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

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

In September 2026, Le Labo was the most searched fragrance brand in the United States, accounting for 22.4% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, Yves Saint Laurent showed up in every answer. Chanel was recommended most often, coming first in two out of three responses that gave a list.

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Top fragrance brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Yves Saint Laurent appeared every time. Chanel was recommended most often, coming first in two out of three answers that gave a list. Yves Saint Laurent was second, and Dior Beauty was third. Le Labo, 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
Yves Saint Laurent	Named in 3 of 3 ChatGPT answers	Named in 2 of 2 Google AI Overviews	5 of 5
Chanel	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Maison Francis Kurkdjian	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Valentino	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Jo Malone	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Marc Jacobs	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Versace	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Burberry	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Dior Beauty	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Tom Ford	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Le Labo	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Victoria's Secret	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Prada	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
KAYALI	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Lancôme	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Yves Saint Laurent5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Chanel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Maison Francis Kurkdjian2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Valentino1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Jo Malone1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Marc Jacobs1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Versace1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Burberry1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dior Beauty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Tom Ford1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Le Labo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Victoria's Secret0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Prada0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
KAYALI0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Lancôme0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about fragrance brands

5 answers

Asked ChatGPT
“Which perfume should I buy?”
Asked ChatGPT
“What are the best perfume brands?”
Asked ChatGPT
“What is the best perfume for women?”
Searched Google, AI Overview
“perfume”
1. 1Yves Saint Laurent
Searched Google, AI Overview
“perfume for women”

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 fragrance brands do people search for most?

This chart shows how often people search Google for each fragrance brand by name. Each line represents a brand's share of searches for all 15 fragrance brands we track, month by month, from searches in United States.

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

Month	Le Labo	Valentino	Yves Saint Laurent	Victoria's Secret	Chanel	Jo Malone	Prada	Marc Jacobs	Versace	Burberry	Dior Beauty	KAYALI	Lancôme	Maison Francis Kurkdjian	Tom Ford
Oct 2025	15.1%	18.5%	6.8%	8.3%	6.8%	6.8%	4.6%	3.7%	4.6%	4.6%	4.6%	3.7%	4.6%	3.7%	3.7%
Nov 2025	11.5%	17.1%	7.7%	9.4%	6.3%	7.7%	4.2%	4.2%	4.2%	4.2%	4.2%	6.3%	6.3%	3.4%	3.4%
Dec 2025	12.2%	18.3%	8.2%	8.2%	8.2%	5.5%	5.5%	6.7%	4.5%	4.5%	4.5%	3%	3.7%	3.7%	3.7%
Jan 2026	14.7%	18%	8.1%	8.1%	6.6%	6.6%	4.4%	4.4%	4.4%	4.4%	4.4%	3.6%	3.6%	4.4%	4.4%
Feb 2026	15.2%	18.6%	8.4%	8.4%	6.8%	5.6%	4.6%	4.6%	4.6%	3.7%	4.6%	3.7%	3.7%	3.7%	3.7%
Mar 2026	19.2%	15.7%	7%	8.6%	5.8%	5.8%	3.8%	3.8%	4.7%	3.8%	3.8%	3.8%	4.7%	4.7%	4.7%
Apr 2026	16.6%	16.6%	7.4%	7.4%	6.1%	6.1%	5%	5%	5%	4.1%	4.1%	4.1%	5%	4.1%	3.3%
May 2026	18.6%	15.2%	6.8%	6.8%	6.8%	6.8%	5.6%	4.6%	4.6%	3.7%	4.6%	3.7%	4.6%	3.7%	3.7%
Jun 2026	19.7%	16.1%	7.2%	7.2%	5.9%	7.2%	4.8%	4%	4.8%	4%	4%	4%	3.2%	4%	4%
Jul 2026	18.4%	15%	6.8%	8.2%	6.8%	6.8%	4.5%	4.5%	4.5%	3.7%	3.7%	4.5%	4.5%	3.7%	4.5%
Aug 2026	19.5%	15.9%	7.1%	7.1%	5.9%	5.9%	4.8%	4.8%	4.8%	3.9%	3.9%	3.9%	3.9%	3.9%	4.8%
Sep 2026	22.4%	15%	8.2%	6.7%	5.5%	5.5%	5.5%	4.5%	4.5%	3.7%	3.7%	3.7%	3.7%	3.7%	3.7%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Le Labo	22.4%	368K	+22.3%	+3 points
2, held 2nd	Valentino	15%	246K	0%	-0.9 points
3, moved from 4th to 3rd	Yves Saint Laurent Kering	8.2%	135K	+22.7%	+1.1 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Victoria's Secret	6.7%	110K	0%	-0.4 pointsmoved from 3rd to 4th
5, held 5th	Chanel	5.5%	90.5K	0%	-0.3 points
6, held 6th	Jo Malone	5.5%	90.5K	0%	-0.3 points
7, moved from 8th to 7th	Prada	5.5%	90.5K	+22.3%	+0.7 pointsmoved from 8th to 7th
8, moved from 7th to 8th	Marc Jacobs	4.5%	74K	0%	-0.3 pointsmoved from 7th to 8th
9, moved from 10th to 9th	Versace	4.5%	74K	0%	-0.3 pointsmoved from 10th to 9th
10, moved from 11th to 10th	Burberry	3.7%	60.5K	0%	-0.2 pointsmoved from 11th to 10th
11, moved from 12th to 11th	Dior Beauty	3.7%	60.5K	0%	-0.2 pointsmoved from 12th to 11th
12, moved from 13th to 12th	KAYALI	3.7%	60.5K	0%	-0.2 pointsmoved from 13th to 12th
13, moved from 14th to 13th	Lancôme	3.7%	60.5K	0%	-0.2 pointsmoved from 14th to 13th
14, moved from 15th to 14th	Maison Francis Kurkdjian LVMH	3.7%	60.5K	0%	-0.2 pointsmoved from 15th to 14th
15, moved from 9th to 15th	Tom Ford	3.7%	60.5K	-18.2%	-1.1 pointsmoved from 9th to 15th

