Brandwave

How popular isDior?

In September 2026, people searched for Dior by name about 831,000 times worldwide, about the same as the previous year. These searches made up 1.9% of all global fragrance brand searches, placing Dior 11th out of 15 brands. When we asked both ChatGPT and Google AI Overviews about fragrance brands, Dior appeared in four of the five answers and was the second most recommended of the 15.

Search and AI answers in September 2026

Dior is the 11th most searched of 15 competitors and the second most recommended in AI answers.

  1. ChanelShare of searches 38.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. GucciShare of searches 14.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  3. Carolina HerreraShare of searches 7.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 12th
  4. Tom FordShare of searches 6.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. DiorShare of searches 1.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

+10 more

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Top fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dior was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Dior is the second most recommended of the 15.

Most recommended by AI

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

  1. Chanel1st
  2. Dior2nd
  3. Yves Saint Laurent3rd
  4. Maison Francis Kurkdjian4th
  5. Tom Ford5th
  6. Armani Beauty6th
  7. Le Labo7th
  8. Gucci8th
  9. Versace9th
  10. Byredo10th
  11. +5 more

Mentioned by AI

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

  • Chanel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dior4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Maison Francis Kurkdjian4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tom Ford3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Versace3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Yves Saint Laurent3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Le Labo3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Gucci2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lattafa2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Byredo2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers

+5 more

See every answer about fragrance brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 19, 2026.

Which fragrance brands compete with Dior?

Dior against fragrance brands worldwide, by month

Share of searches by month for Chanel, Gucci, Carolina Herrera, Tom Ford, Versace, Yves Saint Laurent, Le Labo, Lattafa, Jo Malone, Dior. The figures are in the table below the chart.

View monthly share of searches table
MonthChanelGucciCarolina HerreraTom FordVersaceYves Saint LaurentLe LaboLattafaJo MaloneByredoDiorMaison Francis KurkdjianArmani BeautyRabanneViktor&Rolf
Oct 202537.4%17.2%6.3%6.3%7.7%6.3%4.2%4.2%3.5%1.9%1.9%1.6%0.6%0.47%0.38%
Nov 202532.9%16%7.2%5.8%8.8%7.2%4.8%4.8%4.8%2.2%2.2%1.8%0.72%0.53%0.43%
Dec 202535.7%15.6%7%5.7%8.6%5.7%4.7%4.7%4.7%2.1%2.1%1.7%0.73%0.63%0.42%
Jan 202649.2%13.6%4.1%4.9%7.4%6.1%3.3%3.3%2.7%1.5%1.5%1.2%0.48%0.37%0.3%
Feb 202640.7%15.3%5.6%5.6%8.4%5.6%4.6%4.6%3.1%1.7%1.7%1.7%0.66%0.51%0.34%
Mar 202640.8%17.1%5.1%5.1%7.6%6.2%4.2%4.2%3.4%1.9%1.5%1.5%0.58%0.46%0.31%
Apr 202639%18%5.4%5.4%8%5.4%4.4%4.4%3.6%2%1.6%1.6%0.61%0.49%0.27%
May 202644.9%15.5%4.6%4.6%8.4%5.6%3.8%3.8%3.1%1.7%1.4%1.4%0.52%0.42%0.23%
Jun 202653.1%12.8%3.8%3.8%7%4.7%3.8%3.1%2.6%1.4%1.4%1.1%0.52%0.51%0.23%
Jul 202643.8%15%4.5%5.5%8.2%5.5%4.5%3.7%3%2%1.6%1.3%0.6%0.5%0.27%
Aug 202639.5%14.7%5.4%5.4%8.1%6.6%5.4%4.4%3.6%2%2%1.6%0.71%0.49%0.27%
Sep 202638.5%14.4%7.9%6.4%6.4%6.4%5.2%4.3%3.5%1.9%1.9%1.5%0.72%0.58%0.32%

  1. 1.Chanel

    38.5%

    Held 1st. 7.4M estimated branded searches, 0% vs prior month. Share -1 points.

  2. 2.Gucci

    14.4%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share -0.4 points.

  3. 3.Carolina Herrera

    7.9%

    Moved from 5th to 3rd. 1.5M estimated branded searches, +50% vs prior month. Share +2.5 points.

  4. 4.Tom Ford

    6.4%

    Moved from 7th to 4th. 1.2M estimated branded searches, +22% vs prior month. Share +1 points.

  5. 5.Versace

    6.4%

    Moved from 3rd to 5th. 1.2M estimated branded searches, -18.7% vs prior month. Share -1.7 points.

  6. 6.Yves Saint Laurent

    6.4%

    Moved from 4th to 6th. 1.2M estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Le Labo

    5.2%

    Moved from 6th to 7th. 1M estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Lattafa

    4.3%

    Held 8th. 823K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.Jo Malone

    3.5%

    Held 9th. 673K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.Byredo

    1.9%

    Held 10th. 368K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Dior

    1.9%

    Held 11th. 368K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Maison Francis Kurkdjian

    1.5%

    Held 12th. 296K estimated branded searches, 0% vs prior month. Share 0 points.

  13. 13.Armani Beauty

    0.72%

    Held 13th. 138K estimated branded searches, +3.8% vs prior month. Share 0 points.

  14. 14.Rabanne

    0.58%

    Held 14th. 110K estimated branded searches, +21.5% vs prior month. Share +0.1 points.

  15. 15.Viktor&Rolf

    0.32%

    Held 15th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

Compare popularity between Dior and its closest rivals

Every comparison with Dior

35 comparisons

How has branded search demand for Dior changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Dior worldwide held steady, from 832K to 831K.
  • Across the 12 months ending September 2026, Dior’s share of searches among fragrance brands worldwide held steady at 1.9%.

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

6 changes

  1. In September 2026, Carolina Herrera overtook Versace and Yves Saint Laurent to rank 3rd among fragrance brands worldwide, with 7.9% of the searches.

  2. In September 2026, Tom Ford overtook Versace and 2 others to rank 4th among fragrance brands worldwide, with 6.4% of the searches.

  3. In September 2026, Versace lost share of searches among fragrance brands worldwide, from 8.1% to 6.4%.

  4. In September 2026, Chanel lost share of searches among fragrance brands worldwide, from 39.5% to 38.5%.

  5. Estimated monthly branded searches for Rabanne worldwide rose 21.5% over 12 measured months, from 90.5K to 110K in September 2026.

  6. Estimated monthly branded searches for Le Labo worldwide rose 21.5% over 12 measured months, from 823K to 1M in September 2026.

How are Dior’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Dior’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • dior bag
  • dior contour stick
  • dior face palette
  • dior perfume

How the Brand Demand Index is measured

Who owns Dior?

Dior is owned by LVMH. Brandwave also tracks TAG Heuer, Bulgari, Loro Piana, Louis Vuitton, Maison Francis Kurkdjian, Moët & Chandon and Veuve Clicquot, owned by the same company, worldwide.

Do you work for Dior? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Dior compete?

Dior is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Luxury fashion houses10th of 111.5%Show ranking
Fragrance brands11th of 151.9%Shown above
Designer perfume brands5th of 52.9%Show ranking
Face palette brands5th of 50.24%Show ranking
Contour stick brands7th of 90.48%Show ranking
Creator with pink hair and a pink jacket

Is Dior your brand?

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