KAYALI vs Tom Ford:Which is more popular?
In September 2026, Tom Ford had more branded searches than KAYALI among fragrance brands in the United Kingdom. Tom Ford had about 33,100 branded searches, while KAYALI had 27,100. Tom Ford made up 6.5% of all fragrance brand searches we track, and KAYALI accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about fragrance brands, KAYALI and Tom Ford each appeared in one of the five answers.
Who do people search for more?
Tom Ford, about 22% more searches than KAYALI
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
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Top fragrance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, KAYALI and Tom Ford were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews.
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- +5 more
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
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.
Is KAYALI or Tom Ford more popular in search?
This chart shows how often people search Google for KAYALI and Tom Ford 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 Tom Ford, KAYALI. 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% |
How has the KAYALI and Tom Ford comparison changed over the last 12 months?
3 findings
- Tom Ford was ahead of KAYALI in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, KAYALI’s share of searches among fragrance brands in the United Kingdom moved from 4.4% to 5.3%, and its estimated monthly branded searches held steady at 27.1K.
- Across the 12 months ending September 2026, Tom Ford’s share of searches among fragrance brands in the United Kingdom moved from 8% to 6.5%, and its estimated monthly branded searches moved from 49.5K to 33.1K.
How did search popularity change for United Kingdom fragrance brands in September 2026?
3 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.
Estimated monthly branded searches for Tom Ford in the United Kingdom fell 33.1% over 12 measured months, from 49.5K to 33.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using KAYALI’s and Tom Ford’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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