Maidenform vs Spanx:Which is more popular?
In September 2026, Spanx had more branded searches than Maidenform among shapewear brands worldwide. Spanx had about 18,400 branded searches, while Maidenform had 5,400. Spanx made up 5.1% of all shapewear brand searches we track, and Maidenform accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about shapewear brands, Spanx appeared in all five answers and Maidenform in one. Spanx was mentioned before Maidenform in every answer.
Who do people search for more?
Spanx, about 3 searches for every 1 for Maidenform
Who does AI mention more?
Spanx, mentioned in every answer we collected
Who does AI recommend more?
Spanx, named ahead of Maidenform in every answer
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Top shapewear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Spanx appeared in all five answers. Maidenform was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Spanx was listed before Maidenform in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
SKIMS1st- Spanx2nd
Honeylove3rd
Shapermint4th
Yitty5th
Maidenform6th
Leonisa–
Squeem–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Shapermint5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- SKIMS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Spanx5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Honeylove4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Yitty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Maidenform1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Leonisa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Squeem0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about shapewear brands
5 answers
Asked ChatGPT
“Which shapewear brand should I buy?”
Asked ChatGPT
“What are the best shapewear brands?”
Asked ChatGPT
“What's the best shapewear brand for wearing under a dress?”
Searched Google, AI Overview
“shapewear”
Searched Google, AI Overview
“best shapewear”
Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.
Is Maidenform or Spanx more popular in search?
This chart shows how often people search Google for Maidenform and Spanx by name. Each line represents a brand's share of searches for all eight shapewear brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Spanx, Maidenform. The figures are in the table below the chart.
View monthly share of searches table
| Month | Shapermint | Honeylove | SKIMS | Yitty | Spanx | Leonisa | Maidenform | Squeem |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.6% | 20.1% | 13.4% | 9% | 9.5% | 1.2% | 1.8% | 0.36% |
| Nov 2025 | 45.9% | 25.1% | 11.3% | 7.6% | 7.2% | 1.4% | 1.2% | 0.3% |
| Dec 2025 | 49.8% | 22.4% | 10% | 8.2% | 6.4% | 1.5% | 1.3% | 0.32% |
| Jan 2026 | 54.3% | 20% | 8.9% | 7.3% | 6.8% | 1.2% | 1.2% | 0.29% |
| Feb 2026 | 50.9% | 22.9% | 10.3% | 6.9% | 6.4% | 1.3% | 1.1% | 0.33% |
| Mar 2026 | 51.7% | 23.1% | 10.4% | 5.7% | 6.5% | 1.2% | 1.1% | 0.27% |
| Apr 2026 | 56.6% | 20.7% | 9.3% | 5.1% | 5.8% | 1.1% | 1.2% | 0.24% |
| May 2026 | 52.2% | 23.4% | 10.5% | 4.7% | 6.7% | 1.2% | 1.1% | 0.23% |
| Jun 2026 | 45.2% | 24.8% | 11.1% | 6.1% | 9.8% | 1.2% | 1.5% | 0.29% |
| Jul 2026 | 47.1% | 21.2% | 14.2% | 5.2% | 8.6% | 1.5% | 1.9% | 0.23% |
| Aug 2026 | 45.3% | 24.8% | 13.6% | 5% | 8.1% | 1.4% | 1.5% | 0.29% |
| Sep 2026 | 46.1% | 25.3% | 13.8% | 6.2% | 5.1% | 1.8% | 1.5% | 0.28% |
Spanx and Maidenform sell other things too, so only their searches that name this product count here, like “spanx bodysuit”.
How has the Maidenform and Spanx comparison changed over the last 12 months?
3 findings
- Spanx was ahead of Maidenform in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Maidenform’s share of searches among shapewear brands worldwide moved from 1.8% to 1.5%, and its estimated monthly branded searches moved from 8.1K to 5.4K.
- Across the 12 months ending September 2026, Spanx’s share of searches among shapewear brands worldwide moved from 9.5% to 5.1%, and its estimated monthly branded searches moved from 43K to 18.4K.
How did search popularity change for shapewear brands worldwide in September 2026?
3 changes
In September 2026, Yitty overtook Spanx to rank 4th among shapewear brands worldwide, with 6.2% of the searches.
In September 2026, Spanx lost share of searches among shapewear brands worldwide, from 8.1% to 5.1%.
In September 2026, Maidenform fell from 6th to 7th among shapewear brands worldwide.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Maidenform’s and Spanx’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.
Maidenform
1 branded search term
- maidenform shapewear
Spanx
2 branded search terms
- spanx bodysuit
- spanx shapewear
Other head-to-heads among shapewear brands
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