Brandwave

Dove vs Native:Which is more popular?

In September 2026, Dove had more branded searches than Native among deodorant and body care brands worldwide. Dove had about 1 million branded searches, while Native had 248,000. Dove made up 37.8% of all deodorant and body care brand searches we track, and Native accounted for 9.4%. When we asked ChatGPT and Google AI Overviews about deodorant and body care brands, Dove appeared in all five answers and Native in four. Dove was mentioned before Native in every answer.

Among deodorant and body care brands worldwide in September 2026

Who do people search for more?

Dove, about 4 searches for every 1 for Native

Dove 1M searchesNative 248K searches

Who does AI mention more?

Dove, mentioned in every answer we collected

Dove in 5 of 5Native in 4 of 5

Who does AI recommend more?

Dove, named ahead of Native in every answer

Dove first in 4Native never first

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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, Dove appeared in all five answers. Native was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Dove was listed before Native in every answer.

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.

Is Dove or Native more popular in search?

This chart shows how often people search Google for Dove and Native by name. Each line represents a brand's share of searches for all ten deodorant and body care brands we track, month by month, from English-language searches worldwide.

Dove and Native among deodorant and body care brands worldwide, by month

Share of searches by month for Dove, Native. 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%

How has the Dove and Native comparison changed over the last 12 months?

3 findings
  • Dove was ahead of Native in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Dove’s share of searches among deodorant and body care brands worldwide moved from 38.4% to 37.8%, and its estimated monthly branded searches held steady at 1M.
  • Across the 12 months ending September 2026, Native’s share of searches among deodorant and body care brands worldwide moved from 9.9% to 9.4%, and its estimated monthly branded searches moved from 258K to 248K.

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

2 changes

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

  2. 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.

How are branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Dove’s and Native’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Dove

1 branded search term

  • dove

Native

5 branded search terms

  • native body wash
  • native deodorant
  • native shampoo
  • native sunscreen
  • nativecos

How the Brand Demand Index is measured

Other head-to-heads among deodorant and body care brands

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