How popular isNative in search?

In September 2026, there were an estimated 248K branded searches for Native worldwide which held steady over the last 12 months. Native holds 18.8% estimated Share of Search among deodorant and body care brands worldwide and is ranked 4th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which deodorant and body care brands compete with Native?

Native against deodorant and body care brands worldwide, by month

Month	Dr. Squatch	SALT & STONE	Wild	Native	Lume	nuud
Oct 2025	28.8%	19.6%	24.9%	19.4%	6.3%	0.93%
Nov 2025	34.5%	25.8%	19.5%	15.4%	4%	0.74%
Dec 2025	31.1%	27.9%	16.9%	19.1%	4.4%	0.65%
Jan 2026	28.9%	23.1%	20.1%	21.8%	5.2%	0.96%
Feb 2026	30.3%	23.3%	21.1%	18.8%	5.5%	1%
Mar 2026	27.9%	21.5%	23.3%	18.9%	7.5%	0.91%
Apr 2026	29.3%	22.6%	20%	19%	8.1%	0.95%
May 2026	28.2%	21.8%	23%	18.2%	7.6%	1.1%
Jun 2026	24.6%	23%	23.8%	19.7%	7.7%	1.1%
Jul 2026	22%	25.2%	26.5%	17.9%	7.5%	1%
Aug 2026	26.2%	25.6%	21.9%	18.4%	7.1%	0.85%
Sep 2026	29.1%	24.3%	20.2%	18.8%	6.6%	0.96%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Dr. Squatch Unilever	29.1%	382K	-2.3%	+2.9 points
2, held 2nd	SALT & STONE	24.3%	320K	-16.3%	-1.3 points
3, held 3rd	Wild Unilever	20.2%	266K	-18.8%	-1.7 points
4, held 4th	Native Procter & Gamble	18.8%	248K	-9.9%	+0.4 points
5, held 5th	Lume	6.6%	86.4K	-18.1%	-0.5 points
6, held 6th	nuud	0.96%	12.7K	0%	+0.1 points

1.Dr. Squatch
29.1%
Held 1st. 382K estimated branded searches, -2.3% vs prior month. Share +2.9 points.
2.SALT & STONE
24.3%
Held 2nd. 320K estimated branded searches, -16.3% vs prior month. Share -1.3 points.
3.Wild
20.2%
Held 3rd. 266K estimated branded searches, -18.8% vs prior month. Share -1.7 points.
4.Native
18.8%
Held 4th. 248K estimated branded searches, -9.9% vs prior month. Share +0.4 points.
5.Lume
6.6%
Held 5th. 86.4K estimated branded searches, -18.1% vs prior month. Share -0.5 points.
6.nuud
0.96%
Held 6th. 12.7K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare search popularity between Native and its closest rivals

Every comparison with Native

8 comparisons

How has branded search demand for Native changed worldwide over the last 12 months?

3 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Native worldwide held steady, from 258K to 248K.
Across the 12 months ending September 2026, Native’s estimated Share of Search among deodorant and body care brands worldwide decreased from 19.4% to 18.8%.
Across the 12 months ending September 2026, Native’s estimated Share of Search among deodorant and body care brands worldwide peaked at 21.8% in January 2026 and was lowest at 15.4% in November 2025.

How did search popularity change for deodorant and body care brands worldwide in September 2026?

4 changes

In September 2026, Dr. Squatch gained estimated Share of Search among deodorant and body care brands worldwide, from 26.2% to 29.1%.
In September 2026, Wild lost estimated Share of Search among deodorant and body care brands worldwide, from 21.9% to 20.2%.
In September 2026, SALT & STONE lost estimated Share of Search among deodorant and body care brands worldwide, from 25.6% to 24.3%.
Lume’s estimated Share of Search among deodorant and body care brands worldwide has lost ground for 3 months in a row, from 7.7% to 6.6% in September 2026.

Where does Native compete?

Native is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.

Competitor set	Rank	Share of Search	Ranking
Body spray brands	4th of 4	8.4%	Show ranking
Deodorant and body care brands	4th of 6	18.8%	Shown above

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