Fragrance brands in the United Kingdom:Which are most popular?
In September 2026, Jo Malone was the most searched fragrance brand in the United Kingdom, accounting for 17.8% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, Yves Saint Laurent was mentioned most often, in four of the five answers. Yves Saint Laurent was recommended most often, coming first in two out of three responses that gave a list.
Jo MaloneShare of searches 17.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
Le LaboShare of searches 9.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 11th
PradaShare of searches 9.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Yves Saint LaurentShare of searches 8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
ChanelShare of searches 6.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top fragrance brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Yves Saint Laurent was mentioned most often, in four of the five answers. Yves Saint Laurent was recommended most often, coming first in two out of three answers that gave a list. Lancôme was second, and Chanel was third. Prada, which ranked third in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Yves Saint Laurent1st
Lancôme2nd- Chanel3rd
Dior Beauty4th
Burberry5th
Maison Francis Kurkdjian6th
Tom Ford7th- Jo Malone8th
Versace8th
KAYALI10th- Le Labo11th
- Prada–
Marc Jacobs–
Creed–
Gucci–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Yves Saint Laurent4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Chanel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Lancôme2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Jo Malone1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Le Labo1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dior Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tom Ford1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- KAYALI1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Versace1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Burberry1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Maison Francis Kurkdjian1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Prada0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Marc Jacobs0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Creed0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Gucci0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about fragrance brands
5 answers
Asked ChatGPT
“Which perfume should I buy in the UK?”
Asked ChatGPT
“What are the best perfume brands?”
Asked ChatGPT
“What is the best perfume for women?”
Searched Google, AI Overview
“perfume”
Searched Google, AI Overview
“perfume for women”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.
Which fragrance brands do people search for most?
This chart shows how often people search Google for each fragrance brand by name. Each line represents a brand's share of searches for all 15 fragrance brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Jo Malone, Le Labo, Prada, Yves Saint Laurent, Chanel, Dior Beauty, Tom Ford, KAYALI, Marc Jacobs, Versace, Creed, Lancôme, Burberry, Gucci, Maison Francis Kurkdjian. The figures are in the table below the chart.
View monthly share of searches table
| Month | Jo Malone | Le Labo | Prada | Yves Saint Laurent | Chanel | Dior Beauty | Tom Ford | KAYALI | Marc Jacobs | Versace | Creed | Lancôme | Burberry | Gucci | Maison Francis Kurkdjian |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.9% | 8% | 8% | 9.8% | 6.6% | 5.4% | 8% | 4.4% | 5.4% | 4.4% | 3.6% | 4.4% | 2.9% | 3.6% | 3.6% |
| Nov 2025 | 24.6% | 6.1% | 9.1% | 7.4% | 6.1% | 5% | 7.4% | 7.4% | 6.1% | 5% | 3.3% | 4.1% | 2.7% | 3.3% | 2.7% |
