kurkdjian, Rabanne and Viktor&Rolf, the fragrance brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Fragrance brands
- **Market**: Australia
- **Brands compared**: 15
- **Month measured**: Sep 2026
- **Highest Share of Search**: Le Labo, 16.4%

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

- 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%.
- 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.

## 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.

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 | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Yves Saint Laurent | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| Chanel | 2nd | 2 of 3 | 1 of 1 | 3 of 4 |
| Dior Beauty | 3rd | 1 of 3 | 0 of 1 | 1 of 4 |
| Maison Francis Kurkdjian | 4th | 1 of 3 | 0 of 1 | 1 of 4 |
| Tom Ford | 5th | 1 of 3 | 0 of 1 | 1 of 4 |
| Le Labo | 6th | 1 of 3 | 0 of 1 | 1 of 4 |
| Jo Malone | 7th | 1 of 3 | 0 of 1 | 1 of 4 |
| Versace | 8th | 1 of 3 | 0 of 1 | 1 of 4 |
| Burberry | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Prada | Not ranked | 0 of 3 | 1 of 1 | 1 of 4 |
| KAYALI | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Marc Jacobs | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Gucci | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Rabanne | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| Viktor&Rolf | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about fragrance brands

- Asked ChatGPT "What are the best perfume brands in Australia?": 1. Chanel, 2. Dior Beauty, 3. Yves Saint Laurent, 4. Maison Francis Kurkdjian, 5. Le Labo, 6. Jo Malone, 7. Versace
- Asked ChatGPT "Which women's perfume is most popular in Australia?": 1. Chanel, 2. Yves Saint Laurent
- Asked ChatGPT "What's a good long-lasting perfume?": 1. Yves Saint Laurent, 2. Tom Ford
- Searched Google, AI Overview "best perfume": 1. Chanel, 2. Yves Saint Laurent, 3. Prada

Not named in any answer: Burberry, KAYALI, Marc Jacobs, Gucci, Rabanne and Viktor&Rolf.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026.

