Bra brands in the United States:Which are most popular?

Name: Bra brands in the United States: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Savage X Fenty was the most searched bra brand in the United States, accounting for 45.7% of all searches among the 11 brands we track. When we checked with ChatGPT and Google AI Overviews, ThirdLove and Natori were mentioned most often, in four of the five answers. Natori was recommended most often, coming first in two out of four responses that gave a list.

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Top bra brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, ThirdLove and Natori were mentioned most often, in four of the five answers. Natori was recommended most often, coming first in two out of four answers that gave a list. Soma was second, and ThirdLove was third. Savage X Fenty, which ranked first in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
ThirdLove	Named in 2 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	4 of 5
Natori	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Soma	Named in 1 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	3 of 5
Bali	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Wacoal	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Honeylove	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
SKIMS	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Victoria's Secret	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Savage X Fenty	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Aerie	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Cuup	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Cuup0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about bra brands

5 answers

Asked ChatGPT
“Which bra brand should I buy?”
1. 1Natori
2. 2Bali
3. 3Wacoal
Asked ChatGPT
“What are the most comfortable bra brands?”
1. 1Soma
2. 2Bali
3. 3Wacoal
4. 4ThirdLove
5. 5SKIMS
6. 6Natori
Asked ChatGPT
“What is the best everyday bra?”
1. 1Natori
2. 2ThirdLove
Searched Google, AI Overview
“bras”
Searched Google, AI Overview
“best bras”
1. 1Honeylove
2. 2Soma
3. 3Bali
4. 4ThirdLove
5. 5Wacoal
6. 6Natori

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 do people search for most?

This chart shows how often people search Google for each bra brand by name. Each line represents a brand's share of searches for all 11 bra brands we track, month by month, from searches in United States.

Share of searches among bra brands in the United States, by month

Month	Savage X Fenty	Honeylove	Soma	Bali	SKIMS	Wacoal	ThirdLove	Victoria's Secret	Aerie	Natori	Cuup
Oct 2025	40.2%	12.1%	6.6%	5.4%	8.1%	6.6%	5.4%	8.1%	3%	2.4%	2%
Nov 2025	47.3%	11.6%	6.4%	4.3%	6.4%	5.2%	6.4%	5.2%	3.5%	1.9%	1.9%
Dec 2025	51%	8.4%	5.6%	4.6%	5.6%	5.6%	5.6%	6.9%	3.1%	1.7%	2%
Jan 2026	28%	4.6%	2.5%	2.1%	2.5%	3.1%	2.5%	51.2%	1.4%	1.1%	0.92%
Feb 2026	54%	8.9%	5.9%	4.9%	4.9%	5.9%	4.9%	4%	2.7%	2.2%	1.8%
Mar 2026	37.7%	11.3%	7.6%	5.1%	5.1%	7.6%	5.1%	13.8%	2.8%	2.3%	1.9%
Apr 2026	38.7%	14.2%	7.8%	5.2%	6.4%	9.5%	6.4%	3.5%	3.5%	2.8%	1.9%
May 2026	19.8%	8.8%	5.9%	3.3%	4%	4.9%	4%	44.2%	2.2%	1.8%	1.2%
Jun 2026	13.1%	3.9%	4.8%	2.2%	2.2%	3.2%	2.6%	64.8%	1.4%	1.2%	0.64%
Jul 2026	13.9%	3.4%	2.8%	1.9%	2.3%	2.3%	1.9%	69%	1.2%	0.83%	0.56%
Aug 2026	22.1%	5.4%	5.4%	3%	3.6%	3.6%	3%	49.4%	2.4%	1.3%	0.73%
Sep 2026	45.7%	11.2%	7.5%	6.1%	6.1%	6.1%	5%	5%	3.4%	2.2%	1.5%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, moved from 2nd to 1st	Savage X Fenty	45.7%	301K	0%	+23.6 pointsmoved from 2nd to 1st
2, moved from 3rd to 2nd	Honeylove	11.2%	74K	0%	+5.8 pointsmoved from 3rd to 2nd
3, moved from 4th to 3rd	Soma	7.5%	49.5K	-33.1%	+2.1 pointsmoved from 4th to 3rd
4, moved from 7th to 4th	Bali	6.1%	40.5K	0%	+3.2 pointsmoved from 7th to 4th
5, held 5th	SKIMS	6.1%	40.5K	-18.2%	+2.5 points
6, held 6th	Wacoal	6.1%	40.5K	-18.2%	+2.5 points
7, moved from 8th to 7th	ThirdLove	5%	33.1K	-18.3%	+2.1 pointsmoved from 8th to 7th
8, moved from 1st to 8th	Victoria's Secret	5%	33.1K	-95.1%	-44.4 pointsmoved from 1st to 8th
9, held 9th	Aerie	3.4%	22.2K	-32.9%	+0.9 points
10, held 10th	Natori	2.2%	14.8K	-18.2%	+0.9 points
11, held 11th	Cuup	1.5%	9.9K	0%	+0.8 points

