---
title: "Victoria's Secret: search popularity in the United States"
description: "Victoria's Secret is a lingerie and underwear brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/us/brands/victorias-secret"
publisher: "Brandwave"
---

# Victoria's Secret: search popularity in the United States

Victoria's Secret is a lingerie and underwear brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: Victoria's Secret
- **Market**: United States
- **Measured month**: Sep 2026
- **Share of Search among fragrance brands**: 6.7%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Fragrance brands | 4 | 6.7% | 110K |
| Bra brands | 8 | 5% | 33.1K |
| Underwear brands | 6 | 7.3% | 33.1K |

- [Fragrance brands](/demand/us/categories/us-fragrance-brands)
- [Bra brands](/demand/us/categories/us-bra-brands)
- [Underwear brands](/demand/us/categories/us-underwear-brands)

## Top fragrance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Victoria's Secret did not appear in any of the five answers.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Chanel | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Yves Saint Laurent | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Dior Beauty | 3rd | 1 of 3 | 0 of 2 | 1 of 5 |
| Valentino | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Marc Jacobs | 4th | 0 of 3 | 1 of 2 | 1 of 5 |
| Maison Francis Kurkdjian | 6th | 2 of 3 | 0 of 2 | 2 of 5 |
| Tom Ford | 7th | 1 of 3 | 0 of 2 | 1 of 5 |
| Jo Malone | 8th | 1 of 3 | 0 of 2 | 1 of 5 |
| Versace | 9th | 1 of 3 | 0 of 2 | 1 of 5 |
| Le Labo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Victoria's Secret | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Prada | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Burberry | Not ranked | 1 of 3 | 0 of 2 | 1 of 5 |
| KAYALI | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Lancôme | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about fragrance brands

- Asked ChatGPT "Which perfume should I buy?": 1. Yves Saint Laurent, 2. Burberry, 3. Chanel, 4. Maison Francis Kurkdjian
- Asked ChatGPT "What are the best perfume brands?": 1. Chanel, 2. Dior Beauty, 3. Yves Saint Laurent, 4. Maison Francis Kurkdjian, 5. Tom Ford, 6. Jo Malone, 7. Versace
- Asked ChatGPT "What is the best perfume for women?": 1. Yves Saint Laurent, 2. Valentino, 3. Chanel
- Searched Google, AI Overview "perfume": 1. Yves Saint Laurent
- Searched Google, AI Overview "perfume for women": 1. Chanel, 2. Marc Jacobs, 3. Yves Saint Laurent

Not named in any answer: Le Labo, Victoria's Secret, Prada, KAYALI and Lancôme.

Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026.

## How has branded search demand for Victoria's Secret changed in the United States over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for Victoria's Secret in the United States fell from 225K to 176K.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among fragrance brands in the United States decreased from 8.3% to 6.7%.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among fragrance brands in the United States peaked at 9.4% in November 2025 and was lowest at 6.7% in September 2026.
- Across the 12 months ending September 2026, Victoria's Secret fell from 3rd to 4th among fragrance brands in the United States.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among bra brands in the United States decreased from 8.1% to 5%.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among bra brands in the United States peaked at 69% in July 2026 and was lowest at 3.5% in April 2026.
- Across the 12 months ending September 2026, Victoria's Secret fell from 4th to 8th among bra brands in the United States.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among underwear brands in the United States peaked at 8.4% in December 2025 and was lowest at 4.9% in March 2026.
- Across the 12 months ending September 2026, Victoria's Secret fell from 5th to 6th among underwear brands in the United States.

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

- 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.
- In September 2026, Prada overtook Marc Jacobs to rank 7th among fragrance brands in the United States, with 5.5% of the searches.
- In September 2026, Le Labo gained share of searches among fragrance brands in the United States, from 19.5% to 22.4%.
- In September 2026, Tom Ford lost share of searches among fragrance brands in the United States, from 4.8% to 3.7%.
- In September 2026, Valentino lost share of searches among fragrance brands in the United States, from 15.9% to 15%.
- 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 did search popularity change for United States bra brands in September 2026?

- In September 2026, Savage X Fenty overtook Victoria's Secret to become the leader among bra brands in the United States, with 45.7% of the searches.
- In September 2026, Honeylove overtook Victoria's Secret to rank 2nd among bra brands in the United States, with 11.2% of the searches.
- In September 2026, Soma overtook Victoria's Secret to rank 3rd among bra brands in the United States, with 7.5% of the searches.
- In September 2026, Bali overtook Victoria's Secret and 2 others to rank 4th among bra brands in the United States, with 6.1% of the searches.
- In September 2026, ThirdLove overtook Victoria's Secret to rank 7th among bra brands in the United States, with 5% of the searches.
- In September 2026, SKIMS gained share of searches among bra brands in the United States, from 3.6% to 6.1%.