## Compare search popularity between leading brands

- [Le Labo vs Yves Saint Laurent: compare search popularity](/demand/au/compare/le-labo-vs-yves-saint-laurent): 16.4% against 13.4% Share of Search.
- [Le Labo vs Versace: compare search popularity](/demand/au/compare/le-labo-vs-versace): 16.4% against 11% Share of Search.
- [Le Labo vs Chanel: compare search popularity](/demand/au/compare/chanel-vs-le-labo): 16.4% against 9% Share of Search.
- [Le Labo vs Burberry: compare search popularity](/demand/au/compare/burberry-vs-le-labo): 16.4% against 7.3% Share of Search.
- [Yves Saint Laurent vs Versace: compare search popularity](/demand/au/compare/versace-vs-yves-saint-laurent): 13.4% against 11% Share of Search.
- [Yves Saint Laurent vs Chanel: compare search popularity](/demand/au/compare/chanel-vs-yves-saint-laurent): 13.4% against 9% Share of Search.
- [Yves Saint Laurent vs Burberry: compare search popularity](/demand/au/compare/burberry-vs-yves-saint-laurent): 13.4% against 7.3% Share of Search.
- [Versace vs Chanel: compare search popularity](/demand/au/compare/chanel-vs-versace): 11% against 9% Share of Search.
- [Versace vs Burberry: compare search popularity](/demand/au/compare/burberry-vs-versace): 11% against 7.3% Share of Search.
- [Chanel vs Burberry: compare search popularity](/demand/au/compare/burberry-vs-chanel): 9% against 7.3% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Le Labo | 16.4% | 40.5K | +22.4% | Estée Lauder |
| 2 | Yves Saint Laurent | 13.4% | 33.1K | +22.1% | Kering |
| 3 | Versace | 11% | 27.1K | +22.1% | Versace |
| 4 | Chanel | 9% | 22.2K | 0.0% | Chanel |
| 5 | Burberry | 7.3% | 18.1K | 0.0% | Burberry |
| 6 | Dior Beauty | 7.3% | 18.1K | 0.0% | Dior Beauty |
| 7 | Jo Malone | 7.3% | 18.1K | 0.0% | Jo Malone |
| 8 | Prada | 6% | 14.8K | 0.0% | Prada |
| 9 | Tom Ford | 6% | 14.8K | -18.2% | Tom Ford |
| 10 | KAYALI | 4% | 9.9K | 0.0% | KAYALI |
| 11 | Marc Jacobs | 4% | 9.9K | 0.0% | Marc Jacobs |
| 12 | Gucci | 3.3% | 8.1K | 0.0% | Kering |
| 13 | Maison Francis Kurkdjian | 2.2% | 5.4K | 0.0% | LVMH |
| 14 | Rabanne | 1.8% | 4.3K | -18.2% | Rabanne |
| 15 | Viktor&Rolf | 0.93% | 2.3K | +6.0% | Viktor&Rolf |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Le Labo | 33.1K | 15.5% | 1 |
| Oct 2025 | Yves Saint Laurent | 27.1K | 12.7% | 2 |
| Oct 2025 | Chanel | 18.1K | 8.5% | 3 |
| Oct 2025 | Jo Malone | 18.1K | 8.5% | 4 |
| Oct 2025 | Versace | 18.1K | 8.5% | 5 |
| Oct 2025 | Burberry | 14.8K | 6.9% | 6 |
| Oct 2025 | Dior Beauty | 14.8K | 6.9% | 7 |
| Oct 2025 | Prada | 14.8K | 6.9% | 8 |
| Oct 2025 | Tom Ford | 14.8K | 6.9% | 9 |
| Oct 2025 | KAYALI | 9.9K | 4.6% | 10 |
| Oct 2025 | Marc Jacobs | 9.9K | 4.6% | 11 |
| Oct 2025 | Gucci | 8.1K | 3.8% | 12 |
| Oct 2025 | Maison Francis Kurkdjian | 6.6K | 3.1% | 13 |
| Oct 2025 | Rabanne | 3.4K | 1.6% | 14 |
| Oct 2025 | Viktor&Rolf | 2.2K | 1% | 15 |
| Nov 2025 | Yves Saint Laurent | 40.5K | 13.1% | 1 |
| Nov 2025 | Jo Malone | 33.1K | 10.7% | 2 |
| Nov 2025 | Le Labo | 33.1K | 10.7% | 3 |
| Nov 2025 | Chanel | 27.1K | 8.8% | 4 |
| Nov 2025 | Versace | 27.1K | 8.8% | 5 |
| Nov 2025 | Burberry | 22.2K | 7.2% | 6 |
| Nov 2025 | Dior Beauty | 22.2K | 7.2% | 7 |
| Nov 2025 | KAYALI | 22.2K | 7.2% | 8 |
| Nov 2025 | Marc Jacobs | 18.1K | 5.9% | 9 |
| Nov 2025 | Prada | 18.1K | 5.9% | 10 |
| Nov 2025 | Tom Ford | 18.1K | 5.9% | 11 |
| Nov 2025 | Gucci | 12.1K | 3.9% | 12 |
