---
title: "Home fragrance brands: Which brands are most popular in search?"
description: "Compare the home fragrance brands shoppers choose between. Share of Search among Bath & Body Works, Diptyque, Jo Malone, Yankee Candle, Nest New York and Neom, the home 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/home-fragrance-brands"
publisher: "Brandwave"
---

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

Compare the home fragrance brands shoppers choose between. Share of Search among Bath & Body Works, Diptyque, Jo Malone, Yankee Candle, Nest New York and Neom, the home 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**: Home fragrance brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Bath & Body Works, 75.7%

## 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.
- 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.

## Compare search popularity between leading brands

- [Bath & Body Works vs Diptyque: compare search popularity](/demand/global-en/compare/bath-body-works-vs-diptyque): 75.7% against 10.2% Share of Search.
- [Bath & Body Works vs Jo Malone: compare search popularity](/demand/global-en/compare/bath-body-works-vs-jo-malone): 75.7% against 8.3% Share of Search.
- [Bath & Body Works vs Yankee Candle: compare search popularity](/demand/global-en/compare/bath-body-works-vs-yankee-candle): 75.7% against 5.6% Share of Search.
- [Diptyque vs Jo Malone: compare search popularity](/demand/global-en/compare/diptyque-vs-jo-malone): 10.2% against 8.3% Share of Search.
- [Diptyque vs Yankee Candle: compare search popularity](/demand/global-en/compare/diptyque-vs-yankee-candle): 10.2% against 5.6% Share of Search.
- [Jo Malone vs Yankee Candle: compare search popularity](/demand/global-en/compare/jo-malone-vs-yankee-candle): 8.3% against 5.6% Share of Search.

