MASSO / INTELLIGENCE01 — 2026

FRAGRANCE & SEARCH INTEREST

The scents
people search for.

A closer look at the fragrance houses people search for, and the names appearing in AI answers.

UNITED STATES · SEPTEMBER 2026
LEADER IN THIS SETLe Labo

The largest share of searches among 15 brands tracked by Brandwave.

22.4%SHARE OF SEARCHES
368KESTIMATED MONTHLY SEARCHES

01 / SEARCH INTEREST

The names on our minds.

Five leaders from Brandwave’s sample. Shares are of all 15 tracked brands, not the entire fragrance market.

SEPTEMBER 2026
SHARE OF SEARCHES · %JUNE — SEPTEMBER 2026
0%10%20%Le Labo: 19.7%Le Labo: 18.4%Le Labo: 19.5%Le Labo: 22.4%Valentino: 16.1%Valentino: 15%Valentino: 15.9%Valentino: 15%Yves Saint Laurent: 7.2%Yves Saint Laurent: 6.8%Yves Saint Laurent: 7.1%Yves Saint Laurent: 8.2%Victoria’s Secret: 7.2%Victoria’s Secret: 8.2%Victoria’s Secret: 7.1%Victoria’s Secret: 6.7%Chanel: 5.9%Chanel: 6.8%Chanel: 5.9%Chanel: 5.5%JunJulAugSep
# / BRANDSEARCH SHARESEARCHES / MO.
01Le Labo
22.4%
368K
02Valentino
15%
246K
03Yves Saint Laurent
8.2%
135K
04Victoria’s Secret
6.7%
110K
05Chanel
5.5%
90.5K

02 / AI VISIBILITY

The AI perspective.

Brandwave examined five fragrance-related answers: three from ChatGPT and two from Google AI Overviews.

26 OCT 2026
Yves Saint Laurent5 / 5
Chanel4 / 5
Valentino1 / 5
Le Labo0 / 5
Victoria’s Secret0 / 5

A small sample: results depend on the questions, location, time and model. This is not a universal AI ranking.

03 / SOURCE & METHOD

A note on the numbers.

Source: Brandwave’s Brand Demand Index, US, September 2026. Search figures are estimates of branded Google searches; shares are calculated within its set of 15 brands. The chart displays five. The AI snapshot covers five answers surveyed on 26 October 2026.

This is a published external snapshot, not MASSO traffic. It does not update automatically.

gobrandwave.com/demand/us/categories/us-fragrance-brands
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