Brandwave

Fragrance brands:Which are searched most?

In September 2026, Chanel was the most searched among fragrance brands worldwide, with an estimated 7.4M branded searches and 45.7% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Chanel45.7%
  2. Gucci17%
  3. Carolina Herrera9.3%
  4. Tom Ford7.6%
  5. Versace7.6%
  6. Yves Saint Laurent7.6%
  7. Jo Malone4.2%
  8. Rabanne0.68%
  9. Viktor&Rolf0.38%

Follow fragrance brands and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Share of SearchLeaderboard

Compare the perfume and fragrance brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among fragrance brands worldwide, by month

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

View monthly share of search table
MonthChanelGucciCarolina HerreraTom FordVersaceYves Saint LaurentJo MaloneRabanneViktor&Rolf
Oct 202543.7%20.2%7.3%7.3%9%7.3%4.1%0.54%0.45%
Nov 202539.4%19.2%8.6%7%10.5%8.6%5.7%0.63%0.52%
Dec 202542.4%18.6%8.3%6.8%10.2%6.8%5.6%0.75%0.5%
Jan 202655.5%15.3%4.6%5.6%8.4%6.9%3.1%0.41%0.34%
Feb 202647.8%18%6.6%6.6%9.9%6.6%3.6%0.6%0.4%
Mar 202647.4%19.8%5.9%5.9%8.9%7.2%4%0.54%0.36%
Apr 202645.6%21%6.3%6.3%9.4%6.3%4.2%0.57%0.31%
May 202651.4%17.7%5.3%5.3%9.7%6.4%3.6%0.48%0.26%
Jun 202659.9%14.5%4.3%4.3%7.9%5.3%2.9%0.58%0.26%
Jul 202650.8%17.4%5.2%6.3%9.5%6.3%3.5%0.57%0.31%
Aug 202647%17.5%6.4%6.4%9.6%7.8%4.3%0.58%0.32%
Sep 202645.7%17%9.3%7.6%7.6%7.6%4.2%0.68%0.38%

This month’s ranking, September 2026

  1. 1.Chanel

    45.7%

    Held 1st. 7.4M estimated branded searches, 0% vs prior month. Share -1.4 points.

  2. 2.Gucci

    17%

    Held 2nd. 2.7M estimated branded searches, 0% vs prior month. Share -0.5 points.

  3. 3.Carolina Herrera

    9.3%

    Moved from 5th to 3rd. 1.5M estimated branded searches, +50% vs prior month. Share +2.9 points.

  4. 4.Tom Ford

    7.6%

    Moved from 6th to 4th. 1.2M estimated branded searches, +22% vs prior month. Share +1.2 points.

  5. 5.Versace

    7.6%

    Moved from 3rd to 5th. 1.2M estimated branded searches, -18.7% vs prior month. Share -2 points.

  6. 6.Yves Saint Laurent

    7.6%

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

  7. 7.Jo Malone

    4.2%

    Held 7th. 673K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Rabanne

    0.68%

    Held 8th. 110K estimated branded searches, +21.5% vs prior month. Share +0.1 points.

  9. 9.Viktor&Rolf

    0.38%

    Held 9th. 60.5K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

Compare search popularity between leading brands

Which brand is most popular in search among fragrance brands worldwide?

In September 2026, Chanel was the most searched among fragrance brands worldwide, with an estimated 7.4M branded searches and 45.7% estimated Share of Search within this set. Gucci is in 2nd place, 28.6 percentage points behind at 17% Share of Search.

Global fragrance brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Chanel43.7% → 45.7%59.9%Jun 202639.4%Nov 20251st
Gucci20.2% → 17%21%Apr 202614.5%Jun 20262nd
Carolina Herrera7.3% → 9.3%9.3%Sep 20264.3%Jun 20264th → 3rd
Tom Ford7.3% → 7.6%7.6%Sep 20264.3%Jun 20265th → 4th
Versace9% → 7.6%10.5%Nov 20257.6%Sep 20263rd → 5th
Yves Saint Laurent7.3% → 7.6%8.6%Nov 20255.3%Jun 20266th
Jo Malone4.1% → 4.2%5.7%Nov 20252.9%Jun 20267th
Rabanne0.54% → 0.68%0.75%Dec 20250.41%Jan 20268th
Viktor&Rolf0.45% → 0.38%0.52%Nov 20250.26%Jun 20269th

Each finding as a sentence

  • Across the 12 months ending September 2026, Chanel’s estimated Share of Search among fragrance brands worldwide increased from 43.7% to 45.7%.
  • Across the 12 months ending September 2026, Gucci’s estimated Share of Search among fragrance brands worldwide decreased from 20.2% to 17%.
  • Across the 12 months ending September 2026, Carolina Herrera’s estimated Share of Search among fragrance brands worldwide increased from 7.3% to 9.3%.
  • Across the 12 months ending September 2026, Versace’s estimated Share of Search among fragrance brands worldwide decreased from 9% to 7.6%.
  • Across the 12 months ending September 2026, Chanel’s estimated Share of Search among fragrance brands worldwide peaked at 59.9% in June 2026 and was lowest at 39.4% in November 2025.
  • Across the 12 months ending September 2026, Gucci’s estimated Share of Search among fragrance brands worldwide peaked at 21% in April 2026 and was lowest at 14.5% in June 2026.
  • Across the 12 months ending September 2026, Carolina Herrera’s estimated Share of Search among fragrance brands worldwide peaked at 9.3% in September 2026 and was lowest at 4.3% in June 2026.
  • Across the 12 months ending September 2026, Tom Ford’s estimated Share of Search among fragrance brands worldwide peaked at 7.6% in September 2026 and was lowest at 4.3% in June 2026.
  • Across the 12 months ending September 2026, Versace’s estimated Share of Search among fragrance brands worldwide peaked at 10.5% in November 2025 and was lowest at 7.6% in September 2026.
  • Across the 12 months ending September 2026, Yves Saint Laurent’s estimated Share of Search among fragrance brands worldwide peaked at 8.6% in November 2025 and was lowest at 5.3% in June 2026.
  • Across the 12 months ending September 2026, Jo Malone’s estimated Share of Search among fragrance brands worldwide peaked at 5.7% in November 2025 and was lowest at 2.9% in June 2026.
  • Across the 12 months ending September 2026, Carolina Herrera rose from 4th to 3rd among fragrance brands worldwide.
  • Across the 12 months ending September 2026, Tom Ford rose from 5th to 4th among fragrance brands worldwide.
  • Across the 12 months ending September 2026, Versace fell from 3rd to 5th among fragrance brands worldwide.
  • Across the 12 months ending September 2026, Yves Saint Laurent, Jo Malone, Rabanne and Viktor&Rolf held steady: their estimated Share of Search among fragrance brands worldwide each moved less than 0.5 percentage points.

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

  1. In September 2026, Carolina Herrera overtook Versace and Yves Saint Laurent to rank 3rd among fragrance brands worldwide, with 9.3% estimated Share of Search.

  2. In September 2026, Tom Ford overtook Versace and Yves Saint Laurent to rank 4th among fragrance brands worldwide, with 7.6% estimated Share of Search.

  3. In September 2026, Versace lost estimated Share of Search among fragrance brands worldwide, from 9.6% to 7.6%.

  4. In September 2026, Chanel lost estimated Share of Search among fragrance brands worldwide, from 47% to 45.7%.

  5. In September 2026, Gucci lost estimated Share of Search among fragrance brands worldwide, from 17.5% to 17%.

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

  7. Estimated monthly branded searches for Viktor&Rolf worldwide fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

See your own brand in this picture

Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.

Start free