Brandwave

Jo Malone vs LAFCO:Which is more popular?

In September 2026, Jo Malone had more branded searches than LAFCO among home fragrance brands worldwide. Jo Malone had about 673,000 branded searches, while LAFCO had 6,600. Jo Malone made up 8% of all home fragrance brand searches we track, and LAFCO accounted for 0.08%. When we asked ChatGPT and Google AI Overviews about home fragrance brands, Jo Malone appeared in three of the five answers and LAFCO in two. Jo Malone was mentioned before LAFCO in every answer that named either.

Among home fragrance brands worldwide in September 2026

Who do people search for more?

Jo Malone, about 102 searches for every 1 for LAFCO

Jo Malone 673K searchesLAFCO 6.6K searches

Who does AI mention more?

Jo Malone, mentioned in 3 of 5 answers, LAFCO in 2

Jo Malone in 3 of 5LAFCO in 2 of 5

Who does AI recommend more?

Jo Malone, named ahead of LAFCO in 3 of 3 answers

Jo Malone first in 3LAFCO never first

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Top home fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Jo Malone was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. LAFCO was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Jo Malone was listed before LAFCO in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Diptyque1st
  2. Trudon2nd
  3. Nest New York3rd
  4. Voluspa4th
  5. Jo Malone5th
  6. LAFCO6th
  7. P.F. Candle Co.7th
  8. Yankee Candle8th
  9. Bath & Body Works9th
  10. Neom–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Diptyque4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nest New York4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jo Malone3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Trudon3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Voluspa3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • P.F. Candle Co.2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LAFCO2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bath & Body Works1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Yankee Candle1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Neom0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about home 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 Jo Malone or LAFCO more popular in search?

This chart shows how often people search Google for Jo Malone and LAFCO by name. Each line represents a brand's share of searches for all ten home fragrance brands we track, month by month, from English-language searches worldwide.

Jo Malone and LAFCO among home fragrance brands worldwide, by month

Share of searches by month for Jo Malone, LAFCO. The figures are in the table below the chart.

View monthly share of searches table
MonthBath & Body WorksDiptyqueJo MaloneYankee CandleTrudonVoluspaNeomP.F. Candle Co.Nest New YorkLAFCO
Oct 202571.9%9.5%7.7%9.5%0.38%0.47%0.21%0.17%0.11%0.08%
Nov 202575.9%8.2%6.7%8.2%0.22%0.33%0.27%0.15%0.1%0.07%
Dec 202577%6.8%6.8%8.3%0.27%0.27%0.34%0.12%0.08%0.04%
Jan 202670.3%11.3%9.3%7.6%0.46%0.46%0.25%0.17%0.14%0.09%
Feb 202675.2%9.9%8.1%5.4%0.4%0.4%0.22%0.18%0.15%0.08%
Mar 202672.2%11.6%9.5%5.2%0.47%0.38%0.21%0.17%0.14%0.09%
Apr 202674.6%9.8%9.8%4.4%0.48%0.4%0.14%0.14%0.14%0.08%
May 202673%11.7%9.6%4.3%0.47%0.39%0.14%0.17%0.14%0.09%
Jun 202678%10.3%6.9%3.8%0.41%0.28%0.1%0.12%0.1%0.08%
Jul 202674.4%11.9%8%4.4%0.39%0.39%0.12%0.18%0.12%0.1%
Aug 202675.3%9.9%8.1%5.4%0.4%0.33%0.12%0.15%0.15%0.08%
Sep 202674.3%9.8%8%6.5%0.48%0.39%0.18%0.18%0.14%0.08%

How has the Jo Malone and LAFCO comparison changed over the last 12 months?

3 findings
  • Jo Malone was ahead of LAFCO in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Jo Malone’s share of searches among home fragrance brands worldwide moved from 7.7% to 8%, and its estimated monthly branded searches held steady at 673K.
  • Across the 12 months ending September 2026, LAFCO’s share of searches among home fragrance brands worldwide held steady at 0.08%, and its estimated monthly branded searches held steady at 6.6K.

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

0 changes

Neither Jo Malone nor LAFCO moved beyond provider rounding among home fragrance brands in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Jo Malone’s and LAFCO’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.

Jo Malone

1 branded search term

  • jomalone

LAFCO

1 branded search term

  • lafco

How the Brand Demand Index is measured

Other head-to-heads among home fragrance brands

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