How popular isNative in search?
In August 2026, there were an estimated 275K branded searches for Native worldwide which is up 6.3% over the last 11 months. Native holds 17.5% estimated Share of Search among deodorant and body care brands worldwide and is ranked 4th of 6 competitors for search popularity. Worldwide · English terms: these are worldwide searches for English-language branded terms.
SALT & STONE29.2%
Dr. Squatch24.9%
Wild20.8%
Native17.5%
Lume6.7%
nuud0.81%
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Which deodorant and body care brands compete with Native?
Share of Search by month for SALT & STONE, Dr. Squatch, Wild, Native, Lume. The figures are in the table below the chart.
View monthly share of search table
| Month | SALT & STONE | Dr. Squatch | Wild | Native | Lume | nuud |
|---|---|---|---|---|---|---|
| Oct 2025 | 22% | 28% | 24.1% | 18.8% | 6.2% | 0.9% |
| Nov 2025 | 28.1% | 33.5% | 18.9% | 14.9% | 3.9% | 0.72% |
| Dec 2025 | 30.9% | 29.8% | 16.2% | 18.3% | 4.2% | 0.62% |
| Jan 2026 | 26.4% | 27.6% | 19.2% | 20.8% | 5% | 0.91% |
| Feb 2026 | 26.8% | 28.9% | 20.1% | 18% | 5.2% | 0.96% |
| Mar 2026 | 25% | 26.7% | 22.2% | 18.1% | 7.2% | 0.87% |
| Apr 2026 | 26.7% | 27.8% | 19% | 18% | 7.7% | 0.9% |
| May 2026 | 25% | 27.1% | 22.1% | 17.5% | 7.3% | 1% |
| Jun 2026 | 26.7% | 23.4% | 22.7% | 18.7% | 7.4% | 1.1% |
| Jul 2026 | 29.2% | 20.8% | 25.1% | 16.9% | 7.1% | 0.97% |
| Aug 2026 | 29.2% | 24.9% | 20.8% | 17.5% | 6.7% | 0.81% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 29.2% | 459K | 0% | +0.1 points | |
| 2, moved from 3rd to 2nd | 24.9% | 391K | +19.6% | +4.1 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 20.8% | 327K | -17% | -4.2 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 17.5% | 275K | +3.1% | +0.6 points | |
| 5, held 5th | 6.7% | 106K | -5.4% | -0.4 points | |
| 6, held 6th | 0.81% | 12.7K | -17.1% | -0.2 points |
29.2%
held 1st · 459K estimated branded searches · 0% vs prior month · +0.1 points
24.9%
moved from 3rd to 2nd · 391K estimated branded searches · +19.6% vs prior month · +4.1 points
3.
Wild20.8%
moved from 2nd to 3rd · 327K estimated branded searches · -17% vs prior month · -4.2 points
4.
Native17.5%
held 4th · 275K estimated branded searches · +3.1% vs prior month · +0.6 points
5.
Lume6.7%
held 5th · 106K estimated branded searches · -5.4% vs prior month · -0.4 points
6.
nuud0.81%
held 6th · 12.7K estimated branded searches · -17.1% vs prior month · -0.2 points
Compare search popularity between Native and its closest rivals
How has branded search demand for Native changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Native worldwide rose from 258K to 275K.
- Across the 11 months ending August 2026, Native’s estimated Share of Search among deodorant and body care brands worldwide decreased from 18.8% to 17.5%.
- Across the 11 months ending August 2026, Native’s estimated Share of Search among deodorant and body care brands worldwide peaked at 20.8% in January 2026 and was lowest at 14.9% in November 2025.
How did search popularity change for deodorant and body care brands worldwide in August 2026?
5 changes
In August 2026, Dr. Squatch overtook Wild to rank 2nd among deodorant and body care brands worldwide, at 24.9%.
In August 2026, Native gained estimated Share of Search among deodorant and body care brands worldwide, from 16.9% to 17.5%.
In August 2026, Wild lost estimated Share of Search among deodorant and body care brands worldwide, from 25.1% to 20.8%.
SALT & STONE’s estimated Share of Search among deodorant and body care brands worldwide has gained ground for 3 months in a row, from 25% to 29.2% in August 2026.
Estimated monthly branded searches for Lume worldwide rose 25% over 11 measured months, from 84.4K to 106K in August 2026.
How is Native measured?
Brandwave collects information about searches that people make online using Native’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
5 branded search terms
- native body wash
- native deodorant
- native shampoo
- native sunscreen
- nativecos
Who owns Native?
Native is owned by 
Procter & Gamble. Brandwave also tracks 
Oral-B, owned by the same company, worldwide.
Do you work for Native? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Native your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.