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

- In August 2026, Yankee Candle gained estimated Share of Search among home fragrance brands worldwide, from 4.5% to 5.6%.
- In August 2026, Bath & Body Works gained estimated Share of Search among home fragrance brands worldwide, from 74.7% to 75.7%.
- In August 2026, Diptyque lost estimated Share of Search among home fragrance brands worldwide, from 12.3% to 10.2%.
- In August 2026, Nest New York rose from 6th to 5th among home fragrance brands worldwide.
- In August 2026, Neom fell from 5th to 6th among home fragrance brands worldwide.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Bath & Body Works | 75.7% | 6.1M | +22.4% | Bath & Body Works |
| 2 | Diptyque | 10.2% | 823K | 0.0% | Diptyque |
| 3 | Jo Malone | 8.3% | 673K | +22.4% | Jo Malone |
| 4 | Yankee Candle | 5.6% | 450K | +49.5% | Yankee Candle |
| 5 | Nest New York | 0.15% | 12.1K | +49.4% | Nest New York |
| 6 | Neom | 0.12% | 9.9K | +22.2% | Neom |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Bath & Body Works | 6.1M | 72.3% | 1 |
| Oct 2025 | Diptyque | 823K | 9.7% | 2 |
| Oct 2025 | Yankee Candle | 823K | 9.7% | 3 |
| Oct 2025 | Jo Malone | 673K | 7.9% | 4 |
| Oct 2025 | Neom | 18.1K | 0.21% | 5 |
| Oct 2025 | Nest New York | 9.9K | 0.12% | 6 |
| Nov 2025 | Bath & Body Works | 11.1M | 76.1% | 1 |
| Nov 2025 | Diptyque | 1.2M | 8.4% | 2 |
| Nov 2025 | Yankee Candle | 1.2M | 8.4% | 3 |
| Nov 2025 | Jo Malone | 1M | 6.9% | 4 |
| Nov 2025 | Neom | 40.5K | 0.28% | 5 |
| Nov 2025 | Nest New York | 14.8K | 0.1% | 6 |
| Dec 2025 | Bath & Body Works | 13.6M | 77.2% | 1 |
| Dec 2025 | Yankee Candle | 1.5M | 8.5% | 2 |
| Dec 2025 | Diptyque | 1.2M | 6.9% | 3 |
| Dec 2025 | Jo Malone | 1.2M | 6.9% | 4 |
| Dec 2025 | Neom | 60.5K | 0.34% | 5 |
| Dec 2025 | Nest New York | 14.8K | 0.08% | 6 |
| Jan 2026 | Bath & Body Works | 5M | 70.7% | 1 |
| Jan 2026 | Diptyque | 823K | 11.6% | 2 |
| Jan 2026 | Jo Malone | 673K | 9.5% | 3 |
| Jan 2026 | Yankee Candle | 550K | 7.8% | 4 |
| Jan 2026 | Neom | 18.1K | 0.26% | 5 |
| Jan 2026 | Nest New York | 9.9K | 0.14% | 6 |
| Feb 2026 | Bath & Body Works | 5M | 75.6% | 1 |
| Feb 2026 | Diptyque | 673K | 10.2% | 2 |
| Feb 2026 | Jo Malone | 550K | 8.3% | 3 |
| Feb 2026 | Yankee Candle | 368K | 5.6% | 4 |
| Feb 2026 | Neom | 14.8K | 0.22% | 5 |
| Feb 2026 | Nest New York | 9.9K | 0.15% | 6 |
| Mar 2026 | Bath & Body Works | 5M | 72.6% | 1 |
| Mar 2026 | Diptyque | 823K | 11.9% | 2 |
| Mar 2026 | Jo Malone | 673K | 9.8% | 3 |
| Mar 2026 | Yankee Candle | 368K | 5.3% | 4 |
| Mar 2026 | Neom | 14.8K | 0.21% | 5 |
| Mar 2026 | Nest New York | 9.9K | 0.14% | 6 |
| Apr 2026 | Bath & Body Works | 5M | 75% | 1 |
| Apr 2026 | Diptyque | 673K | 10.1% | 2 |
| Apr 2026 | Jo Malone | 673K | 10.1% | 3 |
| Apr 2026 | Yankee Candle | 301K | 4.5% | 4 |
| Apr 2026 | Neom | 9.9K | 0.15% | 5 |
| Apr 2026 | Nest New York | 9.9K | 0.15% | 6 |
| May 2026 | Bath & Body Works | 5M | 73.3% | 1 |
| May 2026 | Diptyque | 823K | 12.1% | 2 |
| May 2026 | Jo Malone | 673K | 9.9% | 3 |
| May 2026 | Yankee Candle | 301K | 4.4% | 4 |
| May 2026 | Neom | 9.9K | 0.15% | 5 |
| May 2026 | Nest New York | 9.9K | 0.15% | 6 |
| Jun 2026 | Bath & Body Works | 6.1M | 78.4% | 1 |
| Jun 2026 | Diptyque | 823K | 10.5% | 2 |
| Jun 2026 | Jo Malone | 550K | 7% | 3 |
| Jun 2026 | Yankee Candle | 301K | 3.9% | 4 |
| Jun 2026 | Neom | 8.1K | 0.1% | 5 |
| Jun 2026 | Nest New York | 8.1K | 0.1% | 6 |
| Jul 2026 | Bath & Body Works | 5M | 74.7% | 1 |
| Jul 2026 | Diptyque | 823K | 12.3% | 2 |
| Jul 2026 | Jo Malone | 550K | 8.2% | 3 |
| Jul 2026 | Yankee Candle | 301K | 4.5% | 4 |
| Jul 2026 | Neom | 8.1K | 0.12% | 5 |
| Jul 2026 | Nest New York | 8.1K | 0.12% | 6 |
| Aug 2026 | Bath & Body Works | 6.1M | 75.7% | 1 |
| Aug 2026 | Diptyque | 823K | 10.2% | 2 |
| Aug 2026 | Jo Malone | 673K | 8.3% | 3 |
| Aug 2026 | Yankee Candle | 450K | 5.6% | 4 |
| Aug 2026 | Nest New York | 12.1K | 0.15% | 5 |
| Aug 2026 | Neom | 9.9K | 0.12% | 6 |
| Sep 2026 | Bath & Body Works | — | — | — |
| Sep 2026 | Diptyque | — | — | — |
| Sep 2026 | Jo Malone | — | — | — |
| Sep 2026 | Neom | — | — | — |
| Sep 2026 | Nest New York | — | — | — |
| Sep 2026 | Yankee Candle | — | — | — |

## What is being compared

- **Bath & Body Works**: Measured on the search term “bath and body works”.
- **Diptyque**: Measured on the search term “diptyque”.
- **Jo Malone**: Measured on the search term “jomalone”.
- **Neom**: Measured on the search term “neom candle”.
- **Nest New York**: Measured on the search term “nest new york”.
- **Yankee Candle**: Measured on the search term “yankee candle”.

- [Bath & Body Works](/demand/global-en/brands/bath-body-works)
- [Diptyque](/demand/global-en/brands/diptyque)
- [Jo Malone](/demand/global-en/brands/jo-malone)
- [Neom](/demand/global-en/brands/neom)
- [Nest New York](/demand/global-en/brands/nest-new-york)
- [Yankee Candle](/demand/global-en/brands/yankee-candle)

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

## Cite this page

Brandwave. "Home fragrance brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/home-fragrance-brands

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