Brandwave

How popular isPura?

In September 2026, people searched for Pura by name about 70,400 times worldwide, an 18.5% increase from the previous year. These searches made up 0.78% of all global diffuser brand searches, placing Pura fourth out of eight brands. When we asked both ChatGPT and Google AI Overviews about diffuser brands, Pura appeared in three of the five answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Pura is the fourth most searched of 8 competitors and the second most recommended in AI answers.

  1. Bath & Body WorksShare of searches 80.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. DiptyqueShare of searches 10.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  3. Yankee CandleShare of searches 7.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. PuraShare of searches 0.78%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. MujiShare of searches 0.29%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top diffuser brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Pura was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Pura is the second most recommended of the eight.

Most recommended by AI

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

  1. Vitruvi1st
  2. Pura2nd
  3. Diptyque3rd
  4. Aera3rd
  5. Neom5th
  6. Bath & Body Works–
  7. Yankee Candle–
  8. Muji–

Mentioned by AI

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

  • Pura3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Neom2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aera2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vitruvi2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Diptyque1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bath & Body Works0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Yankee Candle0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Muji0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about diffuser brands

5 answers

  • Asked ChatGPT

    “Which diffuser brand should I buy?”

    1. 1Vitruvi
    2. 2Pura

  • Asked ChatGPT

    “What are the best diffuser brands?”

    1. 1Vitruvi
    2. 2Aera
    3. 3Pura
    4. 4Neom

  • Asked ChatGPT

    “What's the best diffuser brand for home fragrance?”

    1. 1Diptyque
    2. 2Pura
    3. 3Neom
    4. 4Aera

  • Searched Google, AI Overview

    “essential oil diffuser”

    1. Searched Google, AI Overview

      “aroma diffuser”

      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 diffuser brands compete with Pura?

      Pura against diffuser brands worldwide, by month

      Share of searches by month for Bath & Body Works, Diptyque, Yankee Candle, Pura. The figures are in the table below the chart.

      View monthly share of searches table
      MonthBath & Body WorksDiptyqueYankee CandlePuraMujiNeomAeraVitruvi
      Oct 202578.3%10.3%10.3%0.62%0.23%0.23%0.03%0.04%
      Nov 202581.4%8.7%8.7%0.65%0.16%0.29%0.02%0.03%
      Dec 202582.7%7.3%8.9%0.54%0.13%0.36%0.02%0.03%
      Jan 202677.6%12.5%8.3%0.92%0.34%0.27%0.04%0.04%
      Feb 202682%10.8%5.9%0.65%0.29%0.24%0.04%0.03%
      Mar 202680%12.9%5.8%0.63%0.42%0.23%0.04%0.03%
      Apr 202682.9%10.9%4.9%0.66%0.36%0.16%0.04%0.03%
      May 202680.9%13%4.7%0.78%0.35%0.16%0.04%0.04%
      Jun 202684%11%4%0.54%0.24%0.11%0.03%0.03%
      Jul 202680.9%13%4.7%0.78%0.35%0.13%0.04%0.04%
      Aug 202682.1%10.8%5.9%0.65%0.29%0.13%0.04%0.04%
      Sep 202680.9%10.6%7.1%0.78%0.29%0.19%0.03%0.02%

      1. 1.Bath & Body Works

        80.9%

        Held 1st. 6.3M estimated branded searches, 0% vs prior month. Share -1.2 points.

      2. 2.Diptyque

        10.6%

        Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -0.2 points.

      3. 3.Yankee Candle

        7.1%

        Held 3rd. 550K estimated branded searches, +22.2% vs prior month. Share +1.2 points.

      4. 4.Pura

        0.78%

        Held 4th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

      5. 5.Muji

        0.29%

        Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.

      6. 6.Neom

        0.19%

        Held 6th. 14.8K estimated branded searches, +49.5% vs prior month. Share +0.1 points.

      7. 7.Aera

        0.03%

        Held 7th. 2.4K estimated branded searches, -17.2% vs prior month. Share 0 points.

      8. 8.Vitruvi

        0.02%

        Held 8th. 1.9K estimated branded searches, -34.5% vs prior month. Share 0 points.

      Compare popularity between Pura and its closest rivals

      Every comparison with Pura

      11 comparisons

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

      2 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Pura worldwide rose from 59.4K to 70.4K.
      • Across the 12 months ending September 2026, Pura’s share of searches among diffuser brands worldwide held steady, from 0.62% to 0.78%.

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

      6 changes

      1. In September 2026, Yankee Candle gained share of searches among diffuser brands worldwide, from 5.9% to 7.1%.

      2. In September 2026, Bath & Body Works lost share of searches among diffuser brands worldwide, from 82.1% to 80.9%.

      3. Estimated monthly branded searches for Muji worldwide rose 22.7% over 12 measured months, from 18.1K to 22.2K in September 2026.

      4. Estimated monthly branded searches for Pura worldwide rose 22.2% over 12 measured months, from 49.5K to 60.5K in September 2026.

      5. Estimated monthly branded searches for Vitruvi worldwide fell 34.5% over 12 measured months, from 2.9K to 1.9K in September 2026.

      6. Estimated monthly branded searches for Neom worldwide fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.

      How are Pura’s branded searches counted?

      2 search terms

      Brandwave collects information about searches that people make online using Pura’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.

      • pura diffuser
      • pura scents

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

      How the Brand Demand Index is measured

      Where does Pura compete?

      Pura is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
      Competitor setRankShare of searchesRanking
      Diffuser brands4th of 80.78%Shown above
      Air freshener brands4th of 61.1%Show ranking
      Creator with pink hair and a pink jacket

      Is Pura 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.

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