--- title: "SKIMS vs Victoria's Secret: Which is searched more in the United States?" description: "Is SKIMS or Victoria's Secret more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Underwear brands set in the United States. 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-underwear-brands/compare/skims-vs-victorias-secret" publisher: "Brandwave" --- # SKIMS vs Victoria's Secret: Which is searched more in the United States? Is SKIMS or Victoria's Secret more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Underwear brands set in the United States. 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 - **Compared**: SKIMS and Victoria's Secret - **Competitive set**: Underwear brands - **Market**: United States - **Month measured**: Sep 2026 - **SKIMS Share of Search**: 7.3% - **Victoria's Secret Share of Search**: 7.3% ## Is SKIMS or Victoria's Secret more popular in search? - 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. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Tommy John | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Hanes | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Aerie | 2nd | 0 of 3 | 2 of 2 | 2 of 5 | | Calvin Klein | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | MeUndies | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Bombas | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Jockey | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | SKIMS | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Victoria's Secret | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Knix | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Branwyn | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Thinx | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | SAXX | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about underwear brands - Asked ChatGPT "Which underwear brand should I buy?": 1. Tommy John, 2. Hanes - Asked ChatGPT "What are the most comfortable underwear brands?": 1. MeUndies, 2. Tommy John, 3. Hanes, 4. Calvin Klein - Asked ChatGPT "What is the best underwear for men?": 1. Calvin Klein, 2. Tommy John, 3. Hanes - Searched Google, AI Overview "underwear": 1. Tommy John, 2. Aerie, 3. Bombas - Searched Google, AI Overview "womens underwear": 1. Aerie, 2. Tommy John, 3. Hanes Not named in any answer: Jockey, SKIMS, Victoria's Secret, Knix, Branwyn, Thinx and SAXX. Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026. ## How did search popularity change for United States underwear brands in September 2026? - 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. ## Month by month | Month | SKIMS estimated searches | SKIMS Share of Search | SKIMS rank | Victoria's Secret estimated searches | Victoria's Secret Share of Search | Victoria's Secret rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 90.5K | 16.4% | 3 | 40.5K | 7.3% | 5 | | Nov 2025 | 49.5K | 6.9% | 5 | 49.5K | 6.9% | 7 | | Dec 2025 | 49.5K | 6.9% | 5 | 60.5K | 8.4% | 4 | | Jan 2026 | 40.5K | 7.1% | 6 | 40.5K | 7.1% | 7 | | Feb 2026 | 33.1K | 6.4% | 6 | 33.1K | 6.4% | 7 | | Mar 2026 | 33.1K | 4.9% | 6 | 33.1K | 4.9% | 7 | | Apr 2026 | 33.1K | 6.4% | 6 | 33.1K | 6.4% | 7 | | May 2026 | 27.1K | 4.2% | 9 | 33.1K | 5.1% | 7 | | Jun 2026 | 27.1K | 4.4% | 8 | 40.5K | 6.6% | 5 | | Jul 2026 | 49.5K | 9% | 4 | 40.5K | 7.3% | 7 | | Aug 2026 | 40.5K | 7% | 6 | 40.5K | 7% | 7 | | Sep 2026 | 33.1K | 7.3% | 5 | 33.1K | 7.3% | 6 | ## How each brand is measured 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**: Measured on the search term “skims underwear”. - **Victoria's Secret**: Measured on the search term “victoria secret underwear”. - [SKIMS profile](/demand/us/brands/skims) - [Victoria's Secret profile](/demand/us/brands/victorias-secret) - [All underwear brands in the United States](/demand/us/categories/us-underwear-brands): The set both shares are measured inside, 13 brands. ## 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 ### Is SKIMS or Victoria's Secret more popular in search? 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. ## Cite this page Brandwave. "SKIMS vs Victoria's Secret: Which is searched more in the United States?". https://gobrandwave.com/demand/us/categories/us-underwear-brands/compare/skims-vs-victorias-secret This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-underwear-brands/compare/skims-vs-victorias-secret. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.