| Nov 2025 | Maison Francis Kurkdjian | 6.6K | 2.1% | 13 |
| Nov 2025 | Rabanne | 4.2K | 1.4% | 14 |
| Nov 2025 | Viktor&Rolf | 4.1K | 1.3% | 15 |
| Dec 2025 | Yves Saint Laurent | 40.5K | 12.2% | 1 |
| Dec 2025 | Chanel | 33.1K | 9.9% | 2 |
| Dec 2025 | Jo Malone | 33.1K | 9.9% | 3 |
| Dec 2025 | Le Labo | 33.1K | 9.9% | 4 |
| Dec 2025 | Versace | 33.1K | 9.9% | 5 |
| Dec 2025 | Burberry | 27.1K | 8.1% | 6 |
| Dec 2025 | Dior Beauty | 22.2K | 6.7% | 7 |
| Dec 2025 | Marc Jacobs | 22.2K | 6.7% | 8 |
| Dec 2025 | Prada | 22.2K | 6.7% | 9 |
| Dec 2025 | Tom Ford | 18.1K | 5.4% | 10 |
| Dec 2025 | Gucci | 14.8K | 4.4% | 11 |
| Dec 2025 | KAYALI | 14.8K | 4.4% | 12 |
| Dec 2025 | Maison Francis Kurkdjian | 8.1K | 2.4% | 13 |
| Dec 2025 | Rabanne | 5.7K | 1.7% | 14 |
| Dec 2025 | Viktor&Rolf | 4.9K | 1.5% | 15 |
| Jan 2026 | Le Labo | 22.2K | 12.6% | 1 |
| Jan 2026 | Yves Saint Laurent | 22.2K | 12.6% | 2 |
| Jan 2026 | Chanel | 18.1K | 10.3% | 3 |
| Jan 2026 | Dior Beauty | 14.8K | 8.4% | 4 |
| Jan 2026 | Jo Malone | 14.8K | 8.4% | 5 |
| Jan 2026 | Versace | 14.8K | 8.4% | 6 |
| Jan 2026 | Burberry | 12.1K | 6.9% | 7 |
| Jan 2026 | Tom Ford | 12.1K | 6.9% | 8 |
| Jan 2026 | Marc Jacobs | 9.9K | 5.6% | 9 |
| Jan 2026 | Prada | 9.9K | 5.6% | 10 |
| Jan 2026 | KAYALI | 8.1K | 4.6% | 11 |
| Jan 2026 | Gucci | 6.6K | 3.8% | 12 |
| Jan 2026 | Maison Francis Kurkdjian | 5.4K | 3.1% | 13 |
| Jan 2026 | Rabanne | 2.6K | 1.5% | 14 |
| Jan 2026 | Viktor&Rolf | 2.2K | 1.2% | 15 |
| Feb 2026 | Le Labo | 22.2K | 13.7% | 1 |
| Feb 2026 | Yves Saint Laurent | 18.1K | 11.2% | 2 |
| Feb 2026 | Chanel | 14.8K | 9.1% | 3 |
| Feb 2026 | Dior Beauty | 14.8K | 9.1% | 4 |
| Feb 2026 | Versace | 14.8K | 9.1% | 5 |
| Feb 2026 | Burberry | 12.1K | 7.5% | 6 |
| Feb 2026 | Jo Malone | 12.1K | 7.5% | 7 |
| Feb 2026 | Marc Jacobs | 9.9K | 6.1% | 8 |
| Feb 2026 | Prada | 9.9K | 6.1% | 9 |
| Feb 2026 | Tom Ford | 9.9K | 6.1% | 10 |
| Feb 2026 | KAYALI | 8.1K | 5% | 11 |
| Feb 2026 | Gucci | 6.6K | 4.1% | 12 |
| Feb 2026 | Maison Francis Kurkdjian | 4.4K | 2.7% | 13 |
| Feb 2026 | Rabanne | 2.3K | 1.4% | 14 |
| Feb 2026 | Viktor&Rolf | 1.9K | 1.1% | 15 |
| Mar 2026 | Le Labo | 27.1K | 15.6% | 1 |
| Mar 2026 | Yves Saint Laurent | 22.2K | 12.8% | 2 |
| Mar 2026 | Chanel | 14.8K | 8.5% | 3 |
| Mar 2026 | Jo Malone | 14.8K | 8.5% | 4 |
| Mar 2026 | Versace | 14.8K | 8.5% | 5 |
| Mar 2026 | Burberry | 12.1K | 7% | 6 |
| Mar 2026 | Dior Beauty | 12.1K | 7% | 7 |
| Mar 2026 | Tom Ford | 12.1K | 7% | 8 |
| Mar 2026 | KAYALI | 9.9K | 5.7% | 9 |
| Mar 2026 | Prada | 9.9K | 5.7% | 10 |
| Mar 2026 | Marc Jacobs | 8.1K | 4.7% | 11 |
| Mar 2026 | Gucci | 6.6K | 3.8% | 12 |
| Mar 2026 | Maison Francis Kurkdjian | 4.4K | 2.5% | 13 |
| Mar 2026 | Rabanne | 2.5K | 1.4% | 14 |
| Mar 2026 | Viktor&Rolf | 1.9K | 1.1% | 15 |
| Apr 2026 | Le Labo | 27.1K | 14.8% | 1 |
| Apr 2026 | Yves Saint Laurent | 22.2K | 12.1% | 2 |
| Apr 2026 | Chanel | 18.1K | 9.9% | 3 |
| Apr 2026 | Jo Malone | 18.1K | 9.9% | 4 |
| Apr 2026 | Dior Beauty | 14.8K | 8.1% | 5 |
| Apr 2026 | Versace | 14.8K | 8.1% | 6 |
| Apr 2026 | Burberry | 12.1K | 6.6% | 7 |
| Apr 2026 | Prada | 12.1K | 6.6% | 8 |
| Apr 2026 | KAYALI | 9.9K | 5.4% | 9 |
| Apr 2026 | Tom Ford | 9.9K | 5.4% | 10 |
| Apr 2026 | Marc Jacobs | 8.1K | 4.4% | 11 |
| Apr 2026 | Gucci | 6.6K | 3.6% | 12 |
| Apr 2026 | Maison Francis Kurkdjian | 5.4K | 2.9% | 13 |