| Dec 2025 | 25.5% | 5.1% | 9.3% | 7.7% | 6.3% | 5.1% | 6.3% | 5.1% | 6.3% | 5.1% | 4.2% | 4.2% | 2.8% | 4.2% | 2.8% |
| Jan 2026 | 19.2% | 8.6% | 7% | 8.6% | 5.7% | 7% | 7% | 7% | 4.7% | 5.7% | 4.7% | 3.8% | 3.1% | 3.1% | 4.7% |
| Feb 2026 | 18.3% | 10% | 6.7% | 8.2% | 5.5% | 6.7% | 8.2% | 5.5% | 5.5% | 5.5% | 4.5% | 4.5% | 3% | 3.7% | 4.5% |
| Mar 2026 | 22.5% | 8.3% | 6.8% | 6.8% | 5.6% | 5.6% | 6.8% | 6.8% | 5.6% | 5.6% | 4.5% | 4.5% | 2.5% | 3.7% | 4.5% |
| Apr 2026 | 22.1% | 9.9% | 6.6% | 8.1% | 5.4% | 5.4% | 6.6% | 6.6% | 4.4% | 5.4% | 4.4% | 4.4% | 3% | 3% | 4.4% |
| May 2026 | 21.2% | 9.5% | 7.8% | 7.8% | 5.2% | 6.4% | 6.4% | 6.4% | 5.2% | 5.2% | 4.2% | 4.2% | 2.8% | 3.5% | 4.2% |
| Jun 2026 | 22.4% | 8.2% | 8.2% | 8.2% | 5.5% | 5.5% | 6.7% | 6.7% | 5.5% | 5.5% | 4.5% | 3.7% | 3% | 3% | 3.7% |
| Jul 2026 | 18.6% | 10.2% | 8.3% | 8.3% | 5.6% | 5.6% | 6.8% | 6.8% | 5.6% | 5.6% | 4.5% | 4.5% | 3% | 3% | 3.7% |
| Aug 2026 | 23.2% | 8.5% | 8.5% | 8.5% | 5.7% | 5.7% | 7% | 5.7% | 4.7% | 4.7% | 3.8% | 3.8% | 3.1% | 3.1% | 3.8% |
| Sep 2026 | 17.8% | 9.7% | 9.7% | 8% | 6.5% | 6.5% | 6.5% | 5.3% | 5.3% | 5.3% | 4.4% | 4.4% | 3.6% | 3.6% | 3.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 17.8% | 90.5K | -17.7% | -5.4 points | |
| 2, held 2nd | 9.7% | 49.5K | +22.2% | +1.2 points | |
| 3, held 3rd | 9.7% | 49.5K | +22.2% | +1.2 points | |
| 4, held 4th | 8% | 40.5K | 0% | -0.6 points | |
| 5, moved from 6th to 5th | 6.5% | 33.1K | +22.1% | +0.8 pointsmoved from 6th to 5th | |
| 6, moved from 7th to 6th | 6.5% | 33.1K | +22.1% | +0.8 pointsmoved from 7th to 6th | |
| 7, moved from 5th to 7th | 6.5% | 33.1K | 0% | -0.5 pointsmoved from 5th to 7th | |
| 8, held 8th | 5.3% | 27.1K | 0% | -0.4 points | |
| 9, held 9th | 5.3% | 27.1K | +22.1% | +0.6 points | |
| 10, held 10th | 5.3% | 27.1K | +22.1% | +0.6 points | |
| 11, held 11th | 4.4% | 22.2K | +22.7% | +0.5 points | |
| 12, held 12th | 4.4% | 22.2K | +22.7% | +0.5 points | |
| 13, moved from 14th to 13th | 3.6% | 18.1K | +22.3% | +0.4 pointsmoved from 14th to 13th | |
| 14, moved from 15th to 14th | 3.6% | 18.1K | +22.3% | +0.4 pointsmoved from 15th to 14th | |
| 15, moved from 13th to 15th | 3.6% | 18.1K | 0% | -0.3 pointsmoved from 13th to 15th |
17.8%
Held 1st. 90.5K estimated branded searches, -17.7% vs prior month. Share -5.4 points.
2.
Le Labo9.7%
Held 2nd. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.2 points.
3.
Prada9.7%
Held 3rd. 49.5K estimated branded searches, +22.2% vs prior month. Share +1.2 points.
Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share -0.6 points.
5.
Chanel6.5%
Moved from 6th to 5th. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.8 points.
6.5%
Moved from 7th to 6th. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.8 points.
7.
Tom Ford6.5%
Moved from 5th to 7th. 33.1K estimated branded searches, 0% vs prior month. Share -0.5 points.
8.
KAYALI5.3%
Held 8th. 27.1K estimated branded searches, 0% vs prior month. Share -0.4 points.
5.3%
Held 9th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.6 points.
10.
Versace5.3%
Held 10th. 27.1K estimated branded searches, +22.1% vs prior month. Share +0.6 points.
11.
Creed4.4%
Held 11th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.5 points.
12.
Lancôme4.4%
Held 12th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.5 points.
13.
Burberry3.6%
Moved from 14th to 13th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.4 points.
14.
Gucci3.6%
Moved from 15th to 14th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.4 points.
3.6%
Moved from 13th to 15th. 18.1K estimated branded searches, 0% vs prior month. Share -0.3 points.
Which brand is most popular in search among fragrance brands in the United Kingdom?
