Chanel vs Le Labo:Which is more popular?
In September 2026, Chanel had more branded searches than Le Labo among fragrance brands worldwide. Chanel had about 7.4 million branded searches, while Le Labo had 1 million. Chanel made up 38.5% of all fragrance brand searches we track, and Le Labo accounted for 5.2%. When we asked ChatGPT and Google AI Overviews about fragrance brands, Chanel appeared in all five answers and Le Labo in three. Chanel was mentioned before Le Labo in every answer.
Who do people search for more?
Chanel, about 7 searches for every 1 for Le Labo
Who does AI mention more?
Chanel, mentioned in every answer we collected
Who does AI recommend more?
Chanel, named ahead of Le Labo in every answer
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Top fragrance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Chanel appeared in all five answers. Le Labo was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Chanel was listed before Le Labo in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Chanel1st
Dior2nd
Yves Saint Laurent3rd
Maison Francis Kurkdjian4th
Tom Ford5th
Armani Beauty6th
Le Labo7th
Gucci8th
Versace9th
Byredo10th- +5 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Chanel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Dior4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Maison Francis Kurkdjian4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Tom Ford3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Versace3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Yves Saint Laurent3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Le Labo3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Gucci2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Lattafa2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Byredo2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
See every answer about fragrance brands
5 answers
Asked ChatGPT
“Which fragrance brand should I buy?”
Asked ChatGPT
“What are the best fragrance brands?”
Asked ChatGPT
“What's the best fragrance brand for everyday wear?”
Searched Google, AI Overview
“fragrance brands”
Searched Google, AI Overview
“perfume brands for women”
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 19, 2026.
Is Chanel or Le Labo more popular in search?
This chart shows how often people search Google for Chanel and Le Labo by name. Each line represents a brand's share of searches for all 15 fragrance brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Chanel, Le Labo. The figures are in the table below the chart.
View monthly share of searches table
| Month | Chanel | Gucci | Carolina Herrera | Tom Ford | Versace | Yves Saint Laurent | Le Labo | Lattafa | Jo Malone | Byredo | Dior | Maison Francis Kurkdjian | Armani Beauty | Rabanne | Viktor&Rolf |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 37.4% | 17.2% | 6.3% | 6.3% | 7.7% | 6.3% | 4.2% | 4.2% | 3.5% | 1.9% | 1.9% | 1.6% | 0.6% | 0.47% | 0.38% |
| Nov 2025 | 32.9% | 16% | 7.2% | 5.8% | 8.8% | 7.2% | 4.8% | 4.8% | 4.8% | 2.2% | 2.2% | 1.8% | 0.72% | 0.53% | 0.43% |
| Dec 2025 | 35.7% | 15.6% | 7% | 5.7% | 8.6% | 5.7% | 4.7% | 4.7% | 4.7% | 2.1% | 2.1% | 1.7% | 0.73% | 0.63% | 0.42% |
| Jan 2026 | 49.2% | 13.6% | 4.1% | 4.9% | 7.4% | 6.1% | 3.3% | 3.3% | 2.7% | 1.5% | 1.5% | 1.2% | 0.48% | 0.37% | 0.3% |
| Feb 2026 | 40.7% | 15.3% | 5.6% | 5.6% | 8.4% | 5.6% | 4.6% | 4.6% | 3.1% | 1.7% | 1.7% | 1.7% | 0.66% | 0.51% | 0.34% |
| Mar 2026 | 40.8% | 17.1% | 5.1% | 5.1% | 7.6% | 6.2% | 4.2% | 4.2% | 3.4% | 1.9% | 1.5% | 1.5% | 0.58% | 0.46% | 0.31% |
| Apr 2026 | 39% | 18% | 5.4% | 5.4% | 8% | 5.4% | 4.4% | 4.4% | 3.6% | 2% | 1.6% | 1.6% | 0.61% | 0.49% | 0.27% |
| May 2026 | 44.9% | 15.5% | 4.6% | 4.6% | 8.4% | 5.6% | 3.8% | 3.8% | 3.1% | 1.7% | 1.4% | 1.4% | 0.52% | 0.42% | 0.23% |
| Jun 2026 | 53.1% | 12.8% | 3.8% | 3.8% | 7% | 4.7% | 3.8% | 3.1% | 2.6% | 1.4% | 1.4% | 1.1% | 0.52% | 0.51% | 0.23% |
| Jul 2026 | 43.8% | 15% | 4.5% | 5.5% | 8.2% | 5.5% | 4.5% | 3.7% | 3% | 2% | 1.6% | 1.3% | 0.6% | 0.5% | 0.27% |
| Aug 2026 | 39.5% | 14.7% | 5.4% | 5.4% | 8.1% | 6.6% | 5.4% | 4.4% | 3.6% | 2% | 2% | 1.6% | 0.71% | 0.49% | 0.27% |
| Sep 2026 | 38.5% | 14.4% | 7.9% | 6.4% | 6.4% | 6.4% | 5.2% | 4.3% | 3.5% | 1.9% | 1.9% | 1.5% | 0.72% | 0.58% | 0.32% |
How has the Chanel and Le Labo comparison changed over the last 12 months?
3 findings
- Chanel was ahead of Le Labo in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Chanel’s share of searches among fragrance brands worldwide moved from 37.4% to 38.5%, and its estimated monthly branded searches moved from 7.3M to 7.4M.
- Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands worldwide moved from 4.2% to 5.2%, and its estimated monthly branded searches moved from 823K to 1M.
How did search popularity change for fragrance brands worldwide in September 2026?
3 changes
In September 2026, Tom Ford overtook Versace and 2 others to rank 4th among fragrance brands worldwide, with 6.4% of the searches.
In September 2026, Chanel lost share of searches among fragrance brands worldwide, from 39.5% to 38.5%.
Estimated monthly branded searches for Le Labo worldwide rose 21.5% over 12 measured months, from 823K to 1M in September 2026.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Chanel’s and Le Labo’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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