Brandwave

How popular isVictoria's Secret?

In September 2026, people searched for Victoria's Secret by name about 176,000 times in the United States, a 21.7% decrease from the previous year. These searches made up 5% of all United States bra brand searches, placing Victoria's Secret eighth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about bra brands, Victoria's Secret appeared in one of the five answers and was the joint sixth most recommended of the 11.

Search and AI answers in September 2026

Victoria's Secret is the eighth most searched of 11 competitors and the joint sixth most recommended in AI answers.

  1. Savage X FentyShare of searches 45.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. HoneyloveShare of searches 11.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  3. SomaShare of searches 7.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. BaliShare of searches 6.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. Victoria's SecretShare of searches 5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

+6 more

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Top bra brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Victoria's Secret was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Victoria's Secret is the joint sixth most recommended of the 11.

Most recommended by AI

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

  1. Natori1st
  2. Soma2nd
  3. ThirdLove3rd
  4. Bali4th
  5. Wacoal5th
  6. SKIMS6th
  7. Victoria's Secret6th
  8. Savage X Fenty–
  9. Honeylove–
  10. Aerie–
  11. +1 more

Mentioned by AI

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

  • ThirdLove4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Natori4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Soma3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bali3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wacoal3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Honeylove1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SKIMS1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Victoria's Secret1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Savage X Fenty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aerie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about bra 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 bra brands compete with Victoria's Secret?

Victoria's Secret against bra brands in the United States, by month

Share of searches by month for Savage X Fenty, Honeylove, Soma, Bali, SKIMS, Wacoal, ThirdLove, Victoria's Secret, Aerie, Natori. The figures are in the table below the chart.

View monthly share of searches table
MonthSavage X FentyHoneyloveSomaBaliSKIMSWacoalThirdLoveVictoria's SecretAerieNatoriCuup
Oct 202540.2%12.1%6.6%5.4%8.1%6.6%5.4%8.1%3%2.4%2%
Nov 202547.3%11.6%6.4%4.3%6.4%5.2%6.4%5.2%3.5%1.9%1.9%
Dec 202551%8.4%5.6%4.6%5.6%5.6%5.6%6.9%3.1%1.7%2%
Jan 202628%4.6%2.5%2.1%2.5%3.1%2.5%51.2%1.4%1.1%0.92%
Feb 202654%8.9%5.9%4.9%4.9%5.9%4.9%4%2.7%2.2%1.8%
Mar 202637.7%11.3%7.6%5.1%5.1%7.6%5.1%13.8%2.8%2.3%1.9%
Apr 202638.7%14.2%7.8%5.2%6.4%9.5%6.4%3.5%3.5%2.8%1.9%
May 202619.8%8.8%5.9%3.3%4%4.9%4%44.2%2.2%1.8%1.2%
Jun 202613.1%3.9%4.8%2.2%2.2%3.2%2.6%64.8%1.4%1.2%0.64%
Jul 202613.9%3.4%2.8%1.9%2.3%2.3%1.9%69%1.2%0.83%0.56%
Aug 202622.1%5.4%5.4%3%3.6%3.6%3%49.4%2.4%1.3%0.73%
Sep 202645.7%11.2%7.5%6.1%6.1%6.1%5%5%3.4%2.2%1.5%

  1. 1.Savage X Fenty

    45.7%

    Moved from 2nd to 1st. 301K estimated branded searches, 0% vs prior month. Share +23.6 points.

  2. 2.Honeylove

    11.2%

    Moved from 3rd to 2nd. 74K estimated branded searches, 0% vs prior month. Share +5.8 points.

  3. 3.Soma

    7.5%

    Moved from 4th to 3rd. 49.5K estimated branded searches, -33.1% vs prior month. Share +2.1 points.

  4. 4.Bali

    6.1%

    Moved from 7th to 4th. 40.5K estimated branded searches, 0% vs prior month. Share +3.2 points.

  5. 5.SKIMS

    6.1%

    Held 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share +2.5 points.

  6. 6.Wacoal

    6.1%

    Held 6th. 40.5K estimated branded searches, -18.2% vs prior month. Share +2.5 points.

  7. 7.ThirdLove

    5%

    Moved from 8th to 7th. 33.1K estimated branded searches, -18.3% vs prior month. Share +2.1 points.

  8. 8.Victoria's Secret

    5%

    Moved from 1st to 8th. 33.1K estimated branded searches, -95.1% vs prior month. Share -44.4 points.

  9. 9.Aerie

    3.4%

    Held 9th. 22.2K estimated branded searches, -32.9% vs prior month. Share +0.9 points.

  10. 10.Natori

    2.2%

    Held 10th. 14.8K estimated branded searches, -18.2% vs prior month. Share +0.9 points.

  11. 11.Cuup

    1.5%

    Held 11th. 9.9K estimated branded searches, 0% vs prior month. Share +0.8 points.

Compare popularity between Victoria's Secret and its closest rivals

Every comparison with Victoria's Secret

34 comparisons

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

4 findings
  • 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 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.

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

6 changes

  1. 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.

  2. In September 2026, Honeylove overtook Victoria's Secret to rank 2nd among bra brands in the United States, with 11.2% of the searches.

  3. In September 2026, Soma overtook Victoria's Secret to rank 3rd among bra brands in the United States, with 7.5% of the searches.

  4. 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.

  5. In September 2026, ThirdLove overtook Victoria's Secret to rank 7th among bra brands in the United States, with 5% of the searches.

  6. In September 2026, SKIMS gained share of searches among bra brands in the United States, from 3.6% to 6.1%.

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

3 search terms

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

Do you work for Victoria's Secret? 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 Victoria's Secret compete?

Victoria's Secret is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Fragrance brands4th of 156.7%Show ranking
Bra brands8th of 115%Shown above
Underwear brands6th of 137.3%Show ranking
Creator with pink hair and a pink jacket

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