15 brands
In September 2026, Jo Malone was the most searched among fragrance brands in the United Kingdom, with an estimated 90.5K branded searches, 17.8% of all searches for the 15 we track. Le Labo is in 2nd place, 8.1 percentage points behind at 9.7%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Jo Malone | 21.9% → 17.8% | 25.5%Dec 2025 | 17.8%Sep 2026 | 1st |
| Le Labo | 8% → 9.7% | 10.2%Jul 2026 | 5.1%Dec 2025 | 3rd → 2nd |
| Prada | 8% → 9.7% | 9.7%Sep 2026 | 6.6%Apr 2026 | 4th → 3rd |
| Yves Saint Laurent | 9.8% → 8% | 9.8%Oct 2025 | 6.8%Mar 2026 | 2nd → 4th |
| Chanel | 6.6% → 6.5% | 6.6%Oct 2025 | 5.2%May 2026 | 6th → 5th |
| Dior Beauty | 5.4% → 6.5% | 7%Jan 2026 | 5%Nov 2025 | 7th → 6th |
| Tom Ford | 8% → 6.5% | 8.2%Feb 2026 | 6.3%Dec 2025 | 5th → 7th |
| KAYALI | 4.4% → 5.3% | 7.4%Nov 2025 | 4.4%Oct 2025 | 9th → 8th |
| Marc Jacobs | 5.4% → 5.3% | 6.3%Dec 2025 | 4.4%Apr 2026 | 8th → 9th |
| Versace | 4.4% → 5.3% | 5.7%Jan 2026 | 4.4%Oct 2025 | 11th → 10th |
| Creed | 3.6% → 4.4% | 4.7%Jan 2026 | 3.3%Nov 2025 | 12th → 11th |
| Lancôme | 4.4% | 4.5%Mar 2026 | 3.7%Jun 2026 | 10th → 12th |
| Burberry | 2.9% → 3.6% | 3.6%Sep 2026 | 2.5%Mar 2026 | 15th → 13th |
| Gucci | 3.6% | 4.2%Dec 2025 | 3%Apr 2026 | 13th → 14th |
| Maison Francis Kurkdjian | 3.6% | 4.7%Jan 2026 | 2.7%Nov 2025 | 14th → 15th |
Each finding as a sentence
- Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in the United Kingdom decreased from 21.9% to 17.8%.
- Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands in the United Kingdom increased from 8% to 9.7%.
- Across the 12 months ending September 2026, Prada’s share of searches among fragrance brands in the United Kingdom increased from 8% to 9.7%.
- Across the 12 months ending September 2026, Yves Saint Laurent’s share of searches among fragrance brands in the United Kingdom decreased from 9.8% to 8%.
- Across the 12 months ending September 2026, Dior Beauty’s share of searches among fragrance brands in the United Kingdom increased from 5.4% to 6.5%.
- Across the 12 months ending September 2026, Tom Ford’s share of searches among fragrance brands in the United Kingdom decreased from 8% to 6.5%.
- Across the 12 months ending September 2026, KAYALI’s share of searches among fragrance brands in the United Kingdom increased from 4.4% to 5.3%.
- Across the 12 months ending September 2026, Versace’s share of searches among fragrance brands in the United Kingdom increased from 4.4% to 5.3%.
- Across the 12 months ending September 2026, Creed’s share of searches among fragrance brands in the United Kingdom increased from 3.6% to 4.4%.
- Across the 12 months ending September 2026, Burberry’s share of searches among fragrance brands in the United Kingdom increased from 2.9% to 3.6%.
- Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in the United Kingdom peaked at 25.5% in December 2025 and was lowest at 17.8% in September 2026.
- Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands in the United Kingdom peaked at 10.2% in July 2026 and was lowest at 5.1% in December 2025.
- Across the 12 months ending September 2026, Prada’s share of searches among fragrance brands in the United Kingdom peaked at 9.7% in September 2026 and was lowest at 6.6% in April 2026.
- Across the 12 months ending September 2026, Yves Saint Laurent’s share of searches among fragrance brands in the United Kingdom peaked at 9.8% in October 2025 and was lowest at 6.8% in March 2026.
- Across the 12 months ending September 2026, Chanel’s share of searches among fragrance brands in the United Kingdom peaked at 6.6% in October 2025 and was lowest at 5.2% in May 2026.
- Across the 12 months ending September 2026, Dior Beauty’s share of searches among fragrance brands in the United Kingdom peaked at 7% in January 2026 and was lowest at 5% in November 2025.
- Across the 12 months ending September 2026, Tom Ford’s share of searches among fragrance brands in the United Kingdom peaked at 8.2% in February 2026 and was lowest at 6.3% in December 2025.
- Across the 12 months ending September 2026, KAYALI’s share of searches among fragrance brands in the United Kingdom peaked at 7.4% in November 2025 and was lowest at 4.4% in October 2025.
