Brandwave

Quince vs SKIMS:Which is more popular?

In September 2026, Quince had more branded searches than SKIMS among underwear brands worldwide. Quince had about 392,000 branded searches, while SKIMS had 60,500. Quince made up 1.9% of all underwear brand searches we track, and SKIMS accounted for 0.29%. When we asked ChatGPT and Google AI Overviews about underwear brands, SKIMS appeared in three of the five answers and Quince in two. Quince and SKIMS were each mentioned first in two of the four answers that named either.

Among underwear brands worldwide in September 2026

Who do people search for more?

Quince, about 6 searches for every 1 for SKIMS

Quince 392K searchesSKIMS 60.5K searches

Who does AI mention more?

SKIMS, mentioned in 3 of 5 answers, Quince in 2

SKIMS in 3 of 5Quince in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Quince first in 2SKIMS first in 2

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Top underwear brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, SKIMS was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Quince was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Quince and SKIMS were each listed first in two of the four answers that named either.

Most recommended by AI

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

  1. Calvin Klein1st
  2. Uniqlo2nd
  3. SKIMS3rd
  4. MeUndies4th
  5. Tommy John5th
  6. Quince6th
  7. Hanes7th
  8. Intimissimi8th
  9. Mack Weldon9th
  10. Jockey–
  11. +2 more

Mentioned by AI

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

  • Calvin Klein5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Uniqlo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MeUndies3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SKIMS3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Intimissimi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Quince2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hanes2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tommy John2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mack Weldon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jockey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about underwear 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 21, 2026.

Is Quince or SKIMS more popular in search?

This chart shows how often people search Google for Quince and SKIMS by name. Each line represents a brand's share of searches for all 12 underwear brands we track, month by month, from English-language searches worldwide.

Quince and SKIMS among underwear brands worldwide, by month

Share of searches by month for Quince, SKIMS. The figures are in the table below the chart.

View monthly share of searches table
MonthUniqloCalvin KleinIntimissimiQuinceJockeyHanesMeUndiesStep OneTommy JohnSKIMSMack WeldonBonds
Oct 202568.2%13.8%13.8%1.1%0.83%0.55%0.55%0.36%0.37%0.3%0.17%0.09%
Nov 202566%16.2%13.2%1.1%0.65%0.53%0.65%0.62%0.53%0.24%0.24%0.07%
Dec 202561.4%15.1%18.5%1.5%0.74%0.61%0.74%0.4%0.41%0.22%0.22%0.08%
Jan 202666%13.3%16.3%1.3%0.8%0.54%0.8%0.33%0.24%0.24%0.16%0.07%
Feb 202658.9%21.7%14.5%1.4%0.88%0.58%0.72%0.44%0.32%0.32%0.18%0.08%
Mar 202660.7%22.3%12.2%1.4%0.9%0.6%0.6%0.4%0.27%0.27%0.15%0.07%
Apr 202667.2%16.5%11.1%1.6%0.99%0.67%0.67%0.44%0.37%0.3%0.16%0.07%
May 202662.9%18.9%12.7%1.8%1.1%0.62%0.62%0.41%0.42%0.34%0.15%0.07%
Jun 202660.7%18.3%15%1.7%1.3%0.74%0.74%0.49%0.33%0.4%0.18%0.08%
Jul 202660.6%18.3%15%1.7%1.3%0.74%0.74%0.48%0.4%0.49%0.15%0.08%
Aug 202663.2%15.6%12.7%1.8%1.1%0.63%0.63%0.5%3.1%0.42%0.15%0.08%
Sep 202665.1%16%13.1%1.9%1.2%0.65%0.65%0.44%0.35%0.29%0.16%0.09%

How has the Quince and SKIMS comparison changed over the last 12 months?

3 findings
  • Quince was ahead of SKIMS in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Quince’s share of searches among underwear brands worldwide moved from 1.1% to 1.9%, and its estimated monthly branded searches moved from 269K to 392K.
  • Across the 12 months ending September 2026, SKIMS’s share of searches among underwear brands worldwide moved from 0.3% to 0.29%, and its estimated monthly branded searches moved from 74K to 60.5K.

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

2 changes

  1. In September 2026, Quince rose from 5th to 4th among underwear brands worldwide.

  2. Estimated monthly branded searches for SKIMS worldwide fell 18.2% over 12 measured months, from 74K to 60.5K in September 2026.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Quince’s and SKIMS’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.

Quince

3 branded search terms

  • quince cashmere
  • quince clothing
  • quince.com

SKIMS

1 branded search term

  • skims bra

How the Brand Demand Index is measured

Other head-to-heads among underwear brands

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