Jo Malone vs Voluspa:Which is more popular?
In September 2026, Voluspa had more branded searches than Jo Malone among candle brands in the United States. Voluspa had about 18,100 branded searches, while Jo Malone had 14,800. Voluspa made up 3.1% of all candle brand searches we track, and Jo Malone accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about candle brands, Voluspa appeared in four of the five answers and Jo Malone in one. Voluspa was mentioned before Jo Malone in three out of four answers that named either.
Who do people search for more?
Voluspa, about 22% more searches than Jo Malone
Who does AI mention more?
Voluspa, mentioned in 4 of 5 answers, Jo Malone in 1
Who does AI recommend more?
Voluspa, named ahead of Jo Malone in 3 of 4 answers
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Top candle brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Voluspa was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Jo Malone was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Voluspa was listed before Jo Malone in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Diptyque1st- Voluspa2nd
Le Labo3rd
Yankee Candle4th
Nest New York5th
Bath & Body Works6th
P.F. Candle Co.7th
Trudon8th
Capri Blue9th
Jo Malone10th- +5 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Diptyque4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Voluspa4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Yankee Candle3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bath & Body Works3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- P.F. Candle Co.3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Le Labo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Goose Creek2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Nest New York2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Trudon2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Jo Malone1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about candle brands
5 answers
Asked ChatGPT
“Which candle brand should I buy?”
Asked ChatGPT
“What are the best candle brands?”
Asked ChatGPT
“What are the best smelling candles?”
Searched Google, AI Overview
“candles”
Searched Google, AI Overview
“best candles”
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 Jo Malone or Voluspa more popular in search?
This chart shows how often people search Google for Jo Malone and Voluspa by name. Each line represents a brand's share of searches for all 18 candle brands we track, month by month, from searches in United States.
Share of searches by month for Voluspa, Jo Malone. The figures are in the table below the chart.
View monthly share of searches table
| Month | Yankee Candle | Goose Creek | Diptyque | Bath & Body Works | Nest New York | Voluspa | Jo Malone | P.F. Candle Co. | Le Labo | Trudon | Paddywax | Brooklyn Candle Studio | Boy Smells | Capri Blue | Apotheke |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 52.6% | 15.7% | 7.1% | 5.8% | 3.2% | 2.6% | 2.1% | 1.7% | 1.4% | 1.2% | 1.2% | 0.94% | 0.94% | 1.2% | 0.51% |
| Nov 2025 | 52% | 15.6% | 7% | 5.7% | 3.8% | 2.6% | 2.6% | 1.7% | 1.4% | 1.1% | 1.1% | 0.77% | 0.94% | 1.4% | 0.62% |
| Dec 2025 | 48.3% | 14.4% | 7.9% | 7.9% | 5.3% | 1.9% | 3.6% | 1.3% | 1.6% | 1.1% | 0.87% | 0.58% | 1.6% | 1.6% | 0.58% |
| Jan 2026 | 50.1% | 15.1% | 8.2% | 4.5% | 3.7% | 3% | 3% | 1.6% | 2% | 1.3% | 1.6% | 0.9% | 1.1% | 1.3% | 0.73% |
| Feb 2026 | 51% | 15.3% | 8.4% | 4.6% | 3.8% | 2.5% | 2.5% | 1.7% | 1.7% | 1.7% | 1.7% | 0.91% | 0.91% | 0.91% | 0.75% |
| Mar 2026 | 45.4% | 16.7% | 9.1% | 5% | 3.3% | 2.7% | 2.7% | 2.2% | 2.2% | 1.8% | 1.8% | 0.99% | 1.2% | 0.99% | 0.81% |
| Apr 2026 | 46.2% | 17% | 9.3% | 4.2% | 2.8% | 2.8% | 2.8% | 1.9% | 2.3% | 1.5% | 1.5% | 1.2% | 3.4% | 0.83% | 0.67% |
| May 2026 | 45% | 16.6% | 9.1% | 5% | 3.3% | 3.3% | 3.3% | 2.2% | 2.2% | 1.8% | 1.5% | 0.98% | 1.5% | 1.2% | 0.65% |
| Jun 2026 | 46.3% | 13.9% | 13.9% | 4.2% | 2.3% | 2.8% | 2.8% | 1.9% | 1.9% | 1.5% | 1.2% | 0.83% | 0.83% | 1.9% | 0.55% |
| Jul 2026 | 43.6% | 16.1% | 16.1% | 3.9% | 2.1% | 2.6% | 2.6% | 2.1% | 1.8% | 1.8% | 1.4% | 0.96% | 0.96% | 1.8% | 0.63% |
| Aug 2026 | 50.3% | 15.1% | 12.4% | 4.5% | 2.5% | 2.5% | 2.5% | 1.7% | 1.7% | 1.7% | 1.1% | 0.73% | 0.6% | 1.1% | 0.6% |
| Sep 2026 | 51.2% | 15.4% | 8.4% | 5.6% | 3.1% | 3.1% | 2.5% | 2.1% | 1.7% | 1.4% | 1.1% | 0.92% | 0.75% | 0.75% | 0.61% |
Jo Malone sells other things too, so only its searches that name this product count here, like “jo malone candle”.
How has the Jo Malone and Voluspa comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Jo Malone took it in December 2025, Voluspa took it in September 2026.
- Across the 12 months ending September 2026, Jo Malone’s share of searches among candle brands in the United States moved from 2.1% to 2.5%, and its estimated monthly branded searches held steady at 14.8K.
- Across the 12 months ending September 2026, Voluspa’s share of searches among candle brands in the United States moved from 2.6% to 3.1%, and its estimated monthly branded searches held steady at 18.1K.
How did search popularity change for United States candle brands in September 2026?
2 changes
In September 2026, Nest New York overtook Jo Malone to rank 5th among candle brands in the United States, with 3.1% of the searches.
In September 2026, Voluspa overtook Jo Malone to rank 6th among candle brands in the United States, with 3.1% of the searches.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Jo Malone’s and Voluspa’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.
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