SKIMS vs Victoria's Secret:Which is more popular?
In September 2026, SKIMS and Victoria's Secret were level in searches among lingerie brands worldwide, with an estimated 160K versus 165K branded searches, at 3.9% and 4% of the total. When we asked ChatGPT and Google AI Overviews about lingerie brands, SKIMS appeared in three of the five answers and Victoria's Secret in two. SKIMS and Victoria's Secret were each mentioned first in one of the two answers that named either.
Who do people search for more?
Victoria's Secret and SKIMS are searched for about as often as each other.
Who does AI mention more?
SKIMS, mentioned in 3 of 5 answers, Victoria's Secret in 2
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top lingerie 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 two of the three ChatGPT answers and in one of the two Google AI Overviews. Victoria's Secret was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. SKIMS and Victoria's Secret were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Intimissimi3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Agent Provocateur3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- SKIMS3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Bluebella3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Savage X Fenty2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Victoria's Secret2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Aerie2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Honey Birdette0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about lingerie brands
5 answers
Asked ChatGPT
“Which lingerie brand should I buy?”
Asked ChatGPT
“What are the best lingerie brands?”
Asked ChatGPT
“What's the best lingerie brand for everyday wear?”
Searched Google, AI Overview
“lingerie brands”
Searched Google, AI Overview
“bras and underwear”
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 SKIMS or Victoria's Secret more popular in search?
This chart shows how often people search Google for SKIMS and Victoria's Secret by name. Each line represents a brand's share of searches for all eight lingerie brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Victoria's Secret, SKIMS. The figures are in the table below the chart.
View monthly share of searches table
| Month | Intimissimi | Savage X Fenty | Agent Provocateur | Honey Birdette | Victoria's Secret | SKIMS | Bluebella | Aerie |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 68.7% | 6.2% | 6.2% | 6.2% | 3.4% | 6.5% | 1.5% | 1.3% |
| Nov 2025 | 71% | 7.8% | 5.2% | 5.2% | 3.5% | 4.2% | 1.6% | 1.4% |
| Dec 2025 | 75.1% | 6.8% | 5.5% | 4.5% | 2.5% | 3.4% | 1.1% | 1.1% |
| Jan 2026 | 70.2% | 9.4% | 7.7% | 4.2% | 2.3% | 3.2% | 1.6% | 1.3% |
| Feb 2026 | 65.3% | 10.7% | 7.2% | 5.9% | 3.2% | 4.4% | 1.8% | 1.5% |
| Mar 2026 | 66.6% | 8.9% | 7.3% | 6% | 3.3% | 4.9% | 1.5% | 1.6% |
| Apr 2026 | 65.2% | 8.8% | 7.2% | 5.9% | 4.8% | 4.7% | 1.8% | 1.7% |
| May 2026 | 66.6% | 8.9% | 6% | 6% | 4% | 4.6% | 2.2% | 1.7% |
| Jun 2026 | 68.3% | 7.5% | 6.1% | 6.1% | 4.1% | 4.4% | 1.8% | 1.6% |
| Jul 2026 | 66.1% | 8.9% | 5.9% | 5.9% | 4% | 5.4% | 1.8% | 1.9% |
| Aug 2026 | 66.5% | 8.9% | 6% | 6% | 4% | 4.9% | 1.8% | 1.9% |
| Sep 2026 | 66.4% | 10.9% | 6% | 6% | 4% | 3.9% | 1.5% | 1.4% |
How has the SKIMS and Victoria's Secret comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: Victoria's Secret took it in April 2026, SKIMS took it in May 2026, Victoria's Secret took it in September 2026.
- Across the 12 months ending September 2026, SKIMS’s share of searches among lingerie brands worldwide moved from 6.5% to 3.9%, and its estimated monthly branded searches moved from 319K to 160K.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among lingerie brands worldwide moved from 3.4% to 4%, and its estimated monthly branded searches held steady at 165K.
How did search popularity change for lingerie brands worldwide in September 2026?
2 changes
In September 2026, SKIMS lost share of searches among lingerie brands worldwide, from 4.9% to 3.9%.
In September 2026, Victoria's Secret rose from 6th to 5th among lingerie brands worldwide.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using SKIMS’s and Victoria's Secret’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.
SKIMS
3 branded search terms
- skims bodysuit
- skims bra
- skims underwear
Victoria's Secret
1 branded search term
- victorias secret
Other head-to-heads among lingerie brands
- Intimissimi vs Savage X Fenty: compare popularity
- Intimissimi vs Agent Provocateur: compare popularity
- Intimissimi vs Honey Birdette: compare popularity
- Intimissimi vs Victoria's Secret: compare popularity
- Savage X Fenty vs Agent Provocateur: compare popularity
- Savage X Fenty vs Honey Birdette: compare popularity
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