Brandwave

How popular isVictoria's Secret?

In September 2026, people searched for Victoria's Secret by name about 165,000 times worldwide, about the same as the previous year. These searches made up 1.8% of all global body spray brand searches, placing Victoria's Secret sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about body spray brands, Victoria's Secret appeared in three of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Victoria's Secret is the sixth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. Bath & Body WorksShare of searches 66.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. DoveShare of searches 17.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. LynxShare of searches 7.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. Old SpiceShare of searches 3.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. Victoria's SecretShare of searches 1.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

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Top body spray brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Victoria's Secret was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Victoria's Secret is the fourth most recommended of the six.

Most recommended by AI

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

  1. Bath & Body Works1st
  2. Lynx2nd
  3. Old Spice3rd
  4. Victoria's Secret4th
  5. Dove5th
  6. Native–

Mentioned by AI

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

  • Bath & Body Works5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lynx3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Old Spice3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Victoria's Secret3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dove1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Native0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about body spray 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 20, 2026.

Which body spray brands compete with Victoria's Secret?

Victoria's Secret against body spray brands worldwide, by month

Share of searches by month for Bath & Body Works, Dove, Lynx, Old Spice, Native, Victoria's Secret. The figures are in the table below the chart.

View monthly share of searches table
MonthBath & Body WorksDoveLynxOld SpiceNativeVictoria's Secret
Oct 202566.8%16.6%8.8%3.2%2.8%1.8%
Nov 202579.2%9.8%5.7%2.1%1.8%1.4%
Dec 202581.4%7.8%5.9%2.2%1.8%0.97%
Jan 202664.2%17.1%10.3%3.1%3.6%1.7%
Feb 202666.2%17%8.7%3.2%3.1%1.7%
Mar 202662.4%19%10%3.7%3.2%1.6%
Apr 202665.2%17%8.6%3.8%3.2%2.1%
May 202663%19.1%8.3%4.5%3.2%2%
Jun 202668.3%15.6%7.4%4%2.9%1.8%
Jul 202663.9%17.7%8.4%4.6%3.3%2.1%
Aug 202666.4%17.9%7.1%3.9%2.9%1.8%
Sep 202666.8%17.7%7.2%3.9%2.6%1.8%

  1. 1.Bath & Body Works

    66.8%

    Held 1st. 6.3M estimated branded searches, 0% vs prior month. Share +0.4 points.

  2. 2.Dove

    17.7%

    Held 2nd. 1.7M estimated branded searches, -1.5% vs prior month. Share -0.2 points.

  3. 3.Lynx

    7.2%

    Held 3rd. 673K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Old Spice

    3.9%

    Held 4th. 368K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Native

    2.6%

    Held 5th. 248K estimated branded searches, -9.9% vs prior month. Share -0.3 points.

  6. 6.Victoria's Secret

    1.8%

    Held 6th. 165K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Victoria's Secret and its closest rivals

Every comparison with Victoria's Secret

21 comparisons

How has branded search demand for Victoria's Secret changed worldwide over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Victoria's Secret worldwide held steady at 165K.
  • Across the 12 months ending September 2026, Victoria's Secret’s share of searches among body spray brands worldwide peaked at 2.1% in April 2026 and was lowest at 0.97% in December 2025.

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

2 changes

  1. Estimated monthly branded searches for Old Spice worldwide rose 22.3% over 12 measured months, from 301K to 368K in September 2026.

  2. Estimated monthly branded searches for Lynx worldwide fell 18.2% over 12 measured months, from 823K to 673K in September 2026.

How are Victoria's Secret’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Victoria's Secret’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.

  • victorias secret

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How the Brand Demand Index is measured

Where does Victoria's Secret compete?

Victoria's Secret is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Sports bra brands5th of 70.27%Show ranking
Body spray brands6th of 61.8%Shown above
Bras3rd of 52.4%Show ranking
Lingerie brands5th of 84%Show ranking
Creator with pink hair and a pink jacket

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