--- title: "Secret: search popularity worldwide" description: "A deodorant and antiperspirant brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/secret-deodorant" publisher: "Brandwave" --- # Secret: search popularity worldwide A deodorant and antiperspirant brand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Secret - **Owned by**: Procter & Gamble - **Market**: Global - **Measured month**: Sep 2026 - **Share of Search among deodorant and body care brands**: 4.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Deodorant and body care brands | 7 | 4.2% | 110K | - [Deodorant and body care brands](/demand/global-en/categories/deodorant-brands) ## How has branded search demand for Secret changed worldwide over the last 12 months? - 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? - In September 2026, Dove gained share of searches among deodorant and body care brands worldwide, from 35.4% to 37.8%. - In September 2026, Dr. Squatch gained share of searches among deodorant and body care brands worldwide, from 13.8% to 14.4%. - In September 2026, Wild lost share of searches among deodorant and body care brands worldwide, from 11.6% to 10.1%. - In September 2026, SALT & STONE lost share of searches among deodorant and body care brands worldwide, from 13.5% to 12.1%. - 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. - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Deodorant and body care brands | 90.5K | 3.5% | 7 | | Nov 2025 | Deodorant and body care brands | 90.5K | 3.2% | 7 | | Dec 2025 | Deodorant and body care brands | 90.5K | 3.3% | 7 | | Jan 2026 | Deodorant and body care brands | 110K | 4.4% | 7 | | Feb 2026 | Deodorant and body care brands | 90.5K | 3.8% | 7 | | Mar 2026 | Deodorant and body care brands | 110K | 4% | 7 | | Apr 2026 | Deodorant and body care brands | 90.5K | 3.7% | 8 | | May 2026 | Deodorant and body care brands | 90.5K | 3.4% | 8 | | Jun 2026 | Deodorant and body care brands | 90.5K | 3.6% | 8 | | Jul 2026 | Deodorant and body care brands | 110K | 4.2% | 8 | | Aug 2026 | Deodorant and body care brands | 110K | 3.9% | 7 | | Sep 2026 | Deodorant and body care brands | 110K | 4.2% | 7 | ## How are Secret’s branded searches counted? 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” ## Which deodorant and body care brands compete with Secret? - [Dove](/demand/global-en/brands/dove) - [Dr. Squatch](/demand/global-en/brands/dr-squatch) - [SALT & STONE](/demand/global-en/brands/salt-and-stone) - [Wild](/demand/global-en/brands/wild): Head-to-head: /demand/global-en/compare/secret-deodorant-vs-wild - [Native](/demand/global-en/brands/native): Head-to-head: /demand/global-en/compare/native-vs-secret-deodorant - [Vanicream](/demand/global-en/brands/vanicream): Head-to-head: /demand/global-en/compare/secret-deodorant-vs-vanicream - [Lume](/demand/global-en/brands/lume): Head-to-head: /demand/global-en/compare/lume-vs-secret-deodorant - [Nécessaire](/demand/global-en/brands/necessaire): Head-to-head: /demand/global-en/compare/necessaire-vs-secret-deodorant - [nuud](/demand/global-en/brands/nuud) ## 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. - [Procter & Gamble](/demand/global-en/companies/procter-and-gamble): Owns 16 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. ## Cite this page Brandwave. "Secret: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/secret-deodorant This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/secret-deodorant. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.