SAXX vs Thinx:Which is more popular?
In September 2026, Thinx had more branded searches than SAXX among underwear brands in the United States. Thinx had about 9,900 branded searches, while SAXX had 8,100. Thinx made up 2.2% of all underwear brand searches we track, and SAXX accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about underwear brands, neither SAXX nor Thinx appeared in any of the five answers.
Who do people search for more?
Thinx, about 22% more searches than SAXX
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 SAXX nor Thinx 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.
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- Thinx0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
SAXX0 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 SAXX or Thinx more popular in search?
This chart shows how often people search Google for SAXX and Thinx 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 Thinx, SAXX. 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 SAXX and Thinx comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: SAXX took it in December 2025, Thinx took it in March 2026, SAXX took it in June 2026, Thinx took it in September 2026.
- Across the 12 months ending September 2026, SAXX’s share of searches among underwear brands in the United States moved from 1.5% to 1.8%, and its estimated monthly branded searches held steady at 8.1K.
- Across the 12 months ending September 2026, Thinx’s share of searches among underwear brands in the United States held steady at 2.2%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
How did search popularity change for United States underwear brands in September 2026?
2 changes
In September 2026, Thinx rose from 12th to 11th among underwear brands in the United States.
In September 2026, SAXX fell from 11th to 12th 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 SAXX’s and Thinx’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.
Other head-to-heads among underwear brands
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