Jo Malone vs Yves Saint Laurent:Which is more popular?
In September 2026, Yves Saint Laurent had more branded searches than Jo Malone among fragrance brands in the United States. Yves Saint Laurent had about 135,000 branded searches, while Jo Malone had 90,500. Yves Saint Laurent made up 8.2% of all fragrance brand searches we track, and Jo Malone accounted for 5.5%. When we asked ChatGPT and Google AI Overviews about fragrance brands, Yves Saint Laurent appeared in all five answers and Jo Malone in one. Yves Saint Laurent was mentioned before Jo Malone in every answer.
Who do people search for more?
Yves Saint Laurent, about 49% more searches than Jo Malone
Who does AI mention more?
Yves Saint Laurent, mentioned in every answer we collected
Who does AI recommend more?
Yves Saint Laurent, named ahead of Jo Malone in every answer
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Top fragrance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Yves Saint Laurent appeared in all five answers. 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. Yves Saint Laurent was listed before Jo Malone in every answer.
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
Tom Ford1 of 5Named in 1 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 Jo Malone or Yves Saint Laurent more popular in search?
This chart shows how often people search Google for Jo Malone and Yves Saint Laurent 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 Yves Saint Laurent, Jo Malone. 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 Jo Malone and Yves Saint Laurent comparison changed over the last 12 months?
3 findings
- Yves Saint Laurent was ahead of Jo Malone in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Jo Malone’s share of searches among fragrance brands in the United States moved from 6.8% to 5.5%, and its estimated monthly branded searches moved from 110K to 90.5K.
- Across the 12 months ending September 2026, Yves Saint Laurent’s share of searches among fragrance brands in the United States moved from 6.8% to 8.2%, and its estimated monthly branded searches moved from 110K to 135K.
How did search popularity change for United States fragrance brands in September 2026?
2 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.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Jo Malone’s and Yves Saint Laurent’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.
Jo Malone
1 branded search term
- jo malone
Yves Saint Laurent
1 branded search term
- ysl perfume
Other head-to-heads among fragrance brands
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