Brandwave

Home fragrance brands:Which brands are most popular in search?

In August 2026, Bath & Body Works was the most searched among home fragrance brands worldwide, with an estimated 6.1M branded searches and 75.7% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Bath & Body Works75.7%
  2. Diptyque10.2%
  3. Jo Malone8.3%
  4. Yankee Candle5.6%
  5. Nest New York0.15%
  6. Neom0.12%

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Share of SearchLeaderboard

Compare the home fragrance brands shoppers choose between. 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 home fragrance brands worldwide, by month

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

View monthly share of search table
MonthBath & Body WorksDiptyqueJo MaloneYankee CandleNest New YorkNeom
Oct 202572.3%9.7%7.9%9.7%0.12%0.21%
Nov 202576.1%8.4%6.9%8.4%0.1%0.28%
Dec 202577.2%6.9%6.9%8.5%0.08%0.34%
Jan 202670.7%11.6%9.5%7.8%0.14%0.26%
Feb 202675.6%10.2%8.3%5.6%0.15%0.22%
Mar 202672.6%11.9%9.8%5.3%0.14%0.21%
Apr 202675%10.1%10.1%4.5%0.15%0.15%
May 202673.3%12.1%9.9%4.4%0.15%0.15%
Jun 202678.4%10.5%7%3.9%0.1%0.1%
Jul 202674.7%12.3%8.2%4.5%0.12%0.12%
Aug 202675.7%10.2%8.3%5.6%0.15%0.12%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Bath & Body Works

    75.7%

    Held 1st. 6.1M estimated branded searches, +22.4% vs prior month. Share +0.9 points.

  2. 2.Diptyque

    10.2%

    Held 2nd. 823K estimated branded searches, 0% vs prior month. Share -2.1 points.

  3. 3.Jo Malone

    8.3%

    Held 3rd. 673K estimated branded searches, +22.4% vs prior month. Share +0.1 points.

  4. 4.Yankee Candle

    5.6%

    Held 4th. 450K estimated branded searches, +49.5% vs prior month. Share +1.1 points.

  5. 5.Nest New York

    0.15%

    Moved from 6th to 5th. 12.1K estimated branded searches, +49.4% vs prior month. Share 0 points.

  6. 6.Neom

    0.12%

    Moved from 5th to 6th. 9.9K estimated branded searches, +22.2% vs prior month. Share 0 points.

Compare search popularity between leading brands

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

In August 2026, Bath & Body Works was the most searched among home fragrance brands worldwide, with an estimated 6.1M branded searches and 75.7% estimated Share of Search within this set. Diptyque is in 2nd place, 65.5 percentage points behind at 10.2% Share of Search.

Global home fragrance brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Bath & Body Works72.3% → 75.7%78.4%Jun 202670.7%Jan 20261st
Diptyque9.7% → 10.2%12.3%Jul 20266.9%Dec 20252nd
Jo Malone7.9% → 8.3%10.1%Apr 20266.9%Nov 20254th → 3rd
Yankee Candle9.7% → 5.6%9.7%Oct 20253.9%Jun 20263rd → 4th
Nest New York0.12% → 0.15%0.15%Feb 20260.08%Dec 20256th → 5th
Neom0.21% → 0.12%0.34%Dec 20250.1%Jun 20265th → 6th

Each finding as a sentence

  • Across the 11 months ending August 2026, Bath & Body Works’ estimated Share of Search among home fragrance brands worldwide increased from 72.3% to 75.7%.
  • Across the 11 months ending August 2026, Yankee Candle’s estimated Share of Search among home fragrance brands worldwide decreased from 9.7% to 5.6%.
  • Across the 11 months ending August 2026, Bath & Body Works’ estimated Share of Search among home fragrance brands worldwide peaked at 78.4% in June 2026 and was lowest at 70.7% in January 2026.
  • Across the 11 months ending August 2026, Diptyque’s estimated Share of Search among home fragrance brands worldwide peaked at 12.3% in July 2026 and was lowest at 6.9% in December 2025.
  • Across the 11 months ending August 2026, Jo Malone’s estimated Share of Search among home fragrance brands worldwide peaked at 10.1% in April 2026 and was lowest at 6.9% in November 2025.
  • Across the 11 months ending August 2026, Yankee Candle’s estimated Share of Search among home fragrance brands worldwide peaked at 9.7% in October 2025 and was lowest at 3.9% in June 2026.
  • Across the 11 months ending August 2026, Jo Malone rose from 4th to 3rd among home fragrance brands worldwide.
  • Across the 11 months ending August 2026, Yankee Candle fell from 3rd to 4th among home fragrance brands worldwide.
  • Across the 11 months ending August 2026, Nest New York rose from 6th to 5th among home fragrance brands worldwide.
  • Across the 11 months ending August 2026, Neom fell from 5th to 6th among home fragrance brands worldwide.
  • Across the 11 months ending August 2026, Diptyque held steady: its estimated Share of Search among home fragrance brands worldwide moved less than 0.5 percentage points.

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

  1. In August 2026, Yankee Candle gained estimated Share of Search among home fragrance brands worldwide, from 4.5% to 5.6%.

  2. In August 2026, Bath & Body Works gained estimated Share of Search among home fragrance brands worldwide, from 74.7% to 75.7%.

  3. In August 2026, Diptyque lost estimated Share of Search among home fragrance brands worldwide, from 12.3% to 10.2%.

  4. In August 2026, Nest New York rose from 6th to 5th among home fragrance brands worldwide.

  5. In August 2026, Neom fell from 5th to 6th among home fragrance brands worldwide.

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