| Apr 2026 | Rabanne | 2.5K | 1.4% | 14 |
| Apr 2026 | Viktor&Rolf | 1.9K | 1% | 15 |
| May 2026 | Le Labo | 27.1K | 13.2% | 1 |
| May 2026 | Yves Saint Laurent | 27.1K | 13.2% | 2 |
| May 2026 | Chanel | 22.2K | 10.8% | 3 |
| May 2026 | Jo Malone | 18.1K | 8.8% | 4 |
| May 2026 | Versace | 18.1K | 8.8% | 5 |
| May 2026 | Burberry | 14.8K | 7.2% | 6 |
| May 2026 | Dior Beauty | 14.8K | 7.2% | 7 |
| May 2026 | Prada | 12.1K | 5.9% | 8 |
| May 2026 | Tom Ford | 12.1K | 5.9% | 9 |
| May 2026 | KAYALI | 9.9K | 4.8% | 10 |
| May 2026 | Marc Jacobs | 9.9K | 4.8% | 11 |
| May 2026 | Gucci | 8.1K | 3.9% | 12 |
| May 2026 | Maison Francis Kurkdjian | 5.4K | 2.6% | 13 |
| May 2026 | Rabanne | 3.6K | 1.8% | 14 |
| May 2026 | Viktor&Rolf | 2.2K | 1.1% | 15 |
| Jun 2026 | Le Labo | 27.1K | 15.5% | 1 |
| Jun 2026 | Yves Saint Laurent | 22.2K | 12.7% | 2 |
| Jun 2026 | Chanel | 18.1K | 10.3% | 3 |
| Jun 2026 | Jo Malone | 14.8K | 8.5% | 4 |
| Jun 2026 | Versace | 14.8K | 8.5% | 5 |
| Jun 2026 | Burberry | 12.1K | 6.9% | 6 |
| Jun 2026 | Dior Beauty | 12.1K | 6.9% | 7 |
| Jun 2026 | Prada | 12.1K | 6.9% | 8 |
| Jun 2026 | Tom Ford | 9.9K | 5.7% | 9 |
| Jun 2026 | KAYALI | 8.1K | 4.6% | 10 |
| Jun 2026 | Marc Jacobs | 8.1K | 4.6% | 11 |
| Jun 2026 | Gucci | 6.6K | 3.8% | 12 |
| Jun 2026 | Maison Francis Kurkdjian | 4.4K | 2.5% | 13 |
| Jun 2026 | Rabanne | 2.9K | 1.6% | 14 |
| Jun 2026 | Viktor&Rolf | 1.9K | 1.1% | 15 |
| Jul 2026 | Le Labo | 27.1K | 13.9% | 1 |
| Jul 2026 | Yves Saint Laurent | 27.1K | 13.9% | 2 |
| Jul 2026 | Chanel | 18.1K | 9.3% | 3 |
| Jul 2026 | Versace | 18.1K | 9.3% | 4 |
| Jul 2026 | Burberry | 14.8K | 7.6% | 5 |
| Jul 2026 | Dior Beauty | 14.8K | 7.6% | 6 |
| Jul 2026 | Jo Malone | 14.8K | 7.6% | 7 |
| Jul 2026 | Prada | 12.1K | 6.2% | 8 |
| Jul 2026 | Tom Ford | 12.1K | 6.2% | 9 |
| Jul 2026 | KAYALI | 9.9K | 5.1% | 10 |
| Jul 2026 | Marc Jacobs | 9.9K | 5.1% | 11 |
| Jul 2026 | Gucci | 6.6K | 3.4% | 12 |
| Jul 2026 | Maison Francis Kurkdjian | 4.4K | 2.2% | 13 |
| Jul 2026 | Rabanne | 3.5K | 1.8% | 14 |
| Jul 2026 | Viktor&Rolf | 2.3K | 1.2% | 15 |
| Aug 2026 | Le Labo | 33.1K | 14.2% | 1 |
| Aug 2026 | Yves Saint Laurent | 27.1K | 11.7% | 2 |
| Aug 2026 | Chanel | 22.2K | 9.5% | 3 |
| Aug 2026 | Versace | 22.2K | 9.5% | 4 |
| Aug 2026 | Burberry | 18.1K | 7.8% | 5 |
| Aug 2026 | Dior Beauty | 18.1K | 7.8% | 6 |
| Aug 2026 | Jo Malone | 18.1K | 7.8% | 7 |
| Aug 2026 | Tom Ford | 18.1K | 7.8% | 8 |
| Aug 2026 | Prada | 14.8K | 6.4% | 9 |
| Aug 2026 | KAYALI | 9.9K | 4.3% | 10 |
| Aug 2026 | Marc Jacobs | 9.9K | 4.3% | 11 |
| Aug 2026 | Gucci | 8.1K | 3.5% | 12 |
| Aug 2026 | Maison Francis Kurkdjian | 5.4K | 2.3% | 13 |
| Aug 2026 | Rabanne | 5.3K | 2.3% | 14 |
| Aug 2026 | Viktor&Rolf | 2.2K | 0.93% | 15 |
| Sep 2026 | Le Labo | 40.5K | 16.4% | 1 |
| Sep 2026 | Yves Saint Laurent | 33.1K | 13.4% | 2 |
| Sep 2026 | Versace | 27.1K | 11% | 3 |
| Sep 2026 | Chanel | 22.2K | 9% | 4 |
| Sep 2026 | Burberry | 18.1K | 7.3% | 5 |
| Sep 2026 | Dior Beauty | 18.1K | 7.3% | 6 |
| Sep 2026 | Jo Malone | 18.1K | 7.3% | 7 |
| Sep 2026 | Prada | 14.8K | 6% | 8 |
| Sep 2026 | Tom Ford | 14.8K | 6% | 9 |
| Sep 2026 | KAYALI | 9.9K | 4% | 10 |
| Sep 2026 | Marc Jacobs | 9.9K | 4% | 11 |
| Sep 2026 | Gucci | 8.1K | 3.3% | 12 |
| Sep 2026 | Maison Francis Kurkdjian | 5.4K | 2.2% | 13 |
| Sep 2026 | Rabanne | 4.3K | 1.8% | 14 |
| Sep 2026 | Viktor&Rolf | 2.3K | 0.93% | 15 |

