---
title: "Fragrance brands: Which are searched most?"
description: "Compare the perfume and fragrance brands people buy. Share of Search among Chanel, Gucci, Carolina Herrera, Tom Ford, Versace, Yves Saint Laurent, Jo Malone, Rabanne and Viktor&Rolf, the fragrance brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/fragrance-brands"
publisher: "Brandwave"
---

# Fragrance brands: Which are searched most?

Compare the perfume and fragrance brands people buy. Share of Search among Chanel, Gucci, Carolina Herrera, Tom Ford, Versace, Yves Saint Laurent, Jo Malone, Rabanne and Viktor&Rolf, the fragrance brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Fragrance brands
- **Market**: Global
- **Brands compared**: 9
- **Month measured**: Sep 2026
- **Highest Share of Search**: Chanel, 45.7%

## 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.
- 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.

## Compare search popularity between leading brands

- [Chanel vs Gucci: compare search popularity](/demand/global-en/compare/chanel-vs-gucci): 45.7% against 17% Share of Search.
- [Chanel vs Carolina Herrera: compare search popularity](/demand/global-en/compare/carolina-herrera-vs-chanel): 45.7% against 9.3% Share of Search.
- [Chanel vs Tom Ford: compare search popularity](/demand/global-en/compare/chanel-vs-tom-ford): 45.7% against 7.6% Share of Search.
- [Chanel vs Versace: compare search popularity](/demand/global-en/compare/chanel-vs-versace): 45.7% against 7.6% Share of Search.
- [Gucci vs Carolina Herrera: compare search popularity](/demand/global-en/compare/carolina-herrera-vs-gucci): 17% against 9.3% Share of Search.
- [Gucci vs Tom Ford: compare search popularity](/demand/global-en/compare/gucci-vs-tom-ford): 17% against 7.6% Share of Search.
- [Gucci vs Versace: compare search popularity](/demand/global-en/compare/gucci-vs-versace): 17% against 7.6% Share of Search.
- [Carolina Herrera vs Tom Ford: compare search popularity](/demand/global-en/compare/carolina-herrera-vs-tom-ford): 9.3% against 7.6% Share of Search.
- [Carolina Herrera vs Versace: compare search popularity](/demand/global-en/compare/carolina-herrera-vs-versace): 9.3% against 7.6% Share of Search.
- [Tom Ford vs Versace: compare search popularity](/demand/global-en/compare/tom-ford-vs-versace): 7.6% Share of Search each.