- Across the 12 months ending September 2026, Marc Jacobs’ share of searches among fragrance brands in the United Kingdom peaked at 6.3% in December 2025 and was lowest at 4.4% in April 2026.
- Across the 12 months ending September 2026, Versace’s share of searches among fragrance brands in the United Kingdom peaked at 5.7% in January 2026 and was lowest at 4.4% in October 2025.
- Across the 12 months ending September 2026, Creed’s share of searches among fragrance brands in the United Kingdom peaked at 4.7% in January 2026 and was lowest at 3.3% in November 2025.
- Across the 12 months ending September 2026, Burberry’s share of searches among fragrance brands in the United Kingdom peaked at 3.6% in September 2026 and was lowest at 2.5% in March 2026.
- Across the 12 months ending September 2026, Gucci’s share of searches among fragrance brands in the United Kingdom peaked at 4.2% in December 2025 and was lowest at 3% in April 2026.
- Across the 12 months ending September 2026, Maison Francis Kurkdjian’s share of searches among fragrance brands in the United Kingdom peaked at 4.7% in January 2026 and was lowest at 2.7% in November 2025.
- Across the 12 months ending September 2026, Le Labo rose from 3rd to 2nd among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Prada rose from 4th to 3rd among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Yves Saint Laurent fell from 2nd to 4th among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Chanel rose from 6th to 5th among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Dior Beauty rose from 7th to 6th among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Tom Ford fell from 5th to 7th among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, KAYALI rose from 9th to 8th among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Marc Jacobs fell from 8th to 9th among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Versace rose from 11th to 10th among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Creed rose from 12th to 11th among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Lancôme fell from 10th to 12th among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Burberry rose from 15th to 13th among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Gucci fell from 13th to 14th among fragrance brands in the United Kingdom.
- Across the 12 months ending September 2026, Maison Francis Kurkdjian fell from 14th to 15th among fragrance brands in the United Kingdom.
How did search popularity change for United Kingdom fragrance brands in September 2026?
8 changes
In September 2026, Chanel overtook Tom Ford to rank 5th among fragrance brands in the United Kingdom, with 6.5% of the searches.
In September 2026, Dior Beauty overtook Tom Ford to rank 6th among fragrance brands in the United Kingdom, with 6.5% of the searches.
In September 2026, Le Labo gained share of searches among fragrance brands in the United Kingdom, from 8.5% to 9.7%.
In September 2026, Prada gained share of searches among fragrance brands in the United Kingdom, from 8.5% to 9.7%.
In September 2026, Marc Jacobs gained share of searches among fragrance brands in the United Kingdom, from 4.7% to 5.3%.
In September 2026, Versace gained share of searches among fragrance brands in the United Kingdom, from 4.7% to 5.3%.
In September 2026, Creed gained share of searches among fragrance brands in the United Kingdom, from 3.8% to 4.4%.
In September 2026, Lancôme gained share of searches among fragrance brands in the United Kingdom, from 3.8% to 4.4%.
How are branded searches counted for fragrance brands?
15 search terms
Each brand's share of searches among fragrance brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Jo Malone
1 branded search term
- jo malone
Le Labo
1 branded search term
- le labo
Prada
1 branded search term
- prada perfume
Yves Saint Laurent
1 branded search term
- ysl perfume
Chanel
1 branded search term
- chanel perfume
Dior Beauty
1 branded search term
- dior perfume
Tom Ford
1 branded search term
- tom ford perfume
KAYALI
1 branded search term
- kayali
Marc Jacobs
1 branded search term
- marc jacobs perfume
Versace
1 branded search term
- versace perfume
Creed
1 branded search term
- creed perfume
Lancôme
1 branded search term
- lancome perfume
Burberry
1 branded search term
- burberry perfume
Gucci
1 branded search term
- gucci perfume
Maison Francis Kurkdjian
1 branded search term
- maison francis kurkdjian
Compare popularity between leading brands
- Jo Malone vs Le Labo: compare popularity
- Jo Malone vs Prada: compare popularity
- Jo Malone vs Yves Saint Laurent: compare popularity
- Jo Malone vs Chanel: compare popularity
- Le Labo vs Prada: compare popularity
- Le Labo vs Yves Saint Laurent: compare popularity
- Le Labo vs Chanel: compare popularity
- Prada vs Yves Saint Laurent: compare popularity
- Prada vs Chanel: compare popularity
- Yves Saint Laurent vs Chanel: compare popularity
- Compare any of these brands
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