Brandwave

Native vs SALT & STONE:Which is more popular?

In October 2026, SALT & STONE had more branded searches than Native among deodorant and body care brands worldwide. SALT & STONE had about 312,000 branded searches, while Native had 110,000. SALT & STONE made up 24.2% of all deodorant and body care brand searches we track, and Native accounted for 8.5%. When we asked ChatGPT and Google AI Overviews about deodorant and body care brands, Native appeared in four of the five answers and SALT & STONE in one. Native was mentioned before SALT & STONE in three out of four answers.

Among deodorant and body care brands worldwide in October 2026

Who do people search for more?

SALT & STONE, about 3 searches for every 1 for Native

SALT & STONE 312K searchesNative 110K searches

Who does AI mention more?

Native, mentioned in 4 of 5 answers, SALT & STONE in 1

Native in 4 of 5SALT & STONE in 1 of 5

Who does AI recommend more?

Native, named ahead of SALT & STONE in 3 of 4 answers

Native first in 3SALT & STONE first in 1

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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. SALT & STONE was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Native was listed before SALT & STONE in three out of four 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. SALT & STONE5th
  6. Nécessaire6th
  7. Lume7th
  8. Wild–
  9. Dr. Squatch–
  10. Old Spice–
  11. +2 more

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
  • SALT & STONE1 of 5Named in 1 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
  • Dr. Squatch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Old Spice0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

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 Native or SALT & STONE more popular in search?

This chart shows how often people search Google for Native and SALT & STONE by name. Each line represents a brand's share of searches for all 12 deodorant and body care brands we track, month by month, from English-language searches worldwide.

Native and SALT & STONE among deodorant and body care brands worldwide, by month

Share of searches by month for SALT & STONE, Native. The figures are in the table below the chart.

View monthly share of searches table
MonthSALT & STONEDoveWildNativeSecretLumeDr. SquatchVanicreamNécessaireOld SpicenuudNivea
Nov 202530.7%16.1%23.2%11.7%6.4%4.3%2.9%0.85%1.7%1%0.88%0.31%
Dec 202533.1%16.1%20%12.3%6.8%4.5%2.5%0.91%1.8%0.91%0.77%0.33%
Jan 202624.8%18.5%21.6%13.4%8.9%4.9%2.7%1.2%1.9%0.8%1%0.36%
Feb 202625.8%18%23.3%11.8%7.9%5.3%2.9%1.3%1.4%0.86%1.1%0.38%
Mar 202622.6%17.6%24.5%12.4%8.3%6.8%3%1.1%1.5%0.91%0.95%0.41%
Apr 202624%18.7%21.3%10.8%8.8%7.2%3.9%1.4%1.4%0.96%1%0.53%
May 202623.5%17.1%24.5%10.1%8.2%6.8%3.7%2%1.3%1.1%1.1%0.49%
Jun 202621.9%19.1%27.4%9.4%7.7%6.3%2.8%1.5%1.3%1%1.1%0.46%
Jul 202624.9%18.5%26.2%9%7.3%6%2.7%1.5%1.5%0.98%1%0.44%
Aug 202625%18.3%25.9%8.9%7.2%5.9%3.2%1.8%1.3%1.2%0.83%0.43%
Sep 202624.6%21%20.5%8.5%8.5%5.7%3.1%3.8%1.4%1.4%0.97%0.42%
Oct 202624.2%21.1%20.7%8.5%8.5%5.7%3.8%3.1%1.7%1.4%0.8%0.42%

How has branded search for Native and SALT & STONE changed worldwide over the last 12 months?

3 findings

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

2 changes

  1. Estimated monthly branded searches for Native worldwide fell 33.3% over 12 measured months, from 165K to 110K in October 2026.

  2. Estimated monthly branded searches for SALT & STONE worldwide fell 28.1% over 12 measured months, from 434K to 312K in October 2026.

How are Native’s and SALT & STONE’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Native’s and SALT & STONE’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.

Native

1 branded search term

  • native deodorant

SALT & STONE

4 branded search terms

  • salt & stone
  • salt and stone
  • saltandstone
  • saltstone

How the Brand Demand Index is measured

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

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