1.Le Labo
22.4%
Held 1st. 368K estimated branded searches, +22.3% vs prior month. Share +3 points.
2.Valentino
15%
Held 2nd. 246K estimated branded searches, 0% vs prior month. Share -0.9 points.
3.Yves Saint Laurent
8.2%
Moved from 4th to 3rd. 135K estimated branded searches, +22.7% vs prior month. Share +1.1 points.
4.Victoria's Secret
6.7%
Moved from 3rd to 4th. 110K estimated branded searches, 0% vs prior month. Share -0.4 points.
5.Chanel
5.5%
Held 5th. 90.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
6.Jo Malone
5.5%
Held 6th. 90.5K estimated branded searches, 0% vs prior month. Share -0.3 points.
7.Prada
5.5%
Moved from 8th to 7th. 90.5K estimated branded searches, +22.3% vs prior month. Share +0.7 points.
8.Marc Jacobs
4.5%
Moved from 7th to 8th. 74K estimated branded searches, 0% vs prior month. Share -0.3 points.
9.Versace
4.5%
Moved from 10th to 9th. 74K estimated branded searches, 0% vs prior month. Share -0.3 points.
10.Burberry
3.7%
Moved from 11th to 10th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
11.Dior Beauty
3.7%
Moved from 12th to 11th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
12.KAYALI
3.7%
Moved from 13th to 12th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
13.Lancôme
3.7%
Moved from 14th to 13th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
14.Maison Francis Kurkdjian
3.7%
Moved from 15th to 14th. 60.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
15.Tom Ford
3.7%
Moved from 9th to 15th. 60.5K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

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

15 brands

In September 2026, Le Labo was the most searched among fragrance brands in the United States, with an estimated 368K branded searches, 22.4% of all searches for the 15 we track. Valentino is in 2nd place, 7.4 percentage points behind at 15%.

United States fragrance brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Le Labo	15.1% → 22.4%	22.4%Sep 2026	11.5%Nov 2025	2nd → 1st
Valentino	18.5% → 15%	18.6%Feb 2026	15%Sep 2026	1st → 2nd
Yves Saint Laurent	6.8% → 8.2%	8.4%Feb 2026	6.8%Jul 2026	6th → 3rd
Victoria's Secret	8.3% → 6.7%	9.4%Nov 2025	6.7%Sep 2026	3rd → 4th
Chanel	6.8% → 5.5%	8.2%Dec 2025	5.5%Sep 2026	4th → 5th
Jo Malone	6.8% → 5.5%	7.7%Nov 2025	5.5%Dec 2025	5th → 6th
Prada	4.6% → 5.5%	5.6%May 2026	3.8%Mar 2026	10th → 7th
Marc Jacobs	3.7% → 4.5%	6.7%Dec 2025	3.7%Oct 2025	14th → 8th
Versace	4.6% → 4.5%	5%Apr 2026	4.2%Nov 2025	11th → 9th
Burberry	4.6% → 3.7%	4.6%Oct 2025	3.7%Sep 2026	7th → 10th
Dior Beauty	4.6% → 3.7%	4.6%May 2026	3.7%Sep 2026	8th → 11th
KAYALI	3.7%	6.3%Nov 2025	3%Dec 2025	12th
Lancôme	4.6% → 3.7%	6.3%Nov 2025	3.2%Jun 2026	9th → 13th
Maison Francis Kurkdjian	3.7%	4.7%Mar 2026	3.4%Nov 2025	13th → 14th
Tom Ford	3.7%	4.8%Aug 2026	3.3%Apr 2026	15th

