Valentino vs Victoria's Secret:Which is more popular?
In September 2026, Valentino had more branded searches than Victoria's Secret among fragrance brands in the United States. Valentino had about 246,000 branded searches, while Victoria's Secret had 110,000. Valentino made up 15% of all fragrance brand searches we track, and Victoria's Secret accounted for 6.7%. When we asked ChatGPT and Google AI Overviews about fragrance brands, Valentino appeared in one of the five answers and Victoria's Secret in none.
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Top fragrance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Valentino was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Victoria's Secret did not appear in any of the five answers.
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.
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
Victoria's Secret0 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”
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.
Is Valentino or Victoria's Secret more popular in search?
This chart shows how often people search Google for Valentino and Victoria's Secret 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 by month for Valentino, Victoria's Secret. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Valentino and Victoria's Secret comparison changed over the last 12 months?
3 findings
- Valentino was ahead of Victoria's Secret in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Valentino’s share of searches among fragrance brands in the United States moved from 18.5% to 15%, and its estimated monthly branded searches moved from 301K to 246K.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among fragrance brands in the United States moved from 8.3% to 6.7%, and its estimated monthly branded searches moved from 135K to 110K.
How did search popularity change for United States fragrance brands in September 2026?
3 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, Valentino lost share of searches among fragrance brands in the United States, from 15.9% to 15%.
Estimated monthly branded searches for Victoria's Secret in the United States fell 18.5% over 12 measured months, from 135K to 110K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Valentino’s and Victoria's Secret’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Valentino
1 branded search term
- valentino perfume
Victoria's Secret
1 branded search term
- victoria secret perfume
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