Dove vs Lume:Which is more popular?
In September 2026, Dove had more branded searches than Lume among deodorant and body care brands worldwide. Dove had about 1 million branded searches, while Lume had 86,400. Dove made up 37.8% of all deodorant and body care brand searches we track, and Lume accounted for 3.3%. When we asked ChatGPT and Google AI Overviews about deodorant and body care brands, Dove appeared in all five answers and Lume in two. Dove was mentioned before Lume in every answer.
Who do people search for more?
Dove, about 12 searches for every 1 for Lume
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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. Lume was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Dove was listed before Lume in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Dove1st
Native2nd
Secret3rd
Vanicream4th
Nécessaire5th
Lume6th
Dr. Squatch–
SALT & STONE–
Wild–
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
Asked ChatGPT
“Which deodorant and body care brand should I buy?”
Asked ChatGPT
“What are the best deodorant and body care brands?”
Asked ChatGPT
“What's the best deodorant and body care brand for sensitive skin?”
Searched Google, AI Overview
“deodorant for sensitive skin”
Searched Google, AI Overview
“women's deodorant brand”
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 Lume more popular in search?
This chart shows how often people search Google for Dove and Lume 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.
Share of searches by month for Dove, Lume. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dove | Dr. Squatch | SALT & STONE | Wild | Native | Vanicream | Secret | Lume | Nécessaire | nuud |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.4% | 14.7% | 10% | 12.7% | 9.9% | 6.3% | 3.5% | 3.2% | 0.72% | 0.47% |
| Nov 2025 | 29.2% | 20.6% | 15.4% | 11.6% | 9.2% | 7.1% | 3.2% | 2.4% | 0.88% | 0.44% |
| Dec 2025 | 30.2% | 18.1% | 16.2% | 9.8% | 11.1% | 7.4% | 3.3% | 2.5% | 0.91% | 0.38% |
| Jan 2026 | 33.1% | 15.4% | 12.3% | 10.7% | 11.6% | 8.1% | 4.4% | 2.8% | 0.92% | 0.51% |
| Feb 2026 | 34.3% | 16% | 12.3% | 11.1% | 9.9% | 8.4% | 3.8% | 2.9% | 0.69% | 0.53% |
| Mar 2026 | 36.6% | 14.3% | 11% | 11.9% | 9.7% | 7.4% | 4% | 3.9% | 0.74% | 0.47% |
| Apr 2026 | 33.4% | 15.9% | 12.2% | 10.8% | 10.3% | 8.2% | 3.7% | 4.4% | 0.73% | 0.51% |
| May 2026 | 37.2% | 14.9% | 11.5% | 12.1% | 9.6% | 6.1% | 3.4% | 4% | 0.67% | 0.57% |
| Jun 2026 | 33% | 13.5% | 12.6% | 13% | 10.8% | 8% | 3.6% | 4.2% | 0.72% | 0.62% |
| Jul 2026 | 31.1% | 12.4% | 14.2% | 14.9% | 10.1% | 7.6% | 4.2% | 4.2% | 0.83% | 0.58% |
| Aug 2026 | 35.4% | 13.8% | 13.5% | 11.6% | 9.7% | 7.1% | 3.9% | 3.7% | 0.72% | 0.45% |
| Sep 2026 | 37.8% | 14.4% | 12.1% | 10.1% | 9.4% | 7.6% | 4.2% | 3.3% | 0.71% | 0.48% |
How has the Dove and Lume comparison changed over the last 12 months?
3 findings
- Dove was ahead of Lume 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, Lume’s share of searches among deodorant and body care brands worldwide moved from 3.2% to 3.3%, and its estimated monthly branded searches moved from 84.4K to 86.4K.
How did search popularity change for deodorant and body care brands worldwide in September 2026?
2 changes
In September 2026, Dove gained share of searches among deodorant and body care brands worldwide, from 35.4% to 37.8%.
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.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Dove’s and Lume’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.
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