SKIMS vs Victoria's Secret:Which is more popular?
In September 2026, SKIMS and Victoria's Secret were level in searches among underwear brands in the United States, with an estimated 33.1K branded searches each, at 7.3% of the total each. When we asked ChatGPT and Google AI Overviews about underwear brands, neither SKIMS nor Victoria's Secret appeared in any of the five answers.
Who do people search for more?
SKIMS and Victoria's Secret are searched for about as often as each other.
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top underwear brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither SKIMS nor Victoria's Secret showed up in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Tommy John1st
Hanes2nd
Aerie2nd
Calvin Klein4th
MeUndies5th
Bombas6th
Jockey–
SKIMS–
Victoria's Secret–
Knix–- +3 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Tommy John5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Hanes4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Calvin Klein2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Aerie2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- MeUndies1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bombas1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Jockey0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- SKIMS0 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
- Knix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about underwear brands
5 answers
Asked ChatGPT
“Which underwear brand should I buy?”
Asked ChatGPT
“What are the most comfortable underwear brands?”
Asked ChatGPT
“What is the best underwear for men?”
Searched Google, AI Overview
“underwear”
Searched Google, AI Overview
“womens underwear”
Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.
Is SKIMS or Victoria's Secret more popular in search?
This chart shows how often people search Google for SKIMS and Victoria's Secret by name. Each line represents a brand's share of searches for all 13 underwear brands we track, month by month, from searches in United States.
Share of searches by month for SKIMS, Victoria's Secret. The figures are in the table below the chart.
View monthly share of searches table
| Month | MeUndies | Calvin Klein | Jockey | Hanes | SKIMS | Victoria's Secret | Aerie | Knix | Tommy John | Branwyn | Thinx | SAXX | Bombas |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.5% | 16.4% | 6% | 7.3% | 16.4% | 7.3% | 4.9% | 4.9% | 6% | 1.5% | 2.2% | 1.5% | 0.98% |
| Nov 2025 | 28.2% | 18.9% | 6.9% | 6.9% | 6.9% | 6.9% | 5.7% | 5.7% | 6.9% | 1.7% | 2.1% | 2.1% | 0.93% |
| Dec 2025 | 27.9% | 18.7% | 5.6% | 8.4% | 6.9% | 8.4% | 5.6% | 4.6% | 6.9% | 1.4% | 1.7% | 3.1% | 0.92% |
| Jan 2026 | 28.8% | 15.8% | 7.1% | 8.7% | 7.1% | 7.1% | 5.8% | 7.1% | 5.8% | 1.4% | 2.1% | 2.1% | 1.2% |
| Feb 2026 | 26.3% | 21.4% | 6.4% | 9.6% | 6.4% | 6.4% | 5.3% | 6.4% | 5.3% | 1.6% | 1.9% | 1.9% | 0.86% |
| Mar 2026 | 16.1% | 44.1% | 5.9% | 4.9% | 4.9% | 4.9% | 4% | 5.9% | 4% | 1.5% | 1.8% | 1.5% | 0.65% |
| Apr 2026 | 21.3% | 26.2% | 7.9% | 7.9% | 6.4% | 6.4% | 4.3% | 7.9% | 5.3% | 1.9% | 2.3% | 1.6% | 0.7% |
| May 2026 | 17% | 38% | 6.3% | 6.3% | 4.2% | 5.1% | 4.2% | 7.7% | 5.1% | 1.9% | 1.9% | 1.9% | 0.56% |
| Jun 2026 | 18% | 32.9% | 8.1% | 5.4% | 4.4% | 6.6% | 4.4% | 9.9% | 4.4% | 1.6% | 1.6% | 2% | 0.59% |
| Jul 2026 | 19.9% | 24.4% | 7.3% | 7.3% | 9% | 7.3% | 4.9% | 9% | 4.9% | 1.8% | 1.8% | 1.8% | 0.65% |
| Aug 2026 | 19% | 28.6% | 7% | 7% | 7% | 7% | 5.7% | 7% | 5.7% | 1.7% | 1.7% | 1.7% | 0.76% |
| Sep 2026 | 24.3% | 20% | 8.9% | 7.3% | 7.3% | 7.3% | 6% | 6% | 6% | 2.2% | 2.2% | 1.8% | 0.79% |
How has the SKIMS and Victoria's Secret comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Victoria's Secret took it in December 2025, SKIMS took it in July 2026.
- Across the 12 months ending September 2026, SKIMS’s share of searches among underwear brands in the United States moved from 16.4% to 7.3%, and its estimated monthly branded searches moved from 90.5K to 33.1K.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among underwear brands in the United States held steady at 7.3%, and its estimated monthly branded searches moved from 40.5K to 33.1K.
How did search popularity change for United States underwear brands in September 2026?
2 changes
In September 2026, SKIMS rose from 6th to 5th among underwear brands in the United States.
In September 2026, Victoria's Secret rose from 7th to 6th among underwear brands in the United States.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using SKIMS’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.
SKIMS
1 branded search term
- skims underwear
Victoria's Secret
1 branded search term
- victoria secret underwear
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