Brandwave

Dr. Squatch vs Native:Which is more popular?

In September 2026, Dr. Squatch had more branded searches than Native among deodorant and body care brands worldwide. Dr. Squatch had about 382,000 branded searches, while Native had 248,000. Dr. Squatch made up 14.4% 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, Native appeared in four of the five answers and Dr. Squatch in none.

Among deodorant and body care brands worldwide in September 2026

Who do people search for more?

Dr. Squatch, about 54% more searches than Native

Dr. Squatch 382K searchesNative 248K searches

Who does AI mention more?

Native, mentioned in 4 of 5 answers, Dr. Squatch in 0

Native in 4 of 5Dr. Squatch in 0 of 5

Who does AI recommend more?

Native, the only one of the two named

Native first in 4Dr. Squatch never named

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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, Native was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Dr. Squatch did not appear in any of the five answers.

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 Dr. Squatch or Native more popular in search?

This chart shows how often people search Google for Dr. Squatch 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.

Dr. Squatch and Native among deodorant and body care brands worldwide, by month

Share of searches by month for Dr. Squatch, 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 Dr. Squatch and Native comparison changed over the last 12 months?

3 findings

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

2 changes

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

  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?

10 search terms

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

Dr. Squatch

5 branded search terms

  • dr squatch
  • dr squatch deodorant
  • dr squatch soap
  • dr. squatch
  • drsquatch

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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