ThirdLove vs Victoria's Secret:Which is more popular?
In September 2026, ThirdLove and Victoria's Secret were level in searches among bra brands in the United States, with an estimated 33.1K branded searches each, at 5% of the total each. When we asked ChatGPT and Google AI Overviews about bra brands, ThirdLove appeared in four of the five answers and Victoria's Secret in one. ThirdLove was mentioned before Victoria's Secret in every answer that named either.
Who do people search for more?
ThirdLove and Victoria's Secret are searched for about as often as each other.
Who does AI mention more?
ThirdLove, mentioned in 4 of 5 answers, Victoria's Secret in 1
Who does AI recommend more?
ThirdLove, named ahead of Victoria's Secret in 3 of 3 answers
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Top bra brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ThirdLove was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Victoria's Secret was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. ThirdLove was listed before Victoria's Secret in every answer that named either.
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.
- ThirdLove4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Natori4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Soma3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Bali3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Wacoal3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Honeylove1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
SKIMS1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Victoria's Secret1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Savage X Fenty0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aerie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bra brands
5 answers
Asked ChatGPT
“Which bra brand should I buy?”
Asked ChatGPT
“What are the most comfortable bra brands?”
Asked ChatGPT
“What is the best everyday bra?”
Searched Google, AI Overview
“bras”
Searched Google, AI Overview
“best bras”
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 ThirdLove or Victoria's Secret more popular in search?
This chart shows how often people search Google for ThirdLove and Victoria's Secret by name. Each line represents a brand's share of searches for all 11 bra brands we track, month by month, from searches in United States.
Share of searches by month for ThirdLove, Victoria's Secret. The figures are in the table below the chart.
View monthly share of searches table
| Month | Savage X Fenty | Honeylove | Soma | Bali | SKIMS | Wacoal | ThirdLove | Victoria's Secret | Aerie | Natori | Cuup |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 40.2% | 12.1% | 6.6% | 5.4% | 8.1% | 6.6% | 5.4% | 8.1% | 3% | 2.4% | 2% |
| Nov 2025 | 47.3% | 11.6% | 6.4% | 4.3% | 6.4% | 5.2% | 6.4% | 5.2% | 3.5% | 1.9% | 1.9% |
| Dec 2025 | 51% | 8.4% | 5.6% | 4.6% | 5.6% | 5.6% | 5.6% | 6.9% | 3.1% | 1.7% | 2% |
| Jan 2026 | 28% | 4.6% | 2.5% | 2.1% | 2.5% | 3.1% | 2.5% | 51.2% | 1.4% | 1.1% | 0.92% |
| Feb 2026 | 54% | 8.9% | 5.9% | 4.9% | 4.9% | 5.9% | 4.9% | 4% | 2.7% | 2.2% | 1.8% |
| Mar 2026 | 37.7% | 11.3% | 7.6% | 5.1% | 5.1% | 7.6% | 5.1% | 13.8% | 2.8% | 2.3% | 1.9% |
| Apr 2026 | 38.7% | 14.2% | 7.8% | 5.2% | 6.4% | 9.5% | 6.4% | 3.5% | 3.5% | 2.8% | 1.9% |
| May 2026 | 19.8% | 8.8% | 5.9% | 3.3% | 4% | 4.9% | 4% | 44.2% | 2.2% | 1.8% | 1.2% |
| Jun 2026 | 13.1% | 3.9% | 4.8% | 2.2% | 2.2% | 3.2% | 2.6% | 64.8% | 1.4% | 1.2% | 0.64% |
| Jul 2026 | 13.9% | 3.4% | 2.8% | 1.9% | 2.3% | 2.3% | 1.9% | 69% | 1.2% | 0.83% | 0.56% |
| Aug 2026 | 22.1% | 5.4% | 5.4% | 3% | 3.6% | 3.6% | 3% | 49.4% | 2.4% | 1.3% | 0.73% |
| Sep 2026 | 45.7% | 11.2% | 7.5% | 6.1% | 6.1% | 6.1% | 5% | 5% | 3.4% | 2.2% | 1.5% |
How has the ThirdLove and Victoria's Secret comparison changed over the last 12 months?
3 findings
- The lead changed hands 6 times in the 12 months ending September 2026: ThirdLove took it in November 2025, Victoria's Secret took it in December 2025, ThirdLove took it in February 2026, Victoria's Secret took it in March 2026, ThirdLove took it in April 2026, Victoria's Secret took it in May 2026.
- Across the 12 months ending September 2026, ThirdLove’s share of searches among bra brands in the United States moved from 5.4% to 5%, and its estimated monthly branded searches held steady at 33.1K.
- Across the 12 months ending September 2026, Victoria's Secret’s share of searches among bra brands in the United States moved from 8.1% to 5%, and its estimated monthly branded searches moved from 49.5K to 33.1K.
How did search popularity change for United States bra brands in September 2026?
6 changes
In September 2026, Savage X Fenty overtook Victoria's Secret to become the leader among bra brands in the United States, with 45.7% of the searches.
In September 2026, Honeylove overtook Victoria's Secret to rank 2nd among bra brands in the United States, with 11.2% of the searches.
In September 2026, Soma overtook Victoria's Secret to rank 3rd among bra brands in the United States, with 7.5% of the searches.
In September 2026, Bali overtook Victoria's Secret and 2 others to rank 4th among bra brands in the United States, with 6.1% of the searches.
In September 2026, ThirdLove overtook Victoria's Secret to rank 7th among bra brands in the United States, with 5% of the searches.
In September 2026, Victoria's Secret lost share of searches among bra brands in the United States, from 49.4% to 5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ThirdLove’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.
ThirdLove
1 branded search term
- thirdlove
Victoria's Secret
1 branded search term
- victoria secret bras
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