---
title: "Bra brands in the United States: Which are searched most?"
description: "Compare the bra brands women in the US buy. Share of Search among Savage X Fenty, Honeylove, Soma, Bali, SKIMS, Wacoal, ThirdLove, Victoria's Secret, Aerie, Natori and Cuup, the bra brands Brandwave compares in the United States, using the same methodology, market, and reporting period. 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/categories/us-bra-brands"
publisher: "Brandwave"
---

# Bra brands in the United States: Which are searched most?

Compare the bra brands women in the US buy. Share of Search among Savage X Fenty, Honeylove, Soma, Bali, SKIMS, Wacoal, ThirdLove, Victoria's Secret, Aerie, Natori and Cuup, the bra brands Brandwave compares in the United States, using the same methodology, market, and reporting period. 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

- **Competitive set**: Bra brands
- **Market**: United States
- **Brands compared**: 11
- **Month measured**: Sep 2026
- **Highest Share of Search**: Savage X Fenty, 45.7%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Natori | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Soma | 2nd | 1 of 3 | 2 of 2 | 3 of 5 |
| ThirdLove | 3rd | 2 of 3 | 2 of 2 | 4 of 5 |
| Bali | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Wacoal | 5th | 2 of 3 | 1 of 2 | 3 of 5 |
| SKIMS | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Victoria's Secret | 6th | 0 of 3 | 1 of 2 | 1 of 5 |
| Savage X Fenty | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Honeylove | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 |
| Aerie | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Cuup | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about bra brands

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

Not named in any answer: Savage X Fenty, Aerie and Cuup.

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

## Compare search popularity between leading brands

- [Savage X Fenty vs Honeylove: compare search popularity](/demand/us/compare/honeylove-vs-savage-x-fenty): 45.7% against 11.2% Share of Search.
- [Savage X Fenty vs Soma: compare search popularity](/demand/us/compare/savage-x-fenty-vs-soma): 45.7% against 7.5% Share of Search.
- [Savage X Fenty vs Bali: compare search popularity](/demand/us/compare/bali-intimates-vs-savage-x-fenty): 45.7% against 6.1% Share of Search.
- [Savage X Fenty vs SKIMS: compare search popularity](/demand/us/compare/savage-x-fenty-vs-skims): 45.7% against 6.1% Share of Search.
- [Honeylove vs Soma: compare search popularity](/demand/us/compare/honeylove-vs-soma): 11.2% against 7.5% Share of Search.
- [Honeylove vs Bali: compare search popularity](/demand/us/compare/bali-intimates-vs-honeylove): 11.2% against 6.1% Share of Search.
- [Honeylove vs SKIMS: compare search popularity](/demand/us/compare/honeylove-vs-skims): 11.2% against 6.1% Share of Search.
- [Soma vs Bali: compare search popularity](/demand/us/compare/bali-intimates-vs-soma): 7.5% against 6.1% Share of Search.
- [Soma vs SKIMS: compare search popularity](/demand/us/compare/skims-vs-soma): 7.5% against 6.1% Share of Search.
- [Bali vs SKIMS: compare search popularity](/demand/us/compare/bali-intimates-vs-skims): 6.1% Share of Search each.

