Brandwave

SALT & STONE vs Wild:Which is more popular?

In October 2026, SALT & STONE had more branded searches than Wild among deodorant and body care brands worldwide. SALT & STONE had about 312,000 branded searches, while Wild had 267,000. SALT & STONE made up 24.2% of all deodorant and body care brand searches we track, and Wild accounted for 20.7%. When we asked ChatGPT and Google AI Overviews about deodorant and body care brands, SALT & STONE appeared in one of the five answers and Wild in none.

Among deodorant and body care brands worldwide in October 2026

Who do people search for more?

SALT & STONE, about 17% more searches than Wild

SALT & STONE 312K searchesWild 267K searches

Who does AI mention more?

SALT & STONE, mentioned in 1 of 5 answers, Wild in 0

SALT & STONE in 1 of 5Wild in 0 of 5

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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, 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. Wild 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. 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 SALT & STONE or Wild more popular in search?

This chart shows how often people search Google for SALT & STONE and Wild 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.

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

Share of searches by month for SALT & STONE, Wild. 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 SALT & STONE and Wild changed worldwide over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending October 2026: Wild took it in March 2026, SALT & STONE took it in April 2026, Wild took it in May 2026, SALT & STONE took it in September 2026.
  • Across the 12 months ending October 2026, SALT & STONE’s share of searches among deodorant and body care brands worldwide moved from 30.7% to 24.2%, and its estimated monthly branded searches moved from 434K to 312K.
  • Across the 12 months ending October 2026, Wild’s share of searches among deodorant and body care brands worldwide moved from 23.2% to 20.7%, and its estimated monthly branded searches moved from 328K to 267K.

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

2 changes

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

  2. Estimated monthly branded searches for Wild worldwide fell 18.5% over 12 measured months, from 328K to 267K in October 2026.

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

9 search terms

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

SALT & STONE

4 branded search terms

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

Wild

5 branded search terms

  • we are wild
  • wild body wash
  • wild cosmetics
  • wild deodorant
  • wild refill

How the Brand Demand Index is measured

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

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