Dior vs Jo Malone:Which is more popular?
In September 2026, Jo Malone had more branded searches than Dior among fragrance brands worldwide. Jo Malone had about 673,000 branded searches, while Dior had 368,000. Jo Malone made up 3.5% of all fragrance brand searches we track, and Dior accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about fragrance brands, Dior appeared in four of the five answers and Jo Malone in none.
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Top fragrance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dior was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Jo Malone did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Jo Malone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 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 Dior or Jo Malone more popular in search?
This chart shows how often people search Google for Dior and Jo Malone 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 Jo Malone, Dior. 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 Dior and Jo Malone comparison changed over the last 12 months?
3 findings
- Jo Malone was ahead of Dior in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dior’s share of searches among fragrance brands worldwide held steady at 1.9%, and its estimated monthly branded searches held steady at 368K.
- Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands worldwide held steady at 3.5%, and its estimated monthly branded searches held steady at 673K.
How did search popularity change for fragrance brands worldwide in September 2026?
0 changes
Neither Dior nor Jo Malone moved beyond provider rounding among fragrance brands in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dior’s and Jo Malone’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.
Other head-to-heads among fragrance brands
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