## 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%.
- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Savage X Fenty | 45.7% | 301K | 0.0% | Savage X Fenty |
| 2 | Honeylove | 11.2% | 74K | 0.0% | Honeylove |
| 3 | Soma | 7.5% | 49.5K | -33.1% | Soma |
| 4 | Bali | 6.1% | 40.5K | 0.0% | Bali |
| 5 | SKIMS | 6.1% | 40.5K | -18.2% | SKIMS |
| 6 | Wacoal | 6.1% | 40.5K | -18.2% | Wacoal |
| 7 | ThirdLove | 5% | 33.1K | -18.3% | ThirdLove |
| 8 | Victoria's Secret | 5% | 33.1K | -95.1% | Victoria's Secret |
| 9 | Aerie | 3.4% | 22.2K | -32.9% | Aerie |
| 10 | Natori | 2.2% | 14.8K | -18.2% | Natori |
| 11 | Cuup | 1.5% | 9.9K | 0.0% | Cuup |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Savage X Fenty | 246K | 40.2% | 1 |
| Oct 2025 | Honeylove | 74K | 12.1% | 2 |
| Oct 2025 | SKIMS | 49.5K | 8.1% | 3 |
| Oct 2025 | Victoria's Secret | 49.5K | 8.1% | 4 |
| Oct 2025 | Soma | 40.5K | 6.6% | 5 |
| Oct 2025 | Wacoal | 40.5K | 6.6% | 6 |
| Oct 2025 | Bali | 33.1K | 5.4% | 7 |
| Oct 2025 | ThirdLove | 33.1K | 5.4% | 8 |
| Oct 2025 | Aerie | 18.1K | 3% | 9 |
| Oct 2025 | Natori | 14.8K | 2.4% | 10 |
| Oct 2025 | Cuup | 12.1K | 2% | 11 |
| Nov 2025 | Savage X Fenty | 368K | 47.3% | 1 |
| Nov 2025 | Honeylove | 90.5K | 11.6% | 2 |
| Nov 2025 | SKIMS | 49.5K | 6.4% | 3 |
| Nov 2025 | Soma | 49.5K | 6.4% | 4 |
| Nov 2025 | ThirdLove | 49.5K | 6.4% | 5 |
| Nov 2025 | Victoria's Secret | 40.5K | 5.2% | 6 |
| Nov 2025 | Wacoal | 40.5K | 5.2% | 7 |
| Nov 2025 | Bali | 33.1K | 4.3% | 8 |
| Nov 2025 | Aerie | 27.1K | 3.5% | 9 |
| Nov 2025 | Cuup | 14.8K | 1.9% | 10 |
| Nov 2025 | Natori | 14.8K | 1.9% | 11 |
| Dec 2025 | Savage X Fenty | 368K | 51% | 1 |
| Dec 2025 | Honeylove | 60.5K | 8.4% | 2 |
| Dec 2025 | Victoria's Secret | 49.5K | 6.9% | 3 |
| Dec 2025 | SKIMS | 40.5K | 5.6% | 4 |
| Dec 2025 | Soma | 40.5K | 5.6% | 5 |
| Dec 2025 | ThirdLove | 40.5K | 5.6% | 6 |
| Dec 2025 | Wacoal | 40.5K | 5.6% | 7 |
| Dec 2025 | Bali | 33.1K | 4.6% | 8 |
| Dec 2025 | Aerie | 22.2K | 3.1% | 9 |
| Dec 2025 | Cuup | 14.8K | 2% | 10 |
| Dec 2025 | Natori | 12.1K | 1.7% | 11 |
| Jan 2026 | Victoria's Secret | 823K | 51.2% | 1 |
| Jan 2026 | Savage X Fenty | 450K | 28% | 2 |
| Jan 2026 | Honeylove | 74K | 4.6% | 3 |
| Jan 2026 | Wacoal | 49.5K | 3.1% | 4 |
| Jan 2026 | SKIMS | 40.5K | 2.5% | 5 |
| Jan 2026 | Soma | 40.5K | 2.5% | 6 |
| Jan 2026 | ThirdLove | 40.5K | 2.5% | 7 |
| Jan 2026 | Bali | 33.1K | 2.1% | 8 |
| Jan 2026 | Aerie | 22.2K | 1.4% | 9 |
| Jan 2026 | Natori | 18.1K | 1.1% | 10 |
| Jan 2026 | Cuup | 14.8K | 0.92% | 11 |
| Feb 2026 | Savage X Fenty | 368K | 54% | 1 |
| Feb 2026 | Honeylove | 60.5K | 8.9% | 2 |
| Feb 2026 | Soma | 40.5K | 5.9% | 3 |
| Feb 2026 | Wacoal | 40.5K | 5.9% | 4 |
| Feb 2026 | Bali | 33.1K | 4.9% | 5 |
| Feb 2026 | SKIMS | 33.1K | 4.9% | 6 |
| Feb 2026 | ThirdLove | 33.1K | 4.9% | 7 |
| Feb 2026 | Victoria's Secret | 27.1K | 4% | 8 |
| Feb 2026 | Aerie | 18.1K | 2.7% | 9 |
| Feb 2026 | Natori | 14.8K | 2.2% | 10 |
| Feb 2026 | Cuup | 12.1K | 1.8% | 11 |
| Mar 2026 | Savage X Fenty | 301K | 37.7% | 1 |
| Mar 2026 | Victoria's Secret | 110K | 13.8% | 2 |
