Always vs Libra:Which is more popular?
In September 2026, Libra had more branded searches than Always among period care brands in Australia. Libra had about 18,100 branded searches, while Always had 720. Libra made up 29.9% of all period care brand searches we track, and Always accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about period care brands, Libra appeared in two of the five answers and Always in one. Libra was mentioned before Always in every answer that named either.
Who do people search for more?
Libra, about 25 searches for every 1 for Always
Who does AI mention more?
Libra, mentioned in 2 of 5 answers, Always in 1
Who does AI recommend more?
Libra, named ahead of Always in 2 of 2 answers
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Top period care brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Libra was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Always was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Libra was listed before Always in every answer that named either.
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.
Modibodi3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
TOM Organic3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Libra2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
U by Kotex2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bonds2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Carefree1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Always1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Cottons1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tsuno1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Stayfree0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about period care brands
5 answers
Asked ChatGPT
“What are the best pads and tampons in Australia?”
Asked ChatGPT
“Which period underwear brand is best in Australia?”
Asked ChatGPT
“What are the best organic tampon brands?”
Searched Google, AI Overview
“period underwear”
Searched Google, AI Overview
“tampons”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Is Always or Libra more popular in search?
This chart shows how often people search Google for Always and Libra by name. Each line represents a brand's share of searches for all 12 period care brands we track, month by month, from searches in Australia.
Share of searches by month for Libra, Always. The figures are in the table below the chart.
View monthly share of searches table
| Month | Modibodi | Libra | U by Kotex | Bonds | Stayfree | TOM Organic | Moxie | Carefree | Always | Cottons | Tsuno | Thinx |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.4% | 24.2% | 8% | 7.2% | 3.9% | 3.1% | 0.79% | 1.2% | 5.9% | 0.52% | 0.34% | 0.43% |
| Nov 2025 | 58.8% | 17.6% | 7.1% | 6.4% | 2.8% | 2.3% | 0.7% | 0.86% | 2.3% | 0.46% | 0.25% | 0.38% |
| Dec 2025 | 50.9% | 22.7% | 8.6% | 6.8% | 3.6% | 2.4% | 0.9% | 1.1% | 1.7% | 0.6% | 0.21% | 0.49% |
| Jan 2026 | 53.8% | 19.7% | 8% | 7.1% | 3.9% | 2.6% | 0.96% | 1.2% | 1.4% | 0.63% | 0.28% | 0.52% |
| Feb 2026 | 45.7% | 24.9% | 9.5% | 7.4% | 3.3% | 3.3% | 0.99% | 1.2% | 2.1% | 0.8% | 0.35% | 0.43% |
| Mar 2026 | 37.1% | 30.3% | 10% | 7.4% | 4.9% | 3.3% | 1.2% | 1.5% | 2.7% | 0.8% | 0.35% | 0.43% |
| Apr 2026 | 38.4% | 25.6% | 12.7% | 7.6% | 5.1% | 3.4% | 1.3% | 1.5% | 2.8% | 0.83% | 0.36% | 0.45% |
| May 2026 | 34.2% | 28% | 13.8% | 8.3% | 5.5% | 3.6% | 1.4% | 1.4% | 2.5% | 0.74% | 0.4% | 0.4% |
| Jun 2026 | 38.3% | 25.5% | 12.6% | 7.6% | 6.2% | 3.3% | 1.2% | 1.5% | 2.2% | 0.83% | 0.29% | 0.36% |
| Jul 2026 | 29.3% | 35.9% | 12.6% | 7.1% | 5.8% | 3.1% | 1.4% | 1.4% | 2.1% | 0.78% | 0.27% | 0.27% |
| Aug 2026 | 36.3% | 29.6% | 11.1% | 7.2% | 5.9% | 3.9% | 1.6% | 1.2% | 1.6% | 0.96% | 0.23% | 0.34% |
| Sep 2026 | 36.7% | 29.9% | 11.2% | 6% | 6% | 4% | 2.2% | 1.5% | 1.2% | 0.79% | 0.35% | 0.28% |
How has the Always and Libra comparison changed over the last 12 months?
3 findings
- Libra was ahead of Always in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Always’ share of searches among period care brands in Australia moved from 5.9% to 1.2%, and its estimated monthly branded searches moved from 3.6K to 720.
- Across the 12 months ending September 2026, Libra’s share of searches among period care brands in Australia moved from 24.2% to 29.9%, and its estimated monthly branded searches moved from 14.8K to 18.1K.
How did search popularity change for Australia period care brands in September 2026?
3 changes
In September 2026, Moxie overtook Always to rank 7th among period care brands in Australia, with 2.2% of the searches.
Always’ share of searches among period care brands in Australia has lost ground for 3 months in a row, from 2.2% to 1.2% in September 2026.
Estimated monthly branded searches for Libra in Australia rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Always’ and Libra’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.
Other head-to-heads among period care brands
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