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

- 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.
- 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.
- In September 2026, Versace lost estimated Share of Search among fragrance brands worldwide, from 9.6% to 7.6%.
- In September 2026, Chanel lost estimated Share of Search among fragrance brands worldwide, from 47% to 45.7%.
- In September 2026, Gucci lost estimated Share of Search among fragrance brands worldwide, from 17.5% to 17%.
- 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 Viktor&Rolf worldwide fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Chanel | 45.7% | 7.4M | 0.0% | Chanel |
| 2 | Gucci | 17% | 2.7M | 0.0% | Kering |
| 3 | Carolina Herrera | 9.3% | 1.5M | +50.0% | Carolina Herrera |
| 4 | Tom Ford | 7.6% | 1.2M | +22.0% | Tom Ford |
| 5 | Versace | 7.6% | 1.2M | -18.7% | Versace |
| 6 | Yves Saint Laurent | 7.6% | 1.2M | 0.0% | Kering |
| 7 | Jo Malone | 4.2% | 673K | 0.0% | Jo Malone |
| 8 | Rabanne | 0.68% | 110K | +21.5% | Rabanne |
| 9 | Viktor&Rolf | 0.38% | 60.5K | +22.2% | Viktor&Rolf |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Chanel | 7.3M | 43.7% | 1 |
| Oct 2025 | Gucci | 3.4M | 20.2% | 2 |
| Oct 2025 | Versace | 1.5M | 9% | 3 |
| Oct 2025 | Carolina Herrera | 1.2M | 7.3% | 4 |
| Oct 2025 | Tom Ford | 1.2M | 7.3% | 5 |
| Oct 2025 | Yves Saint Laurent | 1.2M | 7.3% | 6 |
| Oct 2025 | Jo Malone | 673K | 4.1% | 7 |
| Oct 2025 | Rabanne | 90.5K | 0.54% | 8 |
| Oct 2025 | Viktor&Rolf | 74K | 0.45% | 9 |
| Nov 2025 | Chanel | 6.9M | 39.4% | 1 |
| Nov 2025 | Gucci | 3.4M | 19.2% | 2 |
| Nov 2025 | Versace | 1.8M | 10.5% | 3 |
| Nov 2025 | Carolina Herrera | 1.5M | 8.6% | 4 |
| Nov 2025 | Yves Saint Laurent | 1.5M | 8.6% | 5 |
| Nov 2025 | Tom Ford | 1.2M | 7% | 6 |
| Nov 2025 | Jo Malone | 1M | 5.7% | 7 |
| Nov 2025 | Rabanne | 110K | 0.63% | 8 |
| Nov 2025 | Viktor&Rolf | 90.5K | 0.52% | 9 |
| Dec 2025 | Chanel | 9.3M | 42.4% | 1 |
| Dec 2025 | Gucci | 4.1M | 18.6% | 2 |
| Dec 2025 | Versace | 2.2M | 10.2% | 3 |
| Dec 2025 | Carolina Herrera | 1.8M | 8.3% | 4 |
| Dec 2025 | Tom Ford | 1.5M | 6.8% | 5 |
| Dec 2025 | Yves Saint Laurent | 1.5M | 6.8% | 6 |
| Dec 2025 | Jo Malone | 1.2M | 5.6% | 7 |
| Dec 2025 | Rabanne | 165K | 0.75% | 8 |
| Dec 2025 | Viktor&Rolf | 110K | 0.5% | 9 |
| Jan 2026 | Chanel | 12.1M | 55.5% | 1 |
| Jan 2026 | Gucci | 3.4M | 15.3% | 2 |
| Jan 2026 | Versace | 1.8M | 8.4% | 3 |
| Jan 2026 | Yves Saint Laurent | 1.5M | 6.9% | 4 |
| Jan 2026 | Tom Ford | 1.2M | 5.6% | 5 |
| Jan 2026 | Carolina Herrera | 1M | 4.6% | 6 |
| Jan 2026 | Jo Malone | 673K | 3.1% | 7 |
| Jan 2026 | Rabanne | 90.5K | 0.41% | 8 |
| Jan 2026 | Viktor&Rolf | 74K | 0.34% | 9 |
| Feb 2026 | Chanel | 7.3M | 47.8% | 1 |
| Feb 2026 | Gucci | 2.7M | 18% | 2 |
| Feb 2026 | Versace | 1.5M | 9.9% | 3 |
| Feb 2026 | Carolina Herrera | 1M | 6.6% | 4 |
| Feb 2026 | Tom Ford | 1M | 6.6% | 5 |
| Feb 2026 | Yves Saint Laurent | 1M | 6.6% | 6 |
| Feb 2026 | Jo Malone | 550K | 3.6% | 7 |
| Feb 2026 | Rabanne | 90.5K | 0.6% | 8 |
| Feb 2026 | Viktor&Rolf | 60.5K | 0.4% | 9 |
| Mar 2026 | Chanel | 8M | 47.4% | 1 |
| Mar 2026 | Gucci | 3.4M | 19.8% | 2 |
| Mar 2026 | Versace | 1.5M | 8.9% | 3 |
| Mar 2026 | Yves Saint Laurent | 1.2M | 7.2% | 4 |
| Mar 2026 | Carolina Herrera | 1M | 5.9% | 5 |
| Mar 2026 | Tom Ford | 1M | 5.9% | 6 |
| Mar 2026 | Jo Malone | 673K | 4% | 7 |
| Mar 2026 | Rabanne | 90.5K | 0.54% | 8 |
| Mar 2026 | Viktor&Rolf | 60.5K | 0.36% | 9 |
| Apr 2026 | Chanel | 7.3M | 45.6% | 1 |
| Apr 2026 | Gucci | 3.4M | 21% | 2 |
| Apr 2026 | Versace | 1.5M | 9.4% | 3 |
| Apr 2026 | Carolina Herrera | 1M | 6.3% | 4 |
| Apr 2026 | Tom Ford | 1M | 6.3% | 5 |
| Apr 2026 | Yves Saint Laurent | 1M | 6.3% | 6 |
| Apr 2026 | Jo Malone | 673K | 4.2% | 7 |
| Apr 2026 | Rabanne | 90.5K | 0.57% | 8 |
| Apr 2026 | Viktor&Rolf | 49.5K | 0.31% | 9 |
| May 2026 | Chanel | 9.7M | 51.4% | 1 |
| May 2026 | Gucci | 3.4M | 17.7% | 2 |
| May 2026 | Versace | 1.8M | 9.7% | 3 |
| May 2026 | Yves Saint Laurent | 1.2M | 6.4% | 4 |
| May 2026 | Carolina Herrera | 1M | 5.3% | 5 |
| May 2026 | Tom Ford | 1M | 5.3% | 6 |
| May 2026 | Jo Malone | 673K | 3.6% | 7 |
| May 2026 | Rabanne | 90.5K | 0.48% | 8 |
| May 2026 | Viktor&Rolf | 49.5K | 0.26% | 9 |
| Jun 2026 | Chanel | 11.4M | 59.9% | 1 |
| Jun 2026 | Gucci | 2.7M | 14.5% | 2 |
| Jun 2026 | Versace | 1.5M | 7.9% | 3 |
| Jun 2026 | Yves Saint Laurent | 1M | 5.3% | 4 |
| Jun 2026 | Carolina Herrera | 823K | 4.3% | 5 |
| Jun 2026 | Tom Ford | 823K | 4.3% | 6 |
| Jun 2026 | Jo Malone | 550K | 2.9% | 7 |
| Jun 2026 | Rabanne | 110K | 0.58% | 8 |
| Jun 2026 | Viktor&Rolf | 49.5K | 0.26% | 9 |
| Jul 2026 | Chanel | 8M | 50.8% | 1 |
| Jul 2026 | Gucci | 2.7M | 17.4% | 2 |
| Jul 2026 | Versace | 1.5M | 9.5% | 3 |
| Jul 2026 | Tom Ford | 1M | 6.3% | 4 |
| Jul 2026 | Yves Saint Laurent | 1M | 6.3% | 5 |
| Jul 2026 | Carolina Herrera | 823K | 5.2% | 6 |
| Jul 2026 | Jo Malone | 550K | 3.5% | 7 |
| Jul 2026 | Rabanne | 90.5K | 0.57% | 8 |
| Jul 2026 | Viktor&Rolf | 49.5K | 0.31% | 9 |
| Aug 2026 | Chanel | 7.4M | 47% | 1 |
| Aug 2026 | Gucci | 2.7M | 17.5% | 2 |
| Aug 2026 | Versace | 1.5M | 9.6% | 3 |
| Aug 2026 | Yves Saint Laurent | 1.2M | 7.8% | 4 |
| Aug 2026 | Carolina Herrera | 1M | 6.4% | 5 |
| Aug 2026 | Tom Ford | 1M | 6.4% | 6 |
| Aug 2026 | Jo Malone | 673K | 4.3% | 7 |
| Aug 2026 | Rabanne | 90.5K | 0.58% | 8 |
| Aug 2026 | Viktor&Rolf | 49.5K | 0.32% | 9 |
| Sep 2026 | Chanel | 7.4M | 45.7% | 1 |
| Sep 2026 | Gucci | 2.7M | 17% | 2 |
| Sep 2026 | Carolina Herrera | 1.5M | 9.3% | 3 |
| Sep 2026 | Tom Ford | 1.2M | 7.6% | 4 |
| Sep 2026 | Versace | 1.2M | 7.6% | 5 |
| Sep 2026 | Yves Saint Laurent | 1.2M | 7.6% | 6 |
| Sep 2026 | Jo Malone | 673K | 4.2% | 7 |
| Sep 2026 | Rabanne | 110K | 0.68% | 8 |
| Sep 2026 | Viktor&Rolf | 60.5K | 0.38% | 9 |

