--- title: "Le Labo vs Viktor&Rolf: Which is searched more?" description: "Is Le Labo or Viktor&Rolf more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fragrance brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/le-labo-vs-viktor-and-rolf" publisher: "Brandwave" --- # Le Labo vs Viktor&Rolf: Which is searched more? Is Le Labo or Viktor&Rolf more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fragrance brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Le Labo and Viktor&Rolf - **Competitive set**: Fragrance brands - **Market**: Global - **Month measured**: Sep 2026 - **Le Labo Share of Search**: 5.2% - **Viktor&Rolf Share of Search**: 0.32% ## Is Le Labo or Viktor&Rolf more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Chanel | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Dior | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Yves Saint Laurent | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Maison Francis Kurkdjian | 4th | 2 of 3 | 2 of 2 | 4 of 5 | | Tom Ford | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Armani Beauty | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Le Labo | 7th | 1 of 3 | 2 of 2 | 3 of 5 | | Gucci | 8th | 0 of 3 | 2 of 2 | 2 of 5 | | Versace | 9th | 1 of 3 | 2 of 2 | 3 of 5 | | Byredo | 10th | 0 of 3 | 2 of 2 | 2 of 5 | | Lattafa | 11th | 2 of 3 | 0 of 2 | 2 of 5 | | Carolina Herrera | 12th | 0 of 3 | 1 of 2 | 1 of 5 | | Jo Malone | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Rabanne | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Viktor&Rolf | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about fragrance brands - Asked ChatGPT "Which fragrance brand should I buy?": 1. Chanel, 2. Dior, 3. Lattafa, 4. Maison Francis Kurkdjian - Asked ChatGPT "What are the best fragrance brands?": 1. Dior, 2. Chanel, 3. Maison Francis Kurkdjian, 4. Tom Ford, 5. Le Labo, 6. Yves Saint Laurent, 7. Armani Beauty, 8. Versace, 9. Lattafa - Asked ChatGPT "What's the best fragrance brand for everyday wear?": 1. Armani Beauty, 2. Chanel - Searched Google, AI Overview "fragrance brands": 1. Chanel, 2. Dior, 3. Yves Saint Laurent, 4. Le Labo, 5. Maison Francis Kurkdjian, 6. Byredo, 7. Gucci, 8. Tom Ford, 9. Versace - Searched Google, AI Overview "perfume brands for women": 1. Chanel, 2. Dior, 3. Yves Saint Laurent, 4. Gucci, 5. Tom Ford, 6. Carolina Herrera, 7. Versace, 8. Maison Francis Kurkdjian, 9. Byredo, 10. Le Labo Not named in any answer: Jo Malone, Rabanne and Viktor&Rolf. Brands are listed in the order each answer named them. The answers were collected in the United States on October 19, 2026. ## How did search popularity change for fragrance brands worldwide in September 2026? - 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. ## Month by month | Month | Le Labo estimated searches | Le Labo Share of Search | Le Labo rank | Viktor&Rolf estimated searches | Viktor&Rolf Share of Search | Viktor&Rolf rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 823K | 4.2% | 8 | 74K | 0.38% | 15 | | Nov 2025 | 1M | 4.8% | 9 | 90.5K | 0.43% | 15 | | Dec 2025 | 1.2M | 4.7% | 9 | 110K | 0.42% | 15 | | Jan 2026 | 823K | 3.3% | 8 | 74K | 0.3% | 15 | | Feb 2026 | 823K | 4.6% | 8 | 60.5K | 0.34% | 15 | | Mar 2026 | 823K | 4.2% | 8 | 60.5K | 0.31% | 15 | | Apr 2026 | 823K | 4.4% | 8 | 49.5K | 0.27% | 15 | | May 2026 | 823K | 3.8% | 8 | 49.5K | 0.23% | 15 | | Jun 2026 | 823K | 3.8% | 6 | 49.5K | 0.23% | 15 | | Jul 2026 | 823K | 4.5% | 7 | 49.5K | 0.27% | 15 | | Aug 2026 | 1M | 5.4% | 6 | 49.5K | 0.27% | 15 | | Sep 2026 | 1M | 5.2% | 7 | 60.5K | 0.32% | 15 | ## How each brand is measured 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**: Measured on the search term “le labo”. - **Viktor&Rolf**: Measured on the search term “viktor and rolf”. - [Le Labo profile](/demand/global-en/brands/le-labo) - [Viktor&Rolf profile](/demand/global-en/brands/viktor-and-rolf) - [All fragrance brands worldwide](/demand/global-en/categories/fragrance-brands): The set both shares are measured inside, 15 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Le Labo or Viktor&Rolf more popular in search? 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%. ## Cite this page Brandwave. "Le Labo vs Viktor&Rolf: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/le-labo-vs-viktor-and-rolf This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/le-labo-vs-viktor-and-rolf. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.