Love Luna vs Thinx:Which is more popular?
In September 2026, Love Luna had more branded searches than Thinx among period underwear brands in New Zealand. Love Luna had about 170 branded searches, while Thinx had 40. Love Luna made up 5.2% of all period underwear brand searches we track, and Thinx accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about period underwear brands, Love Luna appeared in three of the five answers and Thinx in none.
Who do people search for more?
Love Luna, about 4 searches for every 1 for Thinx
Who does AI mention more?
Love Luna, mentioned in 3 of 5 answers, Thinx in 0
Who does AI recommend more?
Love Luna, the only one of the two named
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Top period underwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Love Luna was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Thinx 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Modibodi5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Bonds5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Confitex4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
AWWA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Love Luna3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Knix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Thinx0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about period underwear brands
5 answers
Asked ChatGPT
“Which period underwear brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best period underwear brands in New Zealand?”
Asked ChatGPT
“What's the best period underwear brand in New Zealand for heavy flow?”
Searched Google, AI Overview
“period underwear nz”
Searched Google, AI Overview
“washable period underwear”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Love Luna or Thinx more popular in search?
This chart shows how often people search Google for Love Luna and Thinx by name. Each line represents a brand's share of searches for all seven period underwear brands we track, month by month, from searches in New Zealand.
Share of searches by month for Love Luna, Thinx. The figures are in the table below the chart.
View monthly share of searches table
| Month | Modibodi | AWWA | Love Luna | Confitex | Knix | Thinx | Bonds |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.7% | 51.9% | 4.7% | 3% | 1.9% | 1.4% | 1.4% |
| Nov 2025 | 47.8% | 40.2% | 4.2% | 2.8% | 1.8% | 1.8% | 1.4% |
| Dec 2025 | 44.8% | 41.5% | 4.8% | 3.1% | 2.5% | 1.4% | 2% |
| Jan 2026 | 40.3% | 46.2% | 5.5% | 1.9% | 4.4% | 1.3% | 0.42% |
| Feb 2026 | 29.5% | 59% | 4.8% | 2.5% | 2% | 1.6% | 0.68% |
| Mar 2026 | 24.1% | 68.5% | 2.6% | 1.7% | 1.3% | 1.3% | 0.56% |
| Apr 2026 | 32.9% | 56.2% | 3.5% | 2.3% | 2.3% | 2.3% | 0.51% |
| May 2026 | 44.4% | 37.9% | 4.8% | 2.4% | 4.8% | 4.8% | 1% |
| Jun 2026 | 39.6% | 33.8% | 5.2% | 2.7% | 4.3% | 13.4% | 0.91% |
| Jul 2026 | 47.4% | 29.2% | 5.1% | 3.3% | 4% | 9.9% | 1.1% |
| Aug 2026 | 64.9% | 21.6% | 3.8% | 2.4% | 2.4% | 3.5% | 1.4% |
| Sep 2026 | 58.5% | 28.6% | 5.2% | 2.8% | 2.8% | 1.2% | 0.92% |
How has the Love Luna and Thinx comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Thinx took it in June 2026, Love Luna took it in August 2026.
- Across the 12 months ending September 2026, Love Luna’s share of searches among period underwear brands in New Zealand moved from 4.7% to 5.2%, and its estimated monthly branded searches held steady at 170.
- Across the 12 months ending September 2026, Thinx’s share of searches among period underwear brands in New Zealand moved from 1.4% to 1.2%, and its estimated monthly branded searches moved from 50 to 40.
How did search popularity change for New Zealand period underwear brands in September 2026?
2 changes
In September 2026, Love Luna gained share of searches among period underwear brands in New Zealand, from 3.8% to 5.2%.
In September 2026, Thinx lost share of searches among period underwear brands in New Zealand, from 3.5% to 1.2%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Love Luna’s and Thinx’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.
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