| Mar 2026 | Honeylove | 90.5K | 11.3% | 3 |
| Mar 2026 | Soma | 60.5K | 7.6% | 4 |
| Mar 2026 | Wacoal | 60.5K | 7.6% | 5 |
| Mar 2026 | Bali | 40.5K | 5.1% | 6 |
| Mar 2026 | SKIMS | 40.5K | 5.1% | 7 |
| Mar 2026 | ThirdLove | 40.5K | 5.1% | 8 |
| Mar 2026 | Aerie | 22.2K | 2.8% | 9 |
| Mar 2026 | Natori | 18.1K | 2.3% | 10 |
| Mar 2026 | Cuup | 14.8K | 1.9% | 11 |
| Apr 2026 | Savage X Fenty | 246K | 38.7% | 1 |
| Apr 2026 | Honeylove | 90.5K | 14.2% | 2 |
| Apr 2026 | Wacoal | 60.5K | 9.5% | 3 |
| Apr 2026 | Soma | 49.5K | 7.8% | 4 |
| Apr 2026 | SKIMS | 40.5K | 6.4% | 5 |
| Apr 2026 | ThirdLove | 40.5K | 6.4% | 6 |
| Apr 2026 | Bali | 33.1K | 5.2% | 7 |
| Apr 2026 | Aerie | 22.2K | 3.5% | 8 |
| Apr 2026 | Victoria's Secret | 22.2K | 3.5% | 9 |
| Apr 2026 | Natori | 18.1K | 2.8% | 10 |
| Apr 2026 | Cuup | 12.1K | 1.9% | 11 |
| May 2026 | Victoria's Secret | 550K | 44.2% | 1 |
| May 2026 | Savage X Fenty | 246K | 19.8% | 2 |
| May 2026 | Honeylove | 110K | 8.8% | 3 |
| May 2026 | Soma | 74K | 5.9% | 4 |
| May 2026 | Wacoal | 60.5K | 4.9% | 5 |
| May 2026 | SKIMS | 49.5K | 4% | 6 |
| May 2026 | ThirdLove | 49.5K | 4% | 7 |
| May 2026 | Bali | 40.5K | 3.3% | 8 |
| May 2026 | Aerie | 27.1K | 2.2% | 9 |
| May 2026 | Natori | 22.2K | 1.8% | 10 |
| May 2026 | Cuup | 14.8K | 1.2% | 11 |
| Jun 2026 | Victoria's Secret | 1.2M | 64.8% | 1 |
| Jun 2026 | Savage X Fenty | 246K | 13.1% | 2 |
| Jun 2026 | Soma | 90.5K | 4.8% | 3 |
| Jun 2026 | Honeylove | 74K | 3.9% | 4 |
| Jun 2026 | Wacoal | 60.5K | 3.2% | 5 |
| Jun 2026 | ThirdLove | 49.5K | 2.6% | 6 |
| Jun 2026 | Bali | 40.5K | 2.2% | 7 |
| Jun 2026 | SKIMS | 40.5K | 2.2% | 8 |
| Jun 2026 | Aerie | 27.1K | 1.4% | 9 |
| Jun 2026 | Natori | 22.2K | 1.2% | 10 |
| Jun 2026 | Cuup | 12.1K | 0.64% | 11 |
| Jul 2026 | Victoria's Secret | 1.5M | 69% | 1 |
| Jul 2026 | Savage X Fenty | 301K | 13.9% | 2 |
| Jul 2026 | Honeylove | 74K | 3.4% | 3 |
| Jul 2026 | Soma | 60.5K | 2.8% | 4 |
| Jul 2026 | SKIMS | 49.5K | 2.3% | 5 |
| Jul 2026 | Wacoal | 49.5K | 2.3% | 6 |
| Jul 2026 | Bali | 40.5K | 1.9% | 7 |
| Jul 2026 | ThirdLove | 40.5K | 1.9% | 8 |
| Jul 2026 | Aerie | 27.1K | 1.2% | 9 |
| Jul 2026 | Natori | 18.1K | 0.83% | 10 |
| Jul 2026 | Cuup | 12.1K | 0.56% | 11 |
| Aug 2026 | Victoria's Secret | 673K | 49.4% | 1 |
| Aug 2026 | Savage X Fenty | 301K | 22.1% | 2 |
| Aug 2026 | Honeylove | 74K | 5.4% | 3 |
| Aug 2026 | Soma | 74K | 5.4% | 4 |
| Aug 2026 | SKIMS | 49.5K | 3.6% | 5 |
| Aug 2026 | Wacoal | 49.5K | 3.6% | 6 |
| Aug 2026 | Bali | 40.5K | 3% | 7 |
| Aug 2026 | ThirdLove | 40.5K | 3% | 8 |
| Aug 2026 | Aerie | 33.1K | 2.4% | 9 |
| Aug 2026 | Natori | 18.1K | 1.3% | 10 |
| Aug 2026 | Cuup | 9.9K | 0.73% | 11 |
| Sep 2026 | Savage X Fenty | 301K | 45.7% | 1 |
| Sep 2026 | Honeylove | 74K | 11.2% | 2 |
| Sep 2026 | Soma | 49.5K | 7.5% | 3 |
| Sep 2026 | Bali | 40.5K | 6.1% | 4 |
| Sep 2026 | SKIMS | 40.5K | 6.1% | 5 |
| Sep 2026 | Wacoal | 40.5K | 6.1% | 6 |
| Sep 2026 | ThirdLove | 33.1K | 5% | 7 |
| Sep 2026 | Victoria's Secret | 33.1K | 5% | 8 |
| Sep 2026 | Aerie | 22.2K | 3.4% | 9 |
| Sep 2026 | Natori | 14.8K | 2.2% | 10 |
| Sep 2026 | Cuup | 9.9K | 1.5% | 11 |

