Brandwave

How popular isJo Malone?

In September 2026, people searched for Jo Malone by name about 105,000 times in the United States, a 15.6% decrease from the previous year. These searches made up 5.5% of all United States fragrance brand searches, placing Jo Malone sixth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about fragrance brands, Jo Malone appeared in one of the five answers and was the eighth most recommended of the 15.

Search and AI answers in September 2026

Jo Malone is the sixth most searched of 15 competitors and the eighth most recommended in AI answers.

  1. Le LaboShare of searches 22.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. ValentinoShare of searches 15%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. Yves Saint LaurentShare of searches 8.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. Victoria's SecretShare of searches 6.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Jo MaloneShare of searches 5.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th

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Top fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Jo Malone was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Jo Malone is the eighth most recommended of the 15.

Most recommended by AI

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

  1. Chanel1st
  2. Yves Saint Laurent2nd
  3. Dior Beauty3rd
  4. Valentino4th
  5. Marc Jacobs4th
  6. Maison Francis Kurkdjian6th
  7. Tom Ford7th
  8. Jo Malone8th
  9. Versace9th
  10. Le Labo–
  11. +5 more

Mentioned by AI

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

  • Yves Saint Laurent5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Chanel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Maison Francis Kurkdjian2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Valentino1 of 5Named in 1 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
  • Marc Jacobs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 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
  • 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

+5 more

See every answer about fragrance brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.

Which fragrance brands compete with Jo Malone?

Jo Malone against fragrance brands in the United States, by month

Share of searches by month for Le Labo, Valentino, Yves Saint Laurent, Victoria's Secret, Chanel, Jo Malone, Prada, Marc Jacobs, Versace, Burberry, Dior Beauty, KAYALI, Lancôme, Maison Francis Kurkdjian, Tom Ford. The figures are in the table below the chart.

View monthly share of searches table
MonthLe LaboValentinoYves Saint LaurentVictoria's SecretChanelJo MalonePradaMarc JacobsVersaceBurberryDior BeautyKAYALILancômeMaison Francis KurkdjianTom Ford
Oct 202515.1%18.5%6.8%8.3%6.8%6.8%4.6%3.7%4.6%4.6%4.6%3.7%4.6%3.7%3.7%
Nov 202511.5%17.1%7.7%9.4%6.3%7.7%4.2%4.2%4.2%4.2%4.2%6.3%6.3%3.4%3.4%
Dec 202512.2%18.3%8.2%8.2%8.2%5.5%5.5%6.7%4.5%4.5%4.5%3%3.7%3.7%3.7%
Jan 202614.7%18%8.1%8.1%6.6%6.6%4.4%4.4%4.4%4.4%4.4%3.6%3.6%4.4%4.4%
Feb 202615.2%18.6%8.4%8.4%6.8%5.6%4.6%4.6%4.6%3.7%4.6%3.7%3.7%3.7%3.7%
Mar 202619.2%15.7%7%8.6%5.8%5.8%3.8%3.8%4.7%3.8%3.8%3.8%4.7%4.7%4.7%
Apr 202616.6%16.6%7.4%7.4%6.1%6.1%5%5%5%4.1%4.1%4.1%5%4.1%3.3%
May 202618.6%15.2%6.8%6.8%6.8%6.8%5.6%4.6%4.6%3.7%4.6%3.7%4.6%3.7%3.7%
Jun 202619.7%16.1%7.2%7.2%5.9%7.2%4.8%4%4.8%4%4%4%3.2%4%4%
Jul 202618.4%15%6.8%8.2%6.8%6.8%4.5%4.5%4.5%3.7%3.7%4.5%4.5%3.7%4.5%
Aug 202619.5%15.9%7.1%7.1%5.9%5.9%4.8%4.8%4.8%3.9%3.9%3.9%3.9%3.9%4.8%
Sep 202622.4%15%8.2%6.7%5.5%5.5%5.5%4.5%4.5%3.7%3.7%3.7%3.7%3.7%3.7%

  1. 1.Le Labo

    22.4%

    Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +3 points.

  2. 2.Valentino

    15%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share -0.9 points.

  3. 3.Yves Saint Laurent

    8.2%

    Moved from 4th to 3rd. 135K estimated branded searches, +22.7% vs prior month. Share +1.1 points.

  4. 4.Victoria's Secret

    6.7%

    Moved from 3rd to 4th. 110K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Chanel

    5.5%

    Held 5th. 90.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Jo Malone

    5.5%

    Held 6th. 90.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  7. 7.Prada

    5.5%

    Moved from 8th to 7th. 90.5K estimated branded searches, +22.3% vs prior month. Share +0.7 points.

  8. 8.Marc Jacobs

    4.5%

    Moved from 7th to 8th. 74K estimated branded searches, 0% vs prior month. Share -0.3 points.

  9. 9.Versace

    4.5%

    Moved from 10th to 9th. 74K estimated branded searches, 0% vs prior month. Share -0.3 points.

  10. 10.Burberry

    3.7%

    Moved from 11th to 10th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  11. 11.Dior Beauty

    3.7%

    Moved from 12th to 11th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  12. 12.KAYALI

    3.7%

    Moved from 13th to 12th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  13. 13.Lancôme

    3.7%

    Moved from 14th to 13th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  14. 14.Maison Francis Kurkdjian

    3.7%

    Moved from 15th to 14th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  15. 15.Tom Ford

    3.7%

    Moved from 9th to 15th. 60.5K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

Compare popularity between Jo Malone and its closest rivals

Every comparison with Jo Malone

24 comparisons

How has branded search demand for Jo Malone changed in the United States over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Jo Malone in the United States fell from 125K to 105K.
  • Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in the United States decreased from 6.8% to 5.5%.
  • Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in the United States peaked at 7.7% in November 2025 and was lowest at 5.5% in December 2025.
  • Across the 12 months ending September 2026, Jo Malone fell from 5th to 6th among fragrance brands in the United States.

How did search popularity change for United States fragrance brands in September 2026?

6 changes

  1. In September 2026, Yves Saint Laurent overtook Victoria's Secret to rank 3rd among fragrance brands in the United States, with 8.2% of the searches.

  2. In September 2026, Prada overtook Marc Jacobs to rank 7th among fragrance brands in the United States, with 5.5% of the searches.

  3. In September 2026, Le Labo gained share of searches among fragrance brands in the United States, from 19.5% to 22.4%.

  4. In September 2026, Tom Ford lost share of searches among fragrance brands in the United States, from 4.8% to 3.7%.

  5. In September 2026, Valentino lost share of searches among fragrance brands in the United States, from 15.9% to 15%.

  6. Jo Malone’s share of searches among fragrance brands in the United States has lost ground for 3 months in a row, from 7.2% to 5.5% in September 2026.

How are Jo Malone’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Jo Malone’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • jo malone
  • jo malone candle

Do you work for Jo Malone? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Jo Malone compete?

Jo Malone is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Fragrance brands6th of 155.5%Shown above
Candle brands7th of 182.5%Show ranking
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