Brandwave

Dior vs Viktor&Rolf:Which is more popular?

In September 2026, Dior had more branded searches than Viktor&Rolf among fragrance brands worldwide. Dior had about 368,000 branded searches, while Viktor&Rolf had 60,500. Dior made up 1.9% of all fragrance brand searches we track, and Viktor&Rolf accounted for 0.32%. When we asked ChatGPT and Google AI Overviews about fragrance brands, Dior appeared in four of the five answers and Viktor&Rolf in none.

Among fragrance brands worldwide in September 2026

Who do people search for more?

Dior, about 6 searches for every 1 for Viktor&Rolf

Dior 368K searchesViktor&Rolf 60.5K searches

Who does AI mention more?

Dior, mentioned in 4 of 5 answers, Viktor&Rolf in 0

Dior in 4 of 5Viktor&Rolf in 0 of 5

Who does AI recommend more?

Dior, the only one of the two named

Dior first in 4Viktor&Rolf never named

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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. Viktor&Rolf 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.

  1. Chanel1st
  2. Dior2nd
  3. Yves Saint Laurent3rd
  4. Maison Francis Kurkdjian4th
  5. Tom Ford5th
  6. Armani Beauty6th
  7. Le Labo7th
  8. Gucci8th
  9. Versace9th
  10. +5 more
  11. Viktor&Rolf–

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
  • Viktor&Rolf0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about fragrance brands

5 answers

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 Viktor&Rolf more popular in search?

This chart shows how often people search Google for Dior and Viktor&Rolf 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.

Dior and Viktor&Rolf among fragrance brands worldwide, by month

Share of searches by month for Dior, Viktor&Rolf. The figures are in the table below the chart.

View monthly share of searches table
MonthChanelGucciCarolina HerreraTom FordVersaceYves Saint LaurentLe LaboLattafaJo MaloneByredoDiorMaison Francis KurkdjianArmani BeautyRabanneViktor&Rolf
Oct 202537.4%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 202532.9%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 202535.7%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 202649.2%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 202640.7%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 202640.8%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 202639%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 202644.9%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 202653.1%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 202643.8%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 202639.5%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 202638.5%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 Viktor&Rolf comparison changed over the last 12 months?

3 findings
  • Dior was ahead of Viktor&Rolf 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, Viktor&Rolf’s share of searches among fragrance brands worldwide moved from 0.38% to 0.32%, and its estimated monthly branded searches moved from 74K to 60.5K.

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

1 change

  1. Estimated monthly branded searches for Viktor&Rolf worldwide fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Dior’s and Viktor&Rolf’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.

Dior

1 branded search term

  • dior perfume

Viktor&Rolf

1 branded search term

  • viktor and rolf

How the Brand Demand Index is measured

Other head-to-heads among fragrance brands

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