Le Labo vs Versace:Which is more popular?
In September 2026, Le Labo had more branded searches than Versace among fragrance brands in the United Kingdom. Le Labo had about 49,500 branded searches, while Versace had 27,100. Le Labo made up 9.7% of all fragrance brand searches we track, and Versace accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about fragrance brands, Le Labo and Versace each appeared in one of the five answers. Le Labo and Versace were each mentioned first in one of the two answers that named either.
Who do people search for more?
Le Labo, about 83% more searches than Versace
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top fragrance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Le Labo and Versace 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. Le Labo and Versace 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.
Yves Saint Laurent1st
Lancôme2nd
Chanel3rd
Dior Beauty4th
Burberry5th
Maison Francis Kurkdjian6th
Tom Ford7th
Jo Malone8th
Versace8th- +1 more
- Le Labo11th
- +4 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 Le Labo or Versace more popular in search?
This chart shows how often people search Google for Le Labo and Versace 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 Le Labo, Versace. 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 Le Labo and Versace comparison changed over the last 12 months?
3 findings
- Le Labo was ahead of Versace in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands in the United Kingdom moved from 8% to 9.7%, and its estimated monthly branded searches held steady at 49.5K.
- Across the 12 months ending September 2026, Versace’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.
How did search popularity change for United Kingdom fragrance brands in September 2026?
2 changes
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, Versace gained share of searches among fragrance brands in the United Kingdom, from 4.7% to 5.3%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Le Labo’s and Versace’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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