Brandwave

How popular isNécessaire?

In September 2026, people searched for Nécessaire by name about 18,700 times worldwide, about the same as the previous year. These searches made up 0.71% of all global deodorant and body care brand searches, placing Nécessaire ninth out of ten brands. When we asked both ChatGPT and Google AI Overviews about deodorant and body care brands, Nécessaire appeared in two of the five answers and was the fifth most recommended of the ten.

Search and AI answers in September 2026

Nécessaire is the ninth most searched of 10 competitors and the fifth most recommended in AI answers.

  1. DoveShare of searches 37.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Dr. SquatchShare of searches 14.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. SALT & STONEShare of searches 12.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. WildShare of searches 10.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. NécessaireShare of searches 0.71%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top deodorant and body care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nécessaire was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nécessaire is the fifth most recommended of the ten.

Most recommended by AI

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

  1. Dove1st
  2. Native2nd
  3. Secret3rd
  4. Vanicream4th
  5. Nécessaire5th
  6. Lume6th
  7. Dr. Squatch–
  8. SALT & STONE–
  9. Wild–
  10. nuud–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Dove5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Native4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vanicream3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Secret2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lume2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nécessaire2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dr. Squatch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SALT & STONE0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wild0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • nuud0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about deodorant and body care brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which deodorant and body care brands compete with Nécessaire?

Nécessaire against deodorant and body care brands worldwide, by month

Share of searches by month for Dove, Dr. Squatch, SALT & STONE, Wild, Native, Vanicream, Secret, Lume, Nécessaire. The figures are in the table below the chart.

View monthly share of searches table
MonthDoveDr. SquatchSALT & STONEWildNativeVanicreamSecretLumeNécessairenuud
Oct 202538.4%14.7%10%12.7%9.9%6.3%3.5%3.2%0.72%0.47%
Nov 202529.2%20.6%15.4%11.6%9.2%7.1%3.2%2.4%0.88%0.44%
Dec 202530.2%18.1%16.2%9.8%11.1%7.4%3.3%2.5%0.91%0.38%
Jan 202633.1%15.4%12.3%10.7%11.6%8.1%4.4%2.8%0.92%0.51%
Feb 202634.3%16%12.3%11.1%9.9%8.4%3.8%2.9%0.69%0.53%
Mar 202636.6%14.3%11%11.9%9.7%7.4%4%3.9%0.74%0.47%
Apr 202633.4%15.9%12.2%10.8%10.3%8.2%3.7%4.4%0.73%0.51%
May 202637.2%14.9%11.5%12.1%9.6%6.1%3.4%4%0.67%0.57%
Jun 202633%13.5%12.6%13%10.8%8%3.6%4.2%0.72%0.62%
Jul 202631.1%12.4%14.2%14.9%10.1%7.6%4.2%4.2%0.83%0.58%
Aug 202635.4%13.8%13.5%11.6%9.7%7.1%3.9%3.7%0.72%0.45%
Sep 202637.8%14.4%12.1%10.1%9.4%7.6%4.2%3.3%0.71%0.48%

  1. 1.Dove

    37.8%

    Held 1st. 1M estimated branded searches, 0% vs prior month. Share +2.4 points.

  2. 2.Dr. Squatch

    14.4%

    Held 2nd. 382K estimated branded searches, -2.3% vs prior month. Share +0.6 points.

  3. 3.SALT & STONE

    12.1%

    Held 3rd. 320K estimated branded searches, -16.3% vs prior month. Share -1.4 points.

  4. 4.Wild

    10.1%

    Held 4th. 266K estimated branded searches, -18.8% vs prior month. Share -1.5 points.

  5. 5.Native

    9.4%

    Held 5th. 248K estimated branded searches, -9.9% vs prior month. Share -0.4 points.

  6. 6.Vanicream

    7.6%

    Held 6th. 201K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Secret

    4.2%

    Held 7th. 110K estimated branded searches, 0% vs prior month. Share +0.3 points.

  8. 8.Lume

    3.3%

    Held 8th. 86.4K estimated branded searches, -18.1% vs prior month. Share -0.5 points.

  9. 9.Nécessaire

    0.71%

    Held 9th. 18.7K estimated branded searches, -7.4% vs prior month. Share 0 points.

  10. 10.nuud

    0.48%

    Held 10th. 12.7K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Nécessaire and its closest rivals

Every comparison with Nécessaire

9 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Nécessaire worldwide held steady at 18.7K.
  • Across the 12 months ending September 2026, Nécessaire’s share of searches among deodorant and body care brands worldwide held steady, from 0.72% to 0.71%.

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

6 changes

  1. In September 2026, Dove gained share of searches among deodorant and body care brands worldwide, from 35.4% to 37.8%.

  2. In September 2026, Dr. Squatch gained share of searches among deodorant and body care brands worldwide, from 13.8% to 14.4%.

  3. In September 2026, Wild lost share of searches among deodorant and body care brands worldwide, from 11.6% to 10.1%.

  4. In September 2026, SALT & STONE lost share of searches among deodorant and body care brands worldwide, from 13.5% to 12.1%.

  5. Native’s share of searches among deodorant and body care brands worldwide has lost ground for 3 months in a row, from 10.8% to 9.4% in September 2026.

  6. Lume’s share of searches among deodorant and body care brands worldwide has lost ground for 3 months in a row, from 4.2% to 3.3% in September 2026.

How are Nécessaire’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Nécessaire’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.

  • necessaire body wash
  • necessaire deodorant

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