1.Savage X Fenty
45.7%
Moved from 2nd to 1st. 301K estimated branded searches, 0% vs prior month. Share +23.6 points.
2.Honeylove
11.2%
Moved from 3rd to 2nd. 74K estimated branded searches, 0% vs prior month. Share +5.8 points.
3.Soma
7.5%
Moved from 4th to 3rd. 49.5K estimated branded searches, -33.1% vs prior month. Share +2.1 points.
4.Bali
6.1%
Moved from 7th to 4th. 40.5K estimated branded searches, 0% vs prior month. Share +3.2 points.
5.SKIMS
6.1%
Held 5th. 40.5K estimated branded searches, -18.2% vs prior month. Share +2.5 points.
6.Wacoal
6.1%
Held 6th. 40.5K estimated branded searches, -18.2% vs prior month. Share +2.5 points.
7.ThirdLove
5%
Moved from 8th to 7th. 33.1K estimated branded searches, -18.3% vs prior month. Share +2.1 points.
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.Aerie
3.4%
Held 9th. 22.2K estimated branded searches, -32.9% vs prior month. Share +0.9 points.
10.Natori
2.2%
Held 10th. 14.8K estimated branded searches, -18.2% vs prior month. Share +0.9 points.
11.Cuup
1.5%
Held 11th. 9.9K estimated branded searches, 0% vs prior month. Share +0.8 points.

Which brand is most popular in search among bra brands in the United States?

11 brands

In September 2026, Savage X Fenty was the most searched among bra brands in the United States, with an estimated 301K branded searches, 45.7% of all searches for the 11 we track. Honeylove is in 2nd place, 34.4 percentage points behind at 11.2%.

United States bra brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Savage X Fenty	40.2% → 45.7%	54%Feb 2026	13.1%Jun 2026	1st
Honeylove	12.1% → 11.2%	14.2%Apr 2026	3.4%Jul 2026	2nd
Soma	6.6% → 7.5%	7.8%Apr 2026	2.5%Jan 2026	5th → 3rd
Bali	5.4% → 6.1%	6.1%Sep 2026	1.9%Jul 2026	7th → 4th
SKIMS	8.1% → 6.1%	8.1%Oct 2025	2.2%Jun 2026	3rd → 5th
Wacoal	6.6% → 6.1%	9.5%Apr 2026	2.3%Jul 2026	6th
ThirdLove	5.4% → 5%	6.4%Apr 2026	1.9%Jul 2026	8th → 7th
Victoria's Secret	8.1% → 5%	69%Jul 2026	3.5%Apr 2026	4th → 8th
Aerie	3% → 3.4%	3.5%Apr 2026	1.2%Jul 2026	9th
Natori	2.4% → 2.2%	2.8%Apr 2026	0.83%Jul 2026	10th
Cuup	2% → 1.5%	2%Dec 2025	0.56%Jul 2026	11th

Each finding as a sentence

Across the 12 months ending September 2026, Savage X Fenty’s share of searches among bra brands in the United States increased from 40.2% to 45.7%.
Across the 12 months ending September 2026, Honeylove’s share of searches among bra brands in the United States decreased from 12.1% to 11.2%.
Across the 12 months ending September 2026, Soma’s share of searches among bra brands in the United States increased from 6.6% to 7.5%.
Across the 12 months ending September 2026, Bali’s share of searches among bra brands in the United States increased from 5.4% to 6.1%.
Across the 12 months ending September 2026, SKIMS’s share of searches among bra brands in the United States decreased from 8.1% to 6.1%.
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, Savage X Fenty’s share of searches among bra brands in the United States peaked at 54% in February 2026 and was lowest at 13.1% in June 2026.
Across the 12 months ending September 2026, Honeylove’s share of searches among bra brands in the United States peaked at 14.2% in April 2026 and was lowest at 3.4% in July 2026.
Across the 12 months ending September 2026, Soma’s share of searches among bra brands in the United States peaked at 7.8% in April 2026 and was lowest at 2.5% in January 2026.
Across the 12 months ending September 2026, Bali’s share of searches among bra brands in the United States peaked at 6.1% in September 2026 and was lowest at 1.9% in July 2026.
Across the 12 months ending September 2026, SKIMS’s share of searches among bra brands in the United States peaked at 8.1% in October 2025 and was lowest at 2.2% in June 2026.
Across the 12 months ending September 2026, Wacoal’s share of searches among bra brands in the United States peaked at 9.5% in April 2026 and was lowest at 2.3% in July 2026.
Across the 12 months ending September 2026, ThirdLove’s share of searches among bra brands in the United States peaked at 6.4% in April 2026 and was lowest at 1.9% in July 2026.
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, Aerie’s share of searches among bra brands in the United States peaked at 3.5% in April 2026 and was lowest at 1.2% in July 2026.
Across the 12 months ending September 2026, Natori’s share of searches among bra brands in the United States peaked at 2.8% in April 2026 and was lowest at 0.83% in July 2026.
Across the 12 months ending September 2026, Cuup’s share of searches among bra brands in the United States peaked at 2% in December 2025 and was lowest at 0.56% in July 2026.
Across the 12 months ending September 2026, Soma rose from 5th to 3rd among bra brands in the United States.
Across the 12 months ending September 2026, Bali rose from 7th to 4th among bra brands in the United States.
Across the 12 months ending September 2026, SKIMS fell from 3rd to 5th among bra brands in the United States.
Across the 12 months ending September 2026, ThirdLove rose from 8th to 7th among bra brands in the United States.
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, Wacoal, Aerie, Natori and Cuup held steady: their share of searches among bra brands in the United States each moved less than 0.5 percentage points.

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

8 changes

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%.
In September 2026, Wacoal gained share of searches among bra brands in the United States, from 3.6% to 6.1%.
In September 2026, Aerie gained share of searches among bra brands in the United States, from 2.4% to 3.4%.

How are branded searches counted for bra brands?

11 search terms

Each brand's share of searches among bra brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.