Brandwave

How popular isSecret?

In September 2026, people searched for Secret by name about 110,000 times worldwide, a 21.5% increase from the previous year. These searches made up 4.2% of all global deodorant and body care brand searches, placing Secret seventh out of ten brands. When we asked both ChatGPT and Google AI Overviews about deodorant and body care brands, Secret appeared in two of the five answers and was the third most recommended of the ten.

Search and AI answers in September 2026

Secret is the seventh most searched of 10 competitors and the third 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. SecretShare of searches 4.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd

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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, Secret was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Secret is the third 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 Secret?

Secret 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. 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 Secret and its closest rivals

Every comparison with Secret

9 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Secret worldwide rose from 90.5K to 110K.
  • Across the 12 months ending September 2026, Secret’s share of searches among deodorant and body care brands worldwide increased from 3.5% to 4.2%.
  • Across the 12 months ending September 2026, Secret’s share of searches among deodorant and body care brands worldwide peaked at 4.4% in January 2026 and was lowest at 3.2% in November 2025.

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 Secret’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Secret’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • secret deodorant

How the Brand Demand Index is measured

Who owns Secret?

Secret is owned by Procter & Gamble. Brandwave also tracks Native, Braun, DayQuil, Fairy, Gillette, Gillette Venus, Head & Shoulders, NyQuil, Old Spice, Oral-B, Pampers, Pantene and Tide, owned by the same company, worldwide.

Do you work for Secret? To request corrections or removal please contact us via our support page and we will be happy to assist.

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