## What is being compared

- **Aerie**: Measured on the search term “aerie bras”.
- **Bali**: Measured on the search term “bali bra”.
- **Cuup**: Measured on the search term “cuup”.
- **Honeylove**: Measured on the search term “honeylove”.
- **Natori**: Measured on the search term “natori bras”.
- **Savage X Fenty**: Measured on the search term “savage x fenty”.
- **SKIMS**: Measured on the search term “skims bra”.
- **Soma**: Measured on the search term “soma bras”.
- **ThirdLove**: Measured on the search term “thirdlove”.
- **Victoria's Secret**: Measured on the search term “victoria secret bras”.
- **Wacoal**: Measured on the search term “wacoal bras”.

- [Aerie](/demand/us/brands/aerie)
- [Bali](/demand/us/brands/bali-intimates)
- [Cuup](/demand/us/brands/cuup)
- [Honeylove](/demand/us/brands/honeylove)
- [Natori](/demand/us/brands/natori)
- [Savage X Fenty](/demand/us/brands/savage-x-fenty)
- [SKIMS](/demand/us/brands/skims)
- [Soma](/demand/us/brands/soma)
- [ThirdLove](/demand/us/brands/thirdlove)
- [Victoria's Secret](/demand/us/brands/victorias-secret)
- [Wacoal](/demand/us/brands/wacoal)

## Methodology

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

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Bra brands in the United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-bra-brands

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