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 2.5% of all United States candle brand searches, placing Jo Malone seventh out of 18 brands. When we asked both ChatGPT and Google AI Overviews about candle brands, Jo Malone appeared in one of the five answers and was the tenth most recommended of the 18.

Search and AI answers in September 2026

Jo Malone is the seventh most searched of 18 competitors and the tenth most recommended in AI answers.

  1. Yankee CandleShare of searches 51.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. Goose CreekShare of searches 15.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 12th
  3. DiptyqueShare of searches 8.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. Bath & Body WorksShare of searches 5.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  5. Jo MaloneShare of searches 2.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th

+13 more

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Top candle 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 tenth most recommended of the 18.

Most recommended by AI

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

  1. Diptyque1st
  2. Voluspa2nd
  3. Le Labo3rd
  4. Yankee Candle4th
  5. Nest New York5th
  6. Bath & Body Works6th
  7. P.F. Candle Co.7th
  8. Trudon8th
  9. Capri Blue9th
  10. Jo Malone10th
  11. +8 more

Mentioned by AI

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

  • Diptyque4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Voluspa4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Yankee Candle3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bath & Body Works3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • P.F. Candle Co.3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Le Labo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Goose Creek2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nest New York2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Trudon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Jo Malone1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+8 more

See every answer about candle 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 candle brands compete with Jo Malone?

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

Share of searches by month for Yankee Candle, Goose Creek, Diptyque, Bath & Body Works, Nest New York, Voluspa, Jo Malone, P.F. Candle Co.. The figures are in the table below the chart.

View monthly share of searches table
MonthYankee CandleGoose CreekDiptyqueBath & Body WorksNest New YorkVoluspaJo MaloneP.F. Candle Co.Le LaboTrudonPaddywaxBrooklyn Candle StudioBoy SmellsCapri BlueApothekeHomesickByredoOtherland
Oct 202552.6%15.7%7.1%5.8%3.2%2.6%2.1%1.7%1.4%1.2%1.2%0.94%0.94%1.2%0.51%1.2%0.51%0.27%
Nov 202552%15.6%7%5.7%3.8%2.6%2.6%1.7%1.4%1.1%1.1%0.77%0.94%1.4%0.62%0.94%0.51%0.23%
Dec 202548.3%14.4%7.9%7.9%5.3%1.9%3.6%1.3%1.6%1.1%0.87%0.58%1.6%1.6%0.58%0.87%0.47%0.17%
Jan 202650.1%15.1%8.2%4.5%3.7%3%3%1.6%2%1.3%1.6%0.9%1.1%1.3%0.73%0.73%0.6%0.32%
Feb 202651%15.3%8.4%4.6%3.8%2.5%2.5%1.7%1.7%1.7%1.7%0.91%0.91%0.91%0.75%0.75%0.6%0.33%
Mar 202645.4%16.7%9.1%5%3.3%2.7%2.7%2.2%2.2%1.8%1.8%0.99%1.2%0.99%0.81%1.8%0.65%0.36%
Apr 202646.2%17%9.3%4.2%2.8%2.8%2.8%1.9%2.3%1.5%1.5%1.2%3.4%0.83%0.67%0.83%0.55%0.3%
May 202645%16.6%9.1%5%3.3%3.3%3.3%2.2%2.2%1.8%1.5%0.98%1.5%1.2%0.65%1.5%0.65%0.36%
Jun 202646.3%13.9%13.9%4.2%2.3%2.8%2.8%1.9%1.9%1.5%1.2%0.83%0.83%1.9%0.55%2.3%0.67%0.3%
Jul 202643.6%16.1%16.1%3.9%2.1%2.6%2.6%2.1%1.8%1.8%1.4%0.96%0.96%1.8%0.63%0.78%0.52%0.22%
Aug 202650.3%15.1%12.4%4.5%2.5%2.5%2.5%1.7%1.7%1.7%1.1%0.73%0.6%1.1%0.6%0.6%0.48%0.17%
Sep 202651.2%15.4%8.4%5.6%3.1%3.1%2.5%2.1%1.7%1.4%1.1%0.92%0.75%0.75%0.61%0.61%0.49%0.22%

  1. 1.Yankee Candle

    51.2%

    Held 1st. 301K estimated branded searches, 0% vs prior month. Share +1 points.

  2. 2.Goose Creek

    15.4%

    Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

  3. 3.Diptyque

    8.4%

    Held 3rd. 49.5K estimated branded searches, -33.1% vs prior month. Share -3.9 points.

  4. 4.Bath & Body Works

    5.6%

    Held 4th. 33.1K estimated branded searches, +22.1% vs prior month. Share +1.1 points.

  5. 5.Nest New York

    3.1%

    Moved from 6th to 5th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.6 points.

  6. 6.Voluspa

    3.1%

    Moved from 7th to 6th. 18.1K estimated branded searches, +22.3% vs prior month. Share +0.6 points.

  7. 7.Jo Malone

    2.5%

    Moved from 5th to 7th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.P.F. Candle Co.

    2.1%

    Moved from 9th to 8th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.4 points.

  9. 9.Le Labo

    1.7%

    Moved from 8th to 9th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Trudon

    1.4%

    Held 10th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  11. 11.Paddywax

    1.1%

    Moved from 12th to 11th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Brooklyn Candle Studio

    0.92%

    Moved from 13th to 12th. 5.4K estimated branded searches, +22.7% vs prior month. Share +0.2 points.

  13. 13.Boy Smells

    0.75%

    Moved from 15th to 13th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  14. 14.Capri Blue

    0.75%

    Moved from 11th to 14th. 4.4K estimated branded searches, -33.3% vs prior month. Share -0.4 points.

  15. 15.Apotheke

    0.61%

    Moved from 14th to 15th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

  16. 16.Homesick

    0.61%

    Held 16th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

  17. 17.Byredo

    0.49%

    Held 17th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  18. 18.Otherland

    0.22%

    Held 18th. 1.3K estimated branded searches, +30% vs prior month. Share +0.1 points.

Jo Malone, Bath & Body Works and Le Labo sell other things too, so only their searches that name this product count here, like “jo malone candle”.

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?

2 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 candle brands in the United States peaked at 3.6% in December 2025 and was lowest at 2.1% in October 2025.

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

6 changes

  1. In September 2026, Nest New York overtook Jo Malone to rank 5th among candle brands in the United States, with 3.1% of the searches.

  2. In September 2026, Voluspa overtook Jo Malone to rank 6th among candle brands in the United States, with 3.1% of the searches.

  3. In September 2026, Bath & Body Works gained share of searches among candle brands in the United States, from 4.5% to 5.6%.

  4. In September 2026, Yankee Candle gained share of searches among candle brands in the United States, from 50.3% to 51.2%.

  5. In September 2026, Diptyque lost share of searches among candle brands in the United States, from 12.4% to 8.4%.

  6. Capri Blue’s share of searches among candle brands in the United States has lost ground for 3 months in a row, from 1.9% to 0.75% 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%Show ranking
Candle brands7th of 182.5%Shown above
Creator with pink hair and a pink jacket

Is Jo Malone your brand?

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