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

- In September 2026, MeUndies overtook Calvin Klein to become the leader among underwear brands in the United States, with 24.3% of the searches.
- In September 2026, Jockey overtook Hanes to rank 3rd among underwear brands in the United States, with 8.9% of the searches.
- In September 2026, Calvin Klein lost share of searches among underwear brands in the United States, from 28.6% to 20%.
- In September 2026, Knix lost share of searches among underwear brands in the United States, from 7% to 6%.
- Aerie’s share of searches among underwear brands in the United States has gained ground for 3 months in a row, from 4.4% to 6% in September 2026.
- Tommy John’s share of searches among underwear brands in the United States has gained ground for 3 months in a row, from 4.4% to 6% in September 2026.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Fragrance brands | 135K | 8.3% | 3 |
| Nov 2025 | Fragrance brands | 246K | 9.4% | 3 |
| Dec 2025 | Fragrance brands | 301K | 8.2% | 4 |
| Jan 2026 | Fragrance brands | 135K | 8.1% | 3 |
| Feb 2026 | Fragrance brands | 135K | 8.4% | 3 |
| Mar 2026 | Fragrance brands | 135K | 8.6% | 3 |
| Apr 2026 | Fragrance brands | 110K | 7.4% | 3 |
| May 2026 | Fragrance brands | 110K | 6.8% | 5 |
| Jun 2026 | Fragrance brands | 90.5K | 7.2% | 4 |
| Jul 2026 | Fragrance brands | 110K | 8.2% | 3 |
| Aug 2026 | Fragrance brands | 110K | 7.1% | 3 |
| Sep 2026 | Fragrance brands | 110K | 6.7% | 4 |
| Oct 2025 | Bra brands | 49.5K | 8.1% | 4 |
| Nov 2025 | Bra brands | 40.5K | 5.2% | 6 |
| Dec 2025 | Bra brands | 49.5K | 6.9% | 3 |
| Jan 2026 | Bra brands | 823K | 51.2% | 1 |
| Feb 2026 | Bra brands | 27.1K | 4% | 8 |
| Mar 2026 | Bra brands | 110K | 13.8% | 2 |
| Apr 2026 | Bra brands | 22.2K | 3.5% | 9 |
| May 2026 | Bra brands | 550K | 44.2% | 1 |
| Jun 2026 | Bra brands | 1.2M | 64.8% | 1 |
| Jul 2026 | Bra brands | 1.5M | 69% | 1 |
| Aug 2026 | Bra brands | 673K | 49.4% | 1 |
| Sep 2026 | Bra brands | 33.1K | 5% | 8 |
| Oct 2025 | Underwear brands | 40.5K | 7.3% | 5 |
| Nov 2025 | Underwear brands | 49.5K | 6.9% | 7 |
| Dec 2025 | Underwear brands | 60.5K | 8.4% | 4 |
| Jan 2026 | Underwear brands | 40.5K | 7.1% | 7 |
| Feb 2026 | Underwear brands | 33.1K | 6.4% | 7 |
| Mar 2026 | Underwear brands | 33.1K | 4.9% | 7 |
| Apr 2026 | Underwear brands | 33.1K | 6.4% | 7 |
| May 2026 | Underwear brands | 33.1K | 5.1% | 7 |
| Jun 2026 | Underwear brands | 40.5K | 6.6% | 5 |
| Jul 2026 | Underwear brands | 40.5K | 7.3% | 7 |
| Aug 2026 | Underwear brands | 40.5K | 7% | 7 |
| Sep 2026 | Underwear brands | 33.1K | 7.3% | 6 |

## How are Victoria's Secret’s branded searches counted?

Brandwave collects information about searches that people make online using Victoria's Secret’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.

- “victoria secret bras”
- “victoria secret perfume”
- “victoria secret underwear”

## Which fragrance brands compete with Victoria's Secret?

- [Le Labo](/demand/us/brands/le-labo): Head-to-head: /demand/us/compare/le-labo-vs-victorias-secret
- [Valentino](/demand/us/brands/valentino): Head-to-head: /demand/us/compare/valentino-vs-victorias-secret
- [Yves Saint Laurent](/demand/us/brands/yves-saint-laurent): Head-to-head: /demand/us/compare/victorias-secret-vs-yves-saint-laurent
- [Chanel](/demand/us/brands/chanel): Head-to-head: /demand/us/compare/chanel-vs-victorias-secret
- [Jo Malone](/demand/us/brands/jo-malone): Head-to-head: /demand/us/compare/jo-malone-vs-victorias-secret
- [Prada](/demand/us/brands/prada)
- [Marc Jacobs](/demand/us/brands/marc-jacobs)
- [Versace](/demand/us/brands/versace)
- [Burberry](/demand/us/brands/burberry)
- [Dior Beauty](/demand/us/brands/dior-beauty)
- [KAYALI](/demand/us/brands/kayali)
- [Lancôme](/demand/us/brands/lancome)
- [Maison Francis Kurkdjian](/demand/us/brands/maison-francis-kurkdjian)
- [Tom Ford](/demand/us/brands/tom-ford)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Victoria's Secret: search popularity in the United States". https://gobrandwave.com/demand/us/brands/victorias-secret

This page is also available as HTML at https://gobrandwave.com/demand/us/brands/victorias-secret. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.