## What is being compared

- **Burberry**: Measured on the search term “burberry perfume”.
- **Chanel**: Measured on the search term “chanel perfume”.
- **Dior Beauty**: Measured on the search term “dior perfume”.
- **Gucci**: Measured on the search term “gucci perfume”.
- **Jo Malone**: Measured on the search term “jo malone”.
- **KAYALI**: Measured on the search term “kayali”.
- **Le Labo**: Measured on the search term “le labo”.
- **Maison Francis Kurkdjian**: Measured on the search term “maison francis kurkdjian”.
- **Marc Jacobs**: Measured on the search term “marc jacobs perfume”.
- **Prada**: Measured on the search term “prada perfume”.
- **Rabanne**: Measured on the search terms “paco rabanne perfume” and “rabanne perfume”, summed into one figure.
- **Tom Ford**: Measured on the search term “tom ford perfume”.
- **Versace**: Measured on the search term “versace perfume”.
- **Viktor&Rolf**: Measured on the search terms “viktor and rolf flowerbomb” and “viktor and rolf perfume”, summed into one figure.
- **Yves Saint Laurent**: Measured on the search term “ysl perfume”.

- [Burberry](/demand/au/brands/burberry)
- [Chanel](/demand/au/brands/chanel)
- [Dior Beauty](/demand/au/brands/dior-beauty)
- [Gucci](/demand/au/brands/gucci)
- [Jo Malone](/demand/au/brands/jo-malone)
- [KAYALI](/demand/au/brands/kayali)
- [Le Labo](/demand/au/brands/le-labo)
- [Maison Francis Kurkdjian](/demand/au/brands/maison-francis-kurkdjian)
- [Marc Jacobs](/demand/au/brands/marc-jacobs)
- [Prada](/demand/au/brands/prada)
- [Rabanne](/demand/au/brands/rabanne)
- [Tom Ford](/demand/au/brands/tom-ford)
- [Versace](/demand/au/brands/versace)
- [Viktor&Rolf](/demand/au/brands/viktor-and-rolf)
- [Yves Saint Laurent](/demand/au/brands/yves-saint-laurent)

## 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

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

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.

## Cite this page

Brandwave. "Fragrance brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-fragrance-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-fragrance-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.