Each finding as a sentence

Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands in the United States increased from 15.1% to 22.4%.
Across the 12 months ending September 2026, Valentino’s share of searches among fragrance brands in the United States decreased from 18.5% to 15%.
Across the 12 months ending September 2026, Yves Saint Laurent’s share of searches among fragrance brands in the United States increased from 6.8% to 8.2%.
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, Chanel’s share of searches among fragrance brands in the United States decreased from 6.8% to 5.5%.
Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in the United States decreased from 6.8% to 5.5%.
Across the 12 months ending September 2026, Prada’s share of searches among fragrance brands in the United States increased from 4.6% to 5.5%.
Across the 12 months ending September 2026, Marc Jacobs’ share of searches among fragrance brands in the United States increased from 3.7% to 4.5%.
Across the 12 months ending September 2026, Burberry’s share of searches among fragrance brands in the United States decreased from 4.6% to 3.7%.
Across the 12 months ending September 2026, Dior Beauty’s share of searches among fragrance brands in the United States decreased from 4.6% to 3.7%.
Across the 12 months ending September 2026, Lancôme’s share of searches among fragrance brands in the United States decreased from 4.6% to 3.7%.
Across the 12 months ending September 2026, Le Labo’s share of searches among fragrance brands in the United States peaked at 22.4% in September 2026 and was lowest at 11.5% in November 2025.
Across the 12 months ending September 2026, Valentino’s share of searches among fragrance brands in the United States peaked at 18.6% in February 2026 and was lowest at 15% in September 2026.
Across the 12 months ending September 2026, Yves Saint Laurent’s share of searches among fragrance brands in the United States peaked at 8.4% in February 2026 and was lowest at 6.8% in July 2026.
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, Chanel’s share of searches among fragrance brands in the United States peaked at 8.2% in December 2025 and was lowest at 5.5% in September 2026.
Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in the United States peaked at 7.7% in November 2025 and was lowest at 5.5% in December 2025.
Across the 12 months ending September 2026, Prada’s share of searches among fragrance brands in the United States peaked at 5.6% in May 2026 and was lowest at 3.8% in March 2026.
Across the 12 months ending September 2026, Marc Jacobs’ share of searches among fragrance brands in the United States peaked at 6.7% in December 2025 and was lowest at 3.7% in October 2025.
Across the 12 months ending September 2026, KAYALI’s share of searches among fragrance brands in the United States peaked at 6.3% in November 2025 and was lowest at 3% in December 2025.
Across the 12 months ending September 2026, Lancôme’s share of searches among fragrance brands in the United States peaked at 6.3% in November 2025 and was lowest at 3.2% in June 2026.
Across the 12 months ending September 2026, Maison Francis Kurkdjian’s share of searches among fragrance brands in the United States peaked at 4.7% in March 2026 and was lowest at 3.4% in November 2025.
Across the 12 months ending September 2026, Tom Ford’s share of searches among fragrance brands in the United States peaked at 4.8% in August 2026 and was lowest at 3.3% in April 2026.
Across the 12 months ending September 2026, Le Labo rose from 2nd to 1st among fragrance brands in the United States.
Across the 12 months ending September 2026, Valentino fell from 1st to 2nd among fragrance brands in the United States.
Across the 12 months ending September 2026, Yves Saint Laurent rose from 6th to 3rd among fragrance brands in the United States.
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, Chanel fell from 4th to 5th among fragrance brands in the United States.
Across the 12 months ending September 2026, Jo Malone fell from 5th to 6th among fragrance brands in the United States.
Across the 12 months ending September 2026, Prada rose from 10th to 7th among fragrance brands in the United States.
Across the 12 months ending September 2026, Marc Jacobs rose from 14th to 8th among fragrance brands in the United States.
Across the 12 months ending September 2026, Versace rose from 11th to 9th among fragrance brands in the United States.
Across the 12 months ending September 2026, Burberry fell from 7th to 10th among fragrance brands in the United States.
Across the 12 months ending September 2026, Dior Beauty fell from 8th to 11th among fragrance brands in the United States.
Across the 12 months ending September 2026, Lancôme fell from 9th to 13th among fragrance brands in the United States.
Across the 12 months ending September 2026, Maison Francis Kurkdjian fell from 13th to 14th among fragrance brands in the United States.
Across the 12 months ending September 2026, KAYALI and Tom Ford held steady: their share of searches among fragrance brands in the United States each moved less than 0.5 percentage points.

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

8 changes

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.
In September 2026, Burberry rose from 11th to 10th among fragrance brands in the United States.
In September 2026, Dior Beauty rose from 12th to 11th among fragrance brands in the United States.

How are branded searches counted for fragrance brands?

15 search terms

Each brand's share of searches among fragrance 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.