How popular isLe Labo?
In September 2026, people searched for Le Labo by name about 1 million times worldwide, a 21.5% increase from the previous year. These searches made up 5.2% of all global fragrance brand searches, placing Le Labo seventh out of 15 brands. When we asked both ChatGPT and Google AI Overviews about fragrance brands, Le Labo appeared in three of the five answers and was the seventh most recommended of the 15.
Le Labo is the seventh most searched of 15 competitors and the seventh most recommended in AI answers.
ChanelShare of searches 38.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
GucciShare of searches 14.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
Carolina HerreraShare of searches 7.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 12th
Tom FordShare of searches 6.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
Le LaboShare of searches 5.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
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Top fragrance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Le Labo was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Le Labo is the seventh most recommended of the 15.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Chanel1st
Dior2nd
Yves Saint Laurent3rd
Maison Francis Kurkdjian4th- Tom Ford5th
Armani Beauty6th- Le Labo7th
- Gucci8th
Versace9th
Byredo10th- +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
See every answer about fragrance brands
5 answers
Asked ChatGPT
“Which fragrance brand should I buy?”
Asked ChatGPT
“What are the best fragrance brands?”
Asked ChatGPT
“What's the best fragrance brand for everyday wear?”
Searched Google, AI Overview
“fragrance brands”
Searched Google, AI Overview
“perfume brands for women”
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 Le Labo?
Share of searches by month for Chanel, Gucci, Carolina Herrera, Tom Ford, Versace, Yves Saint Laurent, Le Labo, Lattafa, Jo Malone. The figures are in the table below the chart.
View monthly share of searches table
| Month | Chanel | Gucci | Carolina Herrera | Tom Ford | Versace | Yves Saint Laurent | Le Labo | Lattafa | Jo Malone | Byredo | Dior | Maison Francis Kurkdjian | Armani Beauty | Rabanne | Viktor&Rolf |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 37.4% | 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 2025 | 32.9% | 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 2025 | 35.7% | 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 2026 | 49.2% | 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 2026 | 40.7% | 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 2026 | 40.8% | 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 2026 | 39% | 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 2026 | 44.9% | 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 2026 | 53.1% | 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 2026 | 43.8% | 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 2026 | 39.5% | 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 2026 | 38.5% | 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% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 38.5% | 7.4M | 0% | -1 points | |
| 2, held 2nd | 14.4% | 2.7M | 0% | -0.4 points | |
| 3, moved from 5th to 3rd | 7.9% | 1.5M | +50% | +2.5 pointsmoved from 5th to 3rd | |
| 4, moved from 7th to 4th | 6.4% | 1.2M | +22% | +1 pointsmoved from 7th to 4th | |
| 5, moved from 3rd to 5th | 6.4% | 1.2M | -18.7% | -1.7 pointsmoved from 3rd to 5th | |
| 6, moved from 4th to 6th | 6.4% | 1.2M | 0% | -0.2 pointsmoved from 4th to 6th | |
| 7, moved from 6th to 7th | 5.2% | 1M | 0% | -0.1 pointsmoved from 6th to 7th | |
| 8, held 8th | 4.3% | 823K | 0% | -0.1 points | |
| 9, held 9th | 3.5% | 673K | 0% | -0.1 points | |
| 10, held 10th | 1.9% | 368K | 0% | 0 points | |
| 11, held 11th | 1.9% | 368K | 0% | 0 points | |
| 12, held 12th | 1.5% | 296K | 0% | 0 points | |
| 13, held 13th | 0.72% | 138K | +3.8% | 0 points | |
| 14, held 14th | 0.58% | 110K | +21.5% | +0.1 points | |
| 15, held 15th | 0.32% | 60.5K | +22.2% | +0.1 points |
1.
Chanel38.5%
Held 1st. 7.4M estimated branded searches, 0% vs prior month. Share -1 points.
2.
Gucci14.4%
Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share -0.4 points.
7.9%
Moved from 5th to 3rd. 1.5M estimated branded searches, +50% vs prior month. Share +2.5 points.
4.
Tom Ford6.4%
Moved from 7th to 4th. 1.2M estimated branded searches, +22% vs prior month. Share +1 points.
5.
Versace6.4%
Moved from 3rd to 5th. 1.2M estimated branded searches, -18.7% vs prior month. Share -1.7 points.
6.4%
Moved from 4th to 6th. 1.2M estimated branded searches, 0% vs prior month. Share -0.2 points.
7.
Le Labo5.2%
Moved from 6th to 7th. 1M estimated branded searches, 0% vs prior month. Share -0.1 points.
8.
Lattafa4.3%
Held 8th. 823K estimated branded searches, 0% vs prior month. Share -0.1 points.
3.5%
Held 9th. 673K estimated branded searches, 0% vs prior month. Share -0.1 points.
10.
Byredo1.9%
Held 10th. 368K estimated branded searches, 0% vs prior month. Share 0 points.
11.
Dior1.9%
Held 11th. 368K estimated branded searches, 0% vs prior month. Share 0 points.
1.5%
Held 12th. 296K estimated branded searches, 0% vs prior month. Share 0 points.
0.72%
Held 13th. 138K estimated branded searches, +3.8% vs prior month. Share 0 points.
14.
Rabanne0.58%
Held 14th. 110K estimated branded searches, +21.5% vs prior month. Share +0.1 points.
15.
Viktor&Rolf0.32%
Held 15th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.1 points.
Compare popularity between Le Labo and its closest rivals
Every comparison with Le Labo
14 comparisons
How has branded search demand for Le Labo changed worldwide over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Le Labo worldwide rose from 823K to 1M.
- Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands worldwide increased from 4.2% to 5.2%.
- Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands worldwide peaked at 5.4% in August 2026 and was lowest at 3.3% in January 2026.
- Across the 12 months ending September 2026, Le Labo rose from 8th to 7th among fragrance brands worldwide.
How did search popularity change for fragrance brands worldwide in September 2026?
6 changes
In September 2026, Carolina Herrera overtook Versace and Yves Saint Laurent to rank 3rd among fragrance brands worldwide, with 7.9% of the searches.
In September 2026, Tom Ford overtook Versace and 2 others to rank 4th among fragrance brands worldwide, with 6.4% of the searches.
In September 2026, Versace lost share of searches among fragrance brands worldwide, from 8.1% to 6.4%.
In September 2026, Chanel lost share of searches among fragrance brands worldwide, from 39.5% to 38.5%.
Estimated monthly branded searches for Rabanne worldwide rose 21.5% over 12 measured months, from 90.5K to 110K in September 2026.
Estimated monthly branded searches for Le Labo worldwide rose 21.5% over 12 measured months, from 823K to 1M in September 2026.
How are Le Labo’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Le Labo’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- le labo
Who owns Le Labo?
Le Labo is owned by 
Estée Lauder. Brandwave also tracks Estée Lauder, owned by the same company, worldwide.
Do you work for Le Labo? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Le Labo your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.