Brandwave

Dove vs Secret:Which is more popular?

In September 2026, Dove had more branded searches than Secret among deodorant and body care brands worldwide. Dove had about 1 million branded searches, while Secret had 110,000. Dove made up 37.8% of all deodorant and body care brand searches we track, and Secret accounted for 4.2%. When we asked ChatGPT and Google AI Overviews about deodorant and body care brands, Dove appeared in all five answers and Secret in two. Dove was mentioned before Secret in three out of four answers.

Among deodorant and body care brands worldwide in September 2026

Who do people search for more?

Dove, about 9 searches for every 1 for Secret

Dove 1M searchesSecret 110K searches

Who does AI mention more?

Dove, mentioned in every answer we collected

Dove in 5 of 5Secret in 2 of 5

Who does AI recommend more?

Dove, named ahead of Secret in 3 of 4 answers

Dove first in 3Secret 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, Dove appeared in all five answers. Secret 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 Secret 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. 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 Secret more popular in search?

This chart shows how often people search Google for Dove and Secret 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 Secret among deodorant and body care brands worldwide, by month

Share of searches by month for Dove, Secret. 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 Secret comparison changed over the last 12 months?

3 findings
  • Dove was ahead of Secret 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, Secret’s share of searches among deodorant and body care brands worldwide moved from 3.5% to 4.2%, and its estimated monthly branded searches moved from 90.5K to 110K.

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. Estimated monthly branded searches for Secret worldwide rose 21.5% over 12 measured months, from 90.5K to 110K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Dove’s and Secret’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

Secret

1 branded search term

  • secret deodorant

How the Brand Demand Index is measured

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

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