Brandwave

Victoria's Secret vs Wacoal:Which is more popular?

In September 2026, Wacoal had more branded searches than Victoria's Secret among bra brands in the United States. Wacoal had about 40,500 branded searches, while Victoria's Secret had 33,100. Wacoal made up 6.1% of all bra brand searches we track, and Victoria's Secret accounted for 5%. When we asked ChatGPT and Google AI Overviews about bra brands, Wacoal appeared in three of the five answers and Victoria's Secret in one. Wacoal was mentioned before Victoria's Secret in two out of three answers that named either.

Among bra brands in the United States in September 2026

Who do people search for more?

Wacoal, about 22% more searches than Victoria's Secret

Wacoal 40.5K searchesVictoria's Secret 33.1K searches

Who does AI mention more?

Wacoal, mentioned in 3 of 5 answers, Victoria's Secret in 1

Wacoal in 3 of 5Victoria's Secret in 1 of 5

Who does AI recommend more?

Wacoal, named ahead of Victoria's Secret in 2 of 3 answers

Wacoal first in 2Victoria's Secret first in 1

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Top bra brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wacoal was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two 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. Wacoal was listed before Victoria's Secret in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Natori1st
  2. Soma2nd
  3. ThirdLove3rd
  4. Bali4th
  5. Wacoal5th
  6. SKIMS6th
  7. Victoria's Secret6th
  8. Savage X Fenty–
  9. Honeylove–
  10. Aerie–
  11. +1 more

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

+1 more

See every answer about bra brands

5 answers

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 Victoria's Secret or Wacoal more popular in search?

This chart shows how often people search Google for Victoria's Secret and Wacoal 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.

Victoria's Secret and Wacoal among bra brands in the United States, by month

Share of searches by month for Wacoal, Victoria's Secret. The figures are in the table below the chart.

View monthly share of searches table
MonthSavage X FentyHoneyloveSomaBaliSKIMSWacoalThirdLoveVictoria's SecretAerieNatoriCuup
Oct 202540.2%12.1%6.6%5.4%8.1%6.6%5.4%8.1%3%2.4%2%
Nov 202547.3%11.6%6.4%4.3%6.4%5.2%6.4%5.2%3.5%1.9%1.9%
Dec 202551%8.4%5.6%4.6%5.6%5.6%5.6%6.9%3.1%1.7%2%
Jan 202628%4.6%2.5%2.1%2.5%3.1%2.5%51.2%1.4%1.1%0.92%
Feb 202654%8.9%5.9%4.9%4.9%5.9%4.9%4%2.7%2.2%1.8%
Mar 202637.7%11.3%7.6%5.1%5.1%7.6%5.1%13.8%2.8%2.3%1.9%
Apr 202638.7%14.2%7.8%5.2%6.4%9.5%6.4%3.5%3.5%2.8%1.9%
May 202619.8%8.8%5.9%3.3%4%4.9%4%44.2%2.2%1.8%1.2%
Jun 202613.1%3.9%4.8%2.2%2.2%3.2%2.6%64.8%1.4%1.2%0.64%
Jul 202613.9%3.4%2.8%1.9%2.3%2.3%1.9%69%1.2%0.83%0.56%
Aug 202622.1%5.4%5.4%3%3.6%3.6%3%49.4%2.4%1.3%0.73%
Sep 202645.7%11.2%7.5%6.1%6.1%6.1%5%5%3.4%2.2%1.5%

How has the Victoria's Secret and Wacoal comparison changed over the last 12 months?

3 findings
  • The lead changed hands 5 times in the 12 months ending September 2026: Wacoal took it in February 2026, Victoria's Secret took it in March 2026, Wacoal took it in April 2026, Victoria's Secret took it in May 2026, Wacoal took it in September 2026.
  • 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.
  • Across the 12 months ending September 2026, Wacoal’s share of searches among bra brands in the United States moved from 6.6% to 6.1%, and its estimated monthly branded searches held steady at 40.5K.

How did search popularity change for United States bra brands in September 2026?

6 changes

  1. 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.

  2. In September 2026, Honeylove overtook Victoria's Secret to rank 2nd among bra brands in the United States, with 11.2% of the searches.

  3. In September 2026, Soma overtook Victoria's Secret to rank 3rd among bra brands in the United States, with 7.5% of the searches.

  4. 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.

  5. In September 2026, ThirdLove overtook Victoria's Secret to rank 7th among bra brands in the United States, with 5% of the searches.

  6. In September 2026, Wacoal gained share of searches among bra brands in the United States, from 3.6% to 6.1%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Victoria's Secret’s and Wacoal’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.

Victoria's Secret

1 branded search term

  • victoria secret bras

Wacoal

1 branded search term

  • wacoal bras

How the Brand Demand Index is measured

Other head-to-heads among bra brands

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