Le Labo vs Viktor&Rolf:Which is more popular?
In September 2026, Le Labo had more branded searches than Viktor&Rolf among fragrance brands worldwide. Le Labo had about 1 million branded searches, while Viktor&Rolf had 60,500. Le Labo made up 5.2% 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, Le Labo appeared in three of the five answers and Viktor&Rolf in none.
Who do people search for more?
Le Labo, about 17 searches for every 1 for Viktor&Rolf
Who does AI mention more?
Le Labo, mentioned in 3 of 5 answers, Viktor&Rolf in 0
Who does AI recommend more?
Le Labo, the only one of the two named
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Top fragrance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Le Labo was mentioned in three out of five: in one 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.
Chanel1st
Dior2nd
Yves Saint Laurent3rd
Maison Francis Kurkdjian4th
Tom Ford5th
Armani Beauty6th- Le Labo7th
Gucci8th
Versace9th- +5 more
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
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 Le Labo or Viktor&Rolf more popular in search?
This chart shows how often people search Google for Le Labo 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.
Share of searches by month for Le Labo, Viktor&Rolf. 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 Le Labo and Viktor&Rolf comparison changed over the last 12 months?
3 findings
- Le Labo was ahead of Viktor&Rolf in every measured month of the 12 months ending September 2026.
- 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.
- 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?
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.
Estimated monthly branded searches for Le Labo worldwide rose 21.5% over 12 measured months, from 823K to 1M in September 2026.
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 Le Labo’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.
Le Labo
1 branded search term
- le labo
Viktor&Rolf
1 branded search term
- viktor and rolf
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