Brandwave

Curvy Kate vs M&S:Which is more popular?

In September 2026, M&S had more branded searches than Curvy Kate among lingerie brands in the United Kingdom. M&S had about 57,600 branded searches, while Curvy Kate had 8,100. M&S made up 5.7% of all lingerie brand searches we track, and Curvy Kate accounted for 0.81%. When we asked ChatGPT and Google AI Overviews about lingerie brands, M&S appeared in four of the five answers and Curvy Kate in one. M&S was mentioned before Curvy Kate in four out of five answers.

Among lingerie brands in the United Kingdom in September 2026

Who do people search for more?

M&S, about 7 searches for every 1 for Curvy Kate

M&S 57.6K searchesCurvy Kate 8.1K searches

Who does AI mention more?

M&S, mentioned in 4 of 5 answers, Curvy Kate in 1

M&S in 4 of 5Curvy Kate in 1 of 5

Who does AI recommend more?

M&S, named ahead of Curvy Kate in 4 of 5 answers

M&S first in 4Curvy Kate first in 1

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Top lingerie brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, M&S was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Curvy Kate was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. M&S was listed before Curvy Kate in four out of five answers.

Most recommended by AI

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

  1. Bravissimo1st
  2. M&S2nd
  3. Boux Avenue3rd
  4. John Lewis3rd
  5. Panache5th
  6. Curvy Kate6th
  7. Ann Summers–
  8. Figleaves–

Mentioned by AI

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

  • Bravissimo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • M&S4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boux Avenue3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • John Lewis3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Panache2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Curvy Kate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ann Summers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Figleaves0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lingerie brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Is Curvy Kate or M&S more popular in search?

This chart shows how often people search Google for Curvy Kate and M&S by name. Each line represents a brand's share of searches for all eight lingerie brands we track, month by month, from searches in United Kingdom.

Curvy Kate and M&S among lingerie brands in the United Kingdom, by month

Share of searches by month for M&S, Curvy Kate. The figures are in the table below the chart.

View monthly share of searches table
MonthAnn SummersBoux AvenueBravissimoM&SCurvy KateJohn LewisFigleavesPanache
Oct 202562.1%22.7%10.2%3.7%0.75%0.22%0.22%0.12%
Nov 202551.9%34.7%8.5%3.8%0.63%0.19%0.19%0.1%
Dec 202556.9%31.1%7.6%3.4%0.56%0.17%0.17%0.09%
Jan 202657.4%25.7%11.5%4%0.84%0.25%0.2%0.14%
Feb 202655.4%24.8%13.6%4.7%0.82%0.24%0.24%0.13%
Mar 202648.3%26.4%17.7%6%0.87%0.31%0.26%0.11%
Apr 202650.7%22.6%18.6%6.2%1.1%0.33%0.33%0.11%
May 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Jun 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Jul 202650.8%22.7%18.6%6.2%0.91%0.33%0.33%0.09%
Aug 202650.8%22.7%18.6%6.3%0.91%0.33%0.27%0.09%
Sep 202654.9%24.5%13.5%5.7%0.81%0.29%0.19%0.1%

M&S sells other things too, so only its searches that name this product count here, like “m&s bras”.

How has the Curvy Kate and M&S comparison changed over the last 12 months?

3 findings
  • M&S was ahead of Curvy Kate in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Curvy Kate’s share of searches among lingerie brands in the United Kingdom moved from 0.75% to 0.81%, and its estimated monthly branded searches held steady at 8.1K.
  • Across the 12 months ending September 2026, M&S’s share of searches among lingerie brands in the United Kingdom moved from 3.7% to 5.7%, and its estimated monthly branded searches moved from 39.7K to 57.6K.

How did search popularity change for United Kingdom lingerie brands in September 2026?

1 change

  1. In September 2026, M&S lost share of searches among lingerie brands in the United Kingdom, from 6.3% to 5.7%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Curvy Kate’s and M&S’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.

Curvy Kate

1 branded search term

  • curvy kate

M&S

2 branded search terms

  • m&s bras
  • m&s lingerie

How the Brand Demand Index is measured

Other head-to-heads among lingerie brands

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