## What is being compared

- **Carolina Herrera**: Measured on the search term “carolina herrera”.
- **Chanel**: Measured on the search terms “chanel”, “chanel chance”, “chanel parfume” and “chanel water”, summed into one figure.
- **Gucci**: Measured on the search term “gucci”.
- **Jo Malone**: Measured on the search term “jomalone”.
- **Rabanne**: Measured on the search term “rabanne”.
- **Tom Ford**: Measured on the search term “tom ford”.
- **Versace**: Measured on the search term “versace”.
- **Viktor&Rolf**: Measured on the search term “viktor and rolf”.
- **Yves Saint Laurent**: Measured on the search term “yves saint laurent”.

- [Carolina Herrera](/demand/global-en/brands/carolina-herrera)
- [Chanel](/demand/global-en/brands/chanel)
- [Gucci](/demand/global-en/brands/gucci)
- [Jo Malone](/demand/global-en/brands/jo-malone)
- [Rabanne](/demand/global-en/brands/rabanne)
- [Tom Ford](/demand/global-en/brands/tom-ford)
- [Versace](/demand/global-en/brands/versace)
- [Viktor&Rolf](/demand/global-en/brands/viktor-and-rolf)
- [Yves Saint Laurent](/demand/global-en/brands/yves-saint-laurent)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Fragrance brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/